Africa: tourism drives economic growth and employment

28-12-24

Africa's travel and tourism sector is booming, with forecasts highlighting its potential to generate significant economic impact and foster massive job creation over the next decade. According to a report by the World Travel and Tourism Council (WTTC) and VFS Global, it is estimated that by 2030, coastal tourism alone could contribute more than £79.6 billion ($100 billion) to African economies, creating around 28 million jobs on the continent.

By 2023, tourism in Africa showed clear signs of recovery following the impact of the pandemic. International arrivals reached 96% of pre-COVID-19 levels, underscoring the resilience of the sector and the continued attraction of African destinations to global travelers. By the end of 2024, the sector is expected to contribute £133.8 billion ($168 billion) to the continent's Gross Domestic Product (GDP) and generate 18 million jobs, becoming a key driver of economic and social development.

Africa offers a unique diversity of landscapes, wildlife and cultures that make it a highly attractive destination. From safaris in Kenya and Botswana to the natural wonders of Namibia and the beaches of Mozambique, the continent continues to position itself as a global hotspot. Improvements in infrastructure and policies that facilitate access, such as the relaxation of visa requirements in countries like Kenya and Zimbabwe, have played a crucial role in this tourism resurgence.

In Kenya, tourism contributed £6.1 billion ($7.6 billion) to the economy in 2023, supporting one in every 13 jobs in the country. This example illustrates how tourism not only generates income but also direct and indirect jobs that benefit millions of people.

Investment in transportation, hotel infrastructure and tourism services has been a determining factor in the growth of the sector. These improvements have facilitated access to previously remote areas, allowing travelers to explore lesser-known destinations. Countries such as Ghana, Botswana and Namibia have seen a marked increase in visitor numbers as a result of these initiatives.

Air connectivity has also played an important role. African and international airlines have expanded their routes to key destinations, improving accessibility and promoting more inclusive tourism. In addition, the construction of high-quality hotels and resorts has raised the standard of the sector, attracting both luxury tourists and travelers with more modest budgets.

Despite the optimism, African tourism faces challenges. Sustainability is a growing concern, as rapid expansion of the sector could put the conservation of ecosystems and local communities at risk. Therefore, several countries are implementing policies to balance economic growth with environmental preservation. Initiatives such as eco-reserves and community-based tourism programs seek to ensure that tourism development benefits both people and nature.

Another major challenge is the perception of safety, which in some regions can discourage travelers. However, government efforts to strengthen political stability and improve the continent's international image are beginning to bear fruit.

The future outlook for African tourism is promising. With a focus on sustainable tourism, innovation and inclusion, Africa is poised to establish itself as a global destination of choice. The combination of progressive policies, strategic investments and a rich cultural and natural offer puts the continent in a prime position to attract millions of visitors in the coming years.

Africa's tourism boom represents a unique opportunity for economic development and job creation. By balancing growth with sustainability, the continent has the potential to transform not only its economy, but also the lives of millions of its inhabitants, marking a future full of opportunities.