A new report released at WTM Africa 2025 is prompting Africa’s tourism industry to rethink old models and embrace a more connected, inclusive and tech-forward future.

The ATW State of the Industry Report 2025, unveiled during a panel discussion on the final day of Africa Travel Week, challenges African travel leaders to stop recycling outdated trends and instead critically interrogate how tourism is delivered, marketed and experienced across the continent.

“We wanted to do something different this year,” said Natalia Rosa, CEO of destination marketing agency Big Ambitions. “Too often tourism reports regurgitate the same trends without actually helping us move the conversation or action forward. This report aims to connect the dots differently. We want tourism stakeholders to think critically and act strategically. Every one of us is an agent of change in African tourism. This report is an invitation to lead that change.”

Rosa was joined by industry experts who shared insights on the report’s core themes and what they mean in practice for Africa’s tourism future.

Moving Beyond the Stereotypes: Reframing African Tourism 

Glenton de Kock, CEO of the Southern African Association for the Conference Industry (SAACI), opened the discussion by challenging traditional assumptions about what African tourism offers.

“People think of Africa and imagine elephants, rhinos, open landscapes,” he said. “But we’re so much more than that. We are not just about safaris – we are about substance, stories, culture, innovation and people.”

De Kock highlighted how Africa’s Meetings, Incentives, Conferences and Exhibitions sector (MICE) presents a unique opportunity to reposition the continent. With growing interest in unconventional venues and purpose-driven gatherings, destinations like Botswana have begun hosting corporate glamping retreats in safari settings – shifting business events from boardrooms to bushveld.

“There’s nothing wrong with building infrastructure, but don’t copy the European model,” he added. “Build venues that reflect who you are. Integrate the mountains, the oceans, the villages, the communities. That’s what makes people feel something – and remember it.”

Actionable Insight: Destinations must align messaging, visuals and physical infrastructure with local identity. MICE tourism is not about replicating Europe – it’s about showcasing Africa’s authenticity.

Segment, Don’t Stereotype: Understand the Full Value of a Traveller 

Christy Tawii, Research Manager at Euromonitor International, leads a team of analysts tracking African and global travel trends. Speaking at the session, she provided a data-driven lens on how destinations can better understand evolving global markets and uncover economic opportunities often overlooked.

According to Tawii, East Africa has recovered quickly post-pandemic by investing in air connectivity, identifying non-traditional source markets, and positioning itself as a hub of relaxation, safety, and experiential travel. Kenya, for example, has launched routes into Central Europe, including Budapest, which has driven increased traffic from Poland. Meanwhile, Gulf countries are now emerging as high-value source markets.

In contrast, she noted that Southern Africa’s major tourism markets remain historically Western and regional – limiting new growth. Yet, that’s only half the story.

“Our region focuses heavily on arrival numbers, but travel is more than just crossing borders,” said Tawii. “What happens in-destination – like ground transport, retail spend, and community engagement – is often where real value is created. When we focus exclusively on tourists’ origins and arrivals, we miss opportunities to capture and optimise that full value chain.”

She also highlighted the importance of defining visitor motivations in new ways.

“Travellers now have multiple trip objectives – wellness, work, culture, nature – all within one journey. This means we need to develop blended products and understand segments by behaviour, not just geography.”

Actionable Insight: Shift from arrival stats to value mapping. Segment by traveller intent and spending behaviour, not nationality. Understand your full value chain.

Digitally Prepared, Human at Heart: Tech for Experience Enhancement 

Samantha Williams, Chief Commercial Officer at Profitroom, stressed the importance of adopting smarter technology to attract higher-value tourists – especially from demanding source markets like the Gulf region.

“Many tourism operators still cling to the belief that if something isn’t broken, don’t fix it. But we’re missing out on money and guest loyalty by failing to use data and digital tools to their full potential,” she said.

Williams cited the low reinvestment into digital marketing – only 3–7% among South African hotels – compared to 20–30% in the Middle East. This underinvestment hampers efforts to tap into lucrative segments that value seamless digital engagement, personalised experiences and cultural relevance.

“When you know what room a traveller prefers, which wine they like, if they prefer late checkout – you’re not just improving service. You’re creating a journey that sells itself. That’s not a luxury anymore; it’s the new standard.”

Rosa urged businesses not to start with the tech, but with a very human question: What should remain completely tech-free?

“Often the most powerful part of a travel experience is human connection,” she said. “Use AI to remove friction – but make space for empathy, storytelling and magic. That’s what will make someone remember your brand and come back.”

Actionable Insight: Build a complete guest profile from your data. Automate where it adds efficiency, and humanise where it adds emotion. Let tech empower, not replace, your people.

Sustainability: Time to Go Beyond Labels 

Melissa Foley, Africa-based sustainability consultant, addressed a key contradiction revealed in the report: While surveys say tourists care about sustainability, actual bookings don’t reflect that.

“Travellers don’t know how to navigate the noise. There’s brand fatigue, greenwashing and a lack of clear standards that are relevant in an African context,” said Foley.

She emphasised that sustainability must be embedded, not bolted on – and that change doesn’t need to be overwhelming or expensive.

“Ask yourself: Can I swap this imported product for something with a social or environmental story? Am I rewarding responsible local operators with my business? Am I actively including SME suppliers in my chain?”

She called for broader use of context-aware certification schemes such as Fair Trade Tourism and Travelife, which are more accessible to small operators and developed with Global South realities in mind.

“For consumers and partners, certification provides a useful third-party benchmark. It’s not about perfection – it’s about integrity and accountability,” she said. “And everyone in the supply chain – upstream and downstream – has a role to play.”

Actionable Insight: Start local. Redesign your supply chain to include impact-driven vendors. Choose certification schemes that work for your market and your size. And remember – small steps lead to real momentum.

Strategic Imperatives: Report Highlights 

As the session concluded, Rosa recapped several cornerstone themes from the 2025 ATW report:

• Diversify demand beyond traditional markets like Europe and the U.S. 
• Develop full visitor economy models—not just tourism volume goals 
• Fix core infrastructure: mobility, access, digital readiness 
• Lead with inclusion: communities, SMEs, local voices 
• Reposition Africa consistently through culture, identity and local pride

 Access the Report 

The full ATW State of the Industry Report 2025 is available now. Download it here.