The ‘work-from-anywhere’ trend continues to transform the global travel and tourism industry. The top-rated countries for digital nomads include Mexico, Thailand, Indonesia, Colombia and Portugal, but many African countries, and those in Southern Africa in particular, are starting to pop up on these nomads’ radars.

So, is Africa the ‘next big thing’ for this market? Some of the continent’s most respected experts within this sphere recently weighed in during a webinar for Africa Travel Week.

What’s the deal? Are digital nomads welcome in Africa?

Many African countries are working on new approaches to attract and welcome digital nomads with open arms. Currently, Namibia is leading the way, having recently introduced its Digital Nomad Visa. Margareth Gustavo, Executive Director, Strategy and Branding at the Namibia Investment Promotion and Development Board, played a lead role in making this happen.

“Our key mandate was, and is, to attract investors. Turning the idea of a digital nomad visa into reality involved dealing directly with our Department of Home Affairs and collaborating with them to open the country up to the world of opportunity linked with this special breed of remote workers. We wanted to position Namibia as a great place to live, work and invest. After all, we’re known for our wide-open spaces and relatively small population,” she explained.

“We managed to make it all happen in a matter of 14 days, and the country now boasts a visa that allows digital nomads to remain in Namibia for six months, with the freedom to renew their visa for a further six months.”

According to Collin Thaver, MD of Southern Africa 360, a similar visa for South Africa is in the works and there are high hopes that it will be available by the 2023 State of the Nation Address. Thaver further hopes that more countries in Southern Africa will hop on board this growing trend sooner rather than later.

Andrae Smith, Founder of Work Wanderers and Digital Nomad Coach (and a digital nomad herself), agreed and explained how entry barriers were a huge deterrent for the individuals within this market.

“When a country creates an environment of embracing digital nomads, it sends the country to the top of many nomadic workers’ bucket lists, even if it wasn’t originally a consideration for them. In most instances, digital nomads travel to Africa, fall in love and want to stay longer. The issues surrounding visas quickly become a hassle and a major inconvenience, which can stop nomads from coming to Africa in the first place. They want a visa that is easy to obtain and easy to renew, so it’s amazing what Namibia has done – a very smart decision on the government’s part,” she commented.

What do digital nomads look for when choosing a destination?

With so many destinations out there, what are the factors that influence a digital nomad’s decision on where to go? According to Smith, it’s all about community.

“Nomads want to connect with one another. In most cases, they’re solo travellers. They seek out a sense of togetherness and want to meet new people and experience local cultures. They are not holidaymakers. They’re there to experience a place, and fully immerse themselves in it.”

Marketing to the digital nomad

There’s isn’t a one-size-fits-all approach to market to digital nomads. “Some of them are solo travellers, some are Millennials, some are Gen-Zers, some are travelling with their families in tow,” Thaver said.

Providers need to tap into the full scope of their target market, tailoring marketing material to attract them and solve their problems before they even know they exist.

“The market has gone beyond just hotels. Most digital nomads are looking for hotel apartments, and they want locations that will make it possible for them to be self-sufficient: do their own laundry, cook, get their hair done somewhere convenient etc.,” he added.

The focus needs to be on thoroughly communicating packages, amenities and facilities to the right target audiences, so that digital nomads feel confident in the idea of living and working stress-free at the destination that they choose.

‘Countless opportunities’

There are countless opportunities on the horizon, as long as the African countries are ready and empowered to grab them, according to Gustavo.

She said: “Decision-makers need to think about what it is that they want to achieve for their nation – and then package it. Where are the gaps and how can they prepare? We have a great opportunity as Africa as a whole. There’s room for synergy, room for growth, and room for expanding the African experience, showcasing the continent as a completely different place compared with what people have heard or the perceptions they’ve formed. The ‘dark continent’? We will prove them wrong!”

Overall, the digital nomad space is here to stay, according to Smith. “Now it’s a matter of continuing to embrace them – and finding bigger, better ways of doing so.”