“A journey of a thousand miles begins with a single step.”
This African proverb highlights the deep roots of travel in African culture and the rapid transformation the tourism sector is experiencing across the continent. In recent years, the rise of digital platforms has provided Africa’s tourism industry with new avenues for growth, increased accessibility, and greater global reach. By embracing technology, Africa’s rich cultural heritage and natural wonders have found a more dynamic way to engage with global travellers, reshaping how people experience the continent’s vast landscapes, bustling cities, and diverse traditions.
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The introduction of digital platforms such as online booking websites, travel apps, and virtual reality (VR) experiences has fundamentally changed how the world views Africa. As digital connectivity spreads across the continent, tourism has rapidly shifted from traditional, in-person experiences to seamless digital engagements. Websites like Booking.com, Airbnb, and local African platforms make it easier for international travellers to find affordable accommodation across Africa, from the beaches of Zanzibar to the vibrant streets of Cape Town. Similarly, travel apps such as Safaribookings are streamlining tours and safari experiences, enabling visitors to book, plan, and execute their trips with just a few taps on their smartphones.
However, the true game-changer lies in VR and augmented reality (AR). These cutting-edge technologies are enhancing Africa’s tourism sector by providing immersive experiences that allow potential travellers to explore the continent’s rich history, culture, and environment from anywhere in the world. The African Virtual Reality Institute, for example, has been instrumental in creating virtual museum tours and simulations of iconic African landmarks like the Pyramids of Egypt and the Serengeti. This virtual engagement encourages future visits and opens up new opportunities for cultural exchange.
According to the first UNWTO World Tourism Barometer of the year, international tourism ended 2023 at 88% of pre-pandemic levels, with an estimated 1.3 billion international arrivals. The continued recovery is expected to be driven by increased air connectivity, the resurgence of Asian markets, and the release of pent-up travel demand, potentially reaching full recovery by the end of 2024.
A Multibillion-Pound Industry
Africa’s tourism sector has grown considerably, contributing significantly to the continent’s GDP. According to the World Travel and Tourism Council (WTTC), the tourism industry in Africa generated a substantial $169.6 billion in 2022, equivalent to about 8.5% of Africa’s total GDP. This number is expected to grow as the digital economy continues to shape the future of tourism.
As of 2019, tourism accounted for 7.1% of Africa’s total GDP, compared with 9.1% in Europe and 12.1% in Southeast Asia. Within Africa, Morocco led in tourism’s contribution to its economy, recording 12.93 million international arrivals, followed by South Africa with 10.23 million arrivals. The United Nations World Tourism Organisation (UNWTO) predicts that African tourism will grow at a rate of 5% annually, outpacing the global growth rate of 3%. This expansion is expected to create millions of jobs, particularly in hospitality, transportation, and tour operations, further stimulating the African economy. Digital platforms are expected to accelerate this growth by providing better access to global travellers and increasing the visibility of African destinations.
Egypt and Morocco: Breaking Tourism Records
Two African nations leading the digital tourism revolution are Egypt and Morocco. In 2023, Egypt recorded a historic 15 million visitors, marking a 22% increase from the previous year, according to the Egyptian Ministry of Tourism. The sector generated an estimated $13 billion, driven by digital marketing, online booking platforms, and interactive VR experiences promoting the country’s ancient landmarks, including the Pyramids and the temples of Luxor.
Similarly, Morocco has become one of Africa’s top tourist destinations. The country’s tourism industry posted impressive figures, with over 13 million visitors in 2023, according to the Moroccan Tourism Ministry. Much of this success is attributed to Morocco’s digital marketing campaigns, which leveraged social media platforms, travel influencers, and websites to attract tourists. Cities such as Marrakesh and Fes are particularly popular among travellers seeking cultural experiences, and digital platforms have made it easier for tourists to explore these cities remotely before committing to a trip. This phenomenon has led to increased investment in local tourism infrastructure, such as hotels and transport systems, further enhancing the country’s appeal.
Is Africa Ready for Digital Colonisation?
While the digital revolution in African tourism has been largely positive, experts warn of the potential risks of “digital colonisation” by foreign tech giants. As Dr Timnit Gebru, an AI expert, has pointed out, “While AI and digital platforms bring undeniable benefits, they also pose a risk to local African tech ecosystems. Global tech companies often control the platforms that facilitate digital tourism, meaning Africa’s local tourism businesses may be losing out on the full economic benefits of this transformation.”
This concern raises important questions about data sovereignty and control of digital infrastructure. African governments and businesses must ensure that the growth of digital tourism not only enhances the continent’s global profile but also supports local innovation, protects consumer data, and ensures that revenues generated from tourism are reinvested in local communities. The risk of foreign-owned platforms monopolising the digital tourism landscape is real, and African nations must develop strategies to balance innovation with local empowerment.
Embracing Local Innovations
Fortunately, several African countries are already responding to these challenges by creating homegrown solutions tailored to local needs. For example, Jumia in Africa operates the innovative Jumia Travel platform, revolutionising how travellers book accommodation and services in East Africa. Through Jumia, visitors can book lodgings in various countries, such as Kenya, Nigeria, and Uganda, supporting local businesses and promoting Africa’s tourism offerings.
Similarly, Nigeria is experiencing a surge in tourism apps and platforms designed to highlight the country’s unique heritage, from the vibrant city of Lagos to the historic slave trade routes in Badagry. By leveraging mobile technology, these platforms allow tourists to gain insights into Nigeria’s cultural and historical sites, which are often underrepresented in traditional global tourism campaigns.
African Tourism Industry Outlook
The digital transformation of African tourism is just beginning, and the growth potential is vast. With over 570 million internet users across the continent, digital platforms are becoming an integral part of Africa’s tourism infrastructure. The key to sustainable growth lies in increasing digital literacy, expanding internet access, and fostering collaborations between local businesses and international tourism players.
As the world continues to evolve in the digital age, Africa’s tourism sector stands on the cusp of a new era. Innovations such as virtual reality tours, AI-powered travel apps, and online booking platforms are reshaping the industry and redefining Africa’s relationship with global travellers. Egypt and Morocco’s success stories are just the beginning, with more African nations poised to benefit from the opportunities digital platforms provide.
However, Africa must take an active role in shaping the future of its digital tourism ecosystem. By doing so, the continent can ensure that its rich cultural and natural treasures are showcased globally while safeguarding local businesses and economies. Embracing technology will not only boost tourism revenue but also create a more inclusive and sustainable future for its people.
As the African proverb goes, “You learn to fly by flying.” With digital platforms driving innovation and growth, Africa’s tourism sector is soaring to new heights, bringing the continent’s stories to global audiences in exciting and transformative ways.
