Millennials enjoy creative tourism – new research uncovers a business opportunity for South Africans

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.