After having suffered the full brunt of the devastating effects of the Covid-19 pandemic, international tourism in Africa is on the path to recovery, according to data from the World Tourism Organization (UNWTO) World Tourism Barometer in May 2024. The figures for the first quarter of 2024 demonstrate a vigorous recovery which allows the continent to return to its pre-crisis levels and to post solid performances for certain destinations.
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In the first quarter of 2024, Africa welcomed 5% more international arrivals than in the same period of 2019, the pre-pandemic reference year, and 13% more than in the first quarter of 2023. This dynamic positive, up 14% year-on-year, places the continent on an upward trajectory after having recovered 96% of its pre-Covid levels in 2023. Several countries stand out for their encouraging results which far exceed the continental average.
Tanzania, Morocco and Algeria at the forefront
With a meteoric increase of 53% compared to 2019, Tanzania emerges from the pack as the flagship destination of this rebound. Rich in its national parks and its emblematic safaris, the country has taken advantage of the lifting of restrictions linked to Covid to once again attract nature and adventure lovers.
For its part, Morocco recorded a substantial increase of 32% in international arrivals in the first quarter of 2024 compared to before the health crisis. A true crossroads between Africa, Europe and the Middle East, the Shereef Kingdom capitalizes on its strategic positioning and the diversity of its offer, ranging from imperial cities to seaside resorts via the desert and the mountains.
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Algeria is not to be outdone and completes the African Top 3 with an increase of 17% which testifies to the renewed interest of travelers for this Mediterranean destination. To get an idea of the performance of North African countries in terms of tourism recovery, according to UNWTO data, by sub-region, North Africa recorded the best performance in the first quarter 2024, with 23% more international arrivals than before the pandemic, followed by Central America (+15%), the Caribbean and Western Europe (each +7%).
Beyond arrivals, the revenues generated by Africa from international tourism reflect this improvement. According to the UNWTO, they reached 95% of pre-pandemic levels in 2023. Some destinations have even exceeded their 2019 performances, such as Morocco (+44% in revenue) and Mauritius (+ 46%).
Tanzania is popular with tourists for its spectacular landscapes in the Rift Valley, safaris allowing the discovery of its varied fauna and flora on the banks of Lake Manyara and the Serengeti National Park, a World Heritage site. UNESCO, as well as wild safaris in Ngorongoro.. DR
This increase in tourist revenues, greater than the increase in arrivals in several cases, is explained in particular by a higher average basket per trip and favorable exchange rates which strengthen the price competitiveness of many African destinations.
Contrast between growth in arrivals and growth in receipts
However, in Africa, the recovery of international tourism shows contrasting trends between the growth of arrivals and that of receipts. Tanzania (+53%), Morocco (+32%) and Algeria (+17%) are at the top of tourism reconquests in Africa in the 1st quarter of 2024 compared to 2019. However, in terms of revenue, only Morocco (+44%) remains in the African top, behind Mauritius (+46%).
This divergence is explained by factors such as average length of stay, average spending per visitor and customer composition. Morocco, a popular destination for its high-end seaside and cultural tourism, attracts a clientele with strong purchasing power, who are generally more spending. Mauritius, for its part, is banking on a luxury positioning, explaining its excellent revenues despite a lower volume of arrivals.
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Additionally, differences in air connectivity and marketing strategies influence flows. Well connected to Europe, Morocco was able to capture more of the returning European demand. Finally, investments in sustainable tourism offerings, which are currently very popular, have strengthened the attractiveness and competitiveness of certain destinations.
This scattered recovery shows that African countries must continue to diversify their target markets, enrich their offers and optimize their distribution channels to maximize their economic benefits from tourism.
Promising prospects
Despite these encouraging signals, significant challenges persist to ensure a lasting recovery of the African tourism sector. High inflation, rising transport and accommodation costs, and geopolitical tensions all present obstacles to overcome. The impacts of climate change and extreme weather events also represent a major concern for many experts.
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Nevertheless, the outlook remains favorable for the high tourist season of summer 2024 in the Northern Hemisphere, the main emitting region to Africa. Combined with strengthened air connectivity and visa facilitation efforts, the strength of demand and the definitive reopening of Asian markets, notably China, point to the full recovery of African tourism in 2024.
To take full advantage of this revival, countries on the continent will need to continue their efforts to adapt and improve tourism management at the local and national level. Placing communities and residents at the heart of this development will make it possible to combine economic growth, job creation and long-term sustainable development.
