The newly released '2025 State of the African Industry Report: Ignite Africa!' reveals billion-dollar blind spots holding back African tourism - and provides an actionable roadmap for reversing stagnation as global arrivals rebound unevenly across the continent.

"The response since the report was released at WTM Africa has been overwhelming," said Megan De Jager, Portfolio Director at Africa Travel Week. “This isn’t just another trend wrap-up. We’re asking uncomfortable but necessary questions: Who are we building tourism for? Are we innovating fast enough? And most importantly - are we telling our own story or someone else’s?”

Since its release, several critical insights have sparked particularly strong industry response:

• : While 97.8% of travel executives believe AI will transform tourism within five years, the report documents how basic infrastructure failures—including fuel shortages at major airports and the withdrawal of 326 flight procedures—threaten to undermine digital ambitions.

The report has sparked frank conversations among industry leaders about what needs fixing, and what’s possible, with bold strategy shifts.

“We’re still sitting at only 81% of our pre-pandemic arrivals while Kenya is already at 134%. Put simply: we’re underperforming our potential,” says David Frost, CEO of SATSA. “We need smarter aviation policies and targeted marketing efforts if we want real recovery, not just incremental gains.”

Early Bird registrations are now open! Don’t miss this opportunity to secure your space at Africa’s leading B2B travel and tourism event at a discounted rate. Get in touch with our team to register your interest and be part of next year’s show, taking place from 13–15 April 2026 at the CTICC in Cape Town.

Megan de Jager, Portfolio Director – Travel, Tourism & RX Africa Marketing