The 2026 Africa Travel & Tourism: State of the Industry Report, released by RX Africa during Africa Travel Week, highlights both progress and challenges in the continent's tourism sector. The report, introduced by Carol Weaving, Managing Director of RX Africa, warns that the post-pandemic grace period is over, urging stakeholders to adapt to new realities.
Africa experienced an 8% increase in international visitors in 2025, welcoming 81 million tourists, marking the fastest growth globally. Aviation capacity also rose by 13.7% to 182.4 million departure seats. However, this growth is uneven, with Eastern Africa seeing a 24.3% increase in aviation capacity, whilst Central and Western Africa recorded no growth.
Sustainability remains a critical issue, with fewer than 5% of African hospitality properties holding third-party sustainability certification, despite the European Union's impending greenwashing ban. The report also notes that 72% of Gen Z travellers use AI for travel planning, highlighting the need for operators to adopt machine-readable inventory.
Olivia Gradidge, Marketing Manager for WTM Africa & ILTM Africa, stated, “This report explores current themes and trends, including trust, AI and travel tech, traveller psychology, sustainability, and authenticity.”
Compiled by Big Ambitions, RX Africa’s content and marketing agency, the report features insights from over 25 industry leaders, including environmental expert Dr Louise de Waal and Judy Kepher Gona of the Sustainable Travel and Tourism Agenda. Dorine Reinstein, Content Director at Big Ambitions, emphasised the shift from aspiration to verification as a defining commercial reality.
The full report, including a ten-point manifesto for African tourism stakeholders, is available online and is considered essential reading for operators, investors, and policymakers
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