(Posted 08th May 2025)
Africa is missing out on high-value tourism markets worth over US$60 billion, according to the newly launched 2025 State of the African Industry Report: Ignite Africa!
“The response since the report was released at WTM Africa has been overwhelming,” says 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?”
Among the hard-hitting findings:
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A blind spot in emerging markets: Africa is overly reliant on slow-recovering Western travellers, while high-growth source markets like the Middle East and India are largely untapped. “It’s time for a bold pivot in both marketing strategy and product design,” says Michelle Gounden of Skift Advisory.
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The misunderstood ‘Africa Premium’: Higher safari costs are not profiteering but a consequence of structural challenges like 45% higher flight costs and currency volatility.
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Neglected billion-dollar segments: The global market for neurodivergent travellers exceeds US$60bn, yet Africa lags in catering for this group—despite its natural advantages.
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Digital ambition vs. infrastructure reality: From fuel shortages at airports to cancelled flight procedures, infrastructural hurdles may undermine AI adoption and tourism growth.
The report has sparked frank conversations among industry leaders about what needs fixing, and what’s possible, with bold strategy shifts
Tourism professionals who missed the WTM Africa launch can now download the full report
here.
here.
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.
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.
