Emerging tourism markets in Africa are being urged to develop products which make them unique, rather than trying to emulate the experiences already available in more developed destinations.

Research for World Travel Market 2006’s Global Trends Report by Euromonitor International has found that Africa is one of the fastest growing regions in the world for inbound tourism, with 19 per cent growth between 2000-2005. By 2010 the continent is predicted to receive 42 million international visitors.

However, the report says that while less established markets can offer nature products such as safaris, tourists – particularly at the high end of the market – are more likely to go to established nature destinations rather than those which are less developed and still have safety, security and accessibility issues. The report says that there is greater potential for these regions to create niche products rather than try and compete on nature tourism alone.

The report adds that reality tourism is also growing in popularity in Africa, with sites of historical interest and ‘safe danger’ where tourists are escorted through volatile cities by armed guards or go on desert survival trips proving more and more of a draw for tourists. Details: www.wtmlondon.com