Tourism in Africa is continuing to grow post-COVID-19 with a 96% recovery, driven by European markets, according to the UN Tourism Report 2024.
This has Professor Elmarie Slabbert of the Tourism Research in Economics, Environs and Society (TREES) research unit at the North-West University (NWU) in South Africa excited.
She told News@NWU that she agrees with experts that now is the time to capitalise on this renewed interest in Africa as a tourist destination.
“I think there is something to be said about the hospitality of Africans, the vast landscapes to escape to, the bucket list drive, the special places to visit and above all, the unique and authentic experiences – this is Africa! This continent has also opened its doors wide to tourists after realising the devastating effect of the absence of tourists.”
She added that Africa’s tourism offering is becoming more relevant as people yearn to be in nature and spend time with family and friends.
“However, it is important to ensure that we develop this sector in a sustainable way in order to offer these products to many generations to come. Sustainable practices are becoming a factor influencing travel behaviour and choices.
“Despite many challenges, tourism to Africa will continue to grow because of what it has to offer and its people. Africa needs the European injection into tourism, which drives economic growth, infrastructure development, job opportunities, improved livelihoods and the conservation of valuable attractions and wildlife. The strategy to increase international tourist arrivals is very effective and shows how cooperation between different departments can make a difference –an example for other continents and countries.”
