Five ways Africa is reinventing continent as a tourist haven

Modern stereotypes of are being challenged firmly by the experiences of those who have visited the continent. across the land mass have seen many countries significantly increase the number of tourists visiting.

In 2023, nine major collectively welcomed over 50 million international tourists. The reasons behind the increase in tourist numbers throughout the 21st century are vast, but it is clear that the continent is being considered as a conventional travel destination in ways it wasn't previously. From social media, developments in air travel and the opening up of many countries, the continent is opening itself up to visitors in an unprecedented way.

Large sporting events

In 2030, Africa will have hosted the FIFA World Cup for just the second time, with Morocco set to be a joint host of the tournament with Spain and Portugal.

By this point, it could also become a regular face of Formula 1, with both South Africa and Rwanda making serious efforts to add themselves to the race calendar in the coming years.

Rwanda has already made inroads into world sport, with Visit Rwanda being a prominent sponsor of Arsenal, PSG and Atletico Madrid.

All of the above is combining to increase awareness of Africa as a legitimate travel destination as well as creating the infrastructure to handle waves of sports fans in vast numbers in the near future.

The arrival of big brands in safari

Across the continent, big brands are looking to capitalise on the increasing popularity of the continent by developing offerings centred around safaris.

Global hotel chain Marriott has opened 130 properties across the continent in 20 countries, including Cape Verde, Madagascar, Tanzania and Uganda.

The brand did come in for criticism however, with its opening of a hotel in the Masai Mara, the Kenyan National Reserve

Sandeep Walia, Chief Operating Officer, Middle East & Luxury, Europe, Middle East & Afric,a said following the opening: "Building off of the incredible success we have seen thus far in our luxury safari portfolio in Africa and the growing appetite for outdoor lodging and nontraditional hospitality experiences."

Improved affordability

For decades, African travel has been associated with the middle and upper class due to the large expense of travel and excursions, but those days might now be gone.

Safari holidays are increasing amongst younger, middle-income travellers, with advancements in global air travel and the establishment of cost-effective packages all aiding the continent's appeal.

The arrival of bigger brands has a knock-on effect of bringing with them economies of scale, lowering prices and opening up a travel genre previously out of reach of many.

Social Media

No longer are travellers bound by the recommendations of travel agents and the availability of brochures.

Across social media, there are hundreds of travel bloggers documenting the realities of African travel, dispelling myths that might have existed until very recently.

Across TikTok and Instagram people show the sides of countries such as Somalia, Ethiopia and Algeria that otherwise wouldn't be know to many people, changing perceptions and willingness to travel.

The rise of coastal cruising

The continent boasts a wealth of stunning coastline, which is increasingly seeing more and more travellers looking to explore.

In recent years, an explosion in tour operators and cruise companies across Africa has allowed travellers to explore much of the continent's 30,000km of coastline with ease.

With itineraries taking in Africa's abundance of islands, fishing villages and crystal-clear waters, coastal exploration trips could become one of the continent's most popular holiday types in the years to come.