A new 2025 state-of-the-industry report from WTM Africa and ILTM Africa delving into the gaps in the continent’s tourism market is particularly timely, as Australian tourists are increasingly embracing Africa as their next holiday destination.
“We’ve seen growing demand from the Australian market as travellers take advantage of our extensive regional reach through our global airline partners,” Emilie Groleau, General Manager, Airlink c/o Aviareps told travelBulletin.
Groleau noted that comparing January to April 2025 with the same period as last year, the number of Australian travellers flying throughout Africa on Airlink had increased by 32% year to date. The Southern African airline offers connections beyond Johannesburg to destinations like Cape Town, Durban, Hoedspruit and Skukuza.
In South Africa specifically, there has been a “strong and encouraging resurgence” of interest from Australian travellers, according to South Africa Tourism’s Chief Operating Officer, Darryl Erasmus.
“Pre-COVID, we welcomed over 111,000 Australian visitors to our shores. In 2023, that figure climbed back to 98,544, representing a 14.3% year-on-year growth, and we’re on track to exceed pre-pandemic levels by 2025,” Erasmus told travelBulletin.
“In fact, as of March 2025, Australian arrivals are already tracking 12% ahead year-to-date, signalling a return of confidence and desire to explore South Africa.”
Meanwhile, Qantas is preparing to resume its Perth to Johannesburg service from 07 December to cater to this upswing, operating three times a week on A330-200s.
And in January, South African Airways increased the frequency of its Johannesbburg to Perth route to five times a week. Those flights also connect seamlessly with Virgin and Qantas flights in both directions to ensure access from east coast Australian cities to South Africa.
South African Airways’ domestic and regional services are continuing to grow, with its newest regional route being from Johannesburg to Dar es Salaam.
“We have only been operating back into Australia for a year, but have been very pleased with the traffic in terms of numbers; a healthy mix of VFR, leisure and corporate traffic from Australia to Southern Africa,” said Michael Hall, Australian Country Manager for South African Airways.
Beyond the safari
Many tourists view Africa as a bucket list destination, but as industry professionals explain, there are actually plenty of other reasons beyond safaris and gorilla trekking to return to the continent made up of 54 countries and cultures.
While many people may think of the spotting the Big Five on the east coast when they imagine Africa, the west coast is relatively untouched, said Forward Travel founder David Smyth. There’s the historically rich Ethiopia with its ancient rock-hewn churches, the music and art of Senegal and there’s Sudan, where there are more pyramids than Egypt.
Meanwhile, South African Airways’ Hall wishes that more people knew of South Africa’s world-class wine regions and culinary experiences like Stellenbosch and Franschhoek, the Drakensberg Mountains, or surfing in the Indian Ocean in KwaZulu-Natal.
Madagascar is another unique and often overlooked destination with great biodiversity and rich culture, added General Manager, Annelieke Huijgens, who described it as a “beachside paradise” with lush rainforests and an array of wildlife that many travellers haven’t yet discovered.
“The biggest surprise for many is the sheer diversity – not just of the landscapes, but of cultures, cuisines, and experiences,” said Ivona Siniarska, founder of travel agency Take Off Go.
“They come home deeply moved, often with a sense that they’ve only scratched the surface, which is why so many of them return. I recently had guests who booked their ‘once in a lifetime’ trip in 2017 confirm their sixth visit.”
Interestingly, APG was recently appointed the GSA for Madagascar Airlines in Australia and New Zealand, signalling a likely ramping up of the carrier’s profile locally.
It is this diversity that needs to be promoted in order for the African tourism industry to scale and avoid overtourism in popular regions, like Victoria Falls and the Serengeti.
“For years, many African destinations have successfully targeted high-value, low-volume international tourists,” stated the new report from WTM and ILTM.
“However, for the socio-economic benefits of tourism to be fully realised, destinations must move beyond marquee experiences and expand the tourism portfolio.”
“Product and experience diversification can drive increased visitor spend, longer stays, and improved carrying capacity while distributing tourism benefits more equitably across regions.”
More mid-range options
While there are plenty of astounding luxury options in Africa, there is a need for more mid-range options.
According to Bunnik Tours’ Huijgens, there is still a gap between “roughing it” and “ultra-luxury” on the continent, although she has noticed a slow shift towards more locally-owned, sustainable options.
Smyth echoed similar sentiments, noting that he would like to see more support for mid-range tourism in the region, both in terms of marketing and infrastructure development.
“It would open the door for more people to experience the continent in a meaningful way, while also spreading the benefits of tourism to a broader range of communities. The appetite is there,” he said.
“What’s needed now is a continued shift in mindset, one that recognises that not every life-changing journey has to come with a five-star price tag.”
As Siniarska agreed there is room for more accessible, non-luxury tourism, especially as more travellers are looking for “real and memorable” experiences while also supporting wider communities.
“The opportunity lies in offering a broader range of stays – sustainable, inclusive, and deeply connected to place – without losing what makes Africa so special,” she said.
Infrastructure challenges
One of the biggest continued challenges for tourists in Africa is access, both in terms of getting there and around.
“Flights can be limited, and connecting between destinations within the continent can feel confusing or overwhelming for some travellers,” Siniarska said, adding that destinations like Rwanda and Kenya are leading the way with smart infrastructure and strong tourism strategies.
“Improving regional flight connections, simplifying visa processes, and more thoughtful destination marketing would go a long way to helping travellers experience everything Africa truly has to offer.”
Last year, Africa’s passenger numbers hit 240 million in 2024, an increase of 11% year-on-year and the International Transport Association predicts that the continent will become one of the fastest-growing aviation markets around the world, with annual growth rates nearing 5% over the next 20 years.
Unfortunately, one of the biggest barriers holding back Africa is underfunded infrastructure and outdated airspace management, creating expensive inefficiencies across its aviation hubs, noted the state-of-the-industry report.
Several systemic failures have also taken place from air traffic controller shortages to OR Tambo International Airport suffering fuel shortages and South Africa withdrawing 326 instrument flight procedures, which led to costly diversions when airlines could no longer rely on safe landing routes.
Smyth also called out the need for improvement around signage, accessibility and consistent service standards particularly outside major tourist hubs. While some of these challenges can sometimes add to an experience for those with a spirit of adventure, it can also be a turn-off for the average visitor.
“That said, there are incredible people on the ground, guides, drivers, lodge staff who go above and beyond to make things work, often in challenging circumstances. Their passion and hospitality are what carry the industry,” he said.
“Yes, infrastructure plays a big role, but at times travelling to a destination that hasn’t westernised or modernised holds a charm.”
It is clear that Africa has left a long-lasting mark on many Australian guests and that there is a deep passion for the continent among local tour operators. If these challenges can be addressed and improved upon, this same love and energy for the region can hopefully be shared with the rest of the world.
“I’ve had clients say it changed the way they see the world. They often return with a much deeper appreciation for the complexity and richness of the continent. It’s no longer just ‘Africa’ to them, it becomes a collection of countries, each with its own identity, and story,” Smyth said.
“That, I think, is one of the most powerful things about travelling there: it opens your eyes and educates in ways you can’t quite anticipate.”
