By Anton de Wit, Reservations Head of Rhino Africa

The emerging fields of responsible travel and "voluntourism" are twin trends likely to rev up Africa's tourism industry.

South Africa's travel sector will receive a short-term kick-start from the FIFA World Cup this year, bringing an estimated 500,000 soccer fans into the country. Up to 80% of them may extend their stay with a few days in the cities or enjoying a short safari.

But once that fillip is over, Africa must capitalise on a growing desire by tourists to give something back to the communities they visit.

This year Rhino Africa will be developing ideas for Voluntourism. It's a concept where travelers pay for the chance to work on animal or nature conservation projects or schemes such as building houses or teaching children in impoverished communities. As well as paying for their own airfare and accommodation, participants are sometimes expected to raise money for the cause they are supporting as well as actively lending a hand.

As an example, Rhino Africa will run its Challenge4ACause initiative for the second time this year, where adventure tourists will pay R15, 000 to take part in a cycle ride through Namibia. Each cyclist is also expected to raise a minimum of R15, 000 in sponsorship, which is donated to Save the Rhino Trust.

Voluntourism is a largely untapped trend that tour operators can develop enormously. Often the agencies or organisations that need a willing pair of hands help have little idea about marketing, especially to a global audience.

Supporting a deserving cause then spending a few days touring the country and sampling the more luxurious side of South Africa would appeal to the young and old, the curious and the altruistic alike.

It will become a niche that the industry must begin to explore now. It's important to get our hands dirty and I see voluntourism and responsible travel as the future of tourism to Africa.

It will appeal to the CEOs of companies, to travelers who have been to Africa before and were captivated by its magic, and to older travelers at the stage of life where they feel the need to give back and are in a financial position to do so.

Students have the manpower but not necessarily the financial means to buy into the idea. Yet in some countries university graduates are actively encouraged to take a year out to learn life skills before they slot into the working world.

Africa's ability to offer them sunshine and vastly different sights on top of the feel-good-factor should prove an easy sell for our entrepreneurial travel trade.

There is a risk that South Africa will miss out on this trend, however, as the global recession that damaged the tourism industry badly last year did not hit South Africa as severely as expected. Figures were down, but not to the degree suffered in other countries. As a result we are not being pushed to innovate and explore fresh opportunities such as voluntourism because business has been reasonably steady.

Our industry is focused heavily on the World Cup right now. But companies that think further ahead can stake an early claim as a shift in mindset puts responsible travel high on the global agenda.

Many roots tourists will want to feel that their visit makes a positive difference to the communities they originated from, which demands more innovative thinking than simply offering a comfy bed in a luxury hotel.

As voluntourism gains momentum and the young and adventurous Funemployeds also grow in numbers, South African companies will be missing a major opportunity if they don't tailor their marketing to woo Americans.

Image source: Mokolodi