Digital boost for african tourism

Digital boost for african tourism

02-10-25

At the fifteenth edition of the Magical Kenya Travel Expo, various leaders of Africa’s tourism sector called for accelerating the digitalization of the industry as a decisive path to strengthen growth and enhance international competitiveness.

During the event held in Nairobi, executives emphasized that emerging technologies such as big data, the Internet of Things (IoT), and artificial intelligence are transforming the tourism business—not only in how destinations are marketed but also in the very experience of travelers. Clara Chinwe Okoro, founder and Chief Operating Officer of My Beautiful Africa, based in Nigeria, stated that the continent is progressively becoming a destination for tourists with high technological demands. This, she argued, requires the automation of booking processes and stronger connectivity to more effectively showcase tourism attractions.

Meanwhile, Kalkidan Mulugeta, co-founder of ClearSkies Technology (Ethiopia), stressed that these digital tools are enabling African tourism to become more resilient, sustainable, and globally competitive. Mulugeta highlighted the importance of using virtual platforms to promote tourism products, automate booking and payment systems, all while safeguarding data security.

From a financial and operational perspective, Francis Muriithi, Head of Technology Governance at Kenya Commercial Bank Group, noted that the industry can extract valuable insights into traveler behavior by leveraging advanced analytical tools. He also urged the expansion of digital payments across the continent, as well as the development of microinsurance products capable of protecting tourism from climate-related shocks and other contingencies.

The Magical Kenya Travel Expo, attended by more than 6,500 delegates from 40 countries, featured panels, networking sessions, and exhibitions under the theme “Magical Kenya: Unlocking Africa’s Potential through Sustainable Tourism.”

In this context, participants discussed how digital innovations not only help improve global positioning but also allow the sector to optimize operations, increase efficiency, reduce hidden costs, and respond more quickly to tourists’ evolving expectations.

Among the areas of application with the greatest benefits, speakers mentioned the use of drones, artificial intelligence algorithms for flow prediction, integrated booking and payment platforms, connected tourism information systems, and segmented digital marketing strategies. It was also stressed that these technologies, if applied with sustainability principles, can help reduce tourism’s carbon footprint, manage waste more effectively, and build more resilient destination brands.

This emphasis on technology comes at a pivotal moment for Africa: many destinations are competing to recover and expand visitor arrivals following the effects of the pandemic, while new digital expectations are becoming embedded in the global tourist profile. Digital transformation is emerging as a central instrument to close structural gaps, integrate markets, and raise the tourism offer to global standards.

However, experts caution that for digitalization to bear fruit, it must be accompanied by investments in infrastructure—such as stable and secure connectivity—capacity building for local talent, policies that promote system interoperability and protect sensitive data, and sound governance to avoid technological fragmentation. Only under these conditions will destinations be able to capture the advantages of operating with modern platforms without incurring excessive costs or exclusions.

The key lessons highlighted by the executives point to a clear opportunity for African tourism: adopting integrated digital models to improve the visitor experience, anticipate their needs, and respond efficiently. In doing so, countries across the continent can not only reinforce their competitiveness but also build a tourism sector that is more sustainable, equitable, and resilient in the face of future challenges.

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