Less Development Aid, More Responsibility: Why Sustainable Tourism Can Drive Africa’s Economic Future

Tourism in Africa

Frankfurt am Main, July 7, 2025. Global development aid is under growing pressure, with particularly stark consequences for the African continent. According to the OECD, global Official Development Assistance (ODA) fell by 7% in 2024. Projections for 2025 anticipate further cuts of 9–17%.

Germany is following this trend: Despite political pledges about Africa’s strategic importance, the 2025 draft budget does not reflect a meaningful financial increase for cooperation with the continent. Particularly severe is the planned 41% cut in trade promotion funds specifically dedicated to Africa. At the same time, Germany is expanding the Africa CIRR export financing program—intensifying the focus on Africa as a sales market for German goods, while investments in local value creation fall behind.

Tourism as an Economic Engine in Africa

In this context, private sector engagement is becoming more important—especially in the tourism sector, which is already providing tangible development benefits. In 2024, international tourism in Africa saw strong growth: According to the latest World Tourism Barometer from UN Tourism, 74 million international travelers visited destinations across the continent—up 12% from 2023 and 7% above pre-pandemic levels in 2019.

This positive trend continued into Q1 2025, with international arrivals rising another 9% year-over-year. This underscores the tourism sector’s ongoing growth potential.

Tourism’s economic impact is significant. In 2024, international tourism revenue in Africa—adjusted for inflation and exchange rates—reached $1.6 trillion, a 3% increase over 2023 and 4% above 2019 levels. This growth is driven not only by rising visitor numbers but also by increased tourist spending.

Global Hotel Brands Expand in Africa

The hospitality industry is booming. International hotel chains are expanding aggressively to meet demand and align their strategies with Africa’s market potential.

Hilton plans to triple its presence in Africa by 2028, with over 160 hotels. In Angola, three new properties with more than 700 rooms are under development. Hilton is also planning a return to Tanzania and new projects in Nigeria, Ghana, and Ethiopia, with a strong focus on North Africa.

Marriott International aims to open over 50 new hotels by 2027, adding more than 9,000 rooms. The company is entering new markets such as Côte d’Ivoire, the Democratic Republic of the Congo, Madagascar, and Mauritania—alongside growth destinations like Egypt, Kenya, Morocco, Tanzania, and Nigeria. With the opening of its first Sheraton Hotel in Angola in 2026, Marriott marks its market entry into one of Africa’s emerging travel hotspots. More hotels are already in the pipeline.

These developments highlight the continent’s rising status as an attractive investment destination—driven by a young population, increasing demand, and growing political stability across many regions.

The Need for Sustainable Tourism Models

Ecotourism is gaining momentum in Africa—especially in national parks, nature reserves, and community-based projects. These not only attract visitors but also help protect biodiversity and provide income sources for local communities.

“Tourism is no longer a niche sector on the African continent—it creates jobs, strengthens local economies, and promotes infrastructure development in underserved regions,” says Hanna Kleber, tourism entrepreneur and founder of the Voice4Africa initiative. “To secure this current growth long-term, we need targeted investments in infrastructure, education, and sustainable offerings.”

Through the ReThinking Africa economic initiative, Kleber advocates for private investments that promote sustainable development and fair partnerships.

At a time when public development cooperation is facing budget constraints, private investment offers a path to economic independence and a new, balanced relationship between Africa and its global partners.

Header Photo Credit: Ewaffe Cultural Village, Uganda