Why tourism in Africa is more than game drives and getaways

• Across the African continent, the tourism industry fuels the creation of jobs, providing decent work opportunities for millions of people.
• The industry also drives the development of critical infrastructural, fosters entrepreneurship, and enhances cultural exchange.
• Kenya is at the forefront of steering innovation in tourism, fostering homegrown solutions that will help shape the future of this vital industry in Africa.

Tourism in Africa is often associated with breathtaking safaris, luxury safari lodges, and pristine coastal beaches. However, its impact stretches far beyond leisure and hospitality offering targeting overseas tourists, serving as a powerful engine for economic growth and social transformation.

Across the continent, tourism fuels the creation of decent jobs, especially for the youth; drives the development of critical infrastructure such as roads and technology investments, fosters entrepreneurship across value chains, and enhances cultural exchange among communities globally.

Countries such as Kenya, South Africa, Morocco, and Rwanda provide compelling case studies of how tourism can be leveraged as a vehicle for sustainable economic progress.

The economic impact of tourism in Africa

Tourism significantly contributes to Africa’s GDP, creating jobs and opening investment opportunities. According to the World Travel & Tourism Council (WTTC), the industry contributed 6.4 per cent to Africa’s GDP in 2022, supporting millions of livelihoods.

According to Natalia Lechmanova, Chief Economist EEMEA at Mastercard Economics Institute, “The travel sector in Africa is recovering well [post Covid-19], complemented by an appetite to discover destinations that offer nature, culture, and authentic experiences. It’s great to see travelers extend their stays, and also use more digital payments, both of which are very positive for the tourism industry at large, as well as local governments building diversified economies.”

Natalia Lechmanova’s sentiments are contained in MasterCard’s ‘Travel Trends 2024’ report, which notes that increasing use of digital tools is driving greater convenience for tourists visiting Sub-Saharan Africa.

According to the Mastercard Economics Institute forecasts, the percentage of tourism cash volumes (estimated by ATM withdrawals as a proportion of card spend) made by tourists while visiting sub-Saharan Africa dropped to the lowest point on record in 2024 – about 10 percentage points lower compared to 2019.

“This formalization of the payments ecosystem has implications across sub-Saharan Africa, from supporting tax revenues that fund public services to giving businesses a more efficient means of providing consumer goods and services. While domestically, most digital payments across the region are made through mobile money payments, travelers rely on their cards to make payments in the region more than ever before,” Mastercard Economics Institute states.

According to the The Global Findex Database, the pace of digitalization across Sub-Saharan Africa has increased, with about half of people in the region receiving digital payments. “The region has been adopting digital payments faster than the rest of the world,” explains Mastercard Economics Institute.

Statistics from payments giant Mastercard shows that international tourist arrivals to Africa surged past the pre-pandemic levels in the three months to March 2024. In the quarter under focus, South Africa welcomed 2.4 million visitors from key global source markets, reflecting a 15.4 percent jump compared to the corresponding quarter in 2023.

At the same time, Mauritius experienced 16 percent increase over the same period. Data shows that tourist arrivals to Tanzania increased by 24.3 percent in 2023 to 1.8 million in 2023.

The impact of the tourism industry in South Africa is profound. Beyond the country’s iconic safaris and Cape Town’s scenic attractions, Africa’s most advanced economy has established itself as a global leader in conference and event tourism. The Meetings, Incentives, Conferences, and Exhibitions (MICE) sector generates billions of dollars annually, attracting business travelers who contribute to local economies.

Last year, South Africa welcomed a total of 8.92 million visitors, marking a 5.1 percent increase compared to 2023. The US accounted for the highest number of tourists from overseas market with 372,362 tourists, reflecting a 5.2 per cent increase from 2023.

Mastercard survey said that tourists to South Africa are extending their stay by almost two extra days (from 7.8 to 10.6 days) compared to pre-pandemic, a scenario that is attributable to warmer weather and affordability.

Morocco: The North African nation is increasingly capitalizing on cultural tourism, with cities such as Marrakech and Fez drawing millions of visitors eager to explore ancient medinas, artisan markets, and UNESCO heritage sites. Tourism has spurred the growth of local crafts and export businesses, integrating Morocco into global trade networks.

Rwanda: The country’s strategic investment in sustainable tourism, particularly gorilla trekking in Volcanoes National Park, has not only boosted conservation efforts but also provided employment opportunities for local communities. The “Visit Rwanda” campaign, partnered with international brands such as Arsenal FC, has positioned the nation as a premier eco-tourism destination.

