International arrivals rebounded to 96–100% of pre-pandemic levels in 2024, with Africa’s destinations seeing renewed demand from European travellers. EU–Africa partnerships should integrate traditional leisure with MICE, cultural routes, and community-based tourism to maximize local benefits.
Market Signals
UN Tourism reports global arrivals at near pre-pandemic levels by late-2024, with Europe leading and Africa accelerating. The challenge is ensuring value capture benefits local communities, avoiding leakage through enclave models.
Priority Actions
Air Connectivity & Visas: Expand direct routes and e-visa programmes; coordinate with Schengen partners for smoother African business traveller processes.
Product Diversification: Move beyond luxury lodges to urban culture, gastronomy, festivals, sports, and business events.
Skills & MSMEs: Provide hospitality training, digital booking skills, and supply-chain inclusion for local producers.
Sustainability: Implement standards for conservation levies, community revenue-sharing, and environmental stewardship.
How EuroAfrica B2B Helps
Matchmaking among DMCs, event organisers, venues, and EU tour operators; academy tracks on product design and sustainability.
Sourcing: Verified local suppliers for F&B, crafts, and services to support inclusive itineraries.
Key Takeaways
Focus on connectivity, diversified products, and community linkages to transform demand into durable jobs and SME growth.
Sources: UNWTO barometer updates (2024); sector reporting on Africa’s tourism rebound and inclusivity debates (2025).
