Sub-Saharan African tourism has grown by an average of 4.3% per year since 2008, outpacing the global average of 3.2%, this growth is expected to continue reaching over 45 million arrivals by 2018. Increased FDI, new trade partnerships, access to international capital and rise of the middle classes will help the continent live up to its tourism potential. However, governments and stakeholders need to develop the right strategies and regulations to maximise the benefits of tourism.
Huge opportunities for tourism development exist in sub-Saharan Africa, with international arrivals expected to reach over 45 million visitors by 2018, this will be driven by strong economic growth and increased flight capacity.
To fully benefit from the region´s tourism potential governments and stakeholders should work together to address issues such as infrastructure, security and sustainability by integrating the right policies and regulations
As a result of increasing trading links and airline expansion, emerging source markets are expected to be the key drivers of international arrivals over the next five years, with China and Brazil experiencing the fastest growth.
With the emergence of a new middle class of African consumers, Sub-Saharan African countries should be developing the right strategies to reap the benefits of the huge potential that domestic tourism can offer.
International hotel chains are taking advantage of and undeserved market full of opportunities. In January 2014 Marriott International acquired South African chain Protea Hospitality Group making it the largest hotel chain in Africa.
Despite tight regulations and a lack of secondary airport, Sub-Saharan African is seeing the emergence of a low-cost sector with the recent entry of a number of new low cost airlines.
Middle Eastern carriers are gaining ground and positioning themselves as major international hubs to the region. Strong protectionism, high taxation, old infrastructure and poor regulation are hindering Africa´s share of the market.
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