At a Glance
- African tourism blends heritage, wildlife, and luxury travel, attracting global visitors and high-value investments.
- Investment growth and luxury hotels strengthen Africa’s tourism economy, creating jobs and global recognition.
- Wildlife safaris, cultural festivals, and coastal resorts position Africa as a premier travel destination.
International tourism continued its steady rebound in 2025, with Africa emerging as the fastest-growing region in the first half of the year.
The continent posted a 12 percent jump in arrivals between January and June compared to the same period last year, according to the latest UN Tourism Barometer.
Overall, nearly 690 million tourists travelled internationally in the first six months of 2025, up 5 percent from 2024 and 4 percent above pre-pandemic levels.
Africa outpaces the world
North Africa led the surge with a 14 percent increase, while Sub-Saharan Africa followed closely with 11 percent growth. Morocco was among the standout destinations, posting a 19 percent rise in arrivals.
Elsewhere, Asia and the Pacific recorded an 11 percent increase as markets like Japan (+21 percent), Vietnam (+21 percent), and South Korea (+15 percent) continued to rebound. Europe, still the world’s largest destination region, hosted 340 million visitors, up 4 percent, while the Americas grew 3 percent. The Middle East, after its earlier boom, saw a 4 percent dip but remains 29 percent above 2019 levels.
Strong spending signals resilient demand
Beyond headcounts, receipts painted a strong picture. Japan (+18 percent), the UK (+13 percent), France (+9 percent), Spain (+8 percent), and Türkiye (+8 percent) all reported higher revenues from international visitors.
On the spending side, outbound markets such as China (+16 percent), Spain (+16 percent), and the UK (+15 percent) also showed robust demand.
According to IATA, global air traffic and capacity both rose 7 percent in the first half of 2025, while hotel occupancy rates held steady at 69 percent in June and 71 percent in July.
Risks remain despite optimism
High transport and accommodation costs, inflation, and geopolitical tensions continue to weigh on the sector.
Tourism inflation is projected at 6.8 percent for 2025—down from 8 percent in 2024 but still more than double pre-pandemic levels. Experts also flagged weaker consumer confidence, trade tariffs, and travel requirements as emerging concerns.
Even so, Shore Africa discovered that confidence levels among UN Tourism experts ticked higher heading into the last quarter of 2025. The confidence index for September to December rose to 120, up from 114 in the previous survey, with 60 percent of panelists expecting better or much better performance.
Outlook steady for full-year growth
Despite economic headwinds, UN Tourism has maintained its forecast of 3 to 5 percent growth in global tourist arrivals for 2025. The resilience of both African destinations and Asia’s rebounding markets is expected to play a key role in shaping the industry’s trajectory in the months ahead.
