tourism industry in africa

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A Ticket to Recovery: Reinventing Africa’s Tourism Industry

• COVID-19 triggered an unprecedented crisis in Africa’s tourism industry.
• Still, a growing middle class and young population bode well for travel businesses.
• Tapping domestic tourism demand will be key to rejuvenating the sector.

By Olivier Monnier

Months into the COVID-19 pandemic in 2020, Kenya’s normally manicured beaches were carpeted three-feet deep in parts with thick layers of seaweed.

The Indian Ocean had seemingly taken advantage of the shuttered hotels and absence of tourists to reclaim the white sands in normally bustling Diani, Watamu, Malindi, and other favoured places along Kenya’s coastline.

The story was similar across much of Africa: pandemic-induced lockdowns and grounded flights devastated the continent’s tourism industry, forcing many operators to the brink of bankruptcy—or to cease operations.

During the height of the pandemic in West Africa, the Azalaï Hotel Group took the difficult decision to close completely. The Group has since reopened most of its hotels in the region, but more than half its rooms remain empty.

"I think 2021 is going to be another tough year for the sector," said Mossadeck Bally, founder and Chief Executive Officer of the hotel group. "The vaccination rollout will give travellers some confidence, but I don’t think people will travel much this year. The recovery will really start in 2022."

Unprecedented Crisis

Over the past 20 years, tourism has become vital to African economies. In 2019, the industry accounted for about seven percent of Africa’s GDP and contributed $169 billion to its economy—about the size of Côte d’Ivoire’s and Kenya’s combined GDP.

“The impact has been very strong,” said Bally, who refused a salary himself for more than a year. “Our industry was devastated because all of a sudden, we’ve been asked to just stop operating. We are a front-line sector so we are suffering first before it reaches the other industries.”

Aside from its Grand Hotel in Bamako, Mali’s capital, Azalai’s locations have resumed operations but with fewer staff, pay cuts of up to 40 percent and a hiring freeze, Bally said. Occupancy rates range from five percent in Guinea Bissau to 40 percent in Côte d’Ivoire, still well below normal levels.

Dependence on Foreign Travelers

Africa’s tourism sector has persevered largely without the financial relief provided by governments in wealthier, more developed regions, with the continent’s smaller businesses in the sector most affected.

The crisis has also exposed Africa’s dependence on foreign travelers. This is especially true for countries in Eastern and Southern Africa, which have developed significant leisure and safari-oriented facilities that appeal to European, American, Asian, and other visitors.

In December 2020, an IFC and Dalberg Advisors survey of selected tourism companies in Tanzania, Uganda, and Zambia revealed that the companies would lose two thirds of their revenue from international tourism receipts in the 2020-2021 season.

Some experts believe that Africa might take longer to recover than other regions due in part to a lack of domestic and intraregional demand and the sector’s weaker supply chain.

According to the WTTC, domestic tourism accounted for 55 percent of travel and tourism spending in Africa in 2019, below the contribution of local tourism in North America (83 percent), Europe (64 percent) and Asia-Pacific (74 percent). Domestic tourism accounted for 73 percent of the total global tourism spending in 2017 .

“Much of the world has had the advantage of relying on captive domestic and regional audiences. But in Africa, domestic tourism has been overlooked for a long time,” said Hermione Nevill, an IFC Senior Tourism Specialist in Johannesburg. “The sector needs to be oriented towards more diversified markets so that there is greater resilience in future.”

But all is not lost for Africa’s hard-pressed tourism sector—and some countries have already acted to entice domestic tourists.

Reinventing the Industry

While Africa’s domestic tourism industry is growing—by 2050, Nigeria will have the world’s third largest population, for example—it remains largely untapped and burdened by challenges.

Connectivity is an issue. Traveling around the continent can be complicated and expensive, in part because countries restrict their markets to protect their state-owned air carriers. Although 44 African countries adopted the Yamoussoukro decision to liberalize the aviation market in 1999, implementation has fallen short.

There’s also a need for more and better infrastructure beyond capital cities, which are now generally well served with hotels and other amenities, said Olivier Baric, Africa Aviation Director at Egis, a French multinational company involved in infrastructure and transport.

Tourism experts believe domestic tourists could be enticed if operators invest in the economy and mid-scale market, develop smaller, more authentic, and greener resorts, and introduce more products aimed at middle-class African families and millennials, while marketing more directly to these groups.

Finally, there is the question—and problem—of ownership. The long-term strength and sustainability of Africa’s tourism industry will in part depend on the number of Africans building businesses and supporting and encouraging others on the continent to do so.

Despite the many challenges ahead, Azalai’s Bally says he sees the crisis as an opportunity—but one that can only be grasped through hard work and with fresh thinking:

“I am not worried, but I am perfectly aware that we have to reinvent ourselves to deal with the new situation,” he added. “Those who can reinvent themselves will survive.”

An aerial view of Zaina Lodge, a luxury safari hotel in northern Ghana. Photo: Courtesy of Zaina Lodge.

South Africa, which welcomed 10 million international tourists in 2019, made local tourism in 2020 a focus of its recovery plan . Rwanda, with advisory support from IFC, is developing a recovery strategy that includes developing local and regional markets. Meanwhile in Kenya, entry fees to all game parks and reserves have been cut for one year to attract more local tourists.

“Where we've seen some resilience is when there's domestic travel,” Wayne Godwin, senior vice-president of JLL Hotels & Hospitality Group for Sub-Saharan Africa, said at a virtual IFC event on the future of the tourism sector in Africa and the Middle-East.

Young Travellers and Free Trade

Africa’s growing middle class, its soaring population of young travellers hungry for adventure, and the recently launched African Continental Free Trade Area (AfCFTA), the world’s largest free trade area by the number of participating countries, are among the pillars seen supporting the future growth of domestic and regional tourism in the continent.

“The free-trade agreement is an absolute game changer for travel,” Godwin said. “If 97 percent of commodities and goods are tariff-free, that's going to do a lot for regional trade. And when there's regional trade, travel will follow. It just will happen.”

With its abundant wildlife and varied landscapes, Kenya is a leader in Africa in promoting local tourism.

The country’s beaches have been busy again following COVID’s initial shock, though another month-long lockdown announced for parts of the country in April 2021 frayed nerves among the country’s tourism operators.

Even before COVID-19, Kenya enjoyed a 55 percent rise in bed night occupancies by domestic tourists between 2014 to 2018, according to official data . The growth has been credited to digital campaigns, growing disposable income among Kenyans, and efforts to promote affordable alternatives to five-star resorts.

“International bookings are a higher value in terms of revenue but the domestic market is more resilient,” said Muthuri Kinyamu, cofounder of Kenyan tour operator Turnup.Travel . “Clients take multiple trips with you, and they come back.”

Kinyamu’s company has held up well during the pandemic, even adding staff. It benefited from a strong digital presence, developed new packages and partnered with low-cost airline Jambojet, a unit of Kenya Airways, to create content to reassure travelers and boost domestic bookings, Kinyamu said.

“Of course, our growth trajectory has been hampered by COVID-19 but when we look at our 2020 numbers, the revenues have evened out,” Kinyamu said. “With the restrictions, we had to adapt but we never had to lay off our staff as our business has diverse sources of incomes.”

Across the continent in West Africa, Zaina Lodge , a luxury safari hotel in Ghana, enjoyed its second-best month ever in December 2020—thanks to the power of domestic tourism.

“We established ourselves as a local brand from day one,” said company cofounder Andy Murphy. “The long-term growth in the continent is going to have to come from domestic tourism. If you're a business in tourism in Africa, you need to seriously think about how you build a domestic client base to match or even exceed your international base,” he said.

Published in May 2021

Abbas Africa

Tourism in Africa: Overview

Tourism in Africa is a captivating journey that offers a blend of cultural diversity, breathtaking landscapes, and unparalleled wildlife encounters. With its rich heritage and abundant natural wonders, Africa has emerged as a prime destination for travelers seeking experiences and adventures. This overview explores the current state of tourism in Africa, shedding light on the number of annual visitors and the significant revenue generated by this sector. Additionally, we will delve into the factors that make Africa an attractive tourism hub, including its vibrant music, art, and culinary scene. We will also discuss the role of technology in shaping African tourism and examine the historical context and prospects of this thriving industry. Join us as we embark on an exploration of the wonders of tourism in Africa.

Key Takeaways

• Africa offers unique attractions and experiences for tourists, including natural beauty and cultural heritage.
• The tourism industry in Africa is rebounding from the impact of the pandemic, with international arrivals reaching 85% of pre-pandemic levels in the first quarter of 2023.
• Africa’s Travel and tourism sector has more than doubled in value in the past two decades, contributing 5.9% to Africa’s GDP and generating approximately 168 billion U.S. dollars in tourism receipts in 2022.
• Tourism in Africa has significant economic benefits, including revenue generation, job creation, infrastructure development, and poverty reduction.

What Is Tourism?

Tourism is a form of travel that involves visiting different places for leisure, pleasure, or business purposes, typically for a limited duration. In the context of Africa, tourism has become an increasingly important industry, with each country offering unique attractions and experiences.

From the iconic pyramids of Egypt to the vast savannahs of Kenya, Africa is a continent rich in natural beauty and cultural heritage. The diverse landscapes, wildlife, and historical sites make it a popular destination for tourists from around the world.

Countries such as South Africa, Kenya, Tanzania, and Morocco have emerged as top tourist destinations, attracting visitors with their stunning landscapes, wildlife safaris, and vibrant cultures. However, other countries in Africa also have their hidden gems waiting to be explored.

As we delve into the current state of tourism in Africa, it is important to understand the vast potential and challenges facing this industry.

What Is the Current State of Tourism in Africa?

The current state of tourism in Africa is rebounding from the pandemic, but it’s not quite back to pre-pandemic levels yet, with cautious optimism for 2024. Here’s a summary of the current state:

Recovery and Growth:

• International arrivals reached about 80% of pre-pandemic levels in the first quarter of 2023 according to UNWTO.
• According to the announcement of Forward Keys, the leading travel intelligence firm and Knowledge Partner of the World Travel and Tourism Council (WTTC) at the Global Summit in Rwanda in the full 2023-year results showed by their latest air ticketing data, many African destinations entering a growth phase in the last quarter of 2023, with Cameroon (+27% international arrivals compared with 2019), Rwanda (+15%), Tanzania (+15%) and Namibia (+10%) leading the way and boasting double-digit growth.
• In July 2022, the number of tourists that arrived in Africa from overseas was around 5.1 million, which was significantly higher than the number in the same period in 2020 and 2021, due to the effects of the COVID-19 pandemic on the tourism industry according to Statista.
• By 2030, consumer spending on tourism, hospitality, and recreation in Africa is projected to reach about $261.77 billion, $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 in Africa.
• According to the WTTC, Africa’s Travel and tourism sector has witnessed an extraordinary transformation, more than doubling in value in just two decades and contributing significantly to the continent’s economy.
• Africa recovered 92% of pre-crisis visitors in these nine months according to UNWTO.
• International tourism is expected to reach close to 90% of pre-pandemic levels by the end of 2023.

However, full recovery is still on the horizon, as the industry grapples with ongoing challenges like infrastructure limitations, geopolitical instability, and the lingering impact of the pandemic.

Challenges Remain:

• The industry is still facing challenges like infrastructure limitations and security concerns in some regions.
• The global economic slowdown could also impact tourism growth in Africa in the coming year.

There are still challenges to overcome, such as the ongoing effects of the COVID-19 pandemic, infrastructure development, and security concerns. To fully tap Africa’s tourism potential, both public and private sectors need to work together and implement effective policies and strategies. Overall, African tourism is on a positive trajectory. The industry is adapting to evolving preferences and capitalizing on its unique offerings to attract travelers. Continued focus on sustainability, responsible tourism practices, and diversified experiences will be key to sustaining this growth in the future.

How Many Visitors Does Africa Receive Annually?

Africa receives a significant number of visitors annually, both domestically and internationally. To understand the scale of tourism in Africa, it is important to consider the major tourists in terms of domestic and international arrivals. Here are some annual arrivals to the continent in different years:

According to the Africa Tourism Monitor, African international tourism arrivals increased slightly to 62.9 million in 2016 – a 0.64% increase.

Africa received 63.3 million international arrivals in 2017, marking a record high and representing an 8% growth compared to the previous year according to the World Tourism Organization (UNWTO).

According to the World Tourism Organization (UNWTO), Africa received a total of 68.2 million international tourist arrivals in 2018.

In 2019, Africa received 69.9 million international tourist arrivals (excluding Egypt and Libya), representing a 2.4% increase from 2018 according to the World Tourism Organization (UNWTO).

According to the World Bank, Sub-Saharan Africa alone received 43 million international arrivals in 2021, still significantly lower than the 56 million in 2019.

Who Are the Major Tourists in Africa?

With an annual influx of visitors from both within and outside the continent, Africa attracts a diverse range of tourists. The continent’s rich cultural heritage, breathtaking landscapes, and unique wildlife make it a captivating destination for travelers.

In terms of domestic tourism, Africans themselves contribute significantly to the tourism industry. Many Africans travel within their continent to explore different countries, experience different cultures, and enjoy the beauty of their neighboring nations.

When it comes to international tourism, Africa welcomes visitors from all over the world. European countries such as France, Germany, and the United Kingdom are among the major sources of international tourists. Additionally, countries like China, the United States, and India also contribute to the growing number of visitors to Africa.

This intercontinental mix of tourists adds to the vibrant tapestry of Africa’s tourism industry.

How Much Revenue Does Tourism Generate for Africa?

Tourism in Africa is a significant contributor to the continent’s economy. According to Statista, travel and tourism contributed 5.9 percent to Africa’s Gross Domestic Product (GDP), with total tourism receipts amounting to approximately 168 billion U.S. dollars in 2022. This upward trend indicates the potential for further growth in the industry.

With consumer spending projected to reach $261.77 billion by 2030, tourism will continue to play a crucial role in Africa’s economic development.

What Makes Africa a Prime Tourism Destination?

Africa’s rich cultural heritage and diverse traditions make it an appealing destination for tourists. From ancient civilizations to vibrant festivals, visitors can immerse themselves in the unique customs and rituals of different African countries.

Additionally, Africa’s natural wonders, such as the majestic Victoria Falls and the vast Serengeti plains, offer breathtaking experiences that attract travelers from around the world.

How Does Africa’s Rich Cultural Heritage Contribute to Its Appeal as a Tourist Destination?

Africa’s rich cultural heritage is a major factor in its appeal as a prime tourism destination.

Tourists can encounter unique cultural experiences such as traditional music and dance, vibrant festivals, and authentic local cuisine.

These cultural encounters provide visitors with a deeper understanding and appreciation of Africa’s diverse traditions and customs, making their travel experiences richer and more memorable.

What Are Some Unique Cultural Experiences that Tourists Can Encounter in Africa?

Tourists visiting Africa can immerse themselves in a myriad of unique cultural experiences. Africa’s diverse and vibrant cultural heritage makes it a prime tourism destination.

From exploring the ancient ruins of Egypt to witnessing the traditional Maasai tribes in Kenya, there is something for everyone.

Tourists can also indulge in the rich music, dance, and art scenes across the continent. Whether it’s visiting the bustling markets of Marrakech or experiencing the vibrant festivals of Ghana, Africa offers an array of cultural experiences that are sure to leave a lasting impression.

What Are the Must-See Natural Wonders in Africa?

Africa’s remarkable natural wonders and diverse landscapes make it a prime tourism destination.

Africa is home to numerous natural wonders that showcase the continent’s diverse landscapes and ecosystems. Some of the must-see natural wonders in Africa include: Victoria Falls, Zambia/Zimbabwe: One of the most famous waterfalls in the world, Victoria Falls is located on the mighty Zambezi River between Zambia and Zimbabwe.

