Discover Travel Trends

Curious about what travel in Africa will look like in 2025? From the rise of conscious luxury creating more meaningful travel experiences and the possible return of Formula 1 and what this would mean for the continent to the implementation of digital nomad visas, there’s a lot to look forward to! Dive into our 2024 Travel Trends Report for more insight.

Africa’s expanding air connectivity has the potential to transform its tourism landscape in 2025, introducing multi-destination itineraries and strengthening global ties to underserved markets.

New routes, like Norse Atlantic Airways’ direct London Gatwick to Cape Town flight and AirAsia X’s Kuala Lumpur to Nairobi service, provide direct links for travellers from the United Kingdom and Southeast Asia, opening up easier access to Africa’s safari, cultural, and vibrant city experiences.

Paul van den Brink of Cape Town Air Access confirmed a marked rise in direct connectivity to South Africa has spurred demand from key markets like the US. Flights from cities like New York and Washington are now year-round, boosting U.S. visitors by 34% in 2023 alone, and the trend is expected to continue well into 2025.

Aligning Africa’s peak safari season with key connectivity routes could create opportunities for multi-destination itineraries that combine Cape Town, Botswana, and the Masai Mara, among others.

Meanwhile, regional airlines like FlySafair, which is currently expanding in the SADC region, now facilitate access to destinations like Namibia, adding more affordable rates and enhancing Africa’s appeal for long-haul luxury safari travellers looking to make the most of their experiences.

Infrastructural development at key African hub airports, including Cape Town International and OR Tambo in South Africa, Ethiopia’s Addis, and Uganda’s Entebbe, adds swell to passenger capacity and growth. Their digitisation goals also remain critical as Africa’s airports look to implement biometric scanning and e-gates to ease passenger flow.

This focus on operational efficiency reflects Africa’s commitment to improving the passenger experience despite budget and aircraft constraints faced by airlines.

Film-inspired tourism in Africa is set to explode, with projections estimating the market could reach US $110 billion by 2028. Disney’s Mufasa is expected to drive a surge in bookings when it releases in December, similar to the increase seen after the release of The Lion King in 2019.

African tour operators can capitalise on this trend by creating tailored tours that take visitors to film locations, enhancing the experience with local cultural narratives. For example, Marvel’s Black Panther boosted tourism in South Africa, where many scenes were filmed.

Meanwhile, Idris Elba’s “Zollywood” initiative aims to build film studios in Tanzania and Ghana, positioning these locations as attractive tourist spots while supporting local talent. Nollywood, Nigeria’s film industry, contributed approximately US $2.56 billion to the GDP in 2023, fuelled by investments from streaming services like Netflix. Additionally, events like the Mombasa International Film Festival promote local talent and attract visitors to Kenya.

East Africa’s annual Great Migration draws massive crowds, resulting in overcrowded safari parks and a diminished visitor experience.

To tackle this in the year ahead, travel companies are promoting off-peak, year-round safaris and focusing on lesser-known natural attractions, alleviating pressure on peak-season migration sites.

Research by Virtuoso shows that 47% of luxury travellers now prefer shoulder seasons, while operators like Governors’ Camp and Singita encourage wildlife experiences outside of peak migration periods.

Kenya’s recent increase in Masai Mara park fees also supports a “fewer people, paying more” model, aiming to sustainably fund conservation and reduce environmental impact.

In 2025, luxury travel will shift toward purpose-driven experiences fostering personal growth, deeper consciousness, and connection. Today’s high-end travellers are redefining luxury beyond opulence, embracing journeys prioritising sustainability, community engagement, and authentic cultural immersion.

A standout example is Wolwedans in Namibia. The establishment exemplifies this shift as it looks to nurture conscious travel through sustainable tourism models.

Leading safari operators, such as Singita and Ker & Downey Botswana, focus on personalised itineraries and conservation projects, inviting travellers to participate actively in wildlife protection and local initiatives. Emerging destinations like Rwanda and Zambia are gaining popularity as travellers seek unique, off-the-beaten-path experiences.

South Africa, with strong support from Tourism Minister Patricia de Lille, Sports Minister Gayton McKenzie, and Gauteng Premier Panyaza Lesufi, is actively negotiating with international motor racing authorities to bring Formula 1 racing back to the African continent. Furthermore, Kyalami Grand Prix Circuit owner Toby Venter has shared that the venue is taking real steps to secure the event.

Meanwhile, the unprecedented success of local Ultimate Fighting Championship (UFC) Middleweight Champion, Dricus du Plessis, has global spectators on the edge of their seats in anticipation of the first-ever UFC event in Africa.

In 2022, the global sports tourism market was valued at $587.9 billion, according to Grand View Research. Formula 1 has just come off the back of a record-breaking 2023 season – with over six million spectators worldwide – and generated substantial tourism revenue along the way.

As global interest in astro-tourism rises, Africa is positioning itself as a prime destination for travellers eager to explore the cosmos.

Nearly 10.4% of global GDP and 7% of Africa’s GDP are driven by the tourism sector, according to the 2019 report by the World Travel and Tourism Council (WTTC). Focusing investment on dark sky preservation and integrating astro-tourism into the mainstream tourism industry will be a creative effort to boost GDP as a new economic diversification.

For 2025, remote work visas represent an important economic opportunity around the globe. And, as these programmes gain traction, African countries can establish themselves as premier remote work destinations, thereby fostering a modern economy that leverages global talent, enhances the tech ecosystem, and diversifies tourism revenue.

This forward-thinking trend could be one of the most significant for reshaping Africa’s global role in the digital economy. Mauritius, for example, has had a dedicated Premium Travel Visa in place since 2020, with countries like Kenya, Namibia, and South Africa following suit in their own ways.

Digital nomad visas bring in higher, more consistent spending compared to short-term tourism, as remote workers are likely to rent accommodations, dine locally, and engage with community services. By attracting long-term residents, African countries can mitigate the impact of tourism seasonality, ensuring steady economic benefits that bolster the local service and hospitality sectors throughout the year.

As Africa emerges in the Fourth Industrial Revolution, it’s redefining the concept of “social currency” in ways that go beyond mainstream tech advancements. For many travellers, a digital detox means stepping away from screens and reconnecting with nature – a trend that Africa supports in unique ways.

But it doesn’t mean Africa is being left behind. In fact, the continent is carving out a niche as a leader in conservation technology, using wearables, AI, and tracking tech to safeguard endangered wildlife.

While the global race for wearables is heavily consumer-driven, Africa is pioneering their use for conservation—a social currency in its own right. Travellers supporting these efforts invest in a movement that uses wearable tech to counteract human impact on wildlife.