The future of travel in Africa was a hot topic during a panel discussion at the recent Airbnb Africa Travel Summit in Johannesburg, with industry experts calling for increased collaboration amongst African nations in the post-pandemic era.

A topic at the Summit was that of international tourist arrivals in Africa, which are on the rise, and the exponential increase in domestic tourism, as citizens are more keen to discover their own countries.

Lethabo-Thabo Royds, Head of Content and Programme at the World Travel & Tourism Council (WTTC), highlighted the WTTC’s now published report, ‘Unlocking Opportunities for Travel & Tourism Growth in Africa’, saying that over the next decade, Africa’s travel and tourism sector could add US$168 billion to the continent’s economy and create over 18 million jobs.

“The future of travel in Africa is Africa. We need to do more to increase connectivity between African countries. We must strive to help the continent achieve its untapped potential, but this can only be achieved together,” she said.

Ben Anane-Nsiah, Deputy Executive Officer of the Ghana Tourism Authority, said COVID had shown the continent that the regional market was very important.

“We have always focused on increasing arrivals from Europe and America, but we have now realised more than ever that it is crucial to also do the same for other African nations,” he said.

Anane-Nsiah referred to the fact that Ghana and South Africa had recently agreed on a visa waiver regime to allow citizens of both countries to travel visa-free, and has now called upon other African countries to do the same.

“The cost of visas is very expensive, and visa waiver regimes will be key to allowing visitors to travel to Africa with more money. This type of regime is something that Africa has to look at as a whole in the future. Boosting intra-Africa travel is key to unlocking tourism in Africa,” he said.

Velma Corcoran, Regional Lead Middle East Africa at Airbnb, mentioned Airbnb’s recent Economic Impact Report that showed it had contributed more than R23.5 billion (€1.1bn) to the South African economy in 2022 – supporting almost 50 000 jobs – more than doubling its contribution to the growth of inclusive tourism since 2019.

“We will use the lessons and experience gained in South Africa to support inclusive and sustainable tourism in fast-growing African countries through our Africa Pledge,” Corcoran added.

The global online short-term accommodation rental platform’s Africa Pledge is a US$500 000 fund aimed at supporting inclusive and sustainable tourism growth across the continent.

‘More than just a Big Five destination’

Royds noted that Africa was a long-haul destination for Africa’s key markets such as France, the UK, and the US, and that these countries viewed Africa as a “once in a lifetime” experience.

“Yes, Africa is a ‘once-in-a-lifetime’ experience – but do it again. This perception that Africa is only for ‘that one time’ is a mistake,” she said.

She went on to say that visitors having this view was partly Africa’s fault. “We need to do a better job on educating people that not only can they do a safari multiple times, they can also experience Africa’s stunning beaches.”

Anane-Nsiah added that Africa was also more than just a Big Five destination, and that there was a lot more that travellers could see and visit, such as the luxury of Mauritius and Seychelles.

“We need to offer more regional packages where travellers can experience more of the different cultures and landscapes that Africa has to offer. Multiple experiences will bring more visitors, and encourage them to spend more time on the continent,” he said.

Travellers want to see where their money goes

Host of the panel discussion, Anita Mendiratta, Tourism and Development expert and Special Advisor to the Secretary General of the UNWTO, mentioned statistics that were released at the Summit which revealed that two-thirds of travellers now want to see exactly where their money goes when they travel.

Jerry Mabena, CEO of Motsamayi Tourism, said the statistic was very promising for the continent.

“Africa is different to the rest of the world in that African citizens are very kind and hospitable. And visitors want to spend money with people who they can see are making a difference in their communities. This bodes well for African tourism as there are endless amounts of people who make such differences.”