Mount Kilimanjaro, Tanzania: At 19,341 feet (5,895 meters) above sea level, Mount Kilimanjaro is Africa’s highest mountain and the highest free-standing mountain in the world.

Ngorongoro Crater, Tanzania: Known for its unique ecosystem and the world’s densest population of lions, Ngorongoro Crater is an impressive natural wonder.

Okavango Delta, Botswana: The Okavango Delta is a seasonally flooded marshland that acts like a massive oasis in the middle of the desert, offering a unique and serene experience.

Table Mountain, South Africa: Table Mountain is a prominent landmark in Cape Town, South Africa, offering stunning views and a popular hiking destination.

Serengeti Migration, Kenya/Tanzania: The Serengeti Migration is an incredible natural phenomenon where millions of animals, including wildebeest, zebra, and gazelle, move across the Serengeti Plains in search of water and food.

Fish River Canyon, Namibia: The Fish River Canyon is an enormous ravine and canyon stretching 100 miles (160 km) in length and reaching a width of 16.7 miles (27 km). These natural wonders offer visitors a glimpse into Africa’s diverse landscapes, from powerful waterfalls and towering mountains to unique ecosystems and breathtaking landscapes.

How Does Africa’s Diverse Landscapes and Natural Wonders Attract Tourists?

Africa’s diverse landscapes and natural wonders attract tourists for several reasons. Firstly, Africa is home to some of the world’s most iconic and breathtaking landscapes, such as the Serengeti National Park in Tanzania, the Sahara Desert, the Okavango Delta in Botswana, and the Victoria Falls in Zambia and Zimbabwe. These stunning natural wonders offer unique and unforgettable experiences for visitors.

Secondly, Africa’s diverse wildlife is a major draw for tourists. The continent is renowned for its incredible array of wildlife, including the “Big Five” game animals (elephant, lion, leopard, buffalo, and rhinoceros), as well as gorillas, chimpanzees, zebras, giraffes, and many more. Safari tours and wildlife viewing opportunities allow visitors to witness these majestic creatures in their natural habitats, making it a dream destination for nature enthusiasts and wildlife photographers.

Moreover, Africa’s natural wonders offer a range of activities for adventure seekers. From hiking Mount Kilimanjaro in Tanzania, the highest peak in Africa, to exploring the stunning underwater world of the Red Sea in Egypt or scuba diving with whale sharks in Mozambique, there are countless opportunities for thrilling adventures across the continent.

Additionally, Africa’s cultural heritage and historical sites attract tourists interested in learning about the rich history and diverse cultures of the continent. From the ancient pyramids of Egypt and the rock-hewn churches of Lalibela in Ethiopia to the vibrant markets of Marrakech in Morocco and the Swahili culture along the East African coast, Africa offers a wealth of cultural experiences.

Lastly, Africa’s conservation efforts and commitment to sustainable tourism have also contributed to its appeal. Many countries and organizations are working tirelessly to protect and preserve Africa’s natural wonders and wildlife, making it an attractive destination for conscious travelers who want to support responsible tourism.

What to Know Before Traveling to Africa?

As a traveler, there are things to know before traveling to Africa , it is important to research and understand the cultural norms and customs of the specific countries you plan to visit, as these can vary widely across the continent. It is also essential to check the visa requirements and ensure you have all necessary vaccinations before your trip. Additionally, it is advisable to pack appropriate clothing for the climate and to be prepared for potential language barriers by learning a few basic phrases in the local languages. Last but not least, obtain reliable travel insurance and carry fresh U.S. dollars, which are broadly accepted across many parts of the continent.

What Are the Key Trends Driving Tourism Growth in Africa?

There are several key trends driving tourism growth in Africa. Here are some of the most significant ones:

Economic growth: Africa has experienced significant economic growth in recent years, leading to an increase in disposable incomes and a growing middle class. This has resulted in more people having the financial means to travel and explore their continent.

Improved infrastructure: Many African countries have invested in improving their infrastructure, including airports, roads, and hotels. This has made it easier for tourists to access and explore different destinations within Africa, attracting more visitors to the continent.

Political stability: Several African countries have achieved political stability in recent years, which has enhanced their reputation as safe and attractive tourist destinations. This stability has also led to increased investment in the tourism sector, further driving growth.

Diversification of tourism offerings: African countries are increasingly diversifying their tourism offerings beyond traditional wildlife safaris. They are promoting cultural tourism, adventure tourism, eco-tourism, and beach tourism, among others. This allows them to attract a wider range of tourists with different interests and preferences.

Digital connectivity: The rapid expansion of mobile phone and internet penetration in Africa has opened up new opportunities for tourism growth. It has made it easier for tourists to research and book their trips, as well as share their experiences on social media, which in turn promotes the destination to a wider audience.

Sustainable tourism: There is a growing focus on sustainable tourism in Africa, with many countries and organizations implementing measures to protect the environment and support local communities. This not only appeals to environmentally conscious travelers but also helps preserve the natural and cultural heritage of the continent for future generations.

Collaborative efforts: African countries are increasingly working together to promote tourism in the region. This includes joint marketing campaigns, visa facilitation agreements, and the creation of regional tourism organizations. These collaborative efforts help showcase Africa as a diverse and accessible destination, attracting more tourists to the continent.

These key trends are contributing to the growth of tourism in Africa, making it an increasingly popular and sought-after destination for travelers from around the world.

What Is the Overall Importance of Tourism for Africa?

The importance of tourism in Africa cannot be overstated. Tourism in Africa plays a significant role in the continent’s economic and social development. It has the potential to drive economic growth, create employment opportunities, and promote cultural exchange.

Africa is known for its rich history, diverse wildlife, and breathtaking landscapes, making it a desirable destination for tourists from around the world. The revenue generated from tourism contributes to infrastructure development, conservation efforts, and poverty reduction.

Furthermore, tourism promotes cultural understanding and fosters a sense of belonging among communities, as it encourages interaction between locals and visitors. By showcasing Africa’s unique heritage and natural wonders, tourism helps to raise awareness and appreciation for the continent’s rich cultural and environmental assets.

With these benefits in mind, it is crucial to explore the key potential benefits of tourism for Africa.

What Are the Key Potential Benefits of Tourism for Africa?

Tourism in Africa brings forth numerous potential benefits, including economic growth, job creation, and cultural exchange. By harnessing its tourism potential, Africa can experience significant economic growth.

The tourism industry contributes to foreign exchange earnings, stimulates investment in infrastructure, and boosts income generation for local communities. Moreover, tourism creates a wide range of employment opportunities, from tour guides and hotel staff to artisans and entrepreneurs. This not only reduces unemployment rates but also empowers individuals and communities.

Additionally, tourism promotes cultural exchange, allowing visitors to immerse themselves in African traditions, customs, and cuisine, fostering understanding and appreciation.

What Are the Key Challenges Facing African Tourism?

One major obstacle facing African tourism is the lack of adequate infrastructure. This includes transportation networks, accommodation facilities, and communication systems. Without proper infrastructure, it becomes difficult for tourists to navigate and access various African tourism destinations.

The absence of reliable transportation links and quality accommodations hinders the growth of the tourism sector. Additionally, the lack of effective communication systems makes it challenging for tourists to obtain information about African travel destinations. This deficiency in infrastructure also affects the promotion of African tourism through brochures and other marketing materials.

However, despite these tourism challenges in Africa , the continent’s tourism sector has immense untapped potential. By addressing the infrastructure gaps and investing in modernization, Africa can attract more tourists and fully capitalize on its natural beauty, cultural heritage, and diverse attractions.

What Are the Untapped Potentials in Africa’s Tourism Sector?

Africa’s tourism sector holds tremendous untapped potential, waiting to be explored and harnessed for economic growth and development. Despite being blessed with diverse landscapes, rich cultural heritage, and abundant wildlife, Africa is still yet to fully capitalize on its tourism resources.

According to African tourism statistics, the continent receives only a fraction of the global tourist arrivals. This presents a significant opportunity for African countries to tap into the untapped potential in their tourism sector.

By investing in infrastructure development, promoting sustainable practices, and enhancing marketing strategies, African countries can attract more tourists and generate increased revenue. Moreover, the development of niche markets such as eco-tourism, adventure tourism, and cultural tourism can further unlock the untapped potential in Africa’s tourism sector.

Harnessing these potentials will not only contribute to the economic growth and development of African countries but also showcase Africa’s unique and diverse offerings to the world.

How Does Tourism Contribute to the Economic Growth and Development of African Countries?

The industry of Tourism in Africa generates revenue, creates job opportunities, and stimulates investment in infrastructure development.

With Africa’s diverse natural and cultural resources, the potential for tourism development is high, and it can catalyze sustainable economic growth and poverty reduction in the region.

How Is the Tourism Development Going in Africa?

The growth and development of tourism in Africa have significantly contributed to the economic progress of the continent. Africa is home to some of the best tourist places in the world, attracting millions of visitors each year.

The top tourist places in Africa, such as the Serengeti National Park in Tanzania, the Pyramids of Giza in Egypt, and the Victoria Falls in Zambia and Zimbabwe, have played a crucial role in driving economic growth and development in their respective countries. These popular destinations have not only created employment opportunities for local communities but also generated revenue through tourism-related activities, such as accommodation, transportation, and souvenir sales.

Additionally, tourism has stimulated investments in infrastructure development, such as airports, roads, and hotels, further boosting economic growth.

However, while tourism has brought significant economic benefits, it has also had cultural and environmental impacts, which will be discussed in the subsequent section.

What Are the Cultural and Environmental Impacts of Tourism in Africa?

The cultural and environmental impacts of tourism in Africa can be significant. As the continent experiences an increase in tourist activities, it is important to consider the effects on both the local communities and the environment.

One positive impact is the promotion and preservation of cultural heritage. Tourism provides opportunities for local communities to showcase their traditions, customs, and arts, fostering a sense of pride and belonging.

Additionally, ecotourism in Africa has gained popularity, leading to the conservation of natural resources and wildlife habitats.

However, there are also negative impacts to be aware of Over-tourism can lead to cultural commodification and loss of authenticity, while improper waste management and infrastructure development can harm fragile ecosystems.

Stakeholders must implement sustainable practices and regulations to mitigate these impacts and ensure a harmonious coexistence between tourism and culture, as well as the environment.

What Are Some of the Main Types of Tourism in Africa?

Some of the main types of tourism in Africa include: Ecotourism: Africa offers diverse and unique ecosystems, making it an ideal destination for ecotourism. Countries such as South Africa, Kenya, Namibia, Rwanda, and Zambia are known for their ecotourism initiatives.

Historical Sites and Monuments Tourism: Africa is rich in history and is home to numerous historical sites and monuments that attract tourists interested in cultural and historical experiences. Tea Tourism: Some African countries, such as Rwanda, are known for tea tourism, offering unique experiences related to the tea industry.

Safari Tourism: African safari tourism is a significant draw for visitors, generating over $29 billion annually. Countries such as Kenya, Tanzania, South Africa, Botswana, and Namibia are popular safari destinations. These types of tourism cater to a wide range of interests, including nature and wildlife, history and culture, and wellness and medical services, making Africa a diverse and appealing tourism destination.

How Popular Are Safari Tours in Africa?

Safari tours in Africa are incredibly popular, attracting millions of tourists each year. The continent’s diverse wildlife and stunning landscapes make it a top destination for wildlife enthusiasts and nature lovers.

From the vast savannahs of East Africa to the dense rainforests of Central Africa, safari tours offer a unique and unforgettable experience that is worth every penny.

Is African Wildlife Tourism Worth to Experience It?

Absolutely.

African wildlife tourism offers a unique and captivating experience that showcases the continent’s rich biodiversity and natural wonders.

Safari tours, in particular, are incredibly popular among tourists, providing an up-close encounter with majestic animals such as lions, elephants, and giraffes in their natural habitats.

The thrill of witnessing these magnificent creatures in the wild is unmatched, making African wildlife tourism a truly unforgettable adventure.

What Are Some of the Top Tourist Destinations in Africa?

Africa is a vast and diverse continent with numerous top tourist destinations. Here are some of the most popular top tourist destinations in Africa : Mount Kilimanjaro, Tanzania – Known as the highest peak in Africa, Kilimanjaro offers breathtaking views and attracts adventure enthusiasts from around the world for its challenging hiking routes.

Kruger National Park, South Africa – A world-renowned safari destination, Kruger National Park is home to an array of wildlife, including the Big Five (lion, leopard, elephant, rhino, and buffalo). Visitors can embark on thrilling game drives to witness these majestic creatures in their natural habitat.

Victoria Falls – Located on the border of Zambia and Zimbabwe, Victoria Falls is one of the world’s largest waterfalls. The sheer power and beauty of the falls make it a must-visit destination, offering activities like white-water rafting, bungee jumping, and scenic helicopter rides.

Abu Simbel Temples, Egypt – These ancient temples, carved into the mountainside, are a UNESCO World Heritage site. The colossal statues and intricate hieroglyphics make Abu Simbel a remarkable historical and cultural attraction.

Boulders Beach, South Africa – Situated near Cape Town, Boulders Beach is famous for its colony of African penguins. Visitors can get up close and personal with these adorable creatures while enjoying the picturesque surroundings of granite boulders and pristine beaches.

When planning a trip to Africa, it’s important to consider the best times to visit the top tourist destinations. The timing can greatly impact your experience and the activities available to you.

What Are the Best Times to Visit African Destinations?

To determine the ideal times to visit African destinations, it is important to consider the region’s climate and seasonal variations. Africa is a vast continent with diverse landscapes, offering a wide range of tourist spots throughout the year. Each destination has its unique charm and attractions, making it difficult to pinpoint the absolute best time to visit.

However, there are general guidelines that can help travelers plan their trips. For example, if you are interested in wildlife safaris, the dry season (from May to October) is usually recommended, as it offers better opportunities for spotting animals. On the other hand, coastal destinations like Cape Town in South Africa or Zanzibar in Tanzania are popular during their summer months (December to February).

Ultimately, the best time to visit African destinations depends on your preferences and the specific activities you wish to partake in.

Now, let’s explore which African countries are the top choices for tourism.

Which Are the Top African Countries for Tourism?

Below are some of the top African countries for tourism : South Africa: Known for its diverse landscapes, wildlife safaris, and vibrant cities like Cape Town and Johannesburg.

Morocco: Famous for its rich history, ancient cities like Marrakech and Fez, and beautiful landscapes including the Atlas Mountains and Sahara Desert.

Tanzania: Home to the iconic Serengeti National Park, Mount Kilimanjaro, and the stunning Zanzibar archipelago, offering a wide range of wildlife, nature, and beach experiences.

Kenya: Renowned for its world-class safari destinations such as Maasai Mara and Amboseli National Park, as well as its beautiful coastline and cultural experiences.

Egypt: Boasting ancient wonders like the Pyramids of Giza and the Nile River, as well as vibrant cities like Cairo and Luxor, offering a blend of history, culture, and adventure.

Ghana: Known for its rich cultural heritage, historic sites like Cape Coast Castle, and beautiful beaches along the Gulf of Guinea, making it a great destination for history and beach lovers. When considering the top African countries for tourism, one important aspect to discuss is the safety of traveling for tourists. Safety is a major concern for travelers, and it plays a significant role in their decision-making process.

Therefore, it is crucial to examine the safety measures and precautions taken by African countries to ensure a secure and enjoyable experience for tourists.

How Safe is Traveling for Tourists in African Countries?

