Consumers in Zambia demonstrate a fair knowledge on North Africa and a willingness to travel to destinations in North Africa such as Egypt and Morocco
Zambia is a large, landlocked region located in Southern Africa with a sparsely populated land. With many of its own attractions such as national parks, the Victoria falls, etc, Zambians have much to do within their own country. However, Zambians also present a desire to travel to other African nations, particularly those in the Northern region.
Our Kasi study Travel in Zambia – Consumer Perceptions tracker, conducted in June/July 2022 amongst 399 participants looks to understand Zambians ability to travel during this period of inflation/rising prices. The study evaluated what are the top destinations for respondents, what factors they consider and what might impact their ability to travel this year. For travel brands, such insights can guide the strategies to encourage greater travel within the continent, through understanding consumer needs and barriers at this time.
Zambia’s highly educated and higher income consumers have greater knowledge on North Africa
Zambian consumers have fair knowledge on North Africa. Our data shows that on a scale of 1 to 5 (1-no nothing about, 5 – know a lot about), 41% of the respondents would rate their knowledge on North Africa as a 3, therefore they know about, but do not have extensive knowledge on the region.
The more highly educated respondents, those with an undergraduate/graduate degree, demonstrated a greater knowledge on the region. In fact, 65% of respondents who have attained such education stated having a lot of knowledge on the North African region.
High income earners also show a similar trend, with 54% of those earning more than $1800 being very knowledgeable (know a lot) about North Africa in comparison to the 1% of respondents earning under $900USD.
Egypt is the preferred destination overall
Egypt is a top destination in North Africa for Zambian consumers, in fact 27% of Zambian respondents select Egypt as a top destination for travel, while 21% select Morocco as their top destination. When preferences are assessed for women and men, there is a slight difference. More women have a preference for Morocco than men, while more men have a preference for Egypt than women. 24% of women versus 18% of men would rate Morocco as their top choice destination; while 29% of men versus 24% of women would rate Egypt as their top choice destination.
Zambian consumers look for a restful vacation, and do not want to sacrifice their personal safety
When evaluating what elements attract respondents to certain destinations/countries, safety and rest come out on top. 40% of consumers in Zambia would rate safety highly, followed by 35% of consumers who would rate ability to rest as an important driver. This is true for both genders, with 49% of men and women showing concern for safety, and 35% of females and 49% of males looking for restful vacations. However, following safety and rest, men and women have different rankings. Accessibility of the destination (destination can be easily reached) is a greater priority to women as compared to men, while the quality of the accommodation is a higher priority to men as compared to women. These findings can help travel brands target the right audience when promoting their services through knowing what factors are important to the travelers.
Good news for brands as Zambian consumers are eager to travel this year
Overall, Zambian consumers show willingness and ability to travel this year. In fact, 55% of the respondents stated that they do have plans to travel sometime during the year. As expected, majority of these respondents are of a higher income with 32% of those earning more than $1800USD having plans in comparison to 23% of those earning under $900USD.
Financially, Zambian consumers seem to not be impacted as greatly by the current global rising inflation rates. Particularly in their ability to make discretionary spending (e.g., travel), 59% of the respondents reported no change in their abilities. This was particularly true for those earning between $500USD to $900USD, of which 85% of these respondents felt that their abilities to make discretionary spending had not stayed the same.
Zambian consumers demonstrate a fair knowledge on North Africa and a willingness to travel to destinations in North Africa such as Egypt and Morocco. This is good news for brands in the travel industry as they have the ability to bring greater awareness/knowledge about the region and showcase the unique attractions of both Egypt and Morocco.
Companies in the travel industry should look to promoting these destinations, through travel packages that can provide peace of mind for the traveler while on their trip. Given that safety is a major driving factor for consumers in their decisions on where to travel, agents should look to demonstrating the ways in which they can ensure the safety of the traveler. Additionally, showcasing some of the more restful itineraries in Egypt and Morocco can entice more Zambian consumers to visit such destinations.
Our data intelligence platform can provide more insights to help your business make informed decisions in Zambia and elsewhere in Africa.
Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insights https://www.kasiinsight.com/thehub
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