Africa’s Tourism Shift: Who’s Traveling, Where They’re Staying & What It’s Really Costing

Africa’s tourism landscape is undergoing a seismic shift. As global hotel giants race to expand, local boutique lodging vies for attention, youth travelers redefine exploration, and rising costs threaten travel accessibility. But what’s propelling this transformation—and who stands to gain or lose? This feature explores how these trends intersect, shaping a new era for hospitality and travel across the continent.

In 2025, African tourism is in full swing:

• International arrivals jumped 9% in Q1 compared to last year, now exceeding 2019 figures by 16%.

• Tourism contributes between 3% and 15% of GDP in major countries—from Kenya and Morocco to Namibia.

• Air capacity rose 4.2% overall in June 2025 vs June 2024, while domestic and international capacities increased 3% and 4.8% respectively.

• Domestic African airlines saw a 12.4% rise in demand between November 2023 and 2024, with capacity up 6% and load factors at historic highs.

This picture—rising traveler numbers, expanding connectivity, and robust demand—sets the stage for shifts within hospitality and regional travel.

Hotel Boom vs Local Lodging

Global Chain Expansion

In June 2025, Hilton announced plans to more than triple its African portfolio to over 160 hotels, entering Angola, Ghana, Benin, and reentering Madagascar and Tanzania. Marriott, with 150 properties now, plans to add 50 more by 2027—launching into Cape Verde, Ivory Coast, DRC, Madagascar, and Mauritania. These expansions underscore confidence in rising travel demand. In parallel, carriers like Emirates and Delta are increasing routes—further fueling arrivals.

Globally branded properties bring benefits:

• Jobs and skills: international hospitality roles, vendor opportunities, consistent training.

• Standards: quality, comfort, loyalty programs.

• Investment: boosting local economies and tourism infrastructure.

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Rise of Boutique & Local Stays

But not all guests are wooed by big brands. City-based travelers in Lagos, Ibadan, Accra, and Nairobi are flocking to guest houses, Airbnb stays, and family-run lodges offering authentic cultural experiences. WTM Africa 2025 highlighted a move toward “connected, inclusive, tech‑forward tourism”, and local stays fit that bill, offering curated experiences and deeper engagement with communities.

Pros and cons:

Factor	Global Chains	Local Lodges / Boutique
Prices	Premium, with loyalty perks	Affordable, flexible pricing
Authenticity	International standards	Unique, community-oriented experiences
Economic Impact	Corporate jobs, standard services	Local hiring, culture preservation
Marketing	Global reach, loyalty programs	Social media, niche audiences

Takeaway: Both have value—but the tension lies in preserving local ecosystems. Hotels like Hilton Kampala (2025) create hundreds of jobs , yet boutique stays hold cultural capital that global chains can’t replicate. The opportunity: collaboration and integration, not competition.

Rise of the Young African Explorer (Gen Z & Millennials)

Shift in Traveler Profile

Gen Z and Millennials are now Africa’s most active travelers:

• In 2025, 68% of Gen Z prefer adventure-based holidays—like hiking and cultural immersion—per Peek Pro.

• The Points Guy finds that over 50% of Gen Z and 47% of Millennials prioritize saving on stuff like flights to fund richer experiences.

• Gen Z travel is often influenced by social media; 84% use platforms for inspiration.

Africa, with its landscapes and cultural depth, offers a home-ground playground. Local festivals, road trips, hiking trails, and heritage tours are attracting youth travelers seeking affordability, authenticity, and experience.

Hospitality Adaptations

Hotels and operators face a choice: cater to traditional tourists or pivot to youth needs by offering:

• Boutique rooms

• Affordable adventure+stay packages

• Socially accessible venues

• Social media-worthy experiences

Kenyan carriers are responding by offering microlodging collaborations, city hikes around Nairobi, and eco-tourism packages.

Economic Impact

Young travelers opt for shorter trips—micro-cations and bleisure—spreading to lesser-known towns and secondary cities. This supports regional economies and drives decentralization beyond capitals like Lagos or Nairobi.

Is African Travel Still Affordable?

Rising Costs and Accessibility

Despite growth, travel prices are climbing:

• Domestic flights in South Africa rose 4–13% y/y in early 2025 (e.g., Cape Town–Durban, Cape Town–Johannesburg flights).

• African domestic air travel accounts for just 0.4% of the global domestic market—leaving room for price hikes due to low competition.

• Airlines board low-cost carriers and mainline carriers with capacity differences; African capacity up +4.2% overall but that’s not spreading to affordability yet.

Traveler Strategies

As prices rise:

• Youth travelers book economy seats with layovers

• Urban explorers rely on road trips and intercity buses

• Lodging choices lean toward budget and mid-range options

Still, African travel often costs users more than international trips—leaving many priced out. The challenge: aligning growth with affordability.

Policy & Industry Solutions

To counter costs:

• Implement Open Skies and competition frameworks to bring fares down.

• Support low-cost carrier ecosystems (e.g., Airlink, Jambojet).

• Encourage innovation in shared transport, group packages, flexible pricing

Insights & Analysis

Synergies & Tensions

• Hotel giants and local stays are not mutually exclusive; partnerships can enhance both. Chain hotels can source locally, adapt cultural themes, and host guest house pilots.

• Young explorers demand authenticity—markets that global chains can only reach by collaborating with local culture providers.

• Affordability gap risks slowing momentum; infrastructure must catch up to market demand.

Future scenarios:

• By 2027, Africa could have 250+ international chain hotels and a booming cluster of boutique stays.

• Gen Z will drive 30–40% of regional leisure travel by 2027, seeking multi-experience packages.

• Governments that prioritize open skies, support LCCs, and develop domestic tourism are poised to win—economically and socially.

Future Outlook & Recommendations

For Hospitality Players

• Global chains: Adopt localized designs, partner with local vendors, offer entry-level rooms.

• Boutiques: Elevate digital presence, leverage niche storytelling, form aggregator partnerships.

For Policy Makers & Regulators

• Embrace open skies for intra-Africa flights.

• Monitor airline markets to prevent fare gouging.

• Support regional tourism corridors.

For Gen Z & Travelers

• Seek value-first itineraries: combination of chain and boutique stays.

• Mix festivals, heritage, adventure for multi-city exploration.

• Opt for bookings that incentivize road trips, off-season travel, and flexible travel options.

Conclusion

Africa is experiencing a tourism transformation shaped by global investment, youthful curiosity, and economic barriers. The path forward demands collaboration—between chains and locals, policy and industry, travelers and communities—to craft a travel ecosystem that is accessible, meaningful, and sustainable.

The question now isn’t just where we’ll go—it’s how and at what cost. Will African tourism continue to shine for all? Now is the moment to shape that future.

References

• Reuters on Hilton & Marriott expansions; travel & economic stats 2025trends.thepointsguy.comcntraveler.comen.wikipedia.org+1travelnews.co.za+1peekpro.comzawya.com+1travelpulse.ca+1

• OAG African air capacity June 2025 zawya.com+4oag.com+4iata.org+4

• IATA passenger demand data infrastructurereportcard.org+5zawya.com+5aci.aero+5

• WTM Africa report on inclusive tourism atwconnect.com

• Peek Pro Gen Z travel data peekpro.com

• The Points Guy & McKinsey on Gen Z travel behavior 2025trends.thepointsguy.com

• South Africa domestic flight cost data bizcommunity.com+3oag.com+3allafrica.com+3

• South African tourism GDP data en.wikipedia.org