Safety is a significant concern for travelers, and it is essential to understand the safety measures in place in various African countries. While some regions in Africa may have security challenges, many countries like Ghana, Rwanda, and Namibia among others have taken significant steps to ensure the safety of tourists. It is crucial for tourists to research and plan their trips, including choosing reliable tour operators and staying informed about any travel advisories.

Despite safety concerns, Africa offers a plethora of incredible tourist sites, making it a popular destination for travelers. From the iconic landscapes of South Africa to the wildlife-rich plains of Kenya and Tanzania, and the historical wonders of Egypt, Africa is home to numerous popular tourist destinations that offer unique experiences for visitors.

Are There Specialized Travel Agencies for African Tourism?

Yes, there are specialized travel agencies for African tourism. These agencies offer tailor-made tours and travel experiences throughout the continent, catering to a wide range of interests and budgets. Some of the specialized travel agencies for African tourism include: Africa Travel: Africa Travel is a specialist luxury tour operator that hand-crafts authentic African holiday itineraries and exclusive travel experiences throughout the entire continent.

The Africa Specialists: The Africa Specialists is a small, specialist tour operator that tailor-made luxury African safari itineraries to the countries of East and Southern Africa.

African Budget Safaris: African Budget Safaris offers affordable safari tours and travel experiences throughout Africa, catering to budget-conscious travelers.

Wild Frontiers: Wild Frontiers offers adventure travel experiences throughout Africa, including safaris, cultural tours, and trekking expeditions. These specialized travel agencies have extensive knowledge and experience in African tourism, offering personalized services and unique travel experiences to their clients. When planning a trip to Africa, many tourists may wonder if there are specialized travel agencies that cater specifically to African tourism.

Finding reputable travel agencies in Africa can be a crucial step in ensuring a smooth and enjoyable travel experience.

In this section, we will explore how tourists can locate and choose reliable travel agencies that specialize in African tourism.

How Can Tourists Find Reputable Travel Agencies in Africa?

Finding reputable travel agencies for African tourism can be achieved through various methods.

One way is to search online for African travel agencies or African tour operators. Many reputable agencies have websites that provide detailed information about their services, itineraries, and customer reviews.

Another method is to seek recommendations from friends, family, or colleagues who have traveled to Africa before. They can provide valuable insights and suggest reliable travel agencies they have personally used and had a positive experience with.

Additionally, travel forums and review websites can help identify reputable agencies, as they often feature discussions and ratings from fellow travelers.

By utilizing these methods, tourists can ensure they are choosing trustworthy and reliable travel agencies for their African adventures.

Now, let’s move on to the next section to explore the availability of travel insurance companies in Africa.

Are There any Travel Insurance Companies in Africa?

Yes, there are travel insurance companies in Africa , as well as companies that offer insurance coverage for travelers visiting the continent from other countries. These companies provide coverage for tourists visiting the continent, offering peace of mind and protection against potential risks and expenses. Some of these companies include: World Nomads: World Nomads is a popular travel insurance provider that offers coverage for travelers visiting Africa, including medical emergencies, trip cancellations, and more.

Insubuy: Insubuy is another platform that allows travelers to compare and purchase travel insurance or travel medical insurance for their trips to African countries.

First Allied: First Allied is a travel insurance company that covers dangerous countries in Africa, offering coverage for various risks such as health issues, infectious diseases, accidents, injuries, assaults, muggings, and trip delays and cancellations.

Just Travel Cover: Just Travel Cover offers travel insurance policies that include COVID-19 coverage for destinations such as Mauritius, Morocco, South Africa, and Seychelles. These travel insurance companies provide coverage for various risks and emergencies, ensuring that travelers have peace of mind and protection while visiting African countries.

For travelers seeking reputable travel agencies in Africa, it is essential to consider the availability of travel insurance as part of their planning process. By obtaining travel insurance, tourists can ensure that they are adequately covered in case of medical emergencies, trip cancellations, lost baggage, or any unforeseen circumstances that may disrupt their travel plans.

Africa tour operators and African travel resources often work closely with these insurance companies to provide comprehensive travel packages that include insurance coverage. It is advisable for tourists to research and compare different insurance options to find the most suitable coverage for their specific travel needs.

What Visa and Travel Requirements Should Tourists Know About When Visiting Africa?

When visiting Africa, tourists should be aware of the visa and travel requirements for their specific destination. Here are some key points to consider: Visa Procurement: Visa and entry requirements for African countries are subject to change. While the majority of visas in Africa can be obtained at the border, it is essential to check with the consulate or a reputable visa-handling company for the most up-to-date visa information before traveling.

Passport Validity: Tourists should ensure that their passport is valid for at least 6 months from their planned date of entry into the country.

Visa Exemptions: Some African countries offer visa exemptions for certain nationalities. For example, New Zealand and South African passport holders do not require a visa to visit Botswana for up to 90 days, and most nationalities, including UK, USA, Canadian, Australian, New Zealand, and South African passport holders, do not require a visa to visit Namibia and South Africa for up to 90 days.

Special Requirements: Some countries have special requirements, such as South Africa, which has specific requirements for traveling with children. It is important to obtain the correct documentation to avoid any entry issues.

Health and Safety: In addition to visa requirements, tourists should also be aware of health and safety protocols, especially in the context of the COVID-19 pandemic. Many African countries have implemented strict health and safety measures, including temperature checks, social distancing, and the wearing of masks. It is advisable for tourists to research and confirm the specific visa and travel requirements for their intended African destination well in advance of their trip to ensure a smooth and enjoyable travel experience.

Now, let’s move on to the next section on how to plan your trip to Africa.

How to Plan Your Trip to Africa?

When planning your trip to Africa , it is essential to consider various factors to ensure a smooth and enjoyable experience. With its diverse landscapes, rich cultural heritage, and abundant wildlife, Africa offers a wide range of tourist destinations for every kind of traveler. Planning a trip to Africa can be an exciting and rewarding experience. Here are some steps to help you plan your trip:

• Determine your interests
• Choose your destination
• Research visa and travel requirements
• Book your flight
• Arrange accommodations
• Plan your itinerary
• Consider using a tour operator
• Get travel insurance
• Pack appropriate clothing
• Research local customs and culture

By following these steps, you can plan a memorable and enjoyable trip to Africa. Now, let’s explore some interesting facts and statistics about tourism in Africa.

What Are Some Interesting Facts and Statistics About Tourism in Africa?

Africa’s tourism industry has experienced significant growth in recent years, attracting millions of visitors from around the world. Here are some interesting facts and statistics about tourism in Africa : Tourism Growth: The number of international tourist arrivals in Africa doubled from 24 million in 1995-1998 to 56 million in 2011-2014.

Tourism Revenue: By 2030, consumer spending on tourism, hospitality, and recreation in Africa is projected to reach about $261.77 billion, which is $137.87 billion more than in 2015.

Tourist Arrivals: In 2018, Africa saw an increase of 2.4% in international tourist arrivals, with 69.9 million visitors (excluding Egypt and Libya). This growth rate was slightly lower than the global average growth rate of 6%. In 2021, inbound visitor numbers to Africa increased by nearly 15% over the previous year.

Tourism Share: Africa held a 4.4 percent share in worldwide tourism arrivals and accounted for a 2.3 percent share of worldwide tourism receipts in 2015.

Popular Tourist Countries: In 2015, Morocco was the only African country to surpass 10 million international tourist arrivals. Other popular countries for international tourists in Africa include Egypt, South Africa, Tunisia, Zimbabwe, Kenya, Uganda, Namibia, and Senegal.

Tourist Origins: Tourists in Africa mostly come from Europe and the US, with France being the number one source, followed by the UK and the US. These facts and statistics highlight the significant growth and potential of the tourism industry in Africa, as well as the diverse range of countries and attractions that the continent has to offer to international visitors.

How Does Africa’s Tourism Industry Compare to Other Continents?

The comparative strength of Africa’s tourism industry can be seen through its remarkable growth, diverse offerings, and significant economic impact.

While Africa may not rank as high as other continents in terms of tourist arrivals, it has been steadily climbing the ranks in recent years. While Africa’s tourism industry is still developing, it holds significant potential and demonstrates promising growth trends:

Growth Rate: Africa boasts the second-fastest growing tourism industry globally, trailing only Asia-Pacific.

Economic Impact: Tourism contributes a substantial 5.9% to Africa’s GDP in 2022 and employs around 13.1 million people in 2012 according to the World Bank.

Global Share: Although Africa held a 4.4 percent share in worldwide tourism arrivals and accounted for a 2.3 percent share of worldwide tourism receipts in 2015 according to UNCTAD, this number is steadily increasing.

Emerging Markets: Within Africa, domestic tourism is flourishing, with African tourists themselves becoming a driving force in the industry.

What’s the Role of Technology in Shaping African Tourism?

Technology plays a significant role in shaping the tourism industry in Africa. With the advent of the digital age, African countries have embraced technology to showcase their unique attractions and experiences to a global audience.

One of the key ways technology has facilitated this is through the rise of African travel bloggers and travel blogs. These platforms have become a powerful tool for promoting African destinations, as they offer firsthand insights, recommendations, and personal experiences that resonate with travelers seeking authentic and immersive experiences.

African travel bloggers have harnessed the power of social media and online platforms to reach a wider audience, showcasing the diverse landscapes, rich cultures, and vibrant communities that make Africa a must-visit destination.

Through technology, African tourism is being shaped by these influential voices, creating a sense of belonging for travelers seeking to explore the continent.

How Does the Vibrant Africa’s Music, Art, and Culinary Scene Enhance the Overall Tourism Experience?

The vibrant music, art, and culinary scene in Africa enriches the overall tourism experience, offering visitors an authentic immersion into the continent’s cultural heritage.

Africa’s diverse and vibrant music traditions, ranging from traditional drumming and dance rituals to modern genres like Afrobeats, captivate tourists with their infectious rhythms and soulful melodies.

Art enthusiasts are drawn to Africa’s thriving art scene, which showcases a rich tapestry of styles and techniques, reflecting the continent’s history, traditions, and contemporary issues.

The culinary scene in Africa is equally enticing, with a wide array of flavors, spices, and techniques that vary from region to region. From the aromatic spices of North African cuisine to the fiery flavors of West African dishes, visitors can embark on a gastronomic journey that tantalizes their taste buds.

The African Tourism Association and Travel Africa Magazine are valuable resources for travelers seeking information and recommendations on the best music, art, and culinary experiences across the continent.

What Is the History of Tourism in Africa?

Tourism in Africa has witnessed steady growth, driven by increasing global interest in exploring the continent’s diverse landscapes and rich cultural heritage.

The history of tourism in Africa can be traced back to the colonial era when Europeans began to explore the continent for its vast resources and exotic wildlife. However, it was not until the mid-20th century that tourism started to gain momentum in Africa.

The establishment of national parks and protected areas, such as the Serengeti National Park in Tanzania and Kruger National Park in South Africa, played a significant role in attracting tourists.

In 1975, the African Travel Association was formed to promote tourism in the region and showcase the unique African tourist spots.

Today, Africa is known for its iconic landmarks like the Pyramids of Egypt and Victoria Falls, drawing visitors from all over the world.

As we delve into the prospects and trends for tourism in Africa, it is evident that the continent’s abundant natural beauty and cultural heritage will continue to attract travelers seeking authentic experiences and a sense of belonging.

What Are the Future Prospects and Trends for Tourism in Africa?

Moving forward from the history of tourism in Africa, we now turn our attention to the prospects and emerging trends in the industry on the continent.

Africa has immense potential to become one of the most sought-after tour destinations in the world. With its rich cultural heritage, diverse landscapes, and unique wildlife, Africa offers a captivating experience for travelers.

The African Travel and Tourism Association (ATTA) plays a crucial role in promoting and developing tourism in the region. It works closely with governments, tour operators, and local communities to ensure sustainable and responsible tourism practices.

The future of tourism in Africa looks promising, with an increasing number of international tourists showing interest in exploring the continent. As infrastructure and connectivity improve, Africa is poised to attract more visitors, generating economic growth and creating opportunities for local communities.

In conclusion, tourism in Africa has experienced significant growth and has become a prime destination for travelers worldwide. The continent attracts a large number of visitors annually, generating substantial revenue.

The vibrant music, art, and culinary scene in Africa further enhance the tourism experience. These cultural expressions provide unique and immersive opportunities for tourists to engage with the local communities and experience the rich diversity of African cultures.

With the role of technology shaping the industry, tourism in Africa is set to benefit from advancements in digital platforms and online booking systems. This will make it easier for travelers to access information, plan their trips, and connect with local tour operators.

Furthermore, the rich history of tourism in Africa adds to its appeal. From the ancient pyramids of Egypt to the historic sites of South Africa, the continent offers a wealth of archaeological and cultural landmarks that attract history enthusiasts from around the world.

Considering these factors, the prospects and trends for tourism in Africa are promising. As infrastructure continues to improve, accessibility increases and sustainability practices are prioritized, the continent has the potential to become an even more popular and sought-after travel destination.

Like a blooming flower in a vast garden, Africa’s tourism industry is poised to flourish and continue captivating travelers with its natural beauty, cultural richness, and warm hospitality.

UN Tourism | Bringing the world closer

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African Tourism United to Transform Sector for Growth and Opportunity

Tourism leaders from across Africa have come together to rethink the sector and its central role in driving growth and opportunity across the continent.

The 65th meeting of the UNWTO Regional Commission for Africa brought together around 25 Ministers of Tourism and high-level representatives from 35 countries as well as leaders from the private sector. Taking place in Tanzania just days after UNWTO celebrated World Tourism Day, the Commission meeting embraced that day’s theme of ‘ Rethinking Tourism’ , with a focus on innovation, branding, jobs and education and partnerships.

But we must look beyond just the numbers and rethink how tourism works so that our sector can deliver on its unique potential to transform lives, drive sustainable growth and provide opportunity everywhere in Africa

Welcoming delegates, UNWTO Secretary-General Zurab Pololikashvili provided Members with an update of the Organization’s activities and accomplishments in the 12 months since the previous Commission meeting. He said: “Tourism in Africa has a long history of bouncing back. And it has shown its resilience again. Many destinations are reporting strong arrival numbers. But we must look beyond just the numbers and rethink how tourism works so that our sector can deliver on its unique potential to transform lives, drive sustainable growth and provide opportunity everywhere in Africa.”

Tourism recovery underway in Africa

The Regional Commission of Africa meeting was held as tourism’s recovery gets underway across the continent. According to the latest UNWTO data, for the first seven months of the year, international arrivals across Africa were 171% up on 2021 levels, driven largely by regional demand. To help Members capitalize on the sector’s return, and to build greater sustainability and resilience , UNWTO is prioritizing jobs and training alongside greater and more-targeted investment in tourism. On the eve of this week’s meeting, UNWTO launched a set of Investment Guidelines focused on Tanzania, designed to support foreign investment in the country.

His Excellency Kassim Majaliwa, Prime minister of the United Republic of Tanzania warmly welcomed all delegates and UNWTO officials, calling on them to “embrace sustainability” and highlighting the work Tanzania has been undertaking to protect the natural habitats and wildlife that help make it a popular destination while also increasing inclusivity in the sector. Tanzania’s Minister for Natural Resources and Tourism, Pindi Hazara Chana, also noted that the country is looking to diversity its tourism sector in order to boost arrival numbers and revenues over the next five years.

Short-term recovery and long-term transformation

Discussions at the the Commission meeting focused on both the immediate and longer-term recovery of tourism across the continent, including through redefining the roadmap of the UNWTO Agenda for Africa 2030 . Key topics highlighted by the high-level participants included accelerating tourism for inclusive growth, advancing the sustainability of the sector and the role of public-private partnerships in achieving both of these goals. Alongside this, the heightened relevance of air connectivity, including low-cost air travel within Africa, as well as the pressing need to support small businesses (SMEs) in gaining the digital tools and knowledge they need to compete, was also discussed.   

