“A journey of a thousand miles begins with a single step.” This African proverb highlights not only the deep roots of travel in African culture but also the rapid transformation that the tourism sector on the continent is experiencing. 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 interact with global travellers, reshaping how people experience the continent’s vast landscapes, bustling cities, and diverse traditions.
The introduction of digital platforms such as online booking websites, travel apps, and virtual reality experiences has fundamentally changed how the world views Africa. As digital connectivity spreads across the continent, tourism has rapidly moved from traditional, in-person experiences to seamless digital engagements. Websites like Booking.com, Airbnb, and local African platforms are making it easier for international travellers to find affordable and accessible accommodation across Africa, from the beaches of Zanzibar to the bustling streets of Cape Town. Similarly, travel apps, such as Safaribookings, are streamlining tours and safari experiences, allowing visitors to book, plan, and execute their trips with just a few taps on their smartphones.
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But the true game-changer lies in the role of virtual reality (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 unleashing of remaining pent-up demand, increased air connectivity, and a stronger recovery of Asian markets and destinations are expected to underpin a full recovery by the end of 2024.
A Multibillion-Dollar 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, which equates to about 8.5% of Africa’s total GDP. This number is expected to grow as the digital economy continues to play a central role in shaping the future of tourism.
As of 2019, tourism accounted for 7.1% of Africa’s total GDP, compared to 9.1% in Europe and 12.1% in Southeast Asia. Within Africa, Morocco led the continent 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 global growth, which is projected at 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 increase this growth by providing better access to global travellers, boosting 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 saw a record-breaking 15 million visitors, marking a 22% increase from the previous year, according to the Egyptian Ministry of Tourism. The tourism sector in Egypt alone generated an estimated $13 billion in 2023, supported by a surge in 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, as per the Moroccan Tourism Ministry. Much of this success is attributed to Morocco’s digital marketing campaigns, which utilised social media platforms, travel influencers, and websites to attract tourists. Moroccan cities like Marrakesh and Fes are particularly popular among travellers looking for cultural experiences, and digital platforms have made it easier for tourists to explore these cities remotely before committing to a trip. This phenomenon has resulted in increased investments 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 a “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, which means Africa’s local tourism businesses may be losing out on the full economic benefits of this transformation.”
This concern about digital colonisation raises important questions about data sovereignty and the control of digital infrastructure. African governments and businesses must find ways to 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 back into 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 is home to the innovative Jumia Travel platform, which is revolutionising the way travellers book accommodations and services in East Africa. Through Jumia, visitors can book lodgings in various countries, such as Kenya, Nigeria, and Uganda, all while 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 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 under-represented in traditional global tourism campaigns.
The Future Outlook
The digital transformation of African tourism is just beginning, and the potential for growth 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 in this sector lies in increasing digital literacy, ensuring broad 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. With innovations like virtual reality tours, AI-powered travel apps, and online booking platforms, Africa is reimagining its tourism industry and reshaping its relationship with the world. Egypt and Morocco’s success stories are just the beginning, with more African nations poised to benefit from the opportunities that digital platforms provide.
However, it is crucial that Africa 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 to the world while also safeguarding local businesses and economies. In embracing technology, Africa will not only increase its 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.
