Skift Take
'Africa for Africa' might sound cliche, but industry stakeholders think its potential as a tourism strategy has yet to be fully tapped.
Africa's long-term travel prospects hinge on its domestic demand, a trend accelerated by the pandemic and an opportunity for the continent's tourism-rich countries.
"Africa for Africa is vital," said Anita Mendiratta, special advisor to the UNWTO Secretary General, who spoke to Skift at the Airbnb Africa Summit in Johannesburg.
"Domestic tourism was always the poor cousin of tourism. If you couldn't afford to travel overseas, you stayed at home. Now, the value of domestic tourism has remained," Mendiratta said.
For example, domestic tourism in South Africa climbed by 31% in overnight trips during the first four months of 2023 from a year earlier. Domestic travel spending during this period rose by 41%, according to South Africa's Tourism Department data.
An Airbnb Economic Impact study detailing bookings for 2022 showed domestic stays in the country had increased by 34%, with seven of the 10 fastest-growing places visited outside of South Afri