Tourism in Africa is booming.
Africa recorded 74 million visitors in 2024, representing a 121% increase on the previous year and 71% on the record-breaking year of 2019. These figures, published by the UN World Tourism Barometer, confirm that tourism is becoming one of the key drivers of economic development on the continent.
North Africa leads in growth
North Africa recorded the largest increase, with an impressive growth of 22%. Among the most successful destinations, Ethiopia and Morocco stood out, achieving growth in international arrivals of 401% and 351% respectively in 2024 compared to 2019.
According to the ‘Voice4Africa’ initiative, tourism in Africa is not merely a matter of travel but a key economic factor that creates jobs, particularly in rural areas. It is estimated that every fifth tourist creates one new job, whether it be for local guides, hoteliers, artisans, or drivers.
Positive impact on local communities
Tourism has far-reaching effects on the standard of living of the population. The connection between tourism and other sectors, such as agriculture and construction, significantly contributes to the sustainable development of the region. The development of tourism creates new opportunities for local communities and opens doors for further investment.
Sustainability as a key value for European travellers
Tourists from the German, Austrian, and Swiss (DACH) markets are increasingly seeking authentic and sustainable experiences. Hanna Kleber, CEO of Voice4Africa, highlighted that the luxury segment in Africa is growing, but with increased demand for ecologically conscious and culturally enriching travel.
Great potential for investors
According to the World Travel & Tourism Council, African tourism has the potential to contribute over $168 billion to the continent's economy and create more than 18 million new jobs in the next ten years.
This opens up opportunities for investors, especially from Europe, given that the US and China are increasingly withdrawing from investments in African tourism. Kleber emphasises that now is the right time to develop sustainable economic partnerships and responsible tourism on the continent, which is on an upward trajectory.
Tourism in Africa is not only growing but also becoming an increasingly important pillar of sustainable development, opening up new perspectives for local communities and global investors.
