Africa, rich in historical heritage and living traditions, is attracting more and more travelers seduced by the “Destination Africa.” The growing interest in this unique continent contributes significantly to its tourism economy. Since the pandemic, the African tourism sector has rebounded, surpassing, in 2023, approximately 88% of its pre-2020 level and generating $38 billion in international revenue, according to Forbes Africa. This development raises key challenges for tourism professionals. How can we ensure the sustainable growth of this sector in Africa?

The causes of the African tourism boom

The main reasons for this increase are mainly due to:

• Lifting visa restrictions: Several African countries such as Benin, Rwanda, and the Seychelles have lifted their visa restrictions to boost tourism and encourage cultural exchanges.
• Diversifying tourism offerings: Countries such as Kenya, Ghana, and Cameroon, with their iconic festivals, are positioning themselves as attractive destinations, not only for their nature and wildlife, but also for their culture and history.
• Strengthening “Destination Country” campaigns: Initiatives such as Benin’s “Country Branding” strategy aim to promote the nation’s image by highlighting its cultural and historical richness and biodiversity, thus attracting both tourists and international investors.

The advantages of tourism in Africa

Tourism sub-sectors in Africa, such as restaurants, hotels and entertainment, are important drivers for promoting African heritage and attracting visitors seeking unique cultural experiences.

1. Local cuisine and tourist attraction: African cuisine, with dishes such as Bobotie from South Africa, macaroni béchamel from Egypt, and Ndolè from Cameroon, ranks among the top in prestigious rankings such as TasteAtlas. These dishes illustrate the continent’s culinary diversity and its potential to attract international attention. Initiatives such as WeeatAfrica demonstrate how gastronomy can promote local culture on a global scale.
2. African hospitality and cultural heritage: Hotels such as the Africa Regent in Ghana and the pan-African hotel chain ONOMO Hotels incorporate traditional elements into their architecture, menus, and cultural programs, reflecting the diversity of local cultures. These establishments also collaborate with local artisans to offer “Made in Africa” ​​products in their boutiques and rooms, strengthening the cultural roots of the sector.
3. Tourist entertainment and African culture: Festivals such as the Festival des Masques in Burkina Faso, the Saint-Louis International Jazz Festival in Senegal, and Vodoun Days in Benin are major events that attract thousands of visitors and allow tourists to experience authentic experiences. To go further, platforms like TripAfro offer virtual tours to attract more tourists.

Current challenges of tourism in Africa

Despite the growth of tourism in Africa, several challenges persist, hampering its potential to compete with other major global destinations.

• Infrastructure and Access to Finance: Transportation and tourist accommodation infrastructure remains inadequate in many regions. Better access to private and public financing is essential to develop modern facilities adapted to the expectations of international visitors.
• Training and Skills Development: The tourism sector lacks qualified professionals, particularly in the fields of hospitality, catering, and tourism management. Training programs are needed to meet international standards and improve service quality, thereby building visitor loyalty.
• Marketing and International Promotion: To compete with other major destinations, African tourism must strengthen its marketing strategy. It is crucial to highlight the diversity of local experiences while promoting cultural heritage and artisanal skills. Platforms such as Anka and Moonlook facilitate the promotion and export of African crafts, helping to highlight attractive brands among international visitors.

If you are interested in exploring opportunities related to the development of cultural and craft tourism in Africa, book a session with our specialist experts now.