Africa only receives 5% of the globe’s international tourist arrivals, despite the fact that the continent’s travel and tourism industry has continued to record impressive growth over the years.
A recent analysis has revealed that in 2017, Europe took the lion’s share of international tourist arrivals at 51%. The Asia and the Pacific region bagged 24% of international arrivals, while the US took 16% and the Middle East accounted for 4%, leaving Africa with the remaining 5%.
In 2017, the continent attracted 63 million international tourists as compared to 58 million in 2016. This is an increase of 9%, according to a recent report from industry leader, Jumia travel. The growth record is slightly above the global performance of a 7% rise in 2017, to reach a total of 1.323 billion international tourist arrivals.
Results were driven by the continued recovery in Tunisia and Morocco and strong performance in Kenya, Cote d’Ivoire, Mauritius and Zimbabwe. Island destinations Seychelles, Cabo Verde and Reunion recorded double-digit growth in arrivals.
The number however represents only 5% of the world share of international tourist arrivals that Africa receives. In a recently launched Africa Hospitality Report for 2018/19, Jumia Co-Founder Sacha Poignoinnec notes that this percentage represents “great potential for the African travel market, as demand continues to grow due to strong economic growth, a middle class on the rise and a young population”.
Respectively, Europe boasts a 51% world share of international arrivals, while Asia and the Pacific 24%, Americas 16% and the Middle East 4%. Jumia Travel has noted that existing challenges are deterring Africa’s better performance. In the same report, the United Nations World Tourism Organization (UNWTO’s) Secretary General Zurab Pololikashvili highlights challenges hindering the growth of the sector in Africa, including travel advisories by international tourist sources and Political instability at some.
Citing the report, Jumia Travel’s Josephine Wawira says inadequate air travel between the major African cities due to poor intra-African air connectivity and lack of strategic marketing of brand Africa are also among the top issues affecting the industry.
“We are also dealing with negative perception of brand identity and image of the continent. Africa is not a country but a continent, home to more than a billion very creative, entrepreneurial and tech savvy Africans. It is however viewed as the only home to a fascinating wildlife and torn apart by war, poverty and diseases,” added Pololikashvili.
Other challenges include, underdeveloped tourism infrastructure, visa restrictions and lack of a common visa policy, as well as lack of access to adequate funding and underfunding at the ministerial level. International tourist spending in Africa stands at 40% as compared to domestic tourist spending with a high of 60%, according to Jumia’s Africa Hospitality Report. The impressive record in domestic travel is because of affordability and improving ease of travel in the continent. Besides, leisure travel remains dominant in Africa with 70% in expenditures, as business travel records an expenditure of 30%.