Africa’s tourism: A continent awaiting Its spotlight

Africa’s tourism potential has long been obscured by a narrative that paints the continent as a cauldron of poverty, disease, and unrest. This tired caricature, steeped in tales of hunger, terrorism, and “uncultured” practices, has dimmed the continent’s allure, despite its vibrant tapestry of landscapes, cultures, and histories. Yet, as global travel patterns evolve, Africa is well placed to claim a brighter role in the world’s tourism story.

Africa’s share of global tourism is strikingly small. In 2023, the continent welcomed just 5.8% of the world’s 1.3 billion international tourist arrivals, roughly 76 million visitors, generating $194.2 billion, or about 4.9% of global tourism revenue, per the UN World Tourism Organization (UNWTO). Europe, by contrast, commands 50% of arrivals, and Asia 25%. Infrastructure gaps, limited air connectivity, and meagre marketing budgets hobble growth. Negative media portrayals, often fixating on conflict or deprivation, deter travellers. The 2014 Ebola outbreak, for example, slashed arrivals even in unaffected nations like South Africa and Tanzania, costing billions. Security concerns in countries like Mali and Nigeria, alongside visa barriers and high travel costs (a flight from Luanda to Dar es Salaam can cost $1500, versus $1100 from London), keep Africa on the margins of global tourism’s map.

Yet, shifting global tides offer Africa an opportunity. In developed nations, political currents, notably America’s tariff proposals under Donald Trump, are stirring unease. Trump’s suggested 25% tariffs on imports from Canada and Mexico, and 10% on others, could inflate travel costs, dulling North America’s appeal. Europe faces its own challenges: ‘overtourism’ in cities like Venice and Barcelona, combined with post-Brexit travel frictions and a charged political climate, may prompt travellers to seek fresh destinations. While these factors do not guarantee a surge to Africa, they open a window for the continent to capture the curiosity of those craving authentic experiences.

Africa’s tourism gems already shine brightly. Kenya’s Maasai Mara, with its Great Migration, and Tanzania’s Serengeti offer unrivalled safari adventures. South Africa blends Cape Town’s urban polish with Kruger National Park’s wildlife. Egypt’s pyramids and Morocco’s souks draw history enthusiasts, while Seychelles and Cape Verde entice with pristine beaches. Nigeria, often sidelined, holds treasures: Lagos’s dynamic art scene, the UNESCO-listed Osun-Osogbo Sacred Grove, and Idanre Hills, a UNESCO World Heritage tentative list site, boasting a striking landscape of ancient hills, valleys, and cultural relics. These destinations weave natural beauty with cultural richness, yet lack the global megaphone they deserve.

To capitalise on this moment, Africa must sharpen its approach. First, governments should ease visa policies, following Rwanda’s visa-on-arrival model, to boost accessibility. Second, invest in infrastructure: more direct flights and better roads to sites like Nigeria’s Yankari could unlock potential. Third, counter negative stereotypes with bold marketing, spotlighting successes like Rwanda’s gorilla trekking, which generates $400 million annually for conservation and communities. Fourth, embrace eco-tourism, as seen in Botswana’s Okavango Delta, to meet the 20% annual growth in demand for sustainable travel. Finally, promote intra-African tourism, which accounts for 40% of arrivals, by cutting regional travel costs.

The case for celebrating African tourism is urgent. Showcasing the continent’s diversity, from Ethiopia’s ancient churches to Ghana’s slave castles, can recast perceptions, turning clichés into tales of resilience and richness. Such visibility galvanises ecosystems: governments, spurred by pride and profit, will create enabling environments, from tax incentives for tourism startups to robust conservation policies. The African Union’s Agenda 2063 targets doubling tourism’s GDP contribution by 2033, a goal within reach with concerted effort.

The Africa Tourism Awards, launching on 2 November 2025 in London, arrives as a timely spark. By honouring excellence, this initiative will inspire ambition and rally stakeholders to reimagine African tourism. It promises to motivate governments, operators, and communities to redouble efforts, forging a world-class industry. Africa’s tourism narrative is ripe for a rewrite, one where the continent steps into the spotlight, not as a footnote, but as a destination of unmatched promise.

Bayagbon is a communications and digital innovation consultant.