Africa's tourism sector is preparing for a rebound after the pandemic

At the beginning of 2020, Africa's tourism was expected to experience growth.

The United Nations World Tourism Organization (UNWTO) had forecasted a 3-5% rise in international visitors to the continent, driven by increased air travel and simplified visa policies.

When the pandemic struck, airports closed, tourism came to a halt, and the industry was forced into a standstill.

Several African nations also enforced lockdowns, closing hotels, tour operators, event venues, and public transit.

The tourism sector, which includes entertainment, hospitality, dining, and guided tours, provides jobs for over 1 million people annually in Nigeria, Ethiopia, Kenya, Tanzania, and South Africa, as reported by the United Nations.

In countries like Seychelles, Cape Verde, Sao Tome and Principe, and Mauritius, tourism contributes to more than 20% of the workforce.

However, the Covid-19 pandemic has led many sectors within tourism to reduce their workforce and face significant financial losses.

The UN predicts that the pandemic could result in the loss of up to 2 million direct and indirect jobs in Africa's tourism industry.

Revenue losses

In Kenya, some coastal hotels and guesthouses reported occupancy rates of under 7% in March, according to local news sources.

During the same period, Victor Shikata, general manager of Flamingo Beach Hotel in Mombasa, revealed to Dinogo that the hotel’s pool and lounge areas were vacant, and its once-bustling beaches had become eerily deserted due to the pandemic.

The hotel also faced a significant number of cancellations for both holiday bookings and conference events, Shikata added.

The food and beverage industry has also been impacted, with business owners forced to lay off workers or reduce employee wages.

Ada Osakwe, founder of Nuli, a popular health food restaurant chain in Lagos, Nigeria, shared with Dinogo that her business was compelled to shut down 9 of its 10 locations following the outbreak of the coronavirus in April.

Osakwe mentioned that during the mandatory lockdown imposed by President Buhari, her restaurant's sales plummeted by 95%, forcing her to reduce her staff's salaries.

‘I’m just working with spreadsheets, adjusting percentages next to each person’s name to figure out how we’ll pay salaries. After April, I don’t know how we’ll stay afloat,’ she expressed.

‘Complete chaos’

Tanya Kotze, founder of Africa Direct, a South African-based travel company, told Dinogo that the cancellation of international flights to the country in March sent her team into ‘complete chaos.’

Kotze, who has been leading Africa Direct for 15 years, shared that her team spent nearly a month contacting clients to reschedule their bookings for 2021 and 2022.

‘The first month after international travel ceased was utter chaos—moving bookings for clients who were supposed to travel this year, managing numerous cancellations, and doing everything possible to ensure our clients didn’t lose their money,’ she recalled.

However, with over 123,000 confirmed cases of the virus across the continent by May 29, Africa had no choice but to adjust.

Kotze explains that one of the key strategies her company is using to stay afloat is by leveraging long-standing relationships with clients, many of whom are from the US and Europe.

‘We’re fortunate that many of them are still booking. The favorable exchange rate for Americans and Britons makes travel to Africa more appealing, so we’re working hard to make it as attractive as possible,’ she said.

Though offering discounted tour packages for the upcoming years presents a financial challenge, it allows the company to maintain a loyal customer base and secure future business for 2021 and 2022, Kotze added.

Leisurely travel

It remains uncertain when African nations will fully reopen their borders to tourism and international travel.

While some countries are still operating emergency flights to bring home citizens stranded abroad, and cargo flights continue, most international air travel is still suspended.

Sisa Ntshona, CEO of the South African Tourism Board, suggests that when borders eventually open, travel will be gradual, and the continent will need to adapt.

‘Travel will start off slowly, with people mainly exploring their own cities and enjoying the freedom to move. It will take time before we see tourists from outside the continent,’ he shared with Dinogo.

Ntshona believes that African nations will need to enhance the appeal of their holiday destinations in the post-pandemic era, as many countries will be vying for tourist attention.

‘It’s about understanding the changing preferences of modern tourists and being able to meet those expectations. Today, it’s no longer about just visiting places and snapping glamorous photos—people want to immerse themselves in the local culture, food, flavors, and fashion,’ he explained.

‘It’s really about positioning Africa to offer all that the modern traveler seeks,’ Ntshona added.

African nations must prioritize improving tourism services to draw in visitors and stimulate growth within the sector.

The future of tourism

Ntshona predicts that the tourism industry will become increasingly digital, with technology playing a key role in both the accommodation and travel sectors.

Travelers will soon be able to check into hotels virtually, bypassing reception desks. Similarly, they will purchase airline tickets online and handle self-check-in, rather than at counters.

‘Tourists will become more self-sufficient. They may want to do their own laundry, bring their own cutlery, and be more mindful of what they touch, which is something we’ve all learned from the pandemic,’ he explained.

The global tourism industry is expected to take at least 10 months to recover from the pandemic’s impact, according to the UNWTO. For Africa, recovery could take even longer.

Some African nations are already devising new strategies and policies to revitalize tourism in the post-pandemic era.

According to Mmamoloko Kubayi-Ngubane, South Africa's Minister of Tourism, the fund is designed to help ensure the survival of hotels, resorts, restaurants, tour operators, and travel agencies.

Kotze, the owner of Africa Direct, believes the government has a critical role to play in providing financial support to keep the tourism sector afloat.

Governments should offer tax incentives, waivers, business support programs, and insurance to help businesses in the tourism industry recover.

Despite her concerns, Kotze remains hopeful that Africa’s tourism sector, which contributes billions of dollars to the economy, will rebound stronger than ever.

‘I’m very optimistic. We overcame the HIV pandemic, we overcame Ebola. We can overcome coronavirus too,’ she stated.