Kenya reinforcing its position as Africa’s tourism hub

Kenya, long recognized for its rich wildlife and scenic landscapes, is taking bold steps to diversify its tourism portfolio and cement its place as Africa’s tourism powerhouse. Beyond its world-famous Masai Mara safaris, the country is focusing on business tourism, cultural tourism, and technology-driven tourism solutions.

A key step in this journey is Nairobi’s selection to host the Africa Youth in Tourism Innovation Summit and Challenge (AYTIS) for 2025, 2026, and 2027. This Pan-African event is dedicated to promoting and uplifting innovative entrepreneurs within the tourism sector.

“We also need to reach beyond traditional tourism source markets and segments to attract a new generation of global travelers and position this continent as the world’s fastest-growing tourism region.  AYTIS is the forum that brings together the innovators who will make that happen,” explains travel professional Håvar Bauck, who is part of the lead team organising the AYTIS summit scheduled for June 24th-27th, 2025, in Nairobi.

By bringing together young minds, investors, and policymakers, AYTIS is poised to propel Kenya to the forefront of tourism innovation, fostering homegrown solutions that will shape the future of African tourism.

Tourism as a driver of entrepreneurship and innovation

The tourism industry has become a thriving ground for startups and small enterprises, particularly in the digital age. The rise of online booking platforms, adventure tourism, and experiential travel has unlocked new opportunities for African entrepreneurs. Here are a few outstanding trends across the continent:—

Ghana’s Cultural Tourism Startups: Digital platforms such as Tastemakers Africa have revolutionized how travelers experience Africa by offering curated, authentic experiences that connect tourists with local artisans and cultural events.

Tanzania’s Community-Based Tourism: Companies such as Wayo Africa engage local communities in tourism ventures, ensuring economic benefits are shared among indigenous populations.

Kenya’s Tech-Driven Tourism Solutions: Innovative Kenyan startups are reshaping travel experiences. Platforms such as HotelOnline use artificial intelligence and big data to help hotels maximize bookings, while companies like Twende enhance transportation options for tourists.

Infrastructure development and tourism growth

Tourism necessitates improved infrastructure, which in turn stimulates broader economic development. African governments have invested heavily in airports, roads, and digital connectivity to support both their domestic and regional tourism industry ecosystems. For instance:–

Ethiopia’s Aviation Expansion: Ethiopian Airlines, Africa’s largest and most profitable carrier, has positioned Addis Ababa as a major aviation hub, enhancing intra-African travel and business connectivity.

Kenya’s Expressway and Air Travel Upgrades: Nairobi’s new expressway has significantly reduced travel time between the city center and the Jomo Kenyatta International Airport (JKIA), improving accessibility for international visitors. Additionally, continued expansion of Moi International Airport in Mombasa aims to boost coastal tourism.

Egypt’s Tourism Cities: The development of tourism-centric cities such as the New Administrative Capital and major investments in infrastructure around the Pyramids of Giza have expanded Egypt’s appeal beyond its historical sites.

Sustainable Tourism: Ensuring Long-Term Growth

Sustainability is key to maintaining Africa’s tourism growth. Many countries are adopting eco-friendly initiatives that align with global conservation efforts.

Botswana’s Low-Impact High-Value Tourism Model: The government prioritizes controlled tourism numbers with high-end eco-lodges that contribute to conservation and community development.

Kenya’s Sustainable Tourism Efforts: With the rise of green tourism, Kenya is promoting initiatives such as the banning of plastic bags, community-led conservation projects such as the preservation and restoration of the endangered Mountain Bongo antelope programme, and sustainable beach tourism along the Indian Ocean.

Madagascar’s Biodiversity Conservation: The island nation is leveraging eco-tourism to protect its unique wildlife while generating revenue for conservation and local employment.

Tourism in Africa is much more than wildlife and hotels—it is a transformative economic force driving entrepreneurship, innovation, infrastructure development, and sustainability. As Kenya prepares to host the Africa Youth in Tourism Innovation Summit and Challenge (AYTIS) in the coming years, the country is reaffirming its role as a hub for tourism innovation and economic progress.

With continued investment and strategic planning, Africa’s tourism industry will not only thrive but also catalyze long-term prosperity across the continent.

Read also: Kenya’s safari tourism scene gets a luxury boost as hotel chain Marriott expands