To conclude the meeting, Members came to a consensus to host the meeting in Mauritius in 2023 and Algeria in 2024.

• 65th UNWTO Regional Commission for Africa

Related links:

• Download the news release in PDF
• World Tourism Day 2022: Rethink Tourism

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• AFRICA Top10
• BUSINESS & MONEY

Africa Will be the New Growth Frontier of Global Tourism

• April 21, 2024 April 23, 2024
• AFRICA TOP 10

Africa has been experiencing significant growth in tourism and business travel in recent years, driven by factors such as improved infrastructure, rising middle-class population, and increased connectivity. Tourism arrivals expected to reach 134 million in 2030 from the current 22 million – a six-fold growth. The collaboration between Rainbow Tourism Group (RTG), an African hotel company, and Grand Metropolitan Hotels (GMH), a leading European hotel company, could potentially be transformational for Africa’s hospitality industry. By partnering with Grand Metropolitan Hotels, RTG will leverage their expertise, resources, and international network to expand its operations and capitalise on the projected growth potential in Africa’s hospitality industry.

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Economy & Society

Short Analysis

Consuming Africa: The Impact of Tourism on Local African Economies

By isabella roberts.

Jun 19, 2023

The author argues that although tourism was once considered to be a "passport to development", the industry's developmental impact on local economies has often been limited.

• Tourism to Africa experienced significant growth, more than doubling from 6.7 million visitors in 1990 to 33.8 million visitors in 2012 and contributing 2.8% to the region's GDP.
• Despite the positive growth trajectory of the tourism industry, its developmental impact has been limited. The industry heavily relies on foreign goods and services, leading to significant leakages of revenue that could benefit local economies.
• Tourism has the potential to contribute to economic development and provide employment and financial opportunities. However, the employment level of local residents within the tourism sector remains low, particularly in managerial positions.
• In Zanzibar, tourism plays a critical role in the economy, accounting for a significant portion of GDP and foreign exchange earnings. However, despite its importance, the local employment rate in the tourism sector is low, and foreign-owned hotels and resorts dominate the industry.
• The tourism industry in Africa, including Zanzibar, is characterized by economic leakages, as locally sourced goods and services are often overlooked in favor of imports. Efforts should be made to prioritize local products and services to ensure that tourism benefits the local economy and reduces leakages.

Introduction

The case of zanzibar, figure 1: linkages and leakages on zanzibar’s tourism industry, africa at large, about the author.

Isabella Roberts

APRI does not take institutional positions on public policy issues. The views expressed in publications are those of the author(s) and do not necessarily reflect the views of APRI, its staff, or its board.

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Google in Africa

Supporting the growth of the Tourism Industry in Africa

Sep 23, 2020

[[read-time]] min read

After months of isolation while living in quarantine, travel is the leisure activity that I miss the most. And I’m not alone. While no one can say with certainty when tourism will recover, people are starting to dream again of getaways whether closer to home or to remote destinations. As more and more people go online to search where and when they can travel, accelerating the digitalization of the tourism sector will be key to adapting to the new tourism reality.  This is why we’re excited to partner with the United Nations World Tourism Organization (UNWTO) to develop an online Acceleration Program to train UNWTO Member States' tourism ministers, top travel associations and tourism boards on a range of digital tools to engage travellers at home, and encourage future travel when possible. Today, ahead of World Tourism Day, the organizations hosted the first UNWTO & Google Tourism Acceleration Program focused on insights from South Africa, Kenya and Nigeria.  Tourism is the backbone of many economies around the world. As data from UNWTO shows, tourism represents 9% of global trade for Africa, and 1 in 10 jobs directly and indirectly. Technology can foster new and better jobs and business opportunities for tourism in Africa while improving the overall wellbeing and prosperity of the region. Moreover, the tourism sector drives inclusive growth, as women make 54% of the workforce while in Africa they represent 69% of the workforce ; this is the highest share among world regions . Africa is home to 30% of the world’s population, where hundreds of million of new users are coming online every year. Google Search is one of the places Africans go when researching and booking travel. Our travel data insights and tools , available on our Think with Google site , can help tourism authorities and businesses identify new trends in consumer preferences. For example, as people increasingly search for local and outdoor tourism, businesses can react to these changing needs by doing marketing campaigns that highlight nature destinations, and they can prepare for an uptick in last-minute bookings. In fact, an analysis of Search trends in Sub-Saharan shows that interest for travel and tourism is gradually recovering:

South Africa Travel Search Trends Google Search data shows some encouraging signs of increased interest in tourism in South Africa:

Kenya Travel Search Trends The top three questions users asked Google globally related to travel conducted in July comprised “When can we travel again,” “when will international travel resume,” and “when will it be safe to travel again.” while top questions in August were related to where and when we can travel “right now”. In fact, 45% of the top 100 questions related to travel focused on the impact of COVID-19, the need to travel as soon as possible and travel safety.

Travel Demand by Counties

Nigeria Travel Search Trends Since Nigeria announced the intention to reopen its borders to international travel on August 29th, search interest for travel has grown.

Travel Search Demand by State

While this World Tourism Day marks a uniquely challenging period for tourism, it’s also an opportunity to prepare and find new ways to engage with would-be travellers. We remain optimistic about the travel industry’s future and its potential to drive inclusive growth in Africa.

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What innovations would enable the tourism and hospitality industry in Africa to re-build?

Worldwide Hospitality and Tourism Themes

ISSN : 1755-4217

Article publication date: 15 September 2022

Issue publication date: 16 November 2022

This paper discusses the outcomes of an exploratory study into the innovations, adaptations, and best practices that the tourism and hospitality sector in Africa should implement in dealing with coronavirus disease 2019 (COVID-19) pandemic-induced disruptions.

Design/methodology/approach

This paper was based on data collected through qualitative approaches by reviewing published academic articles and unpublished documents, including websites, media reports and global public health entities such as the World Health Organization (WHO). Because of the lack of reliable data in some cases, this study is inductive in nature.

The main finding of this research suggests that Africa which is seemingly the least affected in infection and casualty rates has conversely borne the brunt of the negative responses from the global community in travel restrictions and mobility curtailment. Overwhelming trends suggest the domestic tourism market does not have the spending capacity of international visitors who arrive with foreign currency, inevitably main-stream in the form of USD, EURO and GBP, with their spending power estimated at between 1:18 and 1:22. The fragmented, cascaded and sometimes disorganised approach in dealing with policy adoptions and implementation in managing developments around the pandemic further inhibits a compelling approach to continent-wide tourism and hospitality revival.

Originality/value

This paper highlights trends, innovations, and adaptations to COVID-19-related revival strategies for Africa and contributes to academic debates on the topic which, in the Global South context is currently under-researched.

• African tourism
• COVID-19 pandemic
• Innovations and adaptations
• Best practices

Bama, H.K.N. , Nyathela-Sunday, T. and Makuzva, W. (2022), "What innovations would enable the tourism and hospitality industry in Africa to re-build?", Worldwide Hospitality and Tourism Themes , Vol. 14 No. 6, pp. 557-564. https://doi.org/10.1108/WHATT-05-2022-0058

Emerald Publishing Limited

Copyright © 2022, Hilary Kennedy Nji Bama, Tshinakaho Nyathela-Sunday and Washington Makuzva

Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

Introduction

This paper discusses the outcomes of an exploratory study considering the innovations and adaptations required for Africa's tourism and hospitality sector to be rebuilt in the coronavirus disease 2019 (COVID-19) pandemic context. The study fits within the broader ambit of adaptation strategies for the tourism and hospitality industry in crisis contexts and contributes toward theory around the development of a body of research on crisis and disaster management. Tourism and hospitality remain powerful vehicles for socio-economic growth and development as well as for job creation ( Bama and Nyikana, 2021 ). Africa is a broad continent with 54 countries, and, according to the African Union (AU) is loosely divided into five regions, namely, North African region, West African region, East African region, Central African region, and, the Southern African region, with these regions offering unique and sometimes overlapping tourism and hospitality offerings ( Leke et al. , 2021 ).

The extent and reach of the COVID-19 pandemic, the global nature of its spread and the tremendous impact it has had on various aspects of life, including the tourism and hospitality sector have signalled that Africa as a continent which largely relies on tourism as a catalyst across the economy in terms of production and employment creation, and demand for transport, telecommunications and financial services has endured a dramatic shock thereby highlighting the inherent vulnerability of the travel and tourism sector and communities dependent on transnational tourist flows ( Leke et al. , 2021 ). Current academic and societal discourse therefore focuses on how the tourism and hospitality sector can respond to the evolving and ongoing crises, and ultimately how tourism and hospitality will recover as socio-economic activities in society, the basis of which form a central objective of this enquiry ( Jamal and Budke, 2020 ). In the COVID-19 context, the current research focuses on the argument that in view of the growing number of disasters, crises and pandemics, their frequency and complexity, there is a dearth of academic, industry and societal consideration within the African context on the theoretical and practical innovations and adaptations that would provide a firm response system to the vulnerabilities presented by these situations. This paper therefore explores and discusses the innovations and adaptations required for rebuilding Africa's tourism and hospitality sector during and post the COVID-19 pandemic.

Tourism and hospitality in Africa (2019–2021)

In contemporary times, the tourism and hospitality sector in Africa has been growing exponentially. Undoubtedly, tourism is recognised as a key feature in the development of African economies over the past few decades ( Monnier, 2021 ). In 2018, Africa was the second-fastest growing tourism region globally and contributed 8.5% of the gross domestic product (GDP) equating to USD 194 billion ( Atta, 2019 ) and contributed USD 24.3 billion (6.7%) to the total employment ( Jumia, 2019 ). Additionally, the continent attracted 67 million international tourists in the same period. Apart from international tourists, domestic visitors also reported the highest visitors' expenditure at 56% compared to international visitors at 44%. The expenditure was accumulated majorly from leisure tourists and only 29% was from business tourists ( Jumia, 2019 ). In 2019, tourism contributed almost 7% of the GDP in Africa ( Monnier, 2021 ), making it one of the sectors driving economic growth. The top ten ranked countries for travel and tourism in 2019 were Mauritius, South Africa, Seychelles, Morocco, Namibia, Kenya, Tunisia, Cape Verde, Botswana and Tanzania ( Jumia, 2019 ). In addition, Morocco (12.93 million) and South Africa (10.23 million) were ranked as the top African countries with the most international tourist arrivals ( Statistica, 2020 ). Regionally, Central (45%), West (29%) and East (28%) Africa received the most domestic tourists, respectively, in 2019. The most preferred amenities by these domestic tourists were restaurants at 26% followed by the lounge at 17%, breakfast and swimming pool at 16%, Internet at 12%, the air conditioner at 10%, airport transfer and business centre at less than 5% ( Jumia, 2019 ). Furthermore, various international brands in the accommodation sector that are based in Africa such as Accor, Marriott International, Radisson Hotel Group, Hilton, InterContinental Hotels Group, Best Western Hotels & Resorts, Meliá Hotels & Resorts, Hyatt International, Rotana Hotels, and Mangalis Hotel Group were recognised as top ten brands in 2019 based on the number of existing hotels and rooms ( Jumia, 2019 ). The sector is recorded to have employed more than 24 million people in 2019. Continued growth was predicted until the sector encountered COVID-19, a pandemic which erupted towards the tail end of 2019, with its rapacious effects being reflected on the tourism and hospitality sector on the global, but specifically the African ecosystem during the first quarter of the year 2020 ( Bama and Nyikana, 2021 ). Consequently, there has been an unprecedented crisis within the sector.

Although all tourist destinations strongly feel the impact from the pandemic-related crisis, not all have the same vulnerabilities or capacity to recover. With the COVID-19 pandemic fully entrenched on the continent since early 2020, Africa lost approximately USD 55 billion in travel and tourism revenues ( Monnier, 2021 ). The unprecedented loss of revenue and employment due to pandemic-induced lockdown restrictions resulted in the halting of many business operations with companies having to downsize and, in some cases, closing operations ( Richardson, 2020 ). Consequently, an estimated of 12.4 million employment opportunities were lost in Africa due to the pandemic ( Statistica, 2020 ). In some countries, only essential services businesses were allowed to operate, and, tourism and hospitality, considered by most countries as non-essential services, and a potential super spreader of the virus were suspended. As such, the sector was one of the hardest-hit by the effects of the COVID-19 pandemic since it relies on the movement of people, a phenomenon that strategies put in place to flatten the COVID-19 curve such as community lockdowns, social distancing, stay-at-home orders, travel and mobility restrictions did not allow. Africa, a regional destination that significantly relies on inbound travel, suffered the most as the domestic market could not sustainably propel the industry due to vast challenges across many countries on the continent ( Monnier, 2021 ). With tourism demand completely grounded because of tourists' inability to travel, hotels, airlines and ground operators such as tour operators and travel agents were all grounded. With so many livelihoods dependent on the tourism and hospitality sector on the continent, the ripple effects of the pandemic were further entrenched and stretched into 2021. However, as the restrictions were lifted piecemeal, other factors such as tourists changing needs and travel preferences, vaccination and quarantine requirements and sundry travel bans began to dictate demand ( Rogerson and Rogerson, 2021 ). Although the sector has had the resilience in past situations to bounce admirably back from such shocks, it is debatable that the sector could begin to recover from the current crisis given the global nature of the crisis and the constant changing evolution and outlook as well as the uneven global progress with the management of the crisis. The management of this crisis has shone a spotlight on crisis management in the sector, as well as resilience building, highlighting the fact that the recovery and revival of the sector needs to be firmly modelled around the concept of resilience ( Leke et al. , 2021 ).

Adaptations and best practices in the African tourism and hospitality industry in dealing with the COVID-19 pandemic

Even before reporting of the first case in Africa, ministers of health held an emergency meeting, the outcome of which was the declaration of the Joint Africa Continental Strategy on COVID-19 which was anchored on collaboration and solidarity ( Leke et al. , 2021 ). According to the World Tourism and Travel Council report, pre-pandemic projections reflected that the travel and tourism sector employs 24.6 million people on the African continent and accounts for 3.7% of the continent's GDP ( WTTC, 2021 ). These figures have almost all been placed at heightened risk. To alleviate this, the continent is impinged upon to establish adaptations and best practices to facilitate the management of the pandemic in its current context. Africa is not new to health pandemics, with examples such as the HIV/AIDS pandemic and the Ebola virus having ravaged the continent at different periods in recent times. However, the difference with COVID-19 is with the scale and extent of its spread and the impacts it has had on the socio-economic fabric of the tourism and hospitality ecosystem of the continent. This requires an equal breadth of concertedness from continental players and partners to design adaptations that will project the continent towards rebuilding the sector. As such policymakers must continue to support businesses within the tourism and hospitality sector that have been disrupted by the COVID-19 pandemic.

Furthermore, there is a requirement for the adaptation of products and services within the tourism and hospitality sector in Africa. During the early stages of the pandemic, and with very stringent regulations in place in most countries, the need for the institution of innovative and creative strategies to deal with ever-changing and uncertain times was essential. For example, in the case of Kenya, the earliest policy response to the pandemic was the National 2019 Novel Coronavirus Contingency (Readiness and Early Response), released in January 2020, which sought to initiate adaptations that could prevent the spread of the virus into Kenya, but open borders were maintained. Even with the policy instrument in place, it took pressure from the courts to force the government to suspend flights from China on February 28th, 2020. Existing enquiry suggests therefore that the African approach to combatting the virus needs to be anchored in collaboration and solidarity around public health systems. Successes that have been highlighted in this regard include the Partnership to Accelerate COVID-19 Testing (PACT), launched by the African Union Commission (AUC) and the Africa Centres for Disease Control and Prevention (Africa CDC) in April 2020, which enabled Africa, initially shoved aside when global demand for diagnostics rose, to increase the number of countries with testing capacity from 2 to 43 in 3 months, procure more than 90 million test kits and train thousands of health workers ( Leke et al. , 2021 ). The new public health order however requires more predictable long-term funding, joint priority setting and stronger mechanisms to manage the allocation of funds.

