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

Gijsbert Hoogendoorn; Anneli Douglas; Greg Richards

doi:10.64628/AAJ.4e4ftr5mw

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

Gijsbert Hoogendoorn^*
, Anneli Douglas
, Greg Richards

^*Corresponding author for this work

Dean Office

Research output: Contribution to journal › Article › Popular

Abstract

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.

Original language	English
Journal	The Conversation
DOIs	https://doi.org/10.64628/AAJ.4e4ftr5mw
Publication status	Published - 22 Dec 2025

Keywords

creative tourism
Millennials
South Africa

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10.64628/AAJ.4e4ftr5mwLicence: CC BY-ND

Millennials enjoy creative tourismFinal published version, 140 KBLicence: CC BY-ND

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

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Keywords

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