WHETHER you are African or a foreigner, Africa has experiences that should be on your bucket list, according to Moky Makura, Executive Director at Africa No Filter, and a founder at bird story agency. As she points out, the continent is also pulling out the stops to make its tourism world-class.
During a lively discussion at a fan zone at the recently concluded UEFA Euro 2024, a chat with a Scottish stranger about travels in Africa brought up the usual oversimplified tropes. “Is it safe?” he asked. I fumbled for some assuring words; “Absolutely, as safe as it can be. More than a billion people live there!”
Despite receiving 66.4 million tourists in 2023 alone, Africa’s share of global tourism remains at just 5.11%, which is hardly enough for a continent that packs some of the world’s most diverse offerings.
So when a mecca of tourism stakeholders and policymakers gathered in Livingstone, Zambia last month for the 67th Meeting of the UN Tourism Regional Commission for Africa and the 2nd UN Tourism Regional Conference on Brand Africa, the conversations couldn’t be more timely.
Luckily, I had been invited to speak about Africa No Filter’s work to change the narrative about Africa, because ‘Brand Africa’ has long suffered from years of negative and stereotypical narratives that have clearly had an impact on its tourism numbers. The convening was a deliberate effort to rehabilitate Africa’s image and leverage the economic implications for tourism. I saw a sense of agency to break the constraints that have limited the numbers of inbound travel to Africa, and to make it a more accessible place to visit.
The numbers show we are moving in the right direction. In 2023, the continent did better than anywhere else in the world with international arrivals reaching 96% of their 2019 levels, per UN Tourism. And by late 2023, some African nations surpassed their 2019 figures, with Ethiopia up 30%, Tanzania 20%, and Morocco 11%. North Africa saw 26.8 million arrivals, a 4.6% increase over 2019.
But 5.11% of the total tourism market represents a frustratingly small proportion of the market. First, let’s dispel a common myth: Africa is not a huge national park. While the safaris and beaches are extraordinary, they’re just the tip of the iceberg. Don’t forget Africa is a vast continent with a wide array of tourist attractions.
Just a 10-minute walk from my hotel, was the mighty Mosi-oa-Tunya (Victoria Falls) one of the largest waterfalls in the world; then there are the Pyramids of Giza in Egypt – the last of the Seven Wonders of the Ancient World; Mount Kilimanjaro in Tanzania, the tallest free-standing mountain in the world; the Sahara Desert, the world’s largest desert that spans Morocco, Algeria, Tunisia, Libya, Egypt, Western Sahara, Mauritania, Mali, Niger, Chad and Sudan; the Okavango Delta in Botswana, a UNESCO World Heritage site known for its rich biodiversity; Marrakech in Morocco, known for its vibrant souks and historic palaces; the Zanzibar Archipelago in Tanzania, with its ancient stone town and some of the best white sand beaches and turquoise waters in the world; and don’t forget the island nations, Mauritius Seychelles, Cape Verde and Madagascar all with unique and beautiful settings. If any of these experiences are not already on your bucket list, they should be.
These sites reflect Africa’s incredible diversity and natural beauty, offering experiences ranging from historical exploration, and cultural immersion to breathtaking natural beauty and wildlife encounters. But the continent’s urban centres, too, are buzzing with life and energy — Cape Town’s cultural vibrancy regularly tops travel lists. Nairobi is rapidly modernizing, blending traditional cultures with contemporary flair, and Lagos never sleeps, with its dynamic arts and music scene.
So by all metrics, Africa has it all and should be a top travel destination. Yet, these wonders remain underappreciated due to several hurdles. Flight connectivity remains a major issue that makes travel here inconvenient and expensive both for international travellers and locals. It doesn’t make sense that flights between some African cities can cost more than flying to Europe and sometimes even to the U.S.
Visa regulations add another layer of complexity. The often stringent and confusing processes can deter potential visitors. According to the 2023 Africa Visa Openness Index, (AVOI), only 27% of African countries offer visas on arrival to other Africans, and only 11% offer visa-free travel. This is a far cry from Europe’s Schengen visa, which simplifies travel across multiple countries. But there is progress. But the continent now boasts four champions—Rwanda, Benin, The Gambia, and Seychelles—that have abolished visas for citizens from all African nations.
But the elephant in the room: Africa’s enduring image problem is one that needs to be tackled, and Africa No Filter is just one organization working to take bites out of the elephant.
The continent suffers from an outdated perception rooted in colonial stereotypes that paint it as dangerous and undeveloped, and only really for adventure travelers happy to take risks. The reality is most tourists just want to have a good time and experience new and different things -which should make the continent the ideal destination. This narrative, unwittingly perpetuated by the majority of global media in key tourist supply markets, masks the continent’s true vibrancy and diversity.
As we work to change global perceptions, there is a ready market that African countries can tap – and it is Africa itself. In many countries, Zambia included, domestic tourism is growing rapidly as Africans and the diaspora rediscover their own, and neighboring countries. They know the tropes and stereotypes are just that. They want and are getting more than animals and beaches and are finding that what is on offer here is affordable, fun and exciting.
Some solutions could pull in more domestic travellers. Improved intra-African connectivity is crucial. The African Union’s Single African Air Transport Market (SAATM) initiative, aiming to promote intra-African air travel, could be a game-changer if fully realized. Harmonizing visa regulations to create an Africa-wide visa, similar to the Schengen visa, would also make travel easier and more appealing.
The African Continental Free Trade Area (AfCFTA) which strives to move both goods and people has been heralded as a game changer for the continent. It’s not just about facilitating trade but also making it easier for people to explore the continent.
Investments in train infrastructure are making a difference. Take Kenya’s Standard Gauge Railway (SGR), for example, which links Nairobi and Mombasa, offering a scenic and efficient travel option. Lagos has its new train system, and Senegal has made strides with its regional express train. These developments show that progress is being made, and travel within Africa is becoming more feasible and affordable.
Using technology and social media to promote Africa’s diverse attractions is a low-hanging fruit that can also help change perceptions and attract younger, more adventurous travellers. Highlighting success stories, ensuring safety, and enhancing the overall travel experience is critical to drawing tourists to Africa’s myriad offerings. We need more celebrities and influencers, like Formula One sensation Lewis Hamilton, and African Youtuber Wode Maya, to share their experiences across Africa.
The challenges are real, but so are the opportunities coming out of the Zambia meeting – it’s clear there is some impetus behind creating a brand in Africa to drive tourism on the continent. There is no better time than now to address these issues as Africa is experiencing a global moment.
With deliberate effort and strategic initiatives which UN Tourism is driving, Africa can become a premier global tourism destination. And at the next UEFA Euro 2024 fan zone, I can look forward to more relevant questions from Scottish strangers about travelling in Africa
