“Travel is about the gorgeous feeling of teetering in the unknown.” – Anthony Bourdain
Ever wondered why African travellers don’t follow the same script as Western tourists? While many global travellers are busy checking off bucket-list landmarks, African travellers are chasing something different; business, connection, culture, and lifestyle.
For them, travel isn’t just about sightseeing; it’s about experiencing a place the way locals do. That means the industry needs to rethink its approach because African travellers are rewriting the rules.
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Where the Real Journey Begins
In many African cities, the real experience starts when the sun goes down. Music, food, and vibrant social settings matter more than museums and guided tours. That’s why destinations like Dubai, Zanzibar, Kigali, and Nairobi are seeing a surge in African visitors—they offer exactly what the market craves: immersive cultural experiences with a buzzing nightlife.
Dubai alone recorded a 33% increase in African visitors in 2023, with Nigeria, South Africa, and Kenya leading the way. Zanzibar’s tourism sector grew by 15% last year, largely fuelled by East African travellers seeking lifestyle-driven experiences, while Kigali’s tourism sector contributed $609 million to Rwanda’s economy in 2023, with its vibrant social scene playing a major role. Reports from ForwardKeys confirm that African travellers are actively choosing destinations that match their lifestyle, rather than settling for repackaged global experiences. The message is clear: the travel industry needs to catch up.
Data vs. Assumptions: What African Travellers Actually Want
For too long, tourism in Africa has been based on assumptions rather than insights. The modern African traveller is evolving, especially younger travellers who are moving beyond family visits and actively choosing leisure destinations.
In 2019, Nigeria’s domestic and international visitor spending reached $2.6 billion, with a total impact of $7.9 billion. By December 2024, travel and hospitality revenue had surged to an estimated ₦50 billion, and yet, much of the industry continues to offer outdated travel packages that fail to connect with African consumers. Across the continent, Africa’s total tourism revenue is projected to reach $168 billion by 2028, growing at an annual rate of 8.3%. The industry’s greatest opportunity lies in market-fit travel solutions designed specifically for Africans, rather than recycling globally adapted experiences.
Not Your Typical Tourist
Many African travellers don’t fit the traditional tourist mold. They prioritise leisure, premium hospitality, and social engagement over rigid itineraries. While global tourism often promotes scuba diving, hiking, or extreme sports, the reality is that most African travellers would rather invest in high-end hotels, luxury shopping, and fine dining.
In 2023, African luxury travel spending grew by 25%, with Nigeria, Ghana, and South Africa leading the demand. Recognizing this shift, major hospitality brands like Marriott, Hilton, and Radisson have expanded their African presence, developing high-end experiences that align with what African travellers actually want. The industry needs to wake up to these preferences and build travel experiences that truly cater to this emerging market.
The Missing Piece
Africa’s travel story isn’t just about international destinations—domestic travel is an economic powerhouse waiting to be unlocked. In Nigeria alone, travel and tourism contributed 3.6% of the country’s GDP in 2022, amounting to $17.3 billion. Across the continent, domestic tourism accounts for nearly 80% of total travel spending, yet remains largely underdeveloped.
South Africa has already cracked the code. The country welcomed over 7.1 million domestic tourists in 2023, contributing R24 billion ($1.26 billion) to the economy. By strategically investing in regional connectivity and local attractions, South Africa’s domestic travel sector is thriving, proving that well-planned tourism investments can transform economies. Imagine the impact if other African nations followed suit.
The Future of Travel in Africa
Travel companies, airlines, and tourism boards, this is your wake-up call. The African traveller is not an afterthought but a driving force in global tourism. It’s time to move beyond outdated assumptions and invest in data-driven strategies that reflect African culture, lifestyle, and preferences. The key to unlocking Africa’s tourism potential lies in tailored experiences that speak directly to the needs of African travellers, both at home and abroad.
The Next Chapter Belongs to Us
African travellers are rewriting the rules of tourism. They are explorers, connectors, and experience seekers—not passive tourists. For the travel industry, the choice is clear: adapt, evolve, and embrace the African traveller or risk being left behind.
Because the future of tourism isn’t just about where people go, it’s about how they experience it and Africa is leading the way.
