Africa Missing Out on Huge $60bn Tourism Markets – Report Warns

The newly released '2025 State of the African Industry Report: Ignite Africa!' reveals billion-dollar blind spots holding back African tourism - and provides an actionable roadmap for reversing stagnation as global arrivals rebound unevenly across the continent.

"The response since the report was released at WTM Africa 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: Who are we building tourism for? Are we innovating fast enough? And most importantly - are we telling our own story or someone else’s?”

Key Findings Driving Industry Conversation

Since its release, several critical insights have sparked particularly strong industry response:

• Market Misalignment: While Africa continues focusing on slow-recovering Western markets, high-growth opportunities in Asia, the Middle East, and Latin America remain largely untapped. Middle Eastern travellers spend up to US$15,000 per trip, yet most African destinations lack tailored offerings for these valuable segments.

According to Michelle Gounden, Director: Insights, Skift Advisory “Too many African destinations are fighting for the same shrinking pie (primarily Western long-haul travellers) when the real opportunity lies in diversification.

Skift’s data shows that outbound travel from the Middle East and India is growing at double the global average, yet tailored experiences for these markets remain limited. It’s time for a bold pivot in both marketing strategy and product design.”

• The "Africa Premium" Explained: The report demystifies why African safaris cost 35-50% more than comparable global experiences like Galápagos expeditions. Rather than excessive profits, structural challenges including infrastructure deficits (flights costing 45% more than in Europe/Asia), currency volatility (30-50% depreciation), and operating risks force tourism businesses to maintain higher margins simply to remain viable.

• Overlooked Billion-Dollar Markets: Neurodivergent travellers represent a US$60 billion global market, with 93% of parents with autistic children saying they would travel more if appropriate options were available. Despite Africa's natural advantages for low-stimulation experiences, the continent lags behind global destinations in serving this segment.

• Infrastructure Reality Check: While 97.8% of travel executives believe AI will transform tourism within five years, the report documents how basic infrastructure failures—including fuel shortages at major airports and the withdrawal of 326 flight procedures—threaten to undermine digital ambitions.

The report has sparked frank conversations among industry leaders about what needs fixing, and what’s possible, with bold strategy shifts.

“We’re still sitting at only 81% of our pre-pandemic arrivals while Kenya is already at 134%. Put simply: we’re underperforming our potential,” says David Frost, CEO of SATSA. “We need smarter aviation policies and targeted marketing efforts if we want real recovery, not just incremental gains.” 

Tourism professionals who missed the WTM Africa launch can now download the full report here.

Catch the Beat at WTM Africa 2026!

Early Bird registrations are now open! Don’t miss this opportunity to secure your space at Africa’s leading B2B travel and tourism event at a discounted rate. Get in touch with our team to register your interest and be part of next year’s show, taking place from 13–15 April 2026 at the CTICC in Cape Town.