Travel’s Next Decade: How Surging Global Growth Will Reshape Africa’s Tourism Sector
The global travel industry is poised for a decade of robust expansion, outpacing the wider world economy and bringing new opportunities—and challenges—for Africa’s tourism sector. According to the latest World Travel Market Global Travel Report, unveiled at WTM London, the travel market is expected to grow at an annual rate of 3.5% through 2035, well above the projected 2.5% yearly growth for the global economy. For Africa’s tourism professionals, these forecasts signal a transformative era, with far-reaching implications for business strategies, service offerings, and investment priorities across the continent.
By 2035, the travel industry is set to generate over \$16 trillion globally, accounting for nearly 12% of worldwide GDP, based on research from the World Travel & Tourism Council (WTTC) in partnership with Oxford Economics. This milestone is underpinned by a dramatic rebound in international travel—2025 will see global arrivals exceed 1.5 billion for the first time, surpassing pre-pandemic records. For Africa, which has long sought a larger share of the international tourism market, these numbers highlight the urgency of strengthening infrastructure, improving service standards, and innovating in product development to attract and retain a growing wave of global travelers.
The report identifies several key drivers behind this surge. Travelers are venturing further afield and extending the length of their stays, and emerging markets—most notably in Asia-Pacific—are fueling outbound travel at unprecedented levels. For African destinations, especially those off the traditional tourist track, this could mean a greater influx of first-time visitors looking for authentic, immersive experiences. The continued prioritization of experience-based travel over material purchases, coupled with the rise of live events and cultural tourism, offers a compelling growth avenue for African cities and regions willing to invest in festivals, concerts, and sports events that can draw international crowds.
High-profile tours, such as Taylor Swift’s record-breaking Eras Tour and the upcoming Oasis Live ’25 Tour, have demonstrated the powerful economic impact of mega-events. As more destinations actively court major artists and sporting events, African cities can position themselves as essential stops on global touring circuits, leveraging their unique cultural assets and growing hospitality capabilities. The ripple effect of such events extends beyond ticket sales: it boosts demand for accommodation, dining, transport, and local attractions, creating jobs and supporting wider community development.
Another trend shaping the future is the shift in travel patterns to avoid peak season heat and crowds. Increasing numbers of tourists are seeking off-the-beaten-path destinations or booking during shoulder seasons, presenting a golden opportunity for African nations to promote lesser-known sites and diversify their tourism offerings. This can help manage visitor numbers, preserve natural and cultural resources, and extend the economic benefits of tourism throughout the year. As climate change raises temperatures and alters traditional travel calendars, destinations that adapt quickly will win market share—and Africa’s diverse geography and climate zones are a competitive advantage in this regard.
Environmental concerns are coming to the fore, with travelers and regulators scrutinizing tourism’s carbon footprint. Yet, despite growing awareness, there is resistance among consumers to pay more for sustainability initiatives, complicating the funding of urgently needed upgrades. For African businesses, this means that investments in sustainable tourism must be both cost-effective and clearly communicated to capture the interest of value-conscious international guests. Building partnerships with airlines, hotels, and technology providers to develop green products—such as eco-lodges, carbon-neutral safaris, and responsible wildlife experiences—will be critical to sustaining long-term growth.
A notable development highlighted in the report is the rise of “coolcations”—travel to northern destinations to escape high temperatures. Sweden, Norway, and Finland are forecast to see 9% arrival growth in 2025, outpacing some traditional summer hotspots. However, Africa’s own highland regions and coastal retreats stand to benefit from this trend, provided they position themselves as refreshing alternatives for heat-weary travelers. Marketing these destinations’ cooler climates, scenic beauty, and adventure opportunities could drive new visitor flows and support local economies.
Despite these shifts, “bucket list” destinations—iconic sites and must-see places—remain enduringly popular. Africa’s world-famous attractions, from the pyramids of Egypt to South Africa’s Table Mountain and Kenya’s Maasai Mara, continue to benefit from robust social media exposure. The challenge for African tourism professionals is to harness digital platforms to amplify lesser-known gems, telling compelling stories that cut through the noise and spark travelers’ imaginations.
Supply-side expansion is also accelerating. The aviation sector is booming, with Boeing and Airbus together holding orders for over 15,000 new aircraft. Global cruise deployment is set to rise by nearly 6% in 2025, and more than 500,000 new hotel rooms are opening this year, with another one million in the pipeline. For Africa, this means more direct flight connections, increased cruise itineraries, and a greater diversity of accommodation—factors that will make the continent more accessible and attractive to international visitors. However, it also means heightened competition: African businesses must invest in quality, training, and innovation to stand out in a crowded global marketplace.
Digital platforms are reshaping how travel is planned, booked, and experienced. Social media, online booking engines, and peer review sites are now central to trip planning, and the adoption of AI tools is accelerating. Three times as many industry professionals believe AI will drive increased travel spend, not less. African travel businesses that embrace digital transformation—leveraging AI for dynamic pricing, personalized recommendations, and operational efficiencies—will be better positioned to capture tech-savvy travelers and deliver seamless experiences.
Yet, optimism is tempered by immediate risks. Economic uncertainty, geopolitical tensions, and trade tariffs are driving up costs and complicating cross-border collaboration. A persistent industry skills shortage threatens service quality and operational resilience worldwide. While most regions anticipate expansion, North America faces a less promising near-term outlook, with inbound arrivals to the United States set to fall by 6% in 2025 and pre-pandemic levels not expected to return until 2029. For Africa, this could mean a window of opportunity to attract travelers seeking alternatives to North American destinations.
Industry thought leaders emphasize the importance of adaptability and innovation. As the pace of change accelerates, African tourism professionals must stay ahead of trends in diversity, inclusion, geo-economics, sustainability, and technology. Networking, knowledge exchange, and continuous learning are essential to navigating the turbulence and capitalizing on new opportunities.
The overarching message is clear: the next decade will reward those who anticipate and respond to evolving traveler preferences, invest in infrastructure and sustainability, and harness technology to deliver value and delight. Africa’s tourism sector, with its rich diversity and untapped potential, stands ready to redefine its role in the global travel ecosystem—provided it moves decisively to meet the challenges and opportunities ahead.