Large parts of the global community have had the advantage of relying on captive domestic and regional audiences. But in Africa, domestic tourism has been overlooked for a long time. The tourism and hospitality sector needs to be oriented towards more diversified markets so that there is greater resilience in future. However, all is not lost for Africa's hard-pressed tourism and hospitality sector as some countries are already setting a plan in place to entice domestic tourists. South Africa, which welcomed ten million international tourists in 2019, made local tourism in 2020 a focus of its recovery plan. In addition, Rwanda, with advisory support is developing a recovery strategy that includes developing local and regional markets. Meanwhile in Kenya, entry fees to all game parks and reserves have been cut for one year to attract more local tourists ( Leke et al. , 2021 ). This is demonstration that around the continent domestic tourism is gaining recognition as an alternative form of tourism.

Innovations to rebuild the African tourism and hospitality industry between 2022 and 2030

Across the continent, one very glaring realisation has been greater calls for promotion of regional and transnational travel which should provide opportunities to deal with the decline in international travel brought about by the ongoing travel bans and mobility restrictions that are sometimes imposed on countries from Africa by international destinations. The proliferation of these restrictions has meant that the continent paints a bleak picture of a potential economic recession, one which if it is to be averted demands concerted on sufficient policy responses, access to sufficient and affordable financing and strengthened policies for job creation within the tourism and hospitality sector, as with all other sectors.

Digital transformation is arguably Africa's biggest opportunity arising from the crisis, as the pandemic has created an opportunity for acceleration in digitisation as the continent has continued to lag the rest of the world in this area. COVID-19 is proving to be a catalyst in the travel and tourism sector's quest for innovation and the integration of new technologies. Amid stay-at-home orders, digital adoption and consumption are on the rise, with consumers now expecting contactless technologies, among others, as an essential prerequisite for a safe and seamless travel experience. The COVID-19 pandemic transformed how people interact with each other, receive medical care, spend leisure time and conduct many transactions of daily life. These changes have accelerated the migration to digital technologies at a stunning rate. The necessity to adopt remote modes of work will contribute to this acceleration especially in the areas of digital transformation, the accelerated adoption of information and communications technologies (ICTs) and the scaling up of investments in areas of physical and technological infrastructure. As digitisation and innovation offer tremendous opportunities for the travel and hospitality industry on the continent, which should be embraced, precautions are needed to make sure employees and local communities are not left behind. Consequently, commensurate training needs to be boosted in order to equip the workforce with both basic and advanced digital skills.

The ramifications of the COVID-19 pandemic brought to the fore the significance of having a mutually beneficial collaborative relationship between the health and safety sector and the tourism and hospitality sector. In contemporary times, the African tourism and hospitality sector has oftentimes overlooked health and safety requirements which have always been a necessity, even though the sector is sufficiently laden with these protocols from both a regional and individual country perspective. The critical challenge has mostly arisen around fragmented implementation. Going forward, personal experiences, the fear of being stuck in another country and concerns for physical distancing will guide consumer behaviour in the short- to mid-term. Businesses will have to continue to collaborate even more closely with their extended value chains, especially employees and suppliers, to ensure readiness and implement like-minded protocols. In this context, trust between travellers and employees, businesses and suppliers, and visitors and local communities will be a leading engine in the recovery of the tourism and hospitality industry. Additionally, Africa's health and safety sector have more work to be done as most of their health and safety infrastructure relies more on importing of required supplies from more established geographies or continents. For instance, the outbreak of the COVID-19 pandemic starkly highlighted some of these challenges, especially in the instance of vaccine procurement and roll out. Rife were voices that cried foul considering issues around vaccine nationalism, noting that as wealthy nations continue hoarding vaccines, new dangerous COVID-19 variants will continue emerging. This could be a serious threat to the tourism and hospitality sector, especially during the COVID-19 pandemic era where health and safety is now part of the considerations in the traveller's decision-making process.

The call for Africa to begin efforts towards the manufacture of vaccines for the continent has gradually been heeded, and efforts are now in place with German biotechnology company BioNTech announcing that it will be building a vaccine manufacturing facility in Rwanda, to be followed by a second in Senegal, being seen as a game changer ( Leke et al. , 2021 ). With only 60 million of the total population of 1.22 billion, equivalent to 5%, having been fully vaccinated by the end of September 2021, there is a shortfall of many tens of millions of doses in the market and this announcement is a tell-tale sign that once the manufacturing gets underway, the shortage will be overcome in due course. For equitable access to COVID-19 vaccines in Africa, a good strategy will be to improve on approaches that have already worked on the continent such as South Africa's approach to HIV/AIDS campaigns have shown in the past. Additionally, addressing the challenge of universal accessibility of vaccines for low-income countries will require collaboration among governments, the private sector and global health agencies. Vaccine hesitancy further poses a potential threat to the achievements of vaccination programmes in Africa. In this regard, efforts at the incorporation of the voices of all stakeholder groups is suggested, as this would ensure effective and accurate communication and foster perception shifts around vaccine uptake, which in a nutshell would foster more trust in the easing of travel restrictions within the region and lay the framework for the revival of the tourism and hospitality industry. Consequently, African governments should continue organising effective vaccine awareness campaigns and community engagement to combat vaccine misinformation and hesitancy.

While COVID-19 has exacerbated the economic strain of the region in relation to the tourism and hospitality sector, it is not in anyway responsible for all the socio-economic challenges faced by the continent. The COVID-19 pandemic is shrouded in uncertainty and vulnerabilities, suggesting that creativity is key to rebuilding the tourism and hospitality sector. The sector should not have to wait for post-pandemic conditions as there is no suggestion of such, given the increasing variant mutations being experienced. Consequently, the tourism and hospitality industry have a mandate to continue finding more creative avenues to create offerings that can be consumed during the pandemic period, and, in so doing, the tourism and hospitality industry could be resuscitated despite the challenges posed by the pandemic. Additionally, facilities and measures that enable people to travel should be developed or modified to enable both domestic and regional travel.

Despite these innovations regarding the road to rebuilding the tourism and hospitality industry between 2022 and 2030, it is also pivotal to note that these innovations rely on good and transparent governance to be effectively implemented. The COVID-19 pandemic has revealed that reliance on individual national mechanisms, legislation and strategies is insufficient. Governments should therefore strengthen their bilateral and multilateral relations for the tourism and hospitality sector to be revived. Good and transparent governance does not only pertain to effective and efficient policy implementation, however, but also stretches to the accountability on the utilisation of the resources and elimination of corruption. This is a significant component, which if dealt with could drive growth in the tourism and hospitality sector in the region to unprecedented levels during and post the pandemic era.

As this paper has highlighted, the number of natural- and human-influenced disasters and crises is on the increase. For the African tourism and hospitality industry which has previously experienced the ripple effects of other global disasters, COVID-19 has proven to be the most debilitating. Although disasters are always going to be different in nature and extent of their impacts, the necessity of contingency planning cannot be overemphasised as it provides the basis for response actions and guides the processes pre-pandemic, during and post-pandemic actions. It has also highlighted the need for better preparation and more efficient contingency planning to include both the observations of the warning signs and the implementation of effective post-disaster strategies to help overcome the negative effects that can occur. The disruptions with travel plans forewarned the tourism and travel industry that there was a “problem” and in some manner, the needs to establish early warning signals to the rest of the industry of a pending disaster.

In addition, the importance of a perception shift regarding domestic tourism in Africa through continuous conversations by stakeholders in the industry is emphasised, with a recommendation made for effective public and private partnerships whereby tourism businesses reach out to government not only when faced with challenges, but also to offer ready-to-implement solutions, highlighting the need for continuous engagements across the sector. Continental structures such as the African Union (AU), Economic Community of West African States (ECOWAS), Southern African Development Community (SADEC), Economic and Monetary Community of Central Africa (CEMAC) and others need to have more robust engagements that could provide insights for policy and managerial recommendations to policymakers and other stakeholders within the tourism sector. Additionally, the study suggests increased consultation between key stakeholder groups, such as the African Tourism Board (ATB) and other organisations, making it therefore imperative to set up a framework to guide how the communication between the different stakeholders' groups involved in, and impacted on by, the pandemic should be managed more broadly.

The tourism and hospitality industry is not only vital to established economies, but also to emerging economies such as those found within the African continent, as it employs a considerable number of employees. It is, however, often considered to be a luxury spend, resulting in it being an expense that is “cut” first. It also appears to be an industry that is not able to recover quickly due to the disastrous effects of COVID-19 lingering for longer. The tourism and hospitality industry tends to be more reactive than proactive, and a concerted focus therefore needs to be invested in getting the tourism and hospitality operators to learn to live with COVID-19 as it is not possible to wait for the post-COVID-19 period before rebuilding the sector. The industry needs to make the necessary changes to continue doing business. Each disaster will be different, have different effects on the community, employees and stakeholders but a pre-, during- and post-disaster plan; needs to be considered for the rapid recovery of businesses, regions and industry.

Furthermore, the study proposes the need for building of stronger frameworks of collaboration between the public and private sectors such that inequalities and vulnerabilities could be tackled collectively while building a more resilient, inclusive, and sustainable domestic tourism sector through clear and concerted recovery plans and focused regional tourism marketing campaigns directed towards stimulating demand for Africa's tourism products. In this regard, there is a need for coordination between different levels of government, as well as public–private partnerships and networks, in governing tourism, to prevent potential conflicts of strategy across agencies, sectors and scales in regulating interconnected flows. This way, governance arrangements can become more integrated and adaptive, considerate of interactions and trade-offs.

Finally, in terms of the Sustainable Development Goals (SDGs), this study's outcomes to the extant research that seeks to promote the accelerated process of innovation and sustainability in line with goals 9 and 12 which is propose innovation and responsible consumption and production as the industry was forced to adapt to new ways of providing services and ensuring sustainability. Africa should continue to explore partnership avenues to accomplish these SDGs ( United Nations, 2015 ).

Atta ( 2019 ), “ An analysis of Africa's tourism market for April 2019 ”, available at: https://www.atta.travel/news/2019/04/an-analysis-of-africas-tourism-market-for-april-2019/ ( accessed 15 December 2021 ).

Bama , H.K.N. and Nyikana , S. ( 2021 ), “ The effects of COVID-19 on future domestic travel intentions in South Africa: a stakeholder perspective ”, African Journal of Hospitality, Tourism and Leisure , Vol.  10 No.  1 , pp.  179 - 193 .

Jamal , T. and Budke , C. ( 2020 ), “ Tourism in a world with pandemics: local-global responsibility and action ”, Journal of Tourism Futures , Vol.  6 No.  2 , pp.  181 - 188 .

Jumia ( 2019 ), Hospitality Report Africa 2019 , 3rd ed. , Jumia Travel , Nairobi .

Leke , A , Signe , L and Songwe , V ( 2021 ), “ Emerging stronger: how Africa’s policymakers can bolster their economies during and beyond the COVID-19 crisis ”, in Ordu , A.U. and Golubski , C (Eds), Foresight Africa: Top Priorities for the Continent in 2021 , Brookings Africa , pp. 4 - 8 , available at: http://foresightfordevelopment.org/library/55/1474-foresight-africa-top-priorities-for-the-continent-in-2021 (accessed 4 January 2022 ).

Monnier , O. ( 2021 ), “ A ticket to recovery: reinventing Africa's tourism industry ”, available at: https://www.ifc.org/wps/wcm/connect/news_ext_content/ifc_external_corporate_site/news+and+events/news/reinventing-africa-tourism ( accessed 15 December 2021 ).

Richardson , H. ( 2020 ), “ Africa's fast-growing tourism industry could lose up to $120 billion and millions of jobs ”, available at: https://qz.com/africa/1888306/africa-tourism-market-to-lose-up-to-120-billion-with-covid/ ( accessed 15 December 2021 ).

Rogerson , C.M. and Rogerson , J.M. ( 2021 ), “ COVID-19 and changing tourism demand: research review and policy implications for South Africa ”, African Journal of Hospitality, Tourism and Leisure , Vol.  10 No.  1 , pp. 1 - 21 , doi: 10.46222/ajhtl.19770720-83 .

Statistica ( 2020 ), “ Selected African countries with the largest number of international tourist arrivals in 2019 ”, available at: https://www.statista.com/statistics/261740/countries-in-africa-ranked-by-international-tourist-arrivals/ ( accessed 15 December 2021 ).

United Nations ( 2015 ), “ Sustainable development goals ”, available at: https://sdgs.un.org/goals ( accessed 31 December 2021 ).

WTTC ( 2021 ), “ Travel and tourism economic impact 2021: global economic impact and trends ”, World Travel and Tourism Council , available at: https://wttc.org/Research/Economic-Impact (accessed 15 December 2021 ).

Further reading

Gursoy , D. and Chi , C.G. ( 2020 ), “ Effects of COVID-19 pandemic on hospitality industry: review of the current situations and a research agenda ”, Journal of Hospitality Marketing and Management , Vol.  2 No.  5 , pp.  527 - 529 .

Statistica ( 2021 ), “ Number of jobs lost in the travel and tourism sector in Africa from the coronavirus (COVID-19) pandemic in 2020 ”, By Scenario, available at: https://www.statista.com/statistics/1193571/tourism-jobs-lost-from-covid-19-in-africa/ ( accessed 15 December 2021 ).

Acknowledgements

The authors would like to acknowledge the Cape Peninsula University of Technology.

Corresponding author

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Summary 

• Experts say encouraging travel within Africa will be crucial to boost the tourism sector’s resilience and attract more foreign direct investment (FDI) to the continent
• Just 19% of 1431 potential routes between African Union countries had some form of weekly direct air service, a recent IATA report found. 

“Beyond core infrastructure projects that could improve the poor air connectivity in Africa, the need to improve the business climate and competitiveness of the region is critical,” says Jaime Mayaki, a deputy director at UNWTO’s regional department for Africa. 

In October 2022, Lai Mohammed travelled from Abuja, Nigeria’s capital city, to a pan-African event organised by the UN World Tourism Organization (UNWTO) in Arusha, a tourism hotspot in northern Tanzania. His journey via another airport outside the continent is indicative of the impediments to African travel.

“It took me 23 hours to travel from Abuja to Arusha in a flight that [when direct] should take less than five hours,” says Mr Mohammed, who has served as Nigeria’s minister for information and culture since November 2015. “Connectivity is very important. Travel time and high cost of transportation can discourage people from travelling.”

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In the wake of falling tourist numbers since the outbreak of the Covid-19 pandemic, experts say encouraging travel within Africa will be crucial to boost the tourism sector’s resilience and attract more foreign direct investment (FDI) to the continent. 

A recent International Air Transport Association report found that just 19% of 1431 potential routes between African Union countries had some form of weekly direct air service. Despite efforts to liberalise aviation, intra-African tourism continues to face long-running impediments, such as relatively expensive tourism experiences, onerous visa requirements and government regulations restricting competition.

“Tourism revolves around political stability, security, connectivity and free movement of people. For Africa to achieve the dream of tourism contributing more to gross domestic product, we need to individually or collectively address these issues,” says Mr Mohammed.

Elephant in the room

Despite being a vast continent of 54 diverse countries and 1.3 billion people, Africa punches well below its weight in the tourism industry. Just over 19 million international tourists arrived in Africa in 2021, according to UNWTO figures — only 4.3% of the global total. 

