Africa drives its future: Domestic tourism as a growth engine

18-08-25

Africa, a continent overflowing with cultural, historical, and natural diversity, is experiencing a quiet transformation with a powerful impact: the rise of domestic tourism is marking a turning point in its tourism sector. After years of focusing primarily on attracting international visitors, the continent has turned its gaze inward, recognizing that true potential lies in enabling its own citizens to explore and appreciate the wonders within its borders. This shift is generating tangible effects: stronger economies, a significant increase in job creation, and a renewed pride in local heritage.

During the conference, Lilly Ajarova, Senior Presidential Advisor on Tourism in Uganda, noted that the advancement of domestic tourism offers crucial lessons for the whole of Africa. Her experience shows that by stimulating the desire to travel within the country and to neighboring nations, the benefits go beyond economics, fostering deeper connections with regional identity. This is reflected in the way destinations once overlooked are now coming to life, capturing the interest of both locals and visitors from other African countries.

The African tourism landscape is emerging as more resilient and sustainable. It is not just a matter of increasing visitor numbers, but of designing smart strategies: investing in infrastructure, digitalizing services, implementing traveler-friendly policies, and launching marketing campaigns aimed at local audiences are converging to strengthen the entire tourism ecosystem. Events such as the Akwaaba African Travel Market and the African Tourism Conference are key drivers stimulating dialogue, collaboration, and the exchange of best practices between governments, the private sector, and civil society, reinforcing a focus on intra-African travel.

This recent momentum is also framed within a broader reality: the continent’s middle class is expanding, its young and vibrant urban population is growing, and there is a rising appetite for authentic experiences that go beyond traditional circuits. According to estimates from organizations such as the African Union and UN Tourism, tourism contributes around 8–8.5% of the continent’s GDP and supports about 24 million jobs, underscoring its relevance as both an economic and social engine. In parallel, countries such as Rwanda, Gambia, Benin, and Seychelles have simplified intra-African travel by eliminating visa requirements, while Botswana, Kenya, and South Africa are exploring fiscal models that promote a more sustainable and shared tourism experience.

This convergence of factors —improved air connectivity, more accessible mobility policies, digital transformation, and campaigns focused on domestic travel— is shaping a continent with a strong vision: Africa is not waiting for outside visitors to shine; it is driving its own narrative. It does so from within, connecting its communities, reinforcing local economies, and elevating cultural and natural offerings to a new level of shared value.

Domestic tourism in Africa is no longer just a trend: it is a structural movement with growing impact, reshaping realities and fueling a more integrated, sustainable, and prosperous future. As internal borders open up, Africa itself is discovering and celebrating its vast mosaic of cultures, landscapes, and experiences. This is only the beginning of a new stage that will unleash the full potential of domestic tourism as a cornerstone of continental development.

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