African tourism currently stands at 81 pc of its pre-pandemic levels: WTM Africa
At this year’s WTM Africa, a new industry report titled “2025 State of the African Industry Report: Ignite Africa!”, identified key barriers to African tourism recovery and warned that the continent may be missing out on a global tourism market valued at USD 60 billion.
In a press statement, WTM Africa says that the report was launched by Africa Travel Week and has generated industry discussion around the direction of the continent’s tourism strategy.
It adds that mismatched market priorities, structural cost pressures, overlooked traveller segments and critical infrastructure constraints continue to affect African tourism.
Megan De Jager
“The response since the report was released at WTM Africa has been overwhelming. This is not just another trend wrap-up. We are asking uncomfortable but necessary questions: Who are we building tourism for? Are we innovating fast enough? And most importantly , are we telling our own story or someone else’s?” says said Megan De Jager, Portfolio Director, Africa Travel Week.
According to the press statement, B2B travel and tourism exhibition says that many African destinations are still targetting Western source markets that have shown slower recovery, while high-growth regions such as Asia, the Middle East and Latin America remain largely underdeveloped.
“Too many African destinations are fighting for the same shrinking pie, primarily Western long-haul travellers, when the real opportunity lies in diversification. Skift’s data shows that outbound travel from the Middle East and India is growing at double the global average, yet tailored experiences for these markets remain limited. It is time for a bold pivot in both marketing strategy and product design,” adds Jager.
Also Read: Africa Travel Week releases 10th anniversary WTM Africa highlights
According to a press statement, WTM Africa states that the report also outlines the price disparity between African safaris and other high-value global travel experiences, attributing it to cost drivers such as airfares, which are on average 45 pc higher than in Europe or Asia.
Also Read: ‘Ignite Africa’ official theme for WTM Africa 2025
As per press statement, the B2B travel exhibition notes that the report has flagged the neurodivergent travel market as underserved, with 93 pc of parents of autistic children saying they would travel more if destinations catered to their needs. While Africa is considered to offer environments suitable for low-stimulation experiences, the continent has not yet developed offerings aligned with this group.
Also Read: Broad diversity at this year’s WTM Africa content calendar
Additionally, WTM Africa states that infrastructure remains a concern. Despite high expectations around artificial intelligence adoption, with 97.8 pc of travel executives believing that artificial intelligence (AI) will be transformative, the report highlights continued aviation-related disruptions, such as fuel shortages and the recent withdrawal of over 300 flight procedures.
However, as per the press statement, the B2B tourism exhibition says that African tourism is currently at 81 pc of its pre-pandemic levels. Some countries, such as Kenya, have already surpassed 2019 arrivals.
David Frost
We are still sitting at only 81 pc of our pre-pandemic arrivals while Kenya is already at 134 pc. Put simply, we are underperforming our potential. We need smarter aviation policies and targeted marketing efforts if we want real recovery, not just incremental gains,” says David Frost, CEO, SATSA.
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