Africa stands at a pivotal moment in its tourism journey, as a new report reveals the continent is missing out on a staggering US$60 billion tourism market. The ‘2025 State of the African Industry Report: Ignite Africa!’ launched at WTM Africa has sent shockwaves through the industry, highlighting critical blind spots and offering actionable strategies to reverse the stagnation amid uneven global recovery.
Megan De Jager, Portfolio Director at Africa Travel Week, emphasized the urgency of the report’s findings:
“The response since the report was released at WTM Africa has been overwhelming. 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 from the Report:
- Market Misalignment: The report reveals that while African destinations continue to focus on slow-recovering Western markets, rapidly growing segments in Asia, the Middle East, and Latin America remain largely untapped. According to Michelle Gounden, Director of Insights at 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.”
- The “Africa Premium” Explained: The report clarifies why African safaris cost 35-50% more than comparable global experiences like the Galápagos. Rather than excessive profits, structural challenges such as infrastructure deficits, high flight costs (45% higher than in Europe/Asia), currency volatility, and operational risks force African tourism businesses to maintain higher margins to remain viable.
- Overlooked Billion-Dollar Markets: Neurodivergent travellers represent a US$60 billion global market, with 93% of parents with autistic children stating they would travel more if appropriate options were available. Despite Africa’s natural advantages for low-stimulation experiences, the continent remains 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 challenges—including fuel shortages at major airports and the withdrawal of 326 flight procedures—threaten to undermine digital ambitions.
David Frost, CEO of SATSA, weighed in on the implications of the report:
“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. We need smarter aviation policies and targeted marketing efforts if we want real recovery, not just incremental gains.”
Opportunities Ahead: The ‘Ignite Africa!’ report calls for a bold pivot in marketing strategies, urging African destinations to tap into high-growth markets, embrace AI-driven insights, and develop tailored experiences for diverse traveller segments, including Middle Eastern, Asian, and neurodivergent travellers.
Industry stakeholders who missed the report launch at WTM Africa can download the full ‘2025 State of the African Industry Report: Ignite Africa!’ via the official Africa Travel Week website here: https://atwconnect.com/atw-trend-report-2025/
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WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.
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