Highlighting Black-Owned Hotels in Africa, One Instagram Post at a Time

Over the past ten years, each time she traveled from Canada to Africa, Guinea-born Fatimatou Diallo realized she wanted to stay at Black-owned hotels and homestays, yet struggled to find them. There was no central resource for such accommodations. So, she took matters into her own hands.

In 2018, Diallo launched Sleep in Africa, an Instagram account dedicated to showcasing Black-owned accommodations across the continent, ranging from eco-friendly bush camps in Botswana to chic boutique lodges in Senegal. Today, the account boasts over 11,000 followers.

Diallo explains that her mission behind creating Sleep in Africa is multifaceted. “I aimed to build a community where travelers can share recommendations, seek advice, and provide feedback on their stay in Africa,” she states. “I also wanted to highlight the diversity and authenticity of the continent.”

With a background in translation and currently working in project management for a translation firm, Diallo has always aspired to contribute to the growth of tourism in Africa. She acknowledges the challenges faced by Black hotel and lodge owners in the region and aims to raise awareness of some of its unique boutique offerings.

“Global hotel chains enjoy a solid reputation and significant visibility on an international scale. This gives them a crucial advantage, as many travelers feel more at ease booking a room with these brands,” Diallo remarks. “In contrast, Black-owned hotels must distinguish themselves to build a robust reputation that attracts visitors, which is challenging due to the uneven playing field against foreign competitors.”

The urgency of this mission has intensified during the pandemic, which has severely affected Africa's tourism sector, resulting in billion-dollar losses from plummeting international arrivals. Curfews and border closures have hit hotels hard, with many Black-owned accommodations suffering the most due to limited resources and lack of access to grants. Some, like Ecolodge Kunda in Congo and Villa 37 in Durban, South Africa, had to close temporarily, while others had to downsize their staff.

Amid the pandemic's peak, Diallo co-created a complimentary Black-Owned Hotels and Rentals Guide in 2020 alongside Sara Jabril, a strategic marketer from Tshwane (Pretoria), South Africa. This guide features 39 hotels and 17 rental properties, complete with their websites and social media links. Each listing underwent a “Black-owned verification process,” and property owners' names can be provided upon request. Diallo is also developing a website that will enable travelers to book Black-owned hotels and homestays globally.

As travel resumes, research indicates that people are increasingly mindful of the places and communities they choose to support when deciding where to go and where to stay. Diallo states, “As the global landscape gradually shifts, it’s crucial to support these establishments as much as possible during our travels.”

5 Black-Owned Accommodations Recommended by Diallo

• N’Zi River Lodges (Ivory Coast): For an authentic experience outside of East and South Africa, she recommends this location, which is perfectly situated along the banks of the N’Zi River.

• Dakosta Eco Retreat (Guinea-Bissau): A delightful eco-friendly retreat located on one of the nation’s approximately 88 islands.

• Ecolodge Kunda (Congo): Wonderful eco-friendly family cabins nestled in nature.

• Daze House (South Africa): A cozy venue brimming with art. The ten elegantly furnished rooms draw inspiration from various African nations.

• Maison d’Hôtes au Fil du Fleuve (Senegal): A traditional house in Saint-Louis that honors Senegalese culture.