Africa’s tourism sector is experiencing an uptick, with visitor numbers reaching 96% of 2019 levels and destinations such as Ethiopia, Tanzania, and Morocco exceeding their pre-2020 figures. The surge in domestic and regional travel has further strengthened the industry, with year-on-year traveller spending up by 8.7%. “The recovery we’re seeing in these regions is encouraging and presents a strong opportunity for further growth,” says Daniel Trappler, senior director of development at Radisson Hotel Group.
Trends Inspiring Strategic Decisions
He highlights that the trend towards nature-based and less crowded destinations has encouraged increased investment in destinations like Zanzibar and renowned wildlife locations such as the Serengeti and Masai Mara, especially as Africa’s unique, experiential destinations are being increasingly sought after by local and global tourists alike.
Radisson Hotel Group plans to scale its hotel presence in high-demand areas such as coastal and safari regions across southern and eastern Africa. “In Cape Town, where the luxury segment has outperformed the market despite increased interest rates, we’re enhancing our portfolio with brands like Radisson Blu, Radisson Collection, and art’otel,” notes Trappler. “Similarly, in Victoria Falls, we are building on the success of Radisson Blu Mosi-oa-Tunya by introducing our upscale Radisson brand to cater to rising demand. We are also focussing on secondary cities such as Bloemfontein, Pretoria, Durban, and East London, as well as exploring opportunities in smaller tertiary towns that align with our expansion strategy.”
Public and Private Investment is Crucial
Tourism contributes 7.3% to Africa’s GDP and is projected to grow by 4.4% annually over the next decade, showcasing its immense economic potential. However, Trappler stresses the need for increased government support. “Despite Africa’s vast untapped potential, tourism growth is lagging behind global averages due to insufficient engagement from national and local governments. Public sector collaboration is essential particularly in South Africa, where we aim to double our portfolio to 25 hotels by 2030.”
He acknowledges progress, citing the Department of Tourism’s allocation of over R81 million for maintenance projects at tourist attractions across Gauteng, KwaZulu-Natal, the Northern Cape, and the North West, as well as the R174 million in funding to deploy more than 2,300 tourism monitors to improve visitor safety at popular sites. “But we need more active interest and contributions in developing hotels and hospitality infrastructure.”
Strengthening Africa’s Tourism Potential
As Africa’s tourism sector continues its recovery, Radisson Hotel Group is well-positioned to capitalise on the continent’s growing appeal. “Our commitment to expanding our footprint in Africa reflects our confidence in its potential and our dedication to delivering exceptional experiences for travellers,” concludes Trappler. “We are eager to partner with local stakeholders and leverage our global expertise to drive sustainable development and further enhance Africa’s reputation as a premier travel destination.”
With strategic investments and a focus on high-demand markets, Radisson Hotel Group is set to play a pivotal role in shaping the future of African tourism, unlocking new opportunities for both visitors and local communities.
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