Africa’s travel and tourism market is projected to reach a revenue of US$24.42bn in 2024, according to a report by Statista.

It is expected to grow annually at 4.98% to a market volume of US$29.66bn by 2028.

The largest segment in this market is hotels, which is projected to have a market volume of US$12.1bn in 2024.

The number of users in hotels is expected to be 119.5 million by 2028.

The report highlights the following factors that are shaping the industry in Africa:

• Customer preferences: Travellers in Africa are increasingly seeking unique and authentic experiences, driving the demand for cultural and adventure tourism. Tourists are drawn to the diverse landscapes, wildlife, and rich cultural heritage that the continent has to offer. Additionally, there is a growing interest in sustainable and responsible travel practices among visitors, leading to a rise in eco-tourism initiatives across the region.
• Trends in the market: In countries like Kenya and Tanzania, safaris remain a popular choice for tourists, with a focus on wildlife viewing in national parks and reserves. South Africa continues to attract visitors with its vibrant cities, stunning coastlines, and renowned wine regions. Egypt's historic sites such as the Pyramids of Giza and the temples of Luxor are perennial favourites among travellers.
• Local special circumstances: Political stability and security concerns play a crucial role in shaping the tourism landscape in Africa. Countries that have managed to maintain political stability and ensure the safety of tourists have seen a boost in visitor numbers. Infrastructure development, including improvements in transportation networks and accommodation options, also plays a vital role in attracting tourists to the region. Moreover, the presence of Unesco World Heritage Sites in many African countries serves as a significant draw for cultural and historical tourism.
• Underlying macroeconomic factors: The economic growth witnessed in several African countries has contributed to the expansion of the middle class and increased disposable incomes, enabling more people to travel both domestically and internationally. Government initiatives to promote tourism, such as easing visa regulations and investing in marketing campaigns, have helped bolster the industry. Additionally, the rise of digital platforms and online booking services has made it easier for travellers to research and plan their trips, further fuelling the growth of the travel and tourism sector in Africa.