Africa’s tourism sector is poised for a promising rise and it has the potential to soar if it is driven by robust strategies and investments that harness the continent’s unparalleled tourism appeal.
Following the unprecedented crisis caused by the pandemic, tourism in the continent seems to bouncing back, according to UN Tourism. International arrivals soared 84% of pre-pandemic levels between January and July 2023. Africa has been a standout performer, in terms of tourist arrival recovery, having already achieved 96% of its pre-pandemic visitor volume.
At the sub-regional level, North Africa fared better than the other regions, with arrival up 8% than 2019 levels in January to July 2023. Among the destinations, Ethiopia (28%), Tanzania (19%) and Morocco (15%) outperformed their respective pre-pandemic levels from January to July 2023.
This highlights that Africa’s tourism appeal is greater than ever. Travel and tourism has been a powerful sector across Africa, contributing more than $186 billion to the region’s economy in 2019, revealed a report by the World Travel & Tourism Council. There’s massive growth potential for travel and tourism in Africa and it is projected to unlock an additional $168 billion in the next decade, supported by the correct policies.
The pandemic left several major impacts on the tourism sector, the most noticeable being the increased desire among travelers for domestic or regional trips, as well as nature-based or less crowded destinations, said Beni Haddad, founder and managing director of Aleph Hospitality.
Africa has registered a 20% growth in the number of rooms in Africa since 2020, reaching a total of 92,134 rooms, Haddad said citing the recent Chain Development Pipeline report by W Hospitality. “This growth indicates that the supply is expanding across the continent to meet the rising demand.”
There’s been an increase in the quality and branded hotel supply in resort destinations, such as Zanzibar, and national parks, like Serengeti and Masai Mara, Haddad noted. Since the region is naturally blessed in nature and experiential experiences, the heightened demand for such experiences presents a significant tourism opportunity for Africa.
“Investing in and fostering partnerships within the tourism sector is not just beneficial but essential for unlocking its full potential in Africa.”
Tapping into the vast potential the region has to offer, Radisson Hotel Group is aiming to capitalize on growth opportunities in key value destinations, such as Cape Town, Victoria Falls, Zanzibar and leisure offerings in the coastal and safari segments across southern and eastern Africa. These destinations create the opportunity to increase Radisson’s branded supply to meet the growing demand, said Daniel Trappler, senior director – development Sub-Sahara Africa at Radisson Hotel Group.
Radisson is planning to strengthen its presence in Cape Town’s luxury segments, which have consistently outshone the market average despite increased rates. In Victoria Falls, Radisson is looking to replicate the success of its Zambezi River’s Zambia side and will be launching the upscale Radisson brand in Victoria Falls, Zimbabwe.
“We are actively seeking partners to bring our Radisson, Radisson Blu or Radisson Collection brands to Zanzibar, given Radisson’s significant presence in eastern Europe, the largest source market for Zanzibar,” Trappler said.
Following the opening of the Radisson Safari Hotel Hoedspruit in December 2023, Radisson is planning to replicate the same model in southern and eastern Africa and capture the foreign as well as the regional market, which prefers short travel distances. Radisson is also adding resorts in safari and coastal locations, including at Masai Mara. Serengeti, the Kenyan Coast, Seychelles, Mauritius and the wildlife territories in Namibia and Botswana.
“The contribution of tourism to GDP is evident across the region. National and local governments need to increase their awareness of the sector’s potential contribution to GDP. In South Africa, where Radisson aims to double its portfolio, we need to see more active interest and contributions from the public sector towards developing hotels and hospitality infrastructure,” Trappler said.
