Tourism on the African continent is on a positive growth trajectory. Indeed, tourism numbers on the continent have grown at a rate of 8.6% over the past year as compared to a global average of 7%. When it comes to tourism, Africa is the fastest-growing market in the world.
Despite this, there remain significant challenges to grow the levels of Intra-African tourism, with many of Africa's tourists finding it easier and more attractive to travel to Europe or Asia.
Tourism acts a catalyst to wider economic growth and economic integration. Increased growth and collaboration between Africa's tourism destinations could act as a significant job creator across the continent. Where do Africa's leaders see opportunity in the future of Intra-African tourism?
China’s approach may change in the future. That’s if it can neutralise the pivot of Persian Gulf airports at Dubai, Abu Dhabi and Doha. And if it can out-manoeuvre their airlines in global long-haul markets. It may be more likely that China’s penetration of African civil aviation will occur via partnerships with African airlines, and taking equity shares.
The research has been done, and the numbers are clear. The “Bleisure Traveller” is real, and Africa should be ready to take advantage.
South Africa, with its conference friendly business hubs of Johannesburg and Cape Town, and some of the jewels in the crown of African tourism in its winelands, safaris and wilderness could be set of a tourism boom.