A new industry survey by the African Travel and Tourism Association (ATTA) shows that African tourism businesses are increasingly embracing generative artificial intelligence (GenAI) as a strategic asset with 85% of surveyed participants either already using it or planning to adopt it soon.
The survey, conducted among industry stakeholders across East and Southern Africa, is part of broader ATTA initiative to help industry professionals maximise AI benefits.
The survey provides an inside look at how lodge owners and tour operators are reimagining travel services through AI-powered innovations.
“These findings show that AI is no longer a question of ‘if’ but ‘when’,” says Kgomotso Ramothea, ATTA CEO.
“What’s especially interesting is that nearly half the survey respondents were owners, CEOs or directors – leaders who see AI as a strategic asset; not just a technical add-on.
“What’s encouraging is seeing leadership teams actively championing these tools, which dramatically increases the likelihood of successful implementation and organisational buy-in,” Ramothea adds.
The survey highlights that, among the 58% of businesses already using AI to varying degrees, 14.8% use it extensively and 43.2% use it occasionally. The research shows a sophisticated understanding of AI’s potential across business functions with 46.7% usage for operations, 42.7% for customer experience and 39.7% for strategic planning.
The survey also highlights an inverse corelation between company size and AI implementation metrics as businesses with fewer than 50 employees report robust AI implementation. Technical expertise is the biggest barrier to adoption with 81.2% citing lack of knowledge as their primary challenge.
"However, the fact that 71.8% still plan to invest in AI within a year shows remarkable determination to overcome these obstacles,” Ramothea notes. “African tourism isn’t waiting for perfect conditions; it’s actively creating solutions that fit its unique needs.”
The survey reveals strong confidence in AI’s future impact with respondents rating its significance to African tourism over the next three to five years at 73 out of 100. More than half (50.6%) indicated they are “very likely” to invest in AI tools or training within the next 12 months.
“What we’re witnessing is the democratisation of technology that could level the playing field for smaller African tourism businesses,” says Ramothea. “With the right training and implementation strategies, we see GenAI empowering local operators to compete globally while preserving the authentic experiences that make African tourism unique.”
