Africa's tourism sector is experiencing robust growth, having recorded the strongest expansion in international tourist arrivals globally in 2025 — outperforming Asia and the Pacific, Europe, the Americas and the Middle East.

According to the latest World Tourism Barometer published by the United Nations Tourism, Africa welcomed 81 million international visitors in 2025 — an 8 percent increase compared to 2024.

However, industry players are urging governments and stakeholders across the continent to deepen investments in the sector to fully unlock its vast untapped potential. Industry leaders described tourism as a powerful engine for economic growth and called for stronger financial and policy support.

"I am a believer that tourism is the ultimate solution. Resources are limited. Tourism is unlimited. It can make a massive difference," said Andy Payne, chief executive officer of Inzalo Investment Holdings trading as Thornybush, a South Africa-based investment company that has interests in luxury safari operations.

Payne noted that tourism is uniquely positioned to address youth unemployment across the continent.

To unlock the sector's full potential, Payne emphasized the need for a clear balance between private sector independence and government support.

"This does not mean working closely together in daily operations, but rather understanding their separate roles," he said, describing this kind of interdependence as critical. He said that the private sector has significant resources to help grow tourism.

Ross Volk, managing director, MSC Cruises South Africa, highlighted infrastructure development as essential for boosting intra-African tourism, alongside better integration of transport systems.

He said the private sector has transformative ideas for the industry but requires public sector backing to bring them to life.

Volk also called for improved airline connectivity across the continent to enable tourists to visit multiple African destinations in a single trip. He also emphasized the importance of developing intra-African railway networks and ensuring ports are equipped to handle cruise passengers. He said poor infrastructure has been a major hurdle to the development of tourism in Africa.

"If we want to compete at a global level, we need to make sure that we have the best," he said.

Volk noted that many destinations in other continents attract visitors because of their strong infrastructure and global marketing. He encouraged African nations to leverage available financial resources to better promote their unique offerings while ensuring the facilities meet international standards.

Clear strategies stressed

"As a continent, we need to position tourism as our solution — by marketing, developing and building a future-focused industry that can provide enormous economic impetus if we get it right," he said, stressing the importance of identifying clear tourism growth strategies.

Patricia de Lille, South Africa's minister of tourism, said African countries must actively promote their destinations in an increasingly competitive global market.

"If we are going to wait for things to fall into our lap, it's not going to happen. I travel around the world and the competition is stiff," she said.

De Lille called for the implementation of open skies policies across Africa, increased flight connectivity and visa-free travel within the continent — warning that failure to do so would make it difficult to unlock the full tourism potential.

Tshifhiwa Tshivhengwa, chief executive officer of the Tourism Business Council of South Africa, emphasized the need for world-class tourism products, including hotels and attractions.

"We need to plan for the future and remain committed to those plans. If we do so, they will not be disrupted when a new government or leadership takes office," he said, referring to political transitions that sometimes affect long-term development strategies.

Adriaan Fourie, who works in Cape Town and Western Cape Convention Bureau, said unlocking the tourism potential requires a clear conversion-driven strategy.

"Across Africa, we are often sidetracked by less impactful priorities. If we want to move toward meaningful growth, we must start thinking like salespeople and focus on creating real conversion opportunities," he said.