Africa’s Travel Opportunity: A Young, Rising Middle Class 

Skift Take

‘Africa for Africa’ might sound cliche, but industry stakeholders think its potential as a tourism strategy has yet to be fully tapped.

Selene Brophy

Africa’s Domestic Tourism on the Rise

Africa’s long-term travel prospects depend heavily on its domestic demand, a trend that has been accelerated by the COVID-19 pandemic. This presents an opportunity for the continent’s tourism-rich countries to focus on domestic tourism and tap into its potential. According to Anita Mendiratta, special advisor to the UNWTO Secretary General, domestic tourism has always been undervalued but has now gained recognition for its value. For example, South Africa saw a 31% increase in overnight trips and a 41% rise in domestic travel spending during the first four months of 2023 compared to the previous year. This data highlights the importance of domestic tourism in driving the recovery of the tourism sector in Africa.

The Challenges of African Tourism

While domestic tourism shows promise, there are still challenges that need to be addressed. High travel costs and poor transportation networks within and between countries make it difficult for travelers to plan trips. Additionally, visa issues between countries pose a costly barrier. Pre-pandemic data from the World Travel & Tourism Council revealed that domestic tourism accounted for only 55% of spending in Africa, compared to 83% in North America and 64% in Europe. These challenges need to be overcome to fully harness the potential of African tourism.

Africa’s Middle Class as a Driver of Growth

Analysts suggest that Africa’s expanding middle class could be a key driver of domestic and regional tourism. The World Bank estimated a pre-pandemic middle class of 170 million people spread across the continent, including countries like Kenya, Egypt, Morocco, and Nigeria. The African Development Bank also sees one-third of the continent’s population as middle class based on their daily spending. This growing middle class presents a significant opportunity for the tourism industry to cater to a new segment of travelers.

Developing Unique Travel Experiences

To attract domestic and international tourists, African destinations need to develop unique travel products that showcase the continent’s diverse offerings. Each destination has its own cultural and historical aspects that are inherently tied to the local people and their heritage. Jerry Mabena, CEO of Motsamayi Tourism, emphasizes the importance of curating experiences that immerse travelers in these unique aspects. For example, showcasing internationally acclaimed South African artist Ester Mahlangu’s Ndebele artwork in her hometown can create a tourism destination that celebrates her talent and heritage. It is essential to find and curate African stories that resonate with travelers.

Purpose-Driven Travel in Africa

The pandemic has led to a reevaluation of travel experiences, with a focus on purpose-driven travel. Africa offers cultural, social, and spiritual experiences that deliver purpose-based travel like no other place in the world. Travelers come to Africa to be unlocked and go home as different people. This emphasis on meaningful experiences rather than self-centered journeys is the future of travel in Africa.

SDGs, Targets, and Indicators in the Article

SDGs Addressed or Connected to the Issues Highlighted in the Article

1. SDG 8: Decent Work and Economic Growth
2. SDG 9: Industry, Innovation, and Infrastructure
3. SDG 10: Reduced Inequalities
4. SDG 11: Sustainable Cities and Communities
5. SDG 12: Responsible Consumption and Production
6. SDG 16: Peace, Justice, and Strong Institutions
7. SDG 17: Partnerships for the Goals

The issues highlighted in the article are related to domestic tourism in Africa, the potential of Africa’s middle class, gaps in compelling local experiences, and purpose-driven travel. These issues are connected to various SDGs, including SDG 8 (decent work and economic growth), SDG 9 (industry, innovation, and infrastructure), SDG 10 (reduced inequalities), SDG 11 (sustainable cities and communities), SDG 12 (responsible consumption and production), SDG 16 (peace, justice, and strong institutions), and SDG 17 (partnerships for the goals).

Specific Targets Under the Identified SDGs

• SDG 8.9: By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.
• SDG 9.1: Develop quality, reliable, sustainable, and resilient infrastructure, including regional and transborder infrastructure, to support economic development and human well-being.
• SDG 10.3: Ensure equal opportunity and reduce inequalities of outcome, including by eliminating discriminatory laws, policies, and practices and promoting appropriate legislation, policies, and action in this regard.
• SDG 11.4: Strengthen efforts to protect and safeguard the world’s cultural and natural heritage.
• SDG 12.8: By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature.
• SDG 16.9: By 2030, provide legal identity for all, including birth registration.
• SDG 17.17: Encourage and promote effective public, public-private, and civil society partnerships, building on the experience and resourcing strategies of partnerships.

The article mentions the need to promote sustainable tourism that creates jobs and promotes local culture and products (SDG 8.9), develop sustainable infrastructure to support economic development (SDG 9.1), reduce inequalities in tourism spending (SDG 10.3), protect cultural heritage (SDG 11.4), raise awareness for sustainable development (SDG 12.8), provide legal identity for all (SDG 16.9), and promote partnerships for tourism development (SDG 17.17).

Indicators Mentioned or Implied in the Article

• Domestic tourism growth rate
• Domestic travel spending
• Percentage of GDP contributed by the tourism sector
• Travel costs
• Transportation network quality
• Visa issues between countries
• Percentage of spending on domestic tourism
• Size of the middle class population
• Percentage of population classified as middle class
• Percentage of young population
• Availability of unique travel products
• Level of immersion in local experiences
• Number of purpose-driven travel experiences

The article mentions or implies indicators such as domestic tourism growth rate, domestic travel spending, percentage of GDP contributed by the tourism sector, travel costs, transportation network quality, visa issues between countries, percentage of spending on domestic tourism, size of the middle class population, percentage of population classified as middle class, percentage of young population, availability of unique travel products, level of immersion in local experiences, and number of purpose-driven travel experiences.

Table: SDGs, Targets, and Indicators