Africa’s tourism recovery is lagging, with international arrivals at just 81% of pre-pandemic levels, a new report has warned. As a result, the continent is missing out on a huge revenue opportunity worth around £45.9 billion.
Africa is ignoring fast-growing global markets and underserved traveller segments, argued the new 2025 State of the African Industry Report: Ignite Africa! Tourism boards in Africa are continuing to target slow-recovering Western visitors from Europe and the US. Meanwhile, outbound travel from regions like the Middle East and India are growing at double the global rate, but African destinations are failing to cater to them.
The report, launched at WTM Africa, warns that Middle Eastern travellers are willing to spend up to $15,000 (£11,208) per trip.
What’s more, African safaris cost 35% to 50% more than similar experiences elsewhere, which is not helping their cause. The report attributes this not to profiteering, but to structural costs. Flights in Africa cost 45% more, while currencies are more volatile and operational risk remains high.
The report also reveals a need to boost accessibility for tourists as the global neurodivergent travel market is worth an eyewatering $60 billion (44.9 billion). However, African offerings remain sparse, despite the continent’s natural fit for low-stimulation experiences.
“The mid-market traveller, the kind who would hire a car, explore the country, and spread their spend, is missing from our recovery. Without them, geographic spread suffers, and we stay stuck at 2.2 million arrivals. If Cape Town and topend Kruger lodges are running at nearly 100% capacity in high season, where will future growth go unless we rebuild distribution?” asked David Frost from SATSA.
Finally, 98% of travel executives believe AI will transform tourism. However, real-world issues, like fuel shortages at major airports and the scrapping of 326 flight procedures, threaten digital progress.
However, the report reveals some specific winners. Kenya has already surpassed 2019 figures by 34%, while South Africa is at an 81% recovery overall. Cape Town and the top-end Kruger lodges are at over 100% recovery, often running at full capacity in high season.
“The response since the report launched has been overwhelming,” said Megan De Jager, portfolio director at Africa Travel Week. “This isn’t just another trend wrap-up. We’re asking uncomfortable but necessary questions.”
“Too many African destinations are fighting for the same shrinking pie,” said Michelle Gounden of Skift Advisory. “The real opportunity lies in diversification.”