Skip to content

African Countries are Investing in Attracting Tourists from the World’s Biggest Outbound Travel Market

In 2019, before the pandemic, the World Travel and Tourism Council (WTTC) estimated that tourism in Africa had a yearly growth rate of 5% and contributed an average of 8.5% to GDP. The WTTC said direct investments into the tourism sector were about $29 billion, and that tourism created jobs for 24.3 million direct employees, accounting for 6.4% of Africa’s total working population. It estimated that COVID-19 travel bans cost Africa at least a third to half of these numbers. Rosemary Anderson, chairperson of the FEDHASA organization, which represents hospitality industries across Southern Africa, said continental authorities should indeed be promoting “unique experiences.” “We have rich cultural assets and diverse experiences” she said. “South Africa, for example, offers every experience imaginable — wildlife safaris, stunning landscapes, vibrant culture and adventure activities. We need to emphasize experiences that are distinctive.”