That same year, tourism receipts in Africa stood at just $17.2bn, less than half the level seen in 2019. Just three countries — South Africa, Morocco and Tanzania — made up 42.6% of these tourism receipts in 2021, according to UNWTO figures. 

Mike Tavares, a tech entrepreneur originally from Guinea-Bissau and the CEO of travel booking platform Ojimah, tells fDi that for Africa’s tourism industry to recover, “the elephant in the room” needs to be addressed: the number of tourist arrivals must be increased.

“We cannot keep doing the same thing that we were doing before Covid-19. We need to change the mindset,” he says. The need to shake up the travel industry is echoed by other private sector actors.

Ben Peterson, the founder of Purple Elephant Ventures, a Nairobi, Kenya-based venture studio building tech-enabled tourism businesses, says the industry is “stuck in the 1970s”.

“There’s very little innovation happening in Africa’s tourism industry,” he says. “Tourism could be a lot more lucrative for the companies and countries in Africa.”

Among the 14 major problems that Purple Elephant Ventures is trying to solve within Africa’s tourism industry are safety and health concerns, limited digitalisation, and a lack of differentiation of tourist experiences.

Foreign tourism investors have also become more cautious about pursuing projects in Africa too. fDi Markets tracked just 17 tourism FDI projects across Africa between January 2020 and September 2022. That marks a 63% reduction from the 46 FDI projects tracked in the pre-pandemic year of 2019 alone.

Digitalisation is crucial to facilitate FDI from hotel groups, travel operators and airlines, according to Frank Gisha, who heads Rwanda’s Chamber of Tourism and the East African Tourism Platform, a private sector body.

“An investor needs to feel secure,” he says, underlining the importance of the business climate and level of information available. “But now, after Covid-19, Africa is becoming more open to working together.”

Regional efforts

One of the African Union’s flagship tourism initiatives aims to liberalise civil aviation and boost intra-regional travel. A total of 34 countries have signed up to the Single African Air Transport Market (SAATM), representing more than 80% of the existing aviation market in Africa. 

Mr Mayaki notes that SAATM “will eventually reduce the need for connecting through hubs outside of Africa”, adding that on top of reducing leakages out of the continent, more intra-regional tourism can strengthen local ties.

Mr Tavares says Ojimah hopes to improve this situation by offering visas to 78 countries worldwide on its platform. Through a partnership signed with the UNWTO in October 2022, the company aims to make it easier for travellers by improving notoriously onerous visa processes.

“We need to partner with [governments] and slowly start changing the narrative about Africa,” says Mr Tavares.

Intra-African travel

Despite a “tricky outlook” for African tourism, given inflation and fears of recession in developed economies, domestic tourism can “compensate” for some lost international travellers, according to Jost Neumann, the director of programmes at the TUI Care Foundation.

“The design of tourism in many destinations is changing,” he explains. “Attracting high-value domestic tourists that hadn’t been there before means tourism becomes more relevant in the local economy.”

Mr Mayaki notes that the promotion of intra-African travel can “diversify the profiles of inbound visitors which are more familiar with the local context” and have similar tastes, which helps market entry of local suppliers.

Despite security issues, several hotel groups are betting on more intra-regional travel in less well-trodden African geographies. In May 2022, Radisson Hotel Group opened its first location in Juba, the capital of South Sudan , which will be the first internationally branded five-star hotel in the country.

“We believe the [east Africa] region has vast potential representing opportunities from business to leisure locations, and with the improving accessibility, we foresee a growing need of quality hotel accommodation,” Ramsay Rankoussi, Radisson’s vice president for development in Africa and Turkey, previously told fDi .

In May, Singapore-based Banyan Tree announced its plans to open a new five-star resort on a private island off the coast near Angoche, Mozambique. Insurgency activity in the northern region of Cabo Delgado had previously led TotalEnergies to pull out of its $20bn gas project, but the French energy giant intends to restart construction of its operations. 

Eldevina Carla José Materula, Mozambique’s minister of culture and tourism, tells fDi that the government has been on a push to attract more investment and boost arrivals through changes to its tourism visas. 

“Total being back in [northern] Mozambique in Palma, which they left, means a lot for us,” she says. “This should mean a lot to the international community [that the situation has improved].”

In the first quarter of 2022, international visitors to Mozambique reached just under 150,000, which was about 60% higher than the same period of 2021, according to national figures.

But even as individual countries implement initiatives to help tourism recover in the face of numerous challenges, Mr Mohammed is keen to see Africa become a “visa-free continent”, emulating the free movement seen in the Schengen Area across the EU. 

“It’s about political will,” he says. “We should collaborate with our different colleagues in transport, aviation and foreign affairs to make tourism not just a standalone portfolio.”

This article first appeared in the December 2022/January 2023 print edition of  fDi  Intelligence.

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With a projected growth of 4.9% in and accounting for nearly 9% of the continent’s GDP, Africa’s travel and tourism industry has incredible potential to help generate growth, create jobs and enable development. Which country is best positioned to benefit most from travel and tourism?

The World Economic Forum’s Travel & Tourism Competitiveness Report 2015  answers this question. It ranks countries on the basis of factors and policies that are currently in place to enable the sustainable development of the sector. The report is also a tool to help countries adapt their policies so that they can achieve their travel and tourism potential.

This year’s most competitive countries in sub-Saharan Africa are:

Looking at the results, you will see that South Africa is leading the way, ranking 48th globally and toping the African region, thanks in part to its relatively good infrastructure compared to neighbouring countries. South Africa is still reaping the benefits of the 2010 World Cup, with several sports stadiums that can host significant entertainment events. South Africa also ranked relatively high due to its efforts to reduce red tape and encourage business development in the tourism industry.

While it is clear that Africa has enormous potential with its rich natural and cultural resources, it is still for the most part in the early stages of development for travel and tourism. Its challenges are not linked to its incredible resources, but rather to broader and longstanding issues facing the continent such as infrastructure, health and hygiene and security. Even though Africa received relatively strong results on issues relating to sustainability, the continent should keep sustainability as a central element as they develop. Indeed, deforestation and the loss of habitat and wildlife could become a serious issue for Africa’s tourism industry going forward.

The majority of countries in the region realize tourism’s potential role as an economic opportunity and development catalyst, and have drafted strategic plans. But, the implementation of those plans across countries varies significantly. So what can be done? Aside from investing in its broader issues including infrastructure, hygiene and security, the African continent could focus on two elements, among others, relating specifically to travel and tourism policies.

The first is travel facilitation. In effect, most countries in the region still have significant travel restrictions, and in some cases, such as that of South Africa, there are even discussions of tightening visa policies.

Overall, Africa requires a traditional visa prior to departure from 58% of the world’s population. At the same time, it has the highest percentage of countries whose visitors are able to obtain a visa on arrival (31%). This figure varies across regions. For instance, Central African nations require 91% of the world’s population to get a traditional visa – the highest in the African sub-region. On the other hand, East Africa has the lowest requirements in the world; only 31% of the world’s population is required to have traditional visas.

Still, some recent policy changes show a will to make progress. For example, the 15 members of Economic Community of West African States (ECOWAS) have introduced a visa policy that enables free movement of people across member states. Such moves to facilitate travel itineraries that take in more than one country will prove an attraction to international tourists.

International cooperation will also be critical in transforming intra-African connectivity. If you have ever traveled in Africa you’ll know that getting around the continent can be a challenge, often requiring connecting flights from Europe or the Middle East.

Although many air markets between Africa and countries outside the continent have been liberalized, the majority of intra-African aviation remains largely closed, due to restrictive bilateral agreements. A recent report from IATA highlights the benefits of enhancing air connectivity in Africa, noting for instance that a liberalization agreement between South Africa and Kenya in the early 2000s led to a 69% rise in passenger traffic. Similarly, Ethiopia’s numerous bilateral agreements have supported Ethiopian Airlines in becoming one of the largest and most profitable airlines in South Africa.

By building on their competitive advantages and tackling their challenges head on, African nations will hopefully be able to achieve their full travel and tourism potential.

The World Economic Forum on Africa 2015 takes place in Cape Town, South Africa from 3-5 June. 

Author: Tiffany Misrahi, Community Manager, Travel & Tourism Industries, World Economic Forum

Image: Sun City is nestled in the hills of the Bafokeng nation, 120 km (81 miles) north of Johannesburg. REUTERS/Thomas White

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Biodiversity Conservation and Tourism Sustainability in Africa

• First Online: 18 April 2023

Cite this chapter

• Bukola Omotomilola Adetola 4  

Part of the book series: Sustainable Development and Biodiversity ((SDEB,volume 32))

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The long-term viability of the tourism industry and the preservation of its principal attraction (nature) are inextricably linked. Biodiversity conservation is a fundamental obligation of all economic sectors and a unique paradigm in the tourist sector that makes tourism more biodiversity-friendly. Assets of biodiversity are powerful forces shaping tourism’s essence, including the human drive to see and experience the pristine ecological settings. Moreover, Africa boasts of rich diversity, and in this continent, biodiversity endowment offers opportunities for economic, social, and ecological development. Whether scuba diving on coral reefs or watching wildlife, most tourists enjoy the natural beauty (animals and vegetation) that surrounds them. However, the high rates of tourist expansion must be balanced against the problems that come with it, such as massive volumes of traffic, trash, a huge area of land and resource consumption associated with travel, and impacts on fragile ecosystems among others. The tourism sector appears to place a long-term emphasis on environmental conservation and protection because of the importance and uniqueness of the environmental quality and biodiversity for tourism, and they encourage and support sustainable tourism operations. Responsible tourism benefits indigenous communities and residents by improving their standard of living while also preserving culture and biodiversity.

Ecotourism, a sustainable tourism strategy, is an interface of conservation concerns and tourism interest, a synergy that jointly preserves the environment’s quality while protecting nature and promoting tourism. Consequently, Africa’s response to the Sustainable Development Goals (SDGs) will be ineffective unless its biodiversity is conserved and used sustainably.

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Adetola, B.O. (2023). Biodiversity Conservation and Tourism Sustainability in Africa. In: Izah, S.C., Ogwu, M.C. (eds) Sustainable Utilization and Conservation of Africa’s Biological Resources and Environment. Sustainable Development and Biodiversity, vol 32. Springer, Singapore. https://doi.org/10.1007/978-981-19-6974-4_2

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How start-ups are propelling Africa’s tourism industry

By Yahya Habil

African technology start-ups have been thriving and are becoming more impactful by the day as their number increases.

African startups have been challenging prevailing stereotypes about the continent and reshaping perceptions.

They have emerged as significant economic players boosting the economies of several African countries further proving their potential to propel the continent into an economic powerhouse.

This is no surprise as Africa’s population, of which 60% is under the age of 25, has an entrepreneurial spirit, which in this day and age translates to a tech savvy population.

The positive impact African startups have had on the continent’s economy is evident in the growth Africa’s tourism industry has witnessed in recent years.

The increase of business visitors to the continent, due to the presence of startups, has had a knock-on effect and encouraged more leisure tourists.

The increase in tourism fueled by startups has also led to the creation of even more startups, specifically travel-related startups.

Hotels.ng, which happens to be Nigeria’s largest online hotel booking site, is one example of such travel startups.

Back in 2018, Hotels.ng’s CEO Mark Essien noted that the travel industry was benefiting from the increasing number of tech startups.

Another example of a startup that was originally inspired by the increase of tourism is the Mauritian multichannel travel platform Ojimah.

This startup is on a mission to streamline African travel by connecting travelers to key industry players.

Launched at the peak of the coronavirus pandemic in 2020, the startup has been growing fast.

According to Ojimah’s co-founder Golden Chika-Okafor, the startup is “an ecosystem of solutions created to mitigate travel problems in the global new normal and to create a win-win for industry players, travelers and African destinations.”

Ojimah has partnered with the United Nations World Tourism Organization (UNWTO) to make positive storytelling and digitisation key drivers of African tourism recovery after the pandemic.

The digital platform connects users to over 350 airlines, close to 1.2 million hotels, and over 200,000 activities.

With the ongoing increase in startups, Africa’s tourism industry is only expected to flourish. This is creating a beneficial cycle - start-ups boosting tourism, and tourism boosting start-ups.

Less than two weeks ago, the South African Ministry of Tourism signed a partnership deal with Google to promote the country as a leading tourism destination.

Start-ups will once again play a key role in contributing to the South African tourism sector as Google plans to provide support to tourism startups by offering training on advertising, helping to digitise more tourist sites, and enabling small businesses in the sector to compete globally as part of the partnership.

The South African Ministry of Tourism predicts that the number of arrivals will exceed the 10 million recorded in 2019 by the end of March next year, which is a positive outlook for the recovery of the tourism industry from the COVID-19 pandemic.

On the other hand, and on the northern side of the continent, GITEX Africa 2024 is already a clear indicator as to how the tourism industry in the continent will continue to flourish, and how that will be due to the increasing phenomenon of start-ups.

The event, which will be held in Marrakech in May 2024, will surely contribute to more tourism as many tech-savvy businesses will be visiting Morocco to attend the event.

South Africa’s deal with Google and Morocco’s GITEX Africa are after all only two of many indicators of how the tourism industry in the world’s youngest continent is bound to prosper due to the sheer presence and efforts of start-ups.

As mentioned earlier, the increase and development of start-ups lead to a significant influx of visitors, thus boosting the tourism industry, which in turn leads to the founding of even more start-ups, forming a beneficial cycle that will greatly serve Africa’s economy.

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Tourism in Africa: Issues and Prospects

Peter u. c. dieke.

6 George Mason University, Fairfax, VA USA

7 University of Nigeria, Nsukka, Nigeria

This chapter sets out the current state of tourism to and within Africa, highlighting the key themes and issues that confront the industry across the continent. The trend issues have human resource consequences for the tourism sector there, in terms of attracting the quality staff to meet the increasingly globalized service standards.

Introduction

This chapter sets out the current state of tourism to and within Africa, highlighting the key themes and issues that confront the industry across the continent. The trend issues have human resource consequences for the tourism sector there, in terms of attracting the quality staff to meet the increasingly globalized service standards. The implications from these trends will mean further marginalization of Africa in the global ‘pleasure periphery’ in the near future. By definition, but consistent with the UN World Tourism Organization’s (WTO’s) regional classification of countries for tourism statistics purposes, ‘Africa’ refers to the Islamic countries of the northern sub-region (excluding Egypt and Libya) as well as sub-Saharan Africa—the central, eastern, southern and western sub-regions—and the Atlantic and Indian Ocean Africa islands (Dieke, 2003 , 2013 ). ‘Issues and prospects’ describe the challenges and opportunities associated with the process of developing tourism: the reasons they arise, the responses to them and the outcome of the measures (Dieke, 2009 ).

First, the chapter critically reviews, in brief, the role of international tourism in development. Second, it relates the analysis to the African continent by discussing a wide range of global and regional factors that influence tourism’s inclusion in, and implications for, development strategies. In the third place, the chapter identifies and discusses the major ‘areas of concern’ in relation to the sustainability of the tourism sector in the region in the twenty-first century. Finally, the chapter considers the way forward, suggesting how some of the challenges might be overcome.

International Tourism in Development

Many countries, both developed and developing, have recognized the advantages that international tourism can contribute to their development efforts (Jenkins, 2015 ; Sharpley & Telfer, 2015 ). These advantages can be encapsulated in six areas: earning of foreign exchange, contribution to government revenues, creation of employment opportunities, generation of income, stimulus to inward investment and regional development.

