Africa’s tourism problem: continent missing out on $60bn revenue
Africa is missing out on huge tourism revenue by ignoring fast-growing global markets and under-served traveller segments, according to the newly released 2025 State of the African Industry Report: Ignite Africa! Launched at WTM Africa, the report warns that the continent’s tourism recovery is lagging, with international arrivals at just 81% of pre-pandemic levels. In contrast, Kenya has already surpassed 2019 figures by 34%.
“The response since the report launched has been overwhelming,” said Megan De Jager, portfolio director at Africa Travel Week. “This isn’t just another trend wrap-up. We’re asking uncomfortable but necessary questions.”
Key blind spots identified:
Neglected high-value markets: While African tourism boards still target slow-recovering Western visitors, outbound travel from the Middle East and India is growing at double the global rate. Middle Eastern travellers spend up to US$15,000 per trip – but few African destinations cater to them.
The ‘Africa Premium’ problem: African safaris cost 35–50% more than similar experiences elsewhere. The report attributes this not to profiteering, but to structural costs – flights in Africa cost 45% more, currencies are volatile, and operational risk remains high.
Missed accessibility opportunity: The global neurodivergent travel market is worth $60bn, but African offerings remain sparse, despite the continent’s natural fit for low-stimulation experiences.
Tech vs infrastructure reality: 98% of travel execs believe AI will transform tourism. But real-world issues – like fuel shortages at major airports and the scrapping of 326 flight procedures – threaten digital progress.
“Too many African destinations are fighting for the same shrinking pie,” said Michelle Gounden of Skift Advisory. “The real opportunity lies is in diversification.”
Download the full report from Africa Travel Week here.
