WTM Africa State of the Industry Report Reveals Growing Challenges Amid Booming Growth: AI Adoption, Sustainability Gaps, and Regional Disparities Define Africa’s Tourism Future

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The WTM Africa State of the Industry Report has unveiled a dynamic picture of Africa’s tourism sector, one that is experiencing rapid growth while simultaneously grappling with significant challenges. Despite an impressive 8% growth in international visitors, bringing the total to 81 million in 2025, the continent faces critical issues that could shape its future trajectory. These challenges are largely defined by the widespread adoption of AI, which is revolutionizing how travel planning is approached, the pressing need for sustainability in hospitality, and notable regional disparities within the aviation sector. While Eastern Africa is experiencing a robust 24.3% increase in aviation capacity, Central and Western Africa have not seen similar growth, leaving certain regions lagging behind. Additionally, fewer than 5% of African hospitality businesses hold third-party sustainability certifications, placing the sector at a disadvantage as the EU’s greenwashing ban looms on the horizon. These emerging trends point to a complex future for African tourism, where technological advancements and sustainability efforts must work in tandem to ensure long-term success and inclusivity for all regions.

Africa Travel Week, organized by RX Africa, has unveiled its latest State of the Industry Report for the year. This in-depth, data-driven analysis delves into the major trends shaping the continent’s travel and tourism sector. Key topics include aviation access, AI-powered distribution, sustainability practices, inclusivity, and the evolving workforce.

The report’s release comes at a critical juncture. In 2025, Africa saw 81 million international visitors, marking an 8% growth—making it the fastest-growing region in global tourism. Additionally, aviation capacity expanded by 13.7%, reaching 182.4 million departure seats. However, the headline figures obscure a more complex landscape: Central and Western Africa experienced no growth in aviation, while Eastern Africa soared with a 24.3% increase. Furthermore, fewer than 5% of African hospitality businesses possess third-party sustainability certifications, despite the upcoming EU greenwashing ban, which takes effect in September 2026. Meanwhile, 72% of Generation Z now relies on AI for travel planning, putting operators without machine-readable inventory at a significant disadvantage, as they are essentially invisible before the planning process even starts.

“This report explores current themes and trends,” said Olivia Gradidge, Marketing Manager,
WTM Africa & ILTM Africa. “Including trust, AI and travel tech, traveller psychology,
sustainability and authenticity.”

Created in partnership with Big Ambitions, the content, communications, and marketing agency RX Africa, this report features insights from over 25 industry leaders, scholars, and professionals from across the African continent. Among those contributing are Dr. Louise de Waal, an environmental expert and director of the Blood Lions campaign, which seeks to end commercial captive lion breeding and canned hunting; Judy Kepher Gona, founder and executive director of the Sustainable Travel and Tourism Agenda (STTA); and Luckson Zambuko, founder of the African Youth in Tourism and Hospitality Association.

“What struck us most when compiling this report was not the scale of the opportunity – that has
always been evident – but the specificity of what is now required to capture it,” said Dorine
Reinstein, Content Director, Big Ambitions. “The operators and destinations that are winning in
2026 are not the ones with the best product, but the ones with the best proof. Proof of access,
proof of trust, proof of sustainability, proof of welcome. That shift– from aspiration to
verification – is the defining commercial reality this report addresses.”

At the heart of the rapidly evolving African tourism industry lies a critical new report designed to guide stakeholders toward a more sustainable and successful future. This report, which includes a ten-point manifesto for African tourism, has been crafted to provide valuable insights for operators, investors, policymakers, and destination marketers who are pivotal to the sector’s future.

The unveiling of this comprehensive document took place at WTM Africa on Monday, 13 April, where it was introduced by Carol Weaving, the Managing Director of RX Africa. Weaving’s presentation, delivered through a compelling video, set the stage for a wider discussion on the future of African tourism. This was just the beginning of the report’s journey, as it was subsequently explored and dissected further during a panel discussion held on the Future Stage of WTM Africa two days later, on Wednesday, 15 April.

The panel discussion, which was sponsored by LIFT, aimed to address the critical issues facing African tourism and how the industry can capitalize on emerging opportunities. Dorine Reinstein, an experienced moderator, guided the discussion, which featured key thought leaders in the tourism space. Among the panelists were David Frost, the CEO of SATSA, who brought in-depth knowledge of tourism’s role in South Africa’s economy; Judy Kepher Gona, the Director of Sustainable Travel & Tourism Africa, who has been a vocal advocate for eco-friendly and responsible tourism practices across the continent; and Kwakye Donkor, the CEO of Africa Tourism Partners, a renowned organization dedicated to driving tourism growth across the African continent.

The panel also welcomed Liesel van Zyl, Head of Positive Impact and Product Development at Go2Africa, whose focus on product innovation and the development of sustainable tourism models made her insights especially valuable. Finally, Rashid Toefy, Deputy Director-General for Economic Operations at the Western Cape Department of Economic Development and Tourism, added an important governmental perspective, emphasizing the role of policy and economic strategy in shaping the future of African tourism.

The discussion covered a wide range of issues, from the immediate challenges posed by global uncertainties to the long-term opportunities that sustainable tourism can unlock for African countries. With contributions from all sectors of the tourism industry, the session highlighted how collaboration and innovation will be essential in securing a prosperous future for tourism on the continent.

The WTM Africa State of the Industry Report highlights Africa’s impressive 8% growth in tourism, with 81 million international visitors in 2025. However, the sector faces challenges such as uneven regional aviation growth, low sustainability certification in hospitality, and the rising impact of AI in travel planning. These issues, if left unaddressed, could shape the continent’s tourism future, requiring a balance between innovation and sustainable practices.

This report, backed by such insightful discussions, is set to become a crucial reference point for those involved in African tourism. As the industry continues to recover and evolve, it offers a roadmap for ensuring that growth is not only sustainable but also beneficial to all stakeholders involved.