In this chapter, there is no space to explore these impacts in detail but it is worth noting that although invariable emphasis is given to the economic advantages of tourism, there are inevitable impacts of a social, cultural and environmental nature that have to be considered in any sustainable development strategy. If these potential impacts are not considered, then they may be the very factors that will compromise the sustainability of the sector. For example, development experience and many academic studies (Christie, Fernandes, Messerli, & Twining-Ward 2013 ; Novelli, 2015 ; Rogerson, 2007 ; UNCTAD, 2017 ) have indicated that the scale, type and location of tourism developments are critical factors in gaining community acceptance of proposals. There is a growing awareness of these considerations among development planners and to a greater extent tourism development is now taking these community views into account. To improve the chances of developing a sustainable tourism sector any proposed developments have to integrate into the community and not confront it.

The following paragraphs take a more balanced view, explore the preceding issues within a broader framework of international tourism economy, relate the synthesis to African tourism perspectives and assess the development potential for international tourism in Africa if the continent is to successfully compete in the global tourism marketplace.

Global and Regional Tourism: Trend Analysis

Global context.

The extent and impact of tourism, both at global and regional levels, can be seen by reference to Tables  2.1 , 2.2 and 2.3 (see also Emeraldinsight, 2019 ). It is evident (Table  2.1 ) that 1,323 million tourists travelled globally in 2017, some 84 million more than the previous year and a new record. This was an increase of 7% in comparison with 2016, a highest growth rate since 2010. The sector has now seen uninterrupted growth in arrivals for eight straight years. This demand characteristic suggests, first, that global tourism is still a high-volume industry and, second, growth in arrivals was echoed by a strong increase in exports generated by tourism, which reached US$ 1.6 trillion in 2017, making tourism the world’s third-largest export sector (Busiweek, 2019 ). UNWTO’s long-term perspective put the forecast of 3.8% per year for the period 2010.

Table 2.1

International tourist arrivals (by sub-regions)

Source UN World Tourism Organization ( 2018 ), UNWTO tourism highlights , 30th August

Table 2.2

International tourism receipts (by sub-regions)

Table 2.3

Africa: International tourist arrivals and tourism receipts (for selected years)

Source UN World Tourism Organization ( 2018 ), UNWTO tourism highlight s, 30th August

Series of international tourist arrivals

TF = International tourist arrivals at frontiers (overnight visitors, i.e. excluding same-day visitors)

VF = International visitor arrivals at frontiers (tourists and same-day visitors)

THS = International tourist arrivals at hotel and similar establishments

TCE = International tourist arrivals at collective tourism establishments

TD = Departures of tourists (overnight visitors, i.e. excluding same-day visitors)

VD = Departures of both overnight and same-day visitors

* = Provisional figure or data

.. = Figure or data not (yet) available

I = Change of series

n/a = Not applicable

. = Decimal separator

, = Thousands separator

For individual countries and territories, information reflects data as reported by national or international institutions up until August 2018. For the latest tourism data and trends, please refer to the UNWTO World Tourism Barometer at mkt.unwto.org/barometer . For tourism statistics online and for data on previous years, see the UNWTO e-library at www.e-unwto.org . For main concepts, definitions and classifications for the measurement of tourism, please see

International Recommendations for Tourism Statistics 2008 (IRTS 2008) at statistics.unwto.org/content/irts-2008

It is further shown (Table  2.2 ) that US$ 1.3 trillion (excluding international fare payments of US$ 240 billion) were generated in global tourism receipts in 2017 (5% higher than 2016). It can be said that global tourism is again a major feature in the world economy. In conclusion, these strong 2017 results were driven by sustained travel demand for destinations across all world regions, including a firm recovery by those that have suffered from security challenges in recent years. Strong outbound demand from virtually all source markets, including rebounds from major emerging economies Brazil and the Russian Federation, benefited both advanced and emerging destinations (Busiweek, 2019 ).

Regional Context

Regional trends can also be discerned from Tables  2.1 and 2.2 . The indication (Table  2.1 ) is that Africa (9%) led the growth ranking in 2017, followed by Europe (8.4%), while Asia (5.6%), the Middle East (4.6%) and the Americas (3.3%) also recorded sound results. The Middle East led growth in tourism receipts with a 13% increase in 2017, followed by Africa and Europe which both recorded 8% growth. Receipt grew 3% in Asia and the Pacific and 1% in the Americas. Europe recorded the highest growth in absolute terms, with an increase of US$ 60 billion to reach US$ 612 billion, or 38% of the world’s international tourism receipts.

African Context

Within Africa, international tourist arrivals in 2017 increased by 9% and tourism receipts at the same level (+8%) (Table  2.3 ). Results were driven by the continued recovery in North Africa and the solid growth in most destinations that reported data. Tunisia continued to rebound strongly in 2017 with a 23% growth in arrivals, while Morocco also enjoyed better results after weaker demand in the previous year. Growing demand from European source markets and a more stable environment contributed to the sub-region’s positive results. In sub-Saharan Africa, strong performance continued in large destinations like Kenya, Côte d’Ivoire, Mauritius and Zimbabwe. The sub-region’s top destination, South Africa, reported slower growth in arrivals though a strong increase in receipts. Island destinations Seychelles, Cabo Verde and Reunion, all reported double-digit growth in arrivals, benefiting from increased air connectivity.

Trend Analysis

The preceding trend patterns, as described, form the basis for analysis here, since such trends are a necessary and influencing parameter to analyse African prospects, prompting these reflections. First, the statistics illustrate the nature and scope of international tourism in Africa and the significance of tourism in some countries, which is clearly influenced by the broader nature of economic development. Second, there are considerable variations in the scale of tourism development in Africa, from the dominant (i.e. developed) in theoretical development continuum to the Johnny-come-lately (i.e. least developed or late starters). As seen, some countries in the continent, for example, Kenya in the east, Mauritius and the Seychelles in the Indian Ocean, Morocco and Tunisia in the north, South Africa and Zimbabwe in the south, Ghana and Senegal in the west are well-established, ‘successful’ tourism destinations. There are others like Nigeria, Cameroon, Eritrea and Sierra Leone, which for a number of reasons have limited tourism development and therefore have not made the table league of major players in tourism and have limited tourism development but considerable potential.

Third, the statistics further highlight possible underlying reasons why there is relatively little tourism in some countries and more in others. The dominance of countries of North Africa, e.g. Morocco, is explained not only by the sub-region’s proximity to the major European generating markets but, more importantly, by its long-standing economic, political and other ties with these areas. There was also the suggestion back in 1972 that North Africa is ‘… simply a natural extension of European resorts, in the path of the inevitable southern push towards the sun and, initially at least, towards less crowded beaches’ (Hutchinson, 1972 : 45). It is further argued, on a wider scope, with respect to many less developed countries that ‘where foreign enterprises were present in a country’s tourist industry they would be the most successful …’ (Britton, 1982 : 340). This might explain why southern and eastern Africa are, in tourism terms, significant, as the case study of Kenya shows: ‘pioneer facilities were in place because Kenya had a vigorous expatriate community which sought to advance foreign commercial interests, including tourism’ (Dieke, 1993 : 13).

In relation to those ‘Johnny-come-lately’ (or late starter) countries in Africa, some critics might argue, albeit harshly, that the problems in Africa’s tourism are closely related to structural imbalances in their overall development pattern. There are no clear strategies for development, in general, or for tourism, in particular, and tourism has not been integrated with other economic sectors. As a consequence, where tourism development in some countries has been insufficient or neglected (as in Cameroon and Nigeria), in others (for example, Kenya) it has been uncontrolled and excessive. Organization of the tourism sector has been inadequate, which has contributed to a lack of profitability in many operations, and promotion prospects are poor, with massive reliance on expatriate staff. Above all, the major setback is inadequate training. For the purposes of this chapter, this profile, in brief, clearly influenced by the wider nature of economic development (Emeraldinsight, 2019 ), provides a framework within which to examine other tourism issues in the region.

Some of Africa’s Tourism Issues for Consideration

There are a number of general development issues that can be associated with tourism in Africa, about which so much has been written (Dieke, 2000 , 2013 ). The issues stem from several factors, including: (1) the general disappointment with the economic returns from the tourism sector; (2) insufficient knowledge of the market mix of international tourism; (3) the social and political discontent with tourism and, in particular, the market-driven nature of the sector; (4) the inability of governments, because of their bureaucratic structure, to react to market changes or market signals; (5) the lack of human resource availability and (6) general level of development of the region.

No attempt will be made in this chapter to pursue these issues in detail. Instead, discussion will centre on general factors that influence the global tourism trends noted above. The demand determinants are really of two components: economic and non-economic. Given that tourism is essentially a leisure activity (excluding the important business travel market), these conditions not only influence global tourism trends but also have specific impacts on Africa.

Economic Factors

Tourism is an export leisure activity which is heavily influenced by economic conditions in the main tourist generating regions, which are primarily the United States and Europe. When these economies are buoyant, there is a correlation between disposable per capita income levels and the propensity to travel. In the current circumstances, when the United States and European Union economies are both suffering from economic uncertainty and rising unemployment rates, people are cautious about committing themselves to travel and holiday expenditure. Although there is evidence that consumers give a higher protection to potential travel and holiday expenditure in their annual budgets, economic downturns do affect outbound travel.

Personal Threats

As a general proposition it can be said that perceived threats to tourists will decrease international tourism flows and cause a substitution effect. For example, the terrorism incidents in the United States have not only drastically decreased the number of residents and citizens travelling outside the country (international tourism) but have caused many not to forgo their holidays but rather to take their holidays within the United States (domestic tourism). Some of these personal threats can be classified as follows.

Tourists will not travel to countries or areas within large countries where they feel threatened. Some relatively recent examples are the 11 September 2001 events in the United States, the bombing in Bali on 12 October 2002 and the Iraq war of March 2003 (and ongoing). When such events occur, there is an immediate and often massive dislocation to country and regional travel.

The outbreak of the SARS virus, the AIDS pandemic and the outbreak of bubonic plague in India some years ago had a major influence on both the volume and direction of international tourism flows.

Natural Disasters

There are many examples, including floods (Central and Eastern Europe in 2002), foot-and-mouth disease in the United Kingdom in 2002 and bird flu in Hong Kong and parts of China in 2002. A combination of economic decline, together with some of the circumstances described will have immediate effects on personal travel plans and business travel. Unfortunately, as tourism is a multi-sector activity, there will be collateral affects. These we can observe in the global airline industry, hotels and in other tourism-related activities. These are very difficult times for tourism businesses and some will not survive the current crisis. However, for those that survive, there is some good news. Historical analysis shows us that tourism crises do not last long. For example, the first Iraq war in 1991 devastated regional travel, but visitor arrivals had generally recovered by 1993. The Asian financial crisis beginning in Thailand in 1997 had serious implications for the region but had bottomed-out by 1999 and tourism in many countries had recovered. The Luxor Temple massacres in Egypt abruptly stopped tourism inflows, but increased security measures and massive advertising restored tourism trends within 2 years. Recovery periods can be quicker but, in general, seem to average around 18 months.

A problem in one country may benefit another, as many tourists do not forgo their holiday but rather substitute a perceived ‘dangerous’ destination for a ‘safe’ one. However, if a region is considered to be politically unstable or threatening in any way, tourists will tend to avoid it. Over the long term this explains why regions such as Africa, South Asia and the Middle East have received only a small share of international tourist arrivals.

Human Resource Availability

In most developing regional countries, Africa inclusive, there is usually no shortage of people available for work but rather the problem is of the levels of skills available (Jenkins, 1997 ). Unlike finance which can be borrowed, human resource development is a continuing process and its direction and focus should relate to a country’s development objectives. Some of this objective might be general—for example, to increase the proportion of literate people in the country. In other cases, the development of human resources may be related to the needs of a particular sector such as tourism (introduction of hotel and catering schools, tourism industry training for employment in tour operations and travel agencies.) In the short term, a country can overcome these shortages of skills by importing foreign workers, but in the medium term this solution will give rise to repatriation of currency and possibly economic and social problems where foreign workers are seen as filling jobs which locals should be doing (Dieke, 2001 ). This is a difficult area and it is always advisable to have a specific human resources development plan for the tourism sector because of the wide range of social and other skills required.

Given this brief tour of issues the question now arises: what Africa can do to develop its tourism potential?

Prospects for Africa’s Tourism

In looking to the future, there are a number of factors that will support Africa’s international tourism development.

First, the Three ‘As’

It is now generally accepted that prerequisites for tourism development are attractions, accommodation and access. Without attractions—either natural (climate, landscapes, coast, mountains) or man-made (historic sites, theme parks, festivals)—tourism cannot develop. A combination of these attractions often put destinations on the tourism map. Las Vegas is the quintessential man-made destination and Egypt is an example of a country that has benefited from its history and culture. When at the site the tourist needs support services, particularly accommodation. Even if both are available, there has to be good access to the destination. Many international tourists today are described as being ‘cash rich and time poor’. Direct access to a destination by road or air is an important factor in development, as it saves time on travelling by indirect routes. In Africa there are many top-quality natural and man-made attractions, high standards of accommodation and infrastructure and a good transportation network; the basics for tourism development are in place and are being added to and improved all the time.

Second, Growing Regional Competition

The many regional countries (including Africa) now entering the international markets are providing a wider range of destination options for tourists. Competition will ensure that standards and value for money will eventually determine which countries and destinations will be most successful. An important consideration here will be how to improve service standards in a world where tourists are becoming more frequent travellers and accumulating tourism experience, which allows them to determine value-for-money destinations and to compare service standards. In the long-term, the availability of trained human resources may be the determining factor between success and failure of tourism investment. At present, much of the labour force in tourism is expatriate. Any programme to facilitate indigenous employment will require careful planning, a change in cultural perceptions and encouragement from the political hierarchy.

Third, Investment Capital

In some of the African countries there is no shortage of investment capital, but perhaps a reluctance to invest in the tourism sector. To a large extent such caution is linked to current experience where growth in tourism has been slowed, and in some cases, stopped by the ‘threats’ described earlier. However, our trend data has demonstrated that in the medium and long term, tourism is a robust industry and one that has greater sustainability than others. Creating a destination in a highly competitive market is not a short-term objective, it is essentially an incremental activity just like development in general. The strategic vision has to be long term, and the huge investment in infrastructure is a long-term commitment without which tourism will not develop.

Fourth, the Private Sector

Most of the regional infrastructure has been provided by governments. This reflects the fact that infrastructure is capital intensive, fixed and has a long-term payback period in financial terms. These conditions limit the interest of the private sector in investing in this area. More attention is being given now to public–private partnerships in which the government is building the infrastructure to facilitate the private sector’s providing facilities for tourists (and other users). As risk-takers, the private sector companies will only invest in areas where viable returns are expected from the investment. They are in the marketplace and their survival depends on their understanding of the market and, in particular, what the client wants and for what he is prepared to pay. In the region, there are signs that governments are moving to a more supportive and facilitating role in the tourism sector and leaving the development to private companies. This does not mean that governments only have a supportive role in the sector; as representatives of the people, government is the ultimate arbitrator of many of the important considerations in the sustainability of the industry, such as what type of tourism should be developed, where and on what scale (see Jenkins, 1994 ).

Fifth, the Environment

Environmental quality is a factor that has reached a worldwide audience. It is fundamental not only to the development of tourism but also to the lives of residents. There is some evidence that many tourists are reflecting their concern for the environment in their choice of destinations. Those destinations offering environmental quality can often charge higher or premium prices for services, but it may be that in the longer term, destinations that have deteriorated environments will not be competitive at all. Again, there is evidence in many global regions that environmental management is now regarded as an integral part of development planning.

