After three turbulent years of pandemic recovery, Africa’s tourism sector is rebounding—and investors are betting big on sustainable, experiential travel as the next growth frontier.
According to the UN World Tourism Organization (UNWTO), international arrivals to Africa grew by 34% in 2025, reaching 76 million visitors, surpassing pre-COVID levels. Revenues hit an estimated $65 billion, making tourism the continent’s second-fastest growing sector after technology.
Kenya, Morocco, South Africa, and Tanzania are leading the surge. Kenya alone recorded 2.2 million arrivals in 2025, up 18% from the previous year, with coastal resorts and safari experiences driving growth.
Investors are capitalizing on the momentum. Qatar-based Katara Hospitality announced a $500 million investment into luxury eco-resorts across East Africa, beginning with Zanzibar and the Maasai Mara. Meanwhile, African private equity firm Helios is backing a chain of mid-market “green lodges” targeting middle-class African travelers.
“Tourism is no longer just about sun and safari,” said Najib Balala, former Kenya Tourism Minister, now Chairman of Africa Tourism Partners. “It’s about experiences, culture, music, and sustainability. Investors see Africa as the world’s last great frontier for travel.”
Green travel is central to the investment wave. Rwanda launched its first carbon-neutral luxury lodge this year, while South Africa’s Western Cape unveiled a $300 million “wine and wellness” eco-tourism corridor.
At the same time, Africa’s creative economy is blending with tourism. Nigeria’s “Afrobeats & Travel” festival drew 50,000 international visitors to Lagos, combining music, fashion, and tourism in a single event. Ghana’s “Year of Return 2.0” diaspora program has generated $1.5 billion in visitor spending since January.
The African Development Bank projects that sustainable tourism could create 12 million jobs by 2035 if investment flows are sustained. But analysts caution that political instability, infrastructure gaps, and visa restrictions remain key risks.
Still, optimism is high. “Tourism is where investment meets culture and identity,” said Mo Ibrahim, billionaire philanthropist, at the Marrakech forum. “Done right, it can be the ultimate soft power tool for Africa.”
With green investments, diaspora engagement, and a booming creative economy, Africa’s tourism renaissance is fast becoming an investment story, not just a leisure one.
