Investing in Africa’s Tourism and Hospitality: Redefining Travel, Culture, and Growth across the Continent
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Africa’s tourism and hospitality sector has long been celebrated for its breathtaking landscapes, cultural diversity, and world-renowned wildlife. Today, the continent is undergoing a remarkable revival, transforming tourism from a leisure activity into a crucial pillar of economic development.
According to the African Wildlife Foundation, the industry generated over USD 170 billion in 2024, employing 24 million people across the continent. UN Tourism estimates that Africa welcomed 74 million international tourists in 2024, with North Africa leading the recovery, recording a 22% rise in arrivals compared to 2019. This strong performance positioned Africa as the second-fastest recovering region worldwide, following the Middle East, which experienced a 32% increase over pre-pandemic levels.
Globally, international tourist arrivals nearly reached pre-pandemic levels, hitting 1.4 billion travellers in 2024, a 99% recovery and an 11% year-on-year increase. Early 2025 data confirms continued momentum, with Africa’s international arrivals rising by 12% in the first half of the year, approaching nearly 20% above 2019 levels.
A New Era for African Tourism Investment
Many African governments are reconsidering investment frameworks to make tourism more appealing and sustainable.
Countries are modernising laws, adopting national tourism master plans, and establishing one-stop investment centres to streamline licensing, land access, and business registration.
An increasing number of states are establishing Tourism Special Economic Zones (TSEZs) focused on hospitality, ecotourism, and leisure, offering fiscal incentives, infrastructure, and regulatory support. Regional groups such as EAC, ECOWAS, and SADC are harmonising taxation, transport, and visa policies. At the same time, multilateral partners, including the African Development Bank (AfDB) and International Finance Corporation (IFC), continue to provide capital, risk guarantees, and advisory services.
“We are seeing governments starting to treat tourism as a serious development strategy, one that can continue to encourage investment across multiple sectors, generate millions of jobs, and promote inclusive growth. The sector has become a bridge between policy reform, private capital, and sustainable prosperity,” observes Safia Fassi Fihri, Founding Partner, ADNA.
Taken together, Africa’s demographic momentum, increasing connectivity, policy reforms, and diverse demand are creating the foundation for sustained growth. Investors who prioritise sustainability, skills development, and community partnerships will be best positioned to realise long-term value across the continent’s tourism and hospitality sectors.
The AfDB lists tourism as one of the top five sectors for private investment returns in Africa, especially in hotel development, eco-lodges, and conference facilities. Global hotel brands like Marriott, Accor, and Radisson are expanding quickly, signalling investor confidence in long-term demand.
Rwanda’s Visit Rwanda campaign and Morocco’s Vision 2030 tourism blueprint demonstrate how strategic national branding and infrastructure investment can transform destinations.
In Rwanda, tourism now contributes more than USD 400 million annually, making it the country’s largest foreign exchange earner. Morocco has also set new records, welcoming 17.4 million tourists in 2024 and 16.6 million visitors between January and October 2025, a 14% increase from the same period the previous year.
Hospitality: Beyond Accommodation
Africa’s hospitality sector is advancing beyond hotels into a centre of innovation, design, and experience. According to JLL’s 2024 Africa Hospitality Report, the continent has more than 80,000 hotel rooms under development, with most investment directed towards mid-scale and lifestyle brands targeting Africa’s growing middle class and business travellers.
“Hospitality in Africa has entered a new phase, building ecosystems that connect people, purpose, and place. The most successful developments today are those that weave local culture into the visitor experience, adopt green building practices, and create genuine value for surrounding communities,” notes Nicole Gichuhi, Partner, Anjarwalla & Khanna (ALN firm in Kenya).
Sustainability lies at the centre of this evolution. Green building certifications, renewable energy systems, and locally sourced materials are becoming the norm. Resorts in Zanzibar, Mauritius, and South Africa are leading the way in sustainable water management and eco-design, while boutique hotels in Ghana and Senegal are reshaping cultural tourism through art, gastronomy, and heritage integration.
Catalysts for Growth
- Policy and Regional Integration
Governments across the continent are prioritising tourism as a cornerstone of economic diversification. Visa reforms, such as the African Union’s push for a continental e-visa and regional initiatives under ECOWAS and the EAC, are simplifying intra-African travel. These efforts support frameworks such as the African Continental Free Trade Area (AfCFTA), aimed at boosting trade, mobility, and investment. - Connectivity and Infrastructure
The rise of national carriers such as Ethiopian Airlines, RwandAir, and Air Côte d’Ivoire, along with new airport developments, ports, and roads, is expanding accessibility. Improved connectivity is essential to unlock new destinations and lower travel costs, especially in secondary cities with high tourism potential. - Technology and the Digital Shift
The digital transformation of tourism is reshaping how Africa markets itself.
Online platforms enable local operators to reach global audiences, while AI-driven analytics personalise visitor experiences. The World Travel and Tourism Council (WTTC) projects that online travel bookings in Africa will increase by more than 40% between 2023 and 2026, highlighting the significance of digital infrastructure.
The Investment Opportunity
Africa’s youthful and growing population offers a strong long-term market for the continent’s tourism and hospitality sector.
The World Bank predicts that by 2030, over 50 million African households will earn more than USD 20,000 annually, boosting a lively domestic and regional travel sector. This expanding middle class, combined with greater diaspora involvement and international visitors, is creating opportunities in resorts, city hotels, MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), and leisure developments.
Crucially, flagship continental initiatives such as the African Continental Free Trade Area (AfCFTA) and the Single African Air Transport Market (SAATM) are poised to transform how Africa moves people, goods, and services.
Together, they aim to liberalise air travel, reduce cross-border trade barriers, and make mobility easier for business and leisure travellers.
These frameworks are expected to enhance intra-African tourism and investment flows, making travel more affordable and seamless for African citizens, while positioning tourism as a key pillar of continental integration.
Key business hubs such as Addis Ababa, Casablanca, Johannesburg, and Kigali already drive consistent, year-round demand for corporate and conference tourism, supported by increasing regional air connectivity.
Balancing Growth and Sustainability
The main challenge and opportunity is ensuring that Africa’s tourism development is inclusive, sustainable, and community led.
The UN Environment Programme (UNEP) emphasises that tourism must safeguard biodiversity, empower local communities, and conserve cultural heritage.
Countries such as Kenya, Namibia, and South Africa are at the forefront of eco-tourism worldwide, successfully blending conservation with commerce.
“Growth without sustainability is short-lived; sustainable tourism is the continent’s true competitive edge. We must ensure that conservation, economic growth, and community empowerment move hand in hand. Only then can tourism create lasting value for both people and the planet,” emphasises Fayaz Hajee Abdoula, Co-Managing Partner, BLC Robert & Associates (ALN firm in Mauritius).
Looking Ahead: A Shared Vision for Growth
If nurtured strategically, Africa’s tourism and hospitality industry could contribute USD 250 billion to annual GDP by 2035, according to WTTC forecasts.
Realising this vision requires ongoing investment in infrastructure, digital transformation, and workforce training, along with enhanced regional collaboration and policy coordination.
Tourism is more than an economic driver; it is a pathway to inclusive growth, cultural exchange, and sustainable prosperity. With the right combination of policy reform, innovation, and collaboration, Africa’s tourism renaissance can shape the continent’s next major growth story.
Sources
African Wildlife Foundation | Ecofin Agency | Further Africa UN Tourism
