WTM Africa releases 2026 Africa travel and tourism State of the Industry report

WTM Africa has released its 2026 State of the Industry Report, highlighting major shifts in aviation, AI adoption, sustainability, inclusion, and workforce development across Africa’s tourism sector.

Published as part of Africa Travel Week and built by RX Africa, the report examines the structural forces shaping travel across the continent.

Growth with uneven progress

Africa welcomed 81 million international visitors in 2025, marking an 8% rise—the fastest regional growth globally. Aviation capacity also increased by 13.7% to 182.4 million departure seats.

However, growth remains uneven. Eastern Africa recorded a 24.3% jump in aviation capacity, while Central and Western Africa saw little to no expansion.

Sustainability gap and regulatory pressure

The report flags a significant sustainability gap, noting that fewer than 5% of African hospitality properties currently hold third-party certification. This comes ahead of stricter global regulations, including the European Union’s greenwashing ban set to take effect in 2026.

AI reshaping travel behaviour

Technology is rapidly transforming how travellers plan trips. The report finds that 72% of Gen Z travellers now use AI tools, pushing tourism operators to make their offerings more visible and compatible with digital platforms.

“This report explores key themes including trust, AI, traveller psychology, sustainability, and authenticity,” said Olivia Gradidge of WTM Africa.

Industry voices and insights

The study, commissioned by Big Ambitions, includes contributions from more than 25 experts, including Louise de Waal, Judy Kepher Gona, and Luckson Zambuko.

Dorine Reinstein, Content Director at Big Ambitions, said the report underscores a shift in the industry: success now depends less on having the best product and more on proving value—through access, trust, sustainability, and inclusivity.

Launch and discussions

The report was introduced by Carol Weaving during the opening of WTM Africa on April 13, and further discussed during a panel session featuring industry leaders such as David Frost and Kwakye Donkor.

Alongside the findings, the report also outlines a ten-point manifesto aimed at guiding stakeholders as Africa’s tourism sector continues to evolve.