Africa’s next great traveller is already at the departure gate
For decades, Africa’s tourism industry has been preoccupied with bringing the world to its shores. A landmark Skift study commissioned by Millat Group suggests that the continent’s next great tourism opportunity may lie in the opposite direction: the African traveller going out.
Africa's tourism industry has traditionally focused on attracting international visitors to the continent, but a new study suggests that the next major opportunity lies in the African traveler who is leaving the continent. According to a white paper by Skift and commissioned by Millat Group, outbound international trips from Africa are projected to increase from 13.3 million in 2025 to 19.4 million by 2035. This shift represents a significant opportunity for the continent's tourism industry.
The study delves into five focus markets – Egypt, Ethiopia, Kenya, Nigeria, and South Africa – and finds that outbound travel expenditure is also expected to rise from US$18.9 billion in 2025 to US$30.4 billion by 2030, marking a 61% increase. This growth is driven by a new generation of affluent African consumers with connections to the diaspora and business interests extending beyond national borders.
Nigeria, for example, leads in total outbound expenditure, generating an estimated US$7.7 billion in 2025, which is 41% more than South Africa despite South Africa having five times as many outbound trips. The discrepancy is attributed to Nigeria's affluent travelers, primarily from Lagos and Abuja, who engage in high-end leisure and business travel, as well as family and friend connections abroad.
Diaspora-connected travel accounts for between 22% and 26% of outbound trips across the studied markets but generates 40% to 45% of expenditure.
Ghana is identified as a leading market for its Diaspora Connector segment, with the Lagos-Accra corridor being among the busiest intra-African air routes. The study suggests that the country's established connections with its diaspora in the UK, US, Europe, and other regions provide a strong foundation for this market. The report encourages the development of year-round products and services tailored to this growing traveler segment.
Finally, the report emphasizes the importance of intra-African travel, which accounts for approximately 40% of international arrivals on the continent. While regional travelers provide a significant occupancy base for hotels and support various businesses, the infrastructure for serving this market remains inadequate. Only about 19% of intra-African routes have direct flights, and only seven African countries offer direct air connections to more than 20 other nations.
This lack of connectivity results in longer, more expensive journeys for travelers between neighboring countries.
Written by urgent.news from MyJoyOnline Ghana's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
