A recent report cautions that
The restoration of Africa’s tourism sector is lagging behind.
, with international arrivals only attaining 81% of
pre-pandemic levels
, leading to an estimated missed revenue opportunity of approximately $60 billion.
The 2025
State of the African Industry Report: Spark Africa!
suggests that Africa is being overlooked
rapidly expanding global markets
and
underserved traveler segments
.
Tourism authorities across Africa keep prioritizing travelers from Europe and the United States.
, with a more gradual recovery process,
reports Daily Express UK.
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At the same time, outbound tourism from areas such as the Middle East and India is increasing at double the worldwide pace, yet African locations are failing to take advantage of this development.
Presented at WTM Africa, the report indicates that tourists originating from the Middle East are prepared to allocate as much as $15,000 for each vacation.
Moreover, the report highlights that African safaris cost 35% to 50% more compared to similar experiences globally, potentially deterring travelers. These prices aren’t inflated artificially; they reflect underlying expenses.
Airfare in
Africa
costs 45% more, exchange rates vary more, and operational risks stay elevated.
The report highlights the necessity of enhancing accessibility for travelers since the worldwide neurodivergent travel market holds significant value at an impressive $60 billion (or 44.9 billion). Even though Africa naturally lends itself well to providing low-stimulus environments, services tailored for this sector continue to be scarce.
David Frost of SATSA voiced worries regarding the recuperation of the tourism sector.
Frost stated, “The middle-class traveler, the type inclined to rent a vehicle, traverse the nation, and distribute their spending widely, seems absent from our economic rebound.”
He stated, “In their absence, the geographical reach gets hindered, leaving us trapped at around 2.2 million visitors. When popular destinations like Cape Town and premium Kruger lodges operate near full occupancy during peak times, where can additional expansion occur without enhancing our distribution channels?”
Despite the optimism surrounding
AI
holds the promise to transform the tourism industry, as 98% of travel executives concur; however, real-world issues such as fuel shortages at key airports and the removal of 326 flight procedures present obstacles to these technological progresses.
The report points out several sectors that are performing well. Kenya has surpassed its 2019 figures by 34%, and South Africa reports an 81% total rebound, particularly noting that both Cape Town and high-end accommodations around Kruger National Park have seen more than a 100% revival, frequently reaching maximum occupancy levels during busy periods.
Megan De Jager, who leads the portfolio for Africa Travel Week, expressed her excitement over how positively the sector has received the report: “Since we released the report, the feedback has been tremendous,” she stated. “We’re not merely presenting yet another summary of trends; instead, we’re tackling tough but crucial inquiries.”
Michelle Gounden from Skift Advisory highlighted a competitive challenge, noting, “An abundance of African destinations are vying for the same diminishing market share,” and proposed, “The genuine potential can be found in diversifying offerings.”
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