The tranquil rhythm of rural Africa is a symphony waiting to be heard. And Jacqui Taylor, the founder of Agritourism Africa, is the conductor. Her vision? To transform the continent’s sprawling farms into thriving tourist destinations.
“Agritourism is more than just low-hanging fruit,” Taylor asserts. “It’s a lifeline for rural communities, a chance to showcase Africa’s true beauty, and a powerful tool for economic growth.”
Since the pandemic, the sector has sprouted like a field of sunflowers after a summer rain. The numbers tell the story: a market valued at a staggering $33.8 billion in 2022 is projected to swell to $111.1 billion by 2032.
Taylor dreams of a continent crisscrossed by agritourism routes, each one a portal to a world of tranquillity, spirituality, and natural splendour. “We need to counter the negative narratives that dominate international news,” she says. “Africa is a kaleidoscope of cultures, landscapes, and stories waiting to be told.”
She’s particularly passionate about the potential to uplift rural communities, especially women and youth. “We need to stop the exodus to the cities,” Taylor explains. “Agritourism can create jobs, empower women, and give young people a stake in their homeland.”
But there are hurdles. Taylor is blunt about the challenges: “The tourism and agricultural industries are too often mired in politics and ego. We need to break down silos and work together.”
There’s a growing appetite for rural experiences among international travellers, especially those seeking sustainable options. The South Coast of KwaZulu-Natal is leading the charge. “We’re directing tourists towards rural areas to unlock economic potential and create jobs,” says a spokesperson for the South Coast Tourism and Investment Enterprise.
It’s a win-win. Visitors get an authentic African experience, while local communities reap the rewards. As Taylor puts it, “Africa’s farms are not just places to grow food; they can be the cornerstone of a new era of tourism.”
