The tourism and hospitality industry is one of Africa’s key economic drivers, bringing in billions of dollars in revenue from international and domestic travel each year. The industry is estimated to have contributed some US$168 billion to African economies in 2022, highlighting the important role the sector plays in terms of business opportunities and employment.
In fact, according to the United Nations World Tourism Organization (UNWTO), Africa posted one of the strongest tourism recovery rates last year compared to the pre-COVID-19 period, with a recovery rate of 96% compared to the world recovery rate of 88%.
According to the tourism organization, of the total number of global inbound visitors, which stood at 1.29 billion last year, Africa accounts for 66.4 million up from 47.5 million reported in 2022. The growth was largely driven by robust demand from the European markets. In the continent, higher growth in inbound arrivals was recorded in Ethiopia, which grew by 30%, Tanzania 20%, and Morocco 11%.
In its World Tourism Barometer, the UNWTO reports that according to IATA, the region saw a buoyant recovery in international connectivity on intra-regional routes and to Europe and the Middle East.
These trends point to a sector that is beaming with optimism, especially after the global health pandemic decimated revenues for hotels, airlines, and governments and caused job losses due to movement restrictions.
As the industry continues its growth trajectory, which is expected to surpass pre-pandemic levels in 2019, it has been realigning old trends as new trends emerge to meet the needs of modern-day travellers.
In an age where sustainability is the talk of the town, the tourism and hospitality industry has not been left behind. Travelers have become conscious of the environment and often look for destinations where this is prioritized. Taking cognizance of this, many hotels and lodges are now stressing the need for their businesses to be as eco-friendly as possible. This means investing in alternative sources of power, undertaking eco-friendly building designs, and deploying sustainable waste management systems.
In an age where Airbnb has become a real threat to the traditional hotel set-up, hotels are also adjusting to this new trend. The short-stay platform has seen the number of bookings surge tremendously, especially after COVID-19. Its bookings have almost doubled since 2020 to reach 350 million currently. This as hotel bookings dropped by 7% last year.
The short-stay bookings on the platform have now forced many hotels to develop new products to counter this influence.
Hotels are now developing affordable and enticing packages for their clients. This includes availing tailor-made services for potential visitors. These may include laundry services, private catering, rides to and from the airport, investment in outdoor activities as part of the package, and the ability to mix work with leisure.
Some hotels provide spaces where travellers can access free internet to do private business while staying in the hotel. This tourism trend is being adopted by businesses, especially in the age of remote work and the rise of digital nomads.
As more people adopt healthy living practices, hotels are also infusing wellness into their products as they seek to grow bookings. Some hoteliers have opted to have organic foods on their menus. This guarantees visitors that during their stay at your hotel or lodge, they will not be forced to hustle in a new place looking for spots where this is available.
In keeping with healthy living, there has also been a growing investment in outdoor activities as part of their products to meet the increasing needs of travellers. These days, travellers want a destination where they can engage in fun activities safely. The hospitality industry is now investing in spas, gyms, swimming pools, and nature treks to enhance the stay experience.
With these many trends emerging, there is a big opportunity for investment as the number of visitors is poised to increase in the near future. Hospitality industry players must now modernize and embrace sustainable solutions to increase bookings and visitor experience. These may include expanding their facilities to include short-stay packages for visitors who often prefer to use Airbnb, investing in solar and proper waste management solutions to cut costs, and sourcing or growing organic foods to cater to this segment of travellers in the tourism and hospitality industry.
About the Author: debbie
