Africa Leads the World in Tourism Recovery for 2025

Africa is taking center stage in the global tourism recovery, with the continent recording the fastest growth in international arrivals this year. According to the United Nations World Tourism Organization (UNWTO), tourist visits to Africa jumped by 12% in the first half of 2025 — outpacing every other region in the world.

North Africa and Sub-Saharan Africa Drive Growth

Two regions are fueling this boom: North Africa and Sub-Saharan Africa.

• North Africa: Morocco, Egypt, and Tunisia are enjoying a surge in visitors, with Morocco leading the charge. Tourist arrivals there shot up by 19% between January and June, one of the highest growth rates globally. The country’s investment in modern infrastructure, easier visa processes, and eco-friendly tourism practices has paid off. From camel treks in the Sahara to exploring ancient cities, Morocco has become a magnet for travelers seeking authentic cultural and adventure experiences.
• Sub-Saharan Africa: South Africa, Kenya, and Tanzania are also thriving, posting an 11% rise in international arrivals. South Africa’s blend of wildlife safaris, cultural diversity, and stunning landscapes remains irresistible. Kenya’s world-famous safari experiences and Tanzania’s treasures — from Mount Kilimanjaro to the Serengeti — continue to pull in adventure seekers. Improved connectivity, targeted marketing, and growing investments in eco-tourism have boosted the region’s momentum.

Global Picture: Travel Nearly Back to Pre-COVID Levels

Globally, the tourism sector is steadily rebounding. In the first half of 2025, 690 million people traveled internationally, a 5% increase from last year and even 4% higher than pre-pandemic numbers.

• Europe welcomed nearly 340 million tourists, up 4%, with hotspots like France, Italy, and Spain still drawing massive crowds.
• Asia-Pacific saw 11% growth, reaching 92% of pre-pandemic levels. Countries such as Japan and Vietnam are rebounding strongly thanks to innovative marketing and new travel experiences.
• The Americas recorded a 3% rise, with Brazil, Mexico, and the U.S. remaining favorites.
• The Middle East registered a 4% increase despite geopolitical pressures, while the Caribbean held steady with no growth.

Resilience Amid Global Challenges

Despite the positive outlook, tourism faces uncertainties. Economic instability, political tensions, and evolving traveler expectations continue to shape the industry. Yet the UNWTO projects steady growth of 3% to 5% in international arrivals for 2025, driven by strong travel demand. Tourists are increasingly seeking sustainable, immersive, and tech-driven experiences — trends that destinations worldwide must embrace.

Africa’s Future in Tourism

Africa’s success story is also about vision. Governments and private investors across the continent are prioritizing sustainable tourism, cultural preservation, and eco-conscious practices.

• South Africa is betting on world-class attractions like Kruger National Park and Cape Town’s vibrant scene, backed by infrastructure upgrades and private sector partnerships.
• Kenya and Tanzania remain safari powerhouses, attracting thousands eager to witness iconic wildlife and landscapes.
• Morocco continues to stand out with its mix of tradition and innovation, offering everything from ancient medinas to luxury desert camps.

Opportunities and Challenges

Climate change, regional instability, and economic fluctuations remain real challenges. But Africa’s resilience and adaptability signal a promising future. By investing in sustainability, inclusivity, and unique cultural experiences, the continent is set not only to sustain growth but to cement its place as a global tourism leader.