The African news website Africa 360 reported that amid massive investments, rapidly growing foreign-currency revenues, and an increasing capacity to structure productive sectors, tourism is emerging as one of the most dynamic drivers of the African economy.
After Africa recovered at a faster pace than any other region in the world following the COVID-19 crisis, the continent has developed a strategic vision for this sector that goes far beyond merely attracting tourists. Since the COVID-19 pandemic, African tourism has proven to be a vital and effective sector.
The website explained that, according to the United Nations World Tourism Barometer, Africa recorded a 12% increase in international arrivals during the first half of 2025—the fastest growth rate worldwide—surpassing all other regions. Even before that, these figures had begun to astonish observers.
In 2023, the continent recovered nearly 96% of its pre-pandemic tourism revenues, with destinations such as Tanzania, Mauritius, and Morocco exceeding those benchmark levels. This recovery, which has continued through 2025, illustrates how the sector managed to transform an unprecedented shock into a powerful growth dynamic. It is no longer merely a return to pre-2020 levels, but rather an outperformance of expectations in terms of visitor numbers and revenues. The increase in international arrivals is placing Africa on a trajectory that, just a few years ago, seemed out of reach.
This momentum is not simply a temporary rebound; it reflects a profound transformation in the role of tourism within African economies. According to data compiled by the United Nations Tourism agency, the continent has attracted more than 105 new tourism projects since 2019, with a total value of USD 6.6 billion, creating more than 15,100 direct jobs.
This surge in activity is accompanied by an expansion of tourism’s economic footprint. Tourism is no longer a seasonal or marginal activity; it has become a driver of economic transformation. As a result, the sector now accounts for a significant share of services exports in many African economies and plays an increasingly decisive role in national trade balances.
The rise in international tourism is also linked to accelerating foreign investment, which views African destinations not only as profit-making opportunities but also as tools for leveraging local value added.
Behind these aggregate figures lie highly diverse national trajectories. Countries such as Morocco, thanks to its geographic location and its strategy focused on outdoor tourism, have recently broken tourism records, registering more than 17 million visitors in 2024—an increase of 20% compared to 2023—along with a significant contribution to gross domestic product.
Another example is Rwanda, where tourism has become the country’s main source of foreign currency, supported by a proactive policy of developing eco-tourism and hosting international events. In 2024, Rwanda recorded more than one million arrivals, with tourism contributing over 10% to GDP.
In South Africa, destinations such as Cape Town continue to grow in attractiveness, welcoming more than 2.4 million visitors in 2024. Tourism accounted for nearly 10% of regional GDP, strengthening the sector’s competitiveness in areas rich in natural resources.
These successes highlight the underlying opportunities and the ability of African economies to capitalize on their assets—exceptional biodiversity, diverse cultures, coastlines, and breathtaking landscapes—within a rapidly evolving global tourism market.
Beyond visitor numbers, the tourism sector in Africa generates enormous structural economic opportunities. First and foremost, it is a major source of direct and indirect employment. Numerous recent studies indicate the potential to create millions of additional jobs by the end of the current decade, provided that investment conditions improve and value chains become more integrated.
Investments in airport infrastructure, hotels, domestic transport, and innovative tourism products—from meetings, incentives, conferences, and exhibitions (MICE) tourism to cultural tours and eco-tourism—are emerging as key drivers of regional integration and wealth creation. This represents a shift in approach, moving beyond simply increasing international visitor numbers to include considerations of productivity, sustainability, and linkages with other economic sectors.
These opportunities are also reflected in the growing interest of international investors willing to commit to transformative projects. This trend signals a renewed perception of the continent, which is no longer seen as a marginal market but rather as a strategic growth area for global tourism companies.
Nevertheless, this rise to prominence is not without challenges. One of the most pressing concerns is the unequal distribution of tourism’s economic benefits, particularly within the luxury tourism segment.
Recent research indicates that this model—often promoted as “upscale and low-impact”—does not always benefit local communities. Major global hotel chains tend to capture a large share of revenues, while newly created jobs are often low-skilled and low-paid, fueling land-related tensions and social issues in certain regions.
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