Scroll, Search, Shop: What Africa’s Travel Marketers Are Getting Right in the Digital Age

In the age of infinite scroll, where social feeds double as search engines and AI can build a trip faster than you can pack a suitcase, the rules of travel marketing are changing, especially in Africa.

At WiT (Web in Travel) Africa 2025, the panel “Search, Social & Commerce in the New Age” explored how brands are keeping up with this evolution. Moderated by Sandra Buckingham of Innovation City, the session featured three industry experts: Naomi Ekberg , Head of Brand & Marketing at Travelstart; Enver Duminy , CEO of Cape Town Tourism; and Natalia Rosa , CEO of Big Ambitions Marketing .

With smartphone adoption now at 61% in Sub-Saharan Africa and AI projected to become a $12 billion industry on the continent by 2030, the conversation landed squarely on the intersection of technology, content, and human connection.

The rise of discovery ecosystems

“We’re not starting on Google anymore,” said Naomi, noting that travelers are increasingly using platforms like TikTok, Instagram, WhatsApp, and even AI assistants as their first point of trip planning. “Social is the new search.”

That shift demands a new way of thinking about content, not as a one-size-fits-all marketing asset, but as native, context-rich storytelling tailored for each channel. Natalia described it as a “discovery ecosystem,” where travelers engage across multiple touchpoints and brands must meet them there, not just with information, but with inspiration.

“The content that converts today is often weird, emotional, or hyper-specific,” Naomi added. She pointed to one of Travelstart ’s most successful posts to date; a seven-second video around cosmetic tourism in Turkey. “It was totally unexpected, and it worked!”

From content to conversion

Short-form user-generated content is outperforming traditional marketing across the board, but what actually drives bookings?

For Cape Town Tourism , the answer came through immersive storytelling. Enver shared the thinking behind their award-winning Find Your Freedom campaign, which drew inspiration from Black Panther and Inception to create an interactive, gamified experience for users.

“We gave people a choice of Afrofuturistic personas to explore the city with,” he said. “It was culturally resonant, digitally native, and it worked because we trusted our younger team to take the lead.”

The campaign was platform-specific, visually rich, and emotionally grounded, striking a balance between innovation and authenticity.

AI as partner, not just tool

While AI can seem like the shiny object of the moment, Natalia warned against chasing automation for its own sake.

“Generative AI should be a thought partner, not just a shortcut,” she said. “The real opportunity is freeing up human time and creativity, so we can focus on what machines can’t do.”

She introduced the idea of “AI vacuums,” moments in the traveler journey that still require human empathy, guidance, or inspiration. Natalia urged businesses to identify these moments and design their tech stack around them, rather than the other way around.

She also emphasised the importance of AI literacy, particularly for small businesses. “A lot of SMEs don’t know where to start. That’s why we need sector-wide initiatives, like the AI Federal Council, to create access and understanding.”

Rethinking influence

As influencer marketing continues to evolve, the panel agreed that follower counts are no longer the metric that matters.

“We’ve partnered with influencers who had huge audiences, but most of their followers were in the US,” said Naomi. “That doesn’t move bookings in South Africa.”

Instead, both Travelstart and Cape Town Tourism are focusing on relevance and accountability, collaborating with influencers who are deeply embedded in local or niche communities, and who understand their role in driving real results.

“We’re looking at influencer partnerships more like travel agents now,” said Enver. “In some cases, we’re even testing commission-based models. It’s about shared value, not just eyeballs.”

Sandra summed it up: “If you’re not measuring conversion, you’re just paying for vibes.”

Trust, privacy, and Gen Z trade-offs

Enver also touched on the issue of data and digital trust. “Gen Z will give away everything for an hour of Wi-Fi,” he joked. “But that doesn’t mean we should be careless with what we ask for or how we use it.”

Transparency and responsible data handling, he said, are key to building long-term brand credibility, especially as personalisation becomes more sophisticated.

Bold predictions for the future

When asked to look ahead three years, the panelists offered bold but grounded visions:

Naomi sees a future where travel is entirely planned via AI agents. “I’ll say, ‘Plan a family trip to Zanzibar,’ and it’ll book the flights, car, restaurants; without switching platforms!”

Natalia went a step further: “I don’t think we’ll need websites anymore. The interface will be entirely conversational. But we’ll have to make sure we’re still in control of the story.”

Enver offered a final caution: “AI might end up knowing us better than our partners do. But if we lose the human side of travel - connection, surprise, emotion - we lose the soul of the experience. Tourism is about humanity. Tech should enhance that, not erase it.”

What should travel brands start doing today to stay ahead?

“Push boundaries,” said Naomi. “Generic content doesn’t cut through anymore.”

“Stay weird, stay specific,” added Natalia. “Be creative, but intentional.”

Enver closed with a reminder that felt like a call to arms: “If we automate everything and forget why people travel in the first place, we’re not in the travel business anymore, we’re just in logistics.”

In a mobile-first, AI-assisted, scroll-driven world, the African travel brands that win will be the ones who stay creative, human, and relentlessly relevant. As the panel made clear, success won’t come from chasing algorithms; it’ll come from understanding people!