When Africa Travels Africa
At Destination Africa, we’ve long believed in the untapped potential of intra-African tourism. In March, we participated in a local trade show in Nairobi where we promoted South Africa as a destination for Kenyan travellers. Just last week, we took part in a roadshow across Cape Town and Johannesburg – this time showcasing Kenya as a destination for South Africans. The interest was overwhelming in both directions, and we are already receiving a wave of enquiries.
One powerful moment came from David, our East Africa destination specialist based in Kenya. Although he had visited South Africa before, this time, stepping into the country as part of an East African delegation—something shifted. “You know”, he said, “travelling within Africa like this makes you realise how disconnected we’ve been from our own continent. There’s so much richness here we’ve been conditioned to overlook.”
That sentiment captures the heart of what we’re championing. Intra-African travel isn’t just a market opportunity – it’s a movement toward reconnection.
June on the Horizon: MICE Momentum in Nairobi
In June, we will take part in one of East Africa’s largest MICE trade shows, right here in Nairobi. It’s an exciting time, and the appetite for African travellers to explore their own continent is clearly growing.
Barriers still holding us back
And yet, I remain struck by how many structural obstacles still hamper intra-African tourism.
Let’s talk visas. In 2025, it is still often easier for an African passport holder to get a Schengen or U.S. visa than to travel to a neighbouring country. Outdated visa regimes and opaque entry requirements are not just inconvenient—they’re a disservice to our continent’s tourism potential.
Air travel is another hurdle. In April, I flew from Oslo to Cape Town for less than my colleague paid to fly from Nairobi to Cape Town. Limited carriers, protective air policies, and weak competition continue to distort the cost of travel within Africa. We are pricing ourselves out of our own market.
What governments need to understand
If African governments truly grasped the power of tourism, not just as a foreign exchange earner but as a continental engine for job creation, economic growth, and regional integration-policy would look very different.
We’d see:
- More open skies and interline agreements
- Simplified visa regimes like the East Africa Tourist Visa
- Investment in regional airports and infrastructure
- Cross-border marketing campaigns that unite, not divide
Instead, we often see an overprotective stance, especially around national airlines, that ends up costing us much more than it protects.
Our Stand: connect Africa to Africa
Despite these headwinds, Destination Africa remains firmly committed to intra-African tourism.
We are not just a destination management company -we are bridge-builders. Our mission is to connect East and Southern Africa and to show African travellers the wonders within their own continent.
Whether it’s safari circuits, incentive trips, or tailor-made journeys, we’ll keep forging new paths between countries, cultures, and communities.
A call for collaboration
It’s time to shift the mindset from competition to collaboration. The more accessible and affordable we make Africa for Africans, the more prosperous our tourism industry will become.
Let’s build an Africa where:
- A Kenyan family can spend Easter in Stellenbosch
- A South African entrepreneur can attend a fintech summit in Nairobi
- A Rwandan team can bond over a Garden Route adventure tour in South Africa
Let’s make Africa accessible for Africans.
Wishing you a powerful month ahead,
Rune Engstrøm
Director, Destination Africa
We don’t just market Africa. We live it.
