Who's leading the way in African tourism now? Outsiders?
- Eric ALAUZEN
- May 22
- 5 min read
By 2024, which countries will be on the podium of the four most popular African destinations for tourists from all over the world?
But beyond the number of visitors, it is above all the economic benefits per tourist that reveal the distinct strategies of these countries. In 2024, each has its own specific approach, ranging from luxury tourism to cultural and mass tourism. Let's take a look at the state of African tourism, including a formidable outsider among the four giants: Tanzania.
Who's leading the way in African tourism now?
Who's leading the way in African tourism now?... First, Morocco and its ambitious growth
With 17.4 million visitors in 2024, Morocco is beating its record and generating around €10 billion in tourism revenue. This represents an average expenditure of €664 per tourist. The country is aiming for 26 million visitors by 2030... How can it achieve this?
The Moroccan objective is to restructure the tourism offering around nine themed sectors (such as business tourism, cultural tours, desert adventure, etc.) and five cross-cutting sectors promoting intangible heritage. Efforts are also focused on improving air connectivity, boosting accommodation capacity and promoting cultural activities. This roadmap is part of a royal vision whose ultimate aim is to position Morocco among the world's top 15 destinations.
Egypt: high profitability per visitor
In 2024, Égypt welcomed 15.7 million visitors, generating a total of 14 billion euros in tourism revenue. This puts the country in the lead (for the four countries on the podium) in terms of return per tourist: €828 spent on average. Thanks to its emblematic sites, the rise of cruise tourism and the restoration of museums and monuments, the country attracts a high value-added public. The government is aiming for 30 million visitors by 2028.
To achieve this objective, the government plans to invest $30 billion to increase hotel capacity by 300,000 rooms and modernise tourism infrastructure. The strategy includes diversifying the tourism offering, with an emphasis on cultural, seaside and adventure tourism, as well as promoting new destinations. Efforts are also being made to improve air connectivity, notably by modernising airports and increasing international links. The opening of the Great Egyptian Museum and the simplification of entry procedures are other avenues for development.
South Africa: natural diversity, but...
Despite a very rich tourist offer (safaris, coastline, mountains, gastronomy, culture), South Africa has a global income of €4.9 billion for 11.7 million tourists, i.e. around €419 per visitor. This figure falls short of its potential. Efforts are underway to improve security, renovate infrastructure and develop business and sustainable tourism.
South Africa aims to continue developing its tourism sector by focusing on inclusive and sustainable growth. The national strategy (NTSS 2016-2026) focused on improving the visitor experience, diversifying offerings and promoting innovation. The government is still planning investment in infrastructure, including transport and accommodation, to support this growth. Initiatives such as simplifying visa procedures and strengthening public-private partnerships are being implemented. The aim is to position South Africa as a tourist destination of choice, while ensuring positive economic spin-offs for local communities.
Tunisia: the challenge of moving upmarket
Tunisia is continuing its post-Covid rebound, with 10.25 million visitors and €2.3 billion in revenue, an average of just €239 per tourist. This figure reflects the country's heavy reliance on mass tourism and low-cost, all-inclusive offers. The Tunisian government now wants to stimulate Saharan, cultural and medical tourism to increase the value per visitor.
Particular emphasis is placed on sustainable tourism, with investment in resilient infrastructure and integrated coastal zone management. The strategy also includes the modernisation of hotel sto meet international standards. Targeted promotional campaigns aim to attract new markets, particularly in Europe, the Middle East and China. Finally, Tunisia is striving to improve air and sea connectivity to facilitate access to the country.
Tanzania: off the podium, but where the most is spent!
Tanzania deserves a mention: while it welcomed just over 2 million visitors in 2023, it welcomed 5.36 million in 2024, generating over €3 billion in tourism revenue. The average expenditure per tourist in Tanzania is high compared with other African countries attracting higher numbers of visitors: the ratio almost reached €1,750 in 2024, making it the highest average expenditure per tourist on the continent.
This data reveals contrasting dynamics between the major African tourist destinations: Egypt and Morocco are confirming their rapid growth, driven by strategies to move upmarket and diversify their offer. South Africa is showing a more moderate recovery, held back by structural challenges, while Tunisia, although on the rise, still needs to enhance the added value of its tourism model.
What are the major challenges facing African tourism up to 2030?
Diversifying the offer
Going beyond the classics (Morocco, Egypt, South Africa, Tunisia).
Developing new destinations in West Africa, Central Africa and the Great Lakes region.
Developing cultural, community, religious, gastronomic, medical and ecological tourism.
2 - Increase average spending per tourist
At present, average spending per visitor remains low compared with other regions of the world. The aim is to attract tourism with higher added value (business, luxury, medical, long stays, etc.).
3- Sustainable tourism that respects ecosystems
Africa is rich in biodiversity but vulnerable to the pressures of mass tourism. There is an urgent need for regulatory frameworks, eco-responsible infrastructures and local training.
4- Improving intra-African transport
The lack of direct air links between African countries is a major obstacle. Projects such as the Single African Air Transport Market (SAATM) are crucial to boosting flows.
5- Training in the tourism and hotel industries
The lack of hotel and tourism training is one of the main obstacles to the development of tourism in many African countries: there is a lack of public or public schools, specialised training institutes or continuing education at a time when international customers want to enjoy ideal customer experiences.
6- Security, stability and international perception
Conflict, political instability and health scares are holding back tourism in several regions (Nigeria, Ghana, etc.). Improving the perception of security is a priority lever for growth.
The stars of hotel development, the seeds of tomorrow's winning destinations
According to the 11th annual W Hospitality Group survey, the stars of hotel development in Africa are Egypt, Nigeria, Morocco and Éthiopia.
The four countries rank first in terms of the number of rooms in the portfolio of international brand hotel development projects, with Egypt boasting 15,158 rooms in 51 new hotels.
A total of 75,155 branded rooms in 401 hotels are under development across Africa - a net increase (taking into account recent openings and unsuccessful bids) of almost 11,000 rooms under development.
The five major global hotel chains - Marriott International, Hilton, Accor, Radisson Hotel Group and IHG Hotels & Resorts - account for 66% of the hotels and 71% of the rooms in the entire African hotel pipeline, which totals around 92,000 rooms and 524 hotels in 41 of the 54 countries in Africa. In North and Sub-Saharan Africa, the hotel pipeline is growing by around 9%, with an increase in the number of very large hotels in the region.
In conclusion, on a continental scale, these developments reinforce the need for tourism to be more sustainable, profitable and resilient in the face of global crises. According to projections by the World Tourism Organisation (UNWTO) and other institutions such as the AfDB and AFRAA, Africa could welcome between 134 and 150 million international tourists by 2030, almost double the figure for 2019 (71 million).
On average, African tourism contributes around 8% to the continent's total GDP.
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