Tourism in Africa : untapped potential amid strategic oversights

In 2023, Africa welcomed approximately 45 million international arrivals, nearing pre-pandemic levels, according to the UNWTO. However, the « State of the African Industry: Ignite Africa! » report, published by Big Ambitions and unveiled at WTM Africa 2025, highlights a paradox: while interest in Africa is growing, the continent has yet to fully capitalize on its tourism potential.

We need a more strategic and inclusive vision for tourism in Africa

Natalia Rosa, Director of Big Ambitions, the South African organization behind the report

Overlooked high-spending markets

A significant blind spot identified in the report is the lack of targeted strategies to attract Asian and Middle Eastern travelers. These tourists, with an average expenditure of $15,000 per trip, often travel in families or groups, seek exclusive experiences, and possess substantial purchasing power. Yet, they remain largely absent from African tourism promotion campaigns.

« The Chinese market, for instance, accounted for over 155 million outbound tourists in 2019, but less than 1% visited Africa, » the report notes. A similar trend is observed with Gulf countries, whose citizens have a strong preference for luxury and adventure tourism.

Limited inclusion for neurodivergent travelers

Another neglected demographic is neurodivergent travelers—individuals with autism, ADHD, and other cognitive differences—a market valued at $60 billion annually worldwide. Africa lags in providing accessible and tailored services for these specific needs, even as destinations like Australia and Canada prioritize this segment in their strategies.

« Integrating the needs of neurodivergent travelers is not just an ethical imperative; it’s a significant economic opportunity, » the report asserts. Currently, few African accommodations or sites offer suitable adaptations, such as reduced sensory pathways or visual communication tools.

Infrastructure challenges amid ambitions

Infrastructure remains a major hurdle. Many destinations lack direct air connections, navigable roads, or quality accommodations. According to the World Economic Forum’s 2024 Travel and Tourism Development Index, only five African countries rank among the top 100 globally in tourism competitiveness.

The report also highlights a lack of coordination between public and private sectors in enhancing the traveler experience: airport delays, inadequate signage, and insufficient digital connectivity are common issues.

Embracing technology and AI for growth

Despite these challenges, the report is optimistic about the role of new technologies, particularly artificial intelligence (AI). Multilingual chatbots, immersive experiences, and personalized recommendation systems could address some shortcomings and make African tourism more competitive. Several local startups, such as Kenya’s Tripitaca and South Africa’s AITAfrica, are already offering integrated AI-based solutions.

Africa has the advantage of leapfrogging directly to the most advanced solutions without going through intermediate stages

Natalia Rosa

Reimagining continental tourism strategy

The « Ignite Africa! » report urges policymakers to rethink the continent’s tourism offerings by focusing on innovation, inclusion, and market diversification. It emphasizes the urgency of developing targeted policies, training sector stakeholders to meet evolving traveler needs, and better promoting Africa as a modern, accessible, and diverse global destination.

« Africa can no longer afford to be timid in an industry worth over $9 trillion globally, » the report concludes. « It must seize its opportunity now. »

Read the report : State of the African Industry: Ignite Africa!