Africa Domestic Travel Sees Growing Demand

30.10.2023 - 15:27 / skift.com / Selene Brophy / Africa

Africa’s long-term travel prospects hinged on its domestic demand, a trend accelerated by the pandemic and an opportunity for the continent’s tourism-rich countries. 

“Africa for Africa is vital,” said Anita Mendiratta, special advisor to the UNWTO Secretary General, who spoke to Skift at the Airbnb Africa Summit in Johannesburg.

“Domestic tourism was always the poor cousin of tourism. If you couldn’t afford to travel overseas, you stayed at home. Now, the value of domestic tourism has remained,” Mendiratta said.

For example, domestic tourism in South Africa climbed by 31% in overnight trips during the first four months of 2023 from a year earlier. Domestic travel spending during this period rose by 41%, according to South Africa’s Tourism Department data.

An Airbnb Economic Impact study detailing bookings for 2022 showed domestic stays in the country had increased by 34%, with seven of the 10 fastest-growing places visited outside of South Africa’s main tourist areas in the Western Cape and Gauteng.   

While the World Travel & Tourism Council forecast the tourism sector could contribute 7% to the continent’s GDP in the next decade, challenges remain. This is despite the recently introduced African Continental Free Trade Area, the world’s largest by participant count, anticipated to ease trade and services across the continent.

High travel costs and poor transportation networks within and between countries make planning a trip harder than in other, more developed destinations. Mendiratta called the continent’s visa issues between countries a costly barrier.

WTTC pre-pandemic data also showed that domestic tourism accounted for 55% of spending in Africa, compared to 83% in North America and 64% in Europe, pre-pandemic.  

Yet, analysts suggest Africa’s expanding middle class could have domestic and regional tourism potential. The World Bank estimated a pre-pandemic middle class of 170 million people spread across the continent and its diverse economies, including Kenya, Egypt, Morocco, and Nigeria.

The African Development Bank sees one-third of the continent’s population as middle class based on a $2-20 daily spending, unlike data firm Fraym, which identified a “consumer class” of 330 million by analyzing ownership and education. 

The continent has the youngest population in the world, with more than 60% of Africans under 25, which further presents a potential travel segment worth nurturing.  

Developing unique travel products for African destinations that highlight the continent’s diverse offerings is essential, according to Jerry Mabena, CEO of Motsamayi Tourism.  

While African destinations may share common attractions like the Big Five, each has unique cultural and historical aspects inherently