US, Morocco, South Africa, Namibia, Cape Verde, Ivory Coast, Mauritania, And Kenya Witness Rapid Hotel Sector Growth Driven By Hilton And Marriott’s African Plans

Published on June 19, 2025

Hilton and Marriott are boldly expanding their hotel portfolios across key African markets, including Morocco, South Africa, Namibia, Cape Verde, Ivory Coast, Mauritania, and Kenya. This surge in development underscores their strong confidence in Africa’s rapidly growing tourism industry, driven by increasing international arrivals and improving infrastructure. By significantly boosting their presence on the continent, both hotel giants aim to capitalize on the flourishing travel demand and contribute to the region’s economic growth.

U.S. Hotel Giants Hilton and Marriott Accelerate African Expansion Amid Surging Tourism Growth

The African continent is rapidly emerging as one of the most promising frontiers for the global hospitality industry, driven by a robust increase in both business and leisure travel. Top U.S.-based hotel giants Hilton and Marriott are stepping up their efforts to capture the booming African tourism sector through bold and ambitious expansion strategies.

Africa’s dynamic tourism sector has captured the attention of multinational companies, who recognize the significant potential for long-term growth. Hilton, a dominant player in global hospitality, disclosed on Wednesday that it intends to more than triple its African hotel portfolio. The company’s ambitious goal is to operate over 160 properties throughout the continent, a substantial increase from its current footprint.

Similarly, Marriott International is moving swiftly to capitalize on this upward trend. The hospitality giant revealed plans to add fifty new hotels by the year 2027. Notably, this expansion includes entering five new countries where the company currently has no presence: Cape Verde, Ivory Coast, the Democratic Republic of Congo, Madagascar, and Mauritania. This strategic move will enable Marriott to broaden its reach across diverse and emerging markets in Africa.

At present, Marriott’s African portfolio comprises nearly 150 properties, offering around 26,000 guest rooms. These hotels span twenty countries and feature twenty-two different brands, reflecting the group’s wide-ranging approach to catering to various market segments from luxury to midscale accommodations.

This growth in hotel capacity is well-timed with improvements in air connectivity across Africa. Emirates Airlines, a major global carrier, now offers a total of 161 weekly flights to and from the continent. The airline has recently boosted its services by introducing daily flights to key African cities such as Entebbe in Uganda and Addis Ababa in Ethiopia, both vital hubs for regional commerce and tourism.

Meanwhile, U.S.-based airlines are also increasing their African presence. United Airlines commenced a direct route between Washington, D.C., and Dakar, Senegal, in May, facilitating smoother travel between West Africa and the United States. In addition, Delta Airlines plans to launch a seasonal daily flight to Accra, Ghana, beginning this December, further enhancing the transatlantic connectivity that supports both tourism and business travel.

Such improvements in transportation infrastructure are pivotal to Africa’s tourism growth. The United Nations World Tourism Organization (UNWTO) recently reported a nine percent rise in international arrivals to Africa during the first quarter of 2025, compared to the same period last year. Remarkably, this increase is sixteen percent higher than figures recorded in the pre-pandemic first quarter of 2019, signaling a strong recovery and sustained growth momentum.

The impact of tourism extends beyond visitor numbers, significantly contributing to economic development across African nations. According to data from the World Bank and national statistical bodies, tourism accounts for between three and seven percent of the gross domestic product (GDP) in countries such as Kenya, Morocco, and South Africa. These nations have long been recognized as key tourism hubs, attracting millions of visitors annually with their unique cultural, historical, and natural attractions.

In countries where tourism plays an even more dominant role, the economic contribution is even more pronounced. For instance, Namibia—a country renowned for its wildlife safaris, vast deserts, and scenic landscapes—derives as much as fifteen percent of its GDP from tourism-related activities. This reliance on tourism makes the sector a critical driver of job creation, foreign exchange earnings, and overall economic stability.

The growing investments by Hilton and Marriott in Africa come at a crucial time when the continent is actively seeking to diversify its economies and boost sectors with high growth potential. The hospitality industry is well positioned to support this goal, offering not only accommodation but also opportunities for local businesses, community development, and cultural exchange.

Hilton’s ambitious strategy to greatly increase its footprint across Africa reflects strong belief in the continent’s growing tourism potential. By more than tripling its hotel portfolio, Hilton aims to capture a larger share of the market, catering to increasing demand from international tourists, business travelers, and regional visitors.

Marriott’s expansion strategy similarly reflects optimism about Africa’s future as a global travel destination. Entering new countries will help the brand tap into emerging markets where infrastructure improvements and rising incomes are driving travel growth. Additionally, adding fifty hotels by 2027 will strengthen Marriott’s position as a leader in the region, providing a broad range of accommodations that meet diverse traveler preferences.

The enhancements in air travel connectivity, supported by airlines such as Emirates, United, and Delta, are vital to supporting the hospitality sector’s growth ambitions. Improved flight options make Africa more accessible to travelers worldwide, encouraging tourism and facilitating business exchanges.

Looking ahead, the outlook for Africa’s tourism and hospitality industry remains promising. With ongoing investments in infrastructure, increased air connectivity, and the entrance of major hotel brands, the continent is poised to experience sustained growth in visitor numbers and economic benefits.

Hilton and Marriott are accelerating their expansion across Africa, focusing on markets like Morocco, South Africa, Namibia, and Kenya to seize the continent’s booming tourism opportunities. Their growing presence reflects strong confidence in Africa’s rising travel demand and economic potential.

For countries across Africa, tourism is not only a source of revenue but also a catalyst for social and economic transformation. As global travel continues to rebound and expand, the continent’s natural beauty, cultural heritage, and entrepreneurial spirit are increasingly drawing international attention. The strategic moves by Hilton and Marriott are clear indicators that Africa’s tourism sector is entering a new phase of rapid development and opportunity.