Africa’s tourism sector is on the cusp of a significant resurgence, fueled by strategic investments and policies that leverage the continent’s unique appeal. The post-pandemic recovery is evident, with international arrivals across Africa reaching 84% of pre-pandemic levels between January and July 2023, according to the UN World Tourism Organization. In fact, Africa has outperformed many regions, achieving 96% of its pre-pandemic visitor volume. North Africa has been particularly successful, with tourist arrivals exceeding 2019 levels by 8% during the same period. Specific countries like Ethiopia, Tanzania, and Morocco have witnessed remarkable growth, with arrivals increasing by 28%, 19%, and 15%, respectively, compared to pre-pandemic figures.
The allure of Africa’s tourism has never been stronger. In 2019, travel and tourism contributed over $186 billion to Africa’s economy, as reported by the World Travel & Tourism Council. The potential for further growth is immense, with projections indicating that the sector could generate an additional $168 billion over the next decade, provided the right policies are in place.
The pandemic has also shifted traveler preferences, leading to a surge in demand for domestic or regional travel, along with a preference for nature-based, less crowded destinations. This trend has fueled a 20% increase in hotel room supply across Africa since 2020, bringing the total to 92,134 rooms, according to the recent Chain Development Pipeline report by W Hospitality. This expansion highlights the continent’s ability to meet rising demand.
High-quality and branded hotels are increasingly populating Africa’s resort destinations, such as Zanzibar, and national parks like Serengeti and Masai Mara. With Africa’s natural beauty and rich experiences, the rising demand for such offerings presents a significant opportunity for the region’s tourism sector.
Investments and partnerships in the tourism industry are essential to unlocking Africa’s full potential. For instance, Radisson Hotel Group is capitalizing on growth opportunities in key destinations like Cape Town, Victoria Falls, and Zanzibar, focusing on leisure offerings in coastal and safari segments across southern and eastern Africa. Radisson plans to strengthen its presence in Cape Town’s luxury market and replicate the success of its Zambezi River project on the Zimbabwean side of Victoria Falls. Radisson is also expanding its portfolio in safari and coastal locations, including Masai Mara, Serengeti, the Kenyan Coast, Seychelles, Mauritius, and wildlife regions in Namibia and Botswana. The group is actively seeking partnerships to bring its Radisson, Radisson Blu, and Radisson Collection brands to these prime destinations.
“The tourism sector’s contribution to GDP is evident across Africa,” said Daniel Trappler, Senior Director of Development for Sub-Sahara Africa at Radisson Hotel Group. “National and local governments need to recognize and support this sector’s potential. In South Africa, where Radisson aims to double its portfolio, there is a need for more public sector involvement in developing hotels and hospitality infrastructure.”
As Africa’s tourism sector continues to recover and grow, strategic investments and supportive policies will be key to unlocking the continent’s vast potential, driving economic growth and creating opportunities across the region.
