Creative tourism is a growing form of travel where visitors learn by taking part in hands-on, culturally rooted activities. These can include classes in local cooking, craft workshops or music sessions. Tourism researchers Anneli Douglas, Gijsbert Hoogendoorn and Greg Richards investigated what kinds of tourism in this niche appeal to South African millennials (defined as those born between 1981 and 1996). Here they share some ideas about expanding creative tourism so that it can help create jobs and opportunities in low-income and rural communities.
Why are South African millennials so interested in creative tourism?
Millennials who have a good income that enables them to travel value a work/life balance. They are highly mobile and hyper connected to visual and creative social media platforms like Instagram. They enjoy travelling and are inclined towards creative experiences. This form of tourism connects them to the places and people they encounter.