Sixth, Market Demand

Despite the impressive growth trends in international tourism, the market is very under-developed. Using the UN World Tourism Organization’s statistics, only 3.5% of the world’s population travels internationally. Even in the United States, one of the richest countries in the world, less than 10% of the population has passports. The longer term potential for greater penetration of this market exists. Of course, to constitute a market, people must have disposable income to afford to travel, but as per capita disposable income increases people to travel more. Initially, travel is domestic, then intra-regional and eventually, long-haul international. Best estimates of all travel show that 80% is domestic and 20% is international. To emphasize the importance of some domestic markets, it is interesting to note that in 2000, the UN World Tourism Organization estimated international tourist arrivals to be 693 million; in China alone, domestic tourism movements were estimated to be in excess of 700 million. The question of what might be the constraints on future demand is outside the scope of this chapter, but one can safely predict that there is a growing and largely untapped market for tourism.

Seventh, Education and Training

This topic has been mentioned above. Any development of the tourism sector must involve consideration and analysis of the present and future human resources position (Emeraldinsight, 2019 ). Specific training programmes and human resource development initiatives will be required. To reduce dependence on and eventually minimize reliance on foreign labour require careful planning and focus (Dieke, 2003 ). In an era where it is now fashionable to talk of ‘lifelong learning’ and where technology is fast-changing, human resource development is a continuous programme which requires adequate budget allocation. It is important to emphasize, again, the importance of training in a wide range of skills, including management and information technology. This should not be confined to the formal education system. While formal training is obviously important, it may often be more beneficial and more cost-effective, in practice, to focus on informal training, either on-the-job or through programmes carefully tailored to meet defined objectives and targeted at specific types of individuals (Doswell, 2000 ).

If financial leakages arising from the employment of foreign nationals, especially by transnational corporations (TNCs), are to be minimized, governments and the private sector should collaborate in the formulation of policies and strategies to develop indigenous capabilities. If governments provide appropriate incentives, for example, TNC could develop training programmes for their African staff abroad or organize in-service training for them.

This chapter has dealt with some aspects of Africa’s prospects in the globalized tourism economy, namely, the role that global tourism has played and will play in the continent’s development process. The main emphasis has been on the implications of using tourism as a viable development option. There are a number of issues that might threaten such prospects. Unless these challenges are addressed, they might further undermine or erode the progress already made, in general development terms, given that ‘development’ is not immediate but is incremental. They will further marginalize Africa in the global ‘pleasure periphery’. Suggestions have been made as to how some of these challenges might be overcome. Particular reference has been made to areas that appear promising for the effective and sustainable development of the sector, including the need for basic facilitating investment in tourism—attractions, accommodation and access; the importance of respecting and appreciating the relative roles of both the private and public sectors; the need for continued investment in the sector and the significance of the growing regional competition. If any single idea could guide tourism in Africa to be sustainable, tourism ‘must be profitable to the communities to compensate for any dislocation of everyday life; it should gain the acceptance of the communities in relation to the type, scale and location of tourism development and planners should consider the need for protection of certain communities and sites and to meet their acceptable cultural standards’.

This chapter is an updated version of an article, ‘Africa in the Global Tourism Economy: Trend Patterns, Issues, and Future Perspectives’, previously published in The Harvard College Economics Review 3 (2): 9–15, 2009. The author is grateful to Harvard Economic Review for permission to re-use this updated material.

Contributor Information

Tom Baum, Email: [email protected] .

Ann Ndiuini, Email: [email protected] .

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TUI Taps Into African Tourism With Hotel Push

Jesse Chase-Lubitz , Skift

April 16th, 2024 at 4:52 PM EDT

TUI is tapping into the booming African tourism market as it spreads its offerings throughout the continent.

Jesse Chase-Lubitz

TUI Group’s hotel division, TUI Hotels & Resorts , said on Tuesday it planned to expand its presence in sub-Saharan Africa, a region with significant tourism potential.

The move comes after years of concentrating on North Africa, where TUI boasts a portfolio of 76 hotels. The new push southwards includes eight new hotels planned for Cape Verde, Gambia, Senegal, Tanzania, and Kenya.

TUI’s Local Partnerships

The expansion is meant to serve a range of target groups, such as vacationers looking for more affordable trips to luxury travelers looking for elevated experiences.

The company said it’s “looking forward to contributing to the development of the African hospitality industry and working together with local communities,” but it didn’t go into detail about how those collaborations would happen, other than to call out TUI’s new hotel brand, The Mora, which is debuting in Zanzibar. 

“Our hotel brand TUI Blue, as well as the new brand The Mora, are committed to creating a local touch in their hotel experiences,” a TUI spokesperson said in response to a Skift query. “This can be achieved in many different ways, from local suppliers, e.g. for food-and-beverage, to entertainment from the region or in collaboration with local designers.”

The company says it is collaborating with Sands of Darakasi Resorts Limited to build a TUI Blue hotel in Kenya and that it is looking to partner with other local groups to grow the franchise in the region. 

“Independent hotel owners can benefit from our hotel brands, our expertise in operations, and the digital hotel infrastructure,” said a TUI spokesperson.

In East Africa, TUI focuses primarily on Mauritius, Tanzania, and Kenya.

There are several reasons that tour companies could be drawn to the market now.

“The likely reason that there is greater interest now by TUI in Africa is because [it offers] a low cost for a good product, there’s a greater marketing push from African destination marketing organizations in the European market, and there’s a potential substitution away from perceived risky Middle Eastern destinations because of current conflicts,” said Oliver Martin , Senior Director at Skift Advisory .

The Booming Africa Travel Market

TUI is also tapping into a young market. In 2023, The World Travel and Tourism Council projected that travel and tourism could boost the continent’s economy by $168 billion in the next 10 years.

There is particular potential for internal travel on the continent.

Domestic tourism in South Africa took off in 2023 , with overnight trips climbing by 31% for the first four months compared to 2022, and domestic travel spending increasing by 41%.

For now, domestic tourism is essential to the industry’s growth due to high travel costs and poor transportation networks within and between countries. The continent is also experiencing an unprecedented boom in its middle class, with numbers tripling to more than 310 million over the past 30 years.

“The push to market to and engage African nationals is relatively new,” says Martin. He attributes it to COVID, the rising middle class, and how difficult it can be to get visas outside Africa.

“However, Africa is by no means new to the European market,” he adds. “There is a long history of charter and all-inclusive European travel to East Coast Kenya destinations and Tanzania.”

TUI plans on taking advantage of this growing internal market, but also has its eyes on bigger markets. “South Africa and Kenya are strong local markets,” TUI’s spokesperson said. “But of course the hotels will also attract guests from Europe. At the same time, we are increasing our sales activities in Asia, e.g. China.”

Accommodations Sector Stock Index Performance Year-to-Date

What am I looking at?  The performance of hotels and short-term rental sector stocks within the  ST200 . The index includes companies publicly traded across global markets, including international and regional hotel brands, hotel REITs, hotel management companies, alternative accommodations, and timeshares.

The Skift Travel 200 (ST200)  combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more hotels and short-term rental financial sector performance.

Read the full methodology behind the Skift Travel 200.

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Tags: africa , africa tourism , future of lodging , hotel development , tui , tui group , tui travel

Photo credit: Agadir Morocco, where TUI hosts one of its all-inclusive holidays. Source: TUI

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Countdown to the 2024 edition of Africa's Travel Indaba is on!

J J ohannesburg – Africa's Travel Indaba, one of the largest global tourism trade shows, is set to take place from May 13th to 16th at the Inkosi Albert Luthuli International Convention Centre (ICC). Drawing thousands of participants, including exhibitors from various African nations and buyers worldwide, the event is not only a platform for business transactions but also emphasizes capacity building and knowledge sharing, benefiting all attendees, including smaller and emerging businesses in the industry.

Deputy Minister of Tourism, Honourable Fish Mahlalela, describes the significance of the event: "This show serves as the premier platform for showcasing Africa's diverse tourism offerings and experiences. The trade show holds immense significance for the tourism sector and the broader economy. The economic and cultural impact of this trade show is central to the success of our continent.”

Africa’s Travel Indaba 2024 promises unparalleled value for delegates with tailored networking sessions, insights-driven panel discussions, speed marketing sessions showcasing new tourism products, a sophisticated match-making diary system, airline and Tourism Grading Council pavilions, and a wide array of products from across the African tourism sector.

Africa’s Travel Indaba 2024 has already sold-out floor space. The participation of twenty-six African countries, solidifies its status as a proudly Pan African show. Furthermore, 120 SMMEs will be hosted at the Hidden Gems zone in collaboration with the Department of Tourism.

Preceding the main event is the Business Opportunities Networking Day (BONDay) on May 13th, offering invaluable networking opportunities, thought leadership discussions, and insights into global trends.

Partners for the event and provincial hosts, KwaZulu-Natal Tourism, have organized pre- and post-tours for selected delegates, including media and buyers, to showcase various experiences and products.

Mr. Siboniso Duma, MEC Economic Development, Tourism, and Environmental Affairs, expressed enthusiasm, stating, “We are excited to welcome Africa’s Travel Indaba back to KwaZulu-Natal again in 2024. Africa’s Travel Indaba plays a significant role in our tourism growth as KwaZulu-Natal and has immeasurable impact on our economy. Again, this year, we will have several emerging tourism entrepreneurs participating as part of the Tourism KZN, Tourism Enterprise Development Programme to afford them an opportunity to showcase their businesses and lock business deals to help them grow in the sector.”

Commenting on KZN’s readiness to host Africa’s Travel Indaba 2024, Mr. Duma highlighted the province's accommodation facilities, stating, “The province has adequate accommodation establishments within a reasonable travel distance to the Inkosi Albert Luthuli International Convention Centre, the venue for the event.”

eThekwini Municipality Chairperson of Economic Development and Planning Committee, Councillor Thembo Ntuli emphasized the significance of Indaba for Durban, saying, “Indaba is an instrumental platform for the tourism industry which is firmly on the road to recovery. The show has become synonymous with the city of Durban as we have hosted this Africa’s critical tourism showcase over many years. The city’s economy will benefit immensely from hosting this three-day long trade showcase as hotel occupancy is expected to be between 85 to 95 percent. In addition, local tourism products and community tourism organizations are ready and eager to engage with buyers, tour operators, and travel agencies to continue selling Durban as the destination of choice.”

The 2023 edition witnessed remarkable growth, with a nearly 62% increase in attendance and over 1033 exhibiting companies, attracting 8688 delegates from twenty-two countries and contributed (R 451 546 283) to eThekwini's GDP and R 597 051 772 to KwaZulu-Natal underscoring the event's significance.

Ms. Lindiwe-Rakherebe, Chief Executive Officer of the Inkosi Albert Luthuli Convention Centre, expresses, “The Durban ICC is thrilled to once again host Africa’s Travel Indaba. This prestigious event plays a vital role in showcasing Africa’s rich and diverse tourism offerings to the world. We are fully committed to ensuring that our venue provides the perfect setting for international buyers and media to connect with the best of Africa’s tourism products. With our state-of-the-art facilities and dedicated staff, we are ready to welcome participants from across the globe and make Africa’s Travel Indaba 2024 a resounding success.”

For registration and further details, please visit www.indaba-southafrica.co.za.

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Thandiwe Mathibela

GM: PR, Communications and Stakeholder Relations

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RT @AfsarAl77645971: Global Exhibition Day @techpartnersza @AAXO_SA @UFI_GED_2022 @EXSA_SA #GED2023 https://t.co/50926oU66k

Our Acting CEO @sontondlovu is speaking to @SABCNews about the importance of Global Exhibitions Day.… https://t.co/Aoa5K0Dnzs

Cheers to celebrating the remarkable spirit of our industry! #MeetSouthAfrica #GED2023 https://t.co/5V6N3mebIy

Exhibitions have the potential to generate direct spending, create jobs, and more! This is just another reason we a… https://t.co/rXB88xzw1r

“The World Travel and Tourism Council (WTTC) already estimates that this industry accounts for between US$ 650 bill… https://t.co/sWkhg7so4p

Our Acting CEO/ COO, @sontondlovu, is a panellist at today’s Global Exhibitions Day event at Gallagher Estate. She… https://t.co/2yRg04oMl8

Welcome to #TourismTuesday. This week, we highlight the amazing progress being made in the South African tourism in… https://t.co/iKelnyAo0a

We are kicking off Africa’s #TravelIndaba23 with BONDay. The aim? To empower businesses with the latest in global b… https://t.co/3u3cMeKJNi

RT @travel_indaba: Looking back at some of the highlights at SATSA Panel Discussion With @sontondlovu [ACEO South African Tourism] & Tshifi…

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Facing pressure from rights groups, World Bank suspends funding for Tanzania tourism project

FILE - Giraffes and zebras congregate under the shade of a tree in the afternoon in Mikumi National Park, Tanzania on March 20, 2018. The World Bank has suspended funding for a tourism project in Tanzania that caused the suffering of tens of thousands of villagers, according to a U.S.-based rights group that has long urged the global lender to take such action. (AP Photo/Ben Curtis, File)

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KAMPALA, Uganda (AP) — The World Bank has suspended funding for a tourism project in Tanzania that caused the suffering of tens of thousands of villagers, according to a U.S.-based rights group that has long urged the global lender to take such action.

The World Bank’s decision to suspend the $150 million project, which aims to improve the management of natural resources and tourism assets in a remote part of southern Tanzanian, was “long overdue,” the Oakland Institute said in a statement Tuesday, charging that the bank’s “failure to take immediate action resulted in serious harms for the local communities.”

At least $100 million has already been disbursed for the project, which started in 2017. The suspension of World Bank financing took effect April 18.

The Oakland Institute, a California-based rights watchdog whose work focuses on marginalized communities, for years led calls for the World Bank to stop funding the project known by the acronym REGROW, documenting serious rights abuses suffered by Indigenous communities in the area.

The group in a report released in November accused the World Bank of failing to hold Tanzanian authorities accountable for extrajudicial killings and sexual assaults relating to the expansion of Ruaha National Park.

The report said the Tanzanian government’s tactics to force communities away and increase tourism in Ruaha National Park, a goal of the REGROW project, were “inextricably tied to its financing by the World Bank.”

The World Bank said at the time that it “has zero tolerance for violence in the projects it finances,” adding that a panel of inspectors was reviewing a complaint related to REGROW “to determine whether a compliance audit into the concerns raised is warranted.”

In recent correspondence between the World Bank and the Oakland Institute seen by The Associated Press, the lender confirmed the suspension of further disbursements to REGROW “until we are confident that the project is upholding our environmental and social standards.”

Anuradha Mittal, executive director of the Oakland Institute, said the World Bank’s decision to suspend funding for “a dangerous project” is a victory for marginalized communities in the East African country.

“It sends a resounding message to the Tanzanian government that there are consequences for its rampant rights abuses taking place across the country to boost tourism,” Mittal said. “The days of impunity are finally coming to an end.”

It was not immediately possible to obtain a comment from Tanzanian authorities.

The Oakland Institute documented at least 12 disappearances or extrajudicial killings allegedly carried out by rangers, in addition to multiple sexual assaults of women. Government agencies allegedly seized and auctioned large numbers of cattle, imposing a heavy financial strain aimed at pressuring herders to leave.

“During the first months of 2024, rangers illegally seized and auctioned off thousands of cattle from herders while preventing farmers from cultivating their land -– devastating countless livelihoods as a result,” it said in its statement Tuesday.

Tanzania relies heavily on tourism to finance its budget, and the country has long been trying to develop its extensive national parks to attract more visitors.

Tens of thousands of communities in other parts of Tanzania have been caught up in the efforts, putting local authorities under the spotlight over civilian abuses. These efforts, cited by Amnesty International and others, include the violent eviction of 70,000 Maasai from grazing lands in the Loliondo area to clear vast tracts of land for trophy hunting.