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World Travel & Tourism Council (WTTC) reported that 2019 Africa received 84 million international tourists, contributing USD 186 bn to the region’s economy and providing livelihoods to 25 million people. The industry was poised for robust growth when COVID-19 struck.
By 2030, consumer spending on tourism, hospitality, and recreation in Africa is projected to reach about USDS 261.77 billion, USD 137.87 billion more than in 2015. From 1998 to 2015, service exports, including industries without smokestacks such as tourism, have grown about six times faster than merchandise exports from Africa.
Pristine Beaches, vibrant wildlife, ancient history, and exotic culture make Africa an exciting destination for tourists. Tourism has been the lifeline for many African economies, providing livelihoods, skills, foreign exchange, and infrastructure.
World Travel & Tourism Council (WTTC) reported that 2019 Africa received 84 million international tourists, contributing USD 186 bn to the region’s economy and providing livelihoods to 25 million people. The industry was poised for robust growth when COVID-19 struck. Travel restrictions and the global economic slowdown during the Pandemic shattered the industry. International tourist arrivals to Africa shrunk by 35% between January and April 2020. Almost 51% of the GDP loss in tourism was estimated in 2020.
After the Pandemic, when health restrictions eased globally, tourism in Africa started picking up. By 2024, African tourism had almost fully rebounded. According to a World Tourism Organization report, international arrivals across Africa recovered 96% of the pre-pandemic level. The tourism surge in Africa has outpaced global trends, upholding Africa’s unique value proposition in the global tourism market.
Once again, the African continent proved its inherent resilience to bounce back. But what is behind this remarkable revival of Africa’s tourism?
A close look reveals that the countries that have registered record tourist arrivals have adopted tourist-friendly policies to facilitate seamless travel. Infrastructure projects, including new airports and road networks, have played a key role in improving access to destinations. This boosted international tourist arrivals by 5% compared to 2019 levels. This also led to a surge in intra-African travel. The African Continental Free Trade Area (AfCFTA) Agreement is expected to give further momentum to business and leisure travel within the region.
Strategic cooperation between countries also contributed to the upsurge of intra-African tourism. For instance, simplified visa regulations, a targeted marketing drive, and the introduction of direct flights by Kenyan Airways between Nairobi and major South African cities like Johannesburg and Cape Town enhanced the flow of tourists between the two countries. Between January and November 2023, South Africa received 5.8 million visitors from across the African continent, accounting for 75.5% of all international arrivals. Of this, 37,414 were from Kenya. The decision by the South African government, to allow Kenyans to visit South Africa for up to 90 days without a visa, had a huge impact. It flagged off a new era of cooperation in tourism that can foster closer economic and cultural ties.
Kenya went a step ahead and introduced a digital travel authorization system that simplified entry requirements. This enabled visa-free travel for visitors from all countries to Kenya in line with President William Ruto’s vision to promote visa-free travel across Africa. Such a simplified travel procedure is sure to attract more global tourists to Kenya, for both leisure and business.
Africa has also ably projected its myriad tourism potential including wildlife, business, luxury, and beach tourism. Safaris in Kenya and Tanzania to cultural tours in Ghana and Morocco have attracted global travellers. Kenya and Rwanda have carved out a niche in conference and events tourism showcasing Africa’s potential to be a hub for international events. South Africa and Botswana continue to dominate the luxury safari market. The sunny beaches of Mauritius, Seychelles, etc are perennial tourist attractions.
Africa is also aligning its approach with global trends toward responsible travel. Sustainable tourism has become a priority with African governments and private operators reshaping how tourism operates across the continent. Eco-friendly practices, Wildlife conservation projects, community-based tourism initiatives, and efforts to protect natural habitats are drawing eco-conscious international visitors. Additionally, Africa also caters to luxury tourism, offering upscale lodges, private safaris, and exclusive beach resorts catering to high-net-worth individuals.
Despite the recovery, challenges remain. Infrastructure gaps, political instability in some regions, inadequate regional connectivity, and the high cost of air travel continue. Better air connectivity, hassle-free visas, and superior visitor experience offer promising solutions. Social media campaigns, virtual tours, and online booking platforms can make African destinations more accessible to global audiences.
The current geopolitical situation may also dampen the growth of global tourism. Currently, Africa relies heavily on international visitors making the industry vulnerable to external shocks. Fostering intra-Africa tourism through successful collaborations can empower the continent to navigate such uncertainties. Collaboration among governments, private stakeholders, and international partners is key to unlocking Africa’s tourism potential. Such a strategy will elevate Africa to a premier travel destination.
