From 4 to 6 March 2025, Berlin will host the International Tourism Exchange (ITB), a major event that attracts professionals from the tourism sector. This year, Africa will be in the spotlight, highlighting its unique assets and growth potential in the global tourism sector. African tourism is booming and ITB 2025 could play a key role in this dynamic.
A growing tourism market
Tourism in Africa has experienced significant growth in recent years. According to the World Tourism Organization (UNWTO), the continent saw a 7% increase in international tourist arrivals in 2023, reaching 87 million visitors.
This trend continues, with forecasts indicating that the number of tourists could reach 100 million by 2030. This growth is fueled by several factors, including:
- Improved infrastructure
- Diversification of tourism offerings
- Increased air connectivity
Africa’s Unparalleled Assets
Biodiversity and ecotourism: Africa is home to some of the world’s most famous national parks, such as the Serengeti in Tanzania and Kruger Park in South Africa. In 2024, the ecotourism sector generated approximately 12 billion USD, representing a significant share of the continent’s tourism revenue.
- Culture and heritage: With over 3,000 ethnic groups and thousands of languages spoken, Africa offers unparalleled cultural richness. Festivals like the Gnaoua Culture Festival in Morocco attract thousands of visitors each year, showcasing local music, dance and traditions.
- Adventure and Outdoor Activities: Adventure seekers will find plenty to enjoy in Africa, whether it’s through safaris, hiking in the Drakensberg Mountains or diving in the crystal-clear waters of the Indian Ocean. In 2023, the adventure sports sector grew by 15%, attracting tourists seeking unique experiences.
- Luxury Tourism: Luxury tourism in Africa is booming, with destinations like Cape Town in South Africa and the beaches of Zanzibar in Tanzania attracting affluent travellers. By 2024, the luxury tourism market in Africa is valued at 6 billion USD, with growth expected to be 10% per year.
ITB 2025: East Africa to stand united
Tourism industry players in East Africa are joining forces to make the East African Community (EAC) the next global travel and hospitality hotspot.
In a statement, the EAC said it will be participating in the global expo for the first time as a single entity at the world’s largest tourism trade show. According to Secretary General Veronica Nduva, the bloc will showcase its various attractions under the brand name « Visit East Africa: Feel the Vibe ».
Today, the tourism industry remains a key contributor to the growth of the EAC economy. The sector is a major source of foreign exchange and is also a key driver of new employment opportunities.
The Impact of ITB 2025
The International Tourism Exchange is an ideal platform to promote African tourism. In 2025, the event is expected to attract over 10,000 exhibitors and 160,000 visitors. This exhibition offers a unique opportunity for African tourism stakeholders to connect with professionals from around the world.
- International Visibility: ITB provides a showcase for African destinations, allowing countries to showcase their tourism offerings. This can help attract investment and boost infrastructure development.
- Networking and Partnerships: Tourism professionals can make valuable contacts, exchange ideas and create strategic partnerships. This can lead to collaborative initiatives to promote tourism in Africa.
- Support for Start-ups: ITB also showcases tourism start-ups, providing a platform for new ideas and innovations. This can encourage the development of sustainable solutions that meet the needs of modern travellers.
- Raising awareness of challenges: The event also provides an opportunity to discuss the challenges facing the African tourism sector, such as climate change, sustainability and resource management. Panels and discussions can help find collective solutions.
Challenges to overcome
Despite its many assets, African tourism faces several challenges. Security remains a major concern in some regions. In addition, transport and accommodation infrastructure needs to be improved to meet the growing demand. According to the AfDB, an investment of USD 100 billion is needed to modernize the continent’s tourism infrastructure by 2030.
A key moment to promote African tourism
The International Tourism Exchange 2025 in Berlin represents a golden opportunity for African tourism. With its unique assets, cultural diversity and growth potential, Africa is ready to position itself as a must-see destination on the world stage. By showcasing its wealth and overcoming its challenges, the continent can attract increasing numbers of visitors, contributing to its economic development and the preservation of its cultural and natural heritage. ITB 2025 will undoubtedly be a key moment to celebrate and promote African tourism.
