Tourism Takes Center Stage, AfCFTA’s Impact on Africa’s Economic Integration

By Shingirai Vambe

The African Continental Free Trade Area (AfCFTA) is set to revolutionize the continent’s economic landscape by boosting integration and cooperation among African countries. For the tourism sector, this ambitious initiative presents a plethora of opportunities, poised to unlock the continent’s vast potential and propel growth, innovation, and job creation.

As the world’s second-largest continent, Africa is home to a diverse array of cultures, landscapes, and wildlife, making it a treasure trove for tourists. However, despite its vast potential, Africa’s tourism industry has long been hindered by various barriers, including restrictive visa policies, high transportation costs, and limited connectivity between countries.

Zimbabwe, a country rich in natural beauty and cultural heritage, this ambitious initiative presents a plethora of opportunities to revitalize its tourism sector. As AfCFTA aims to increase intra-African trade and investment, Zimbabwe is poised to benefit from the anticipated growth in tourism, unlocking new revenue streams, creating jobs, and showcasing its unique attractions to a wider African audience.

This current development and agreement is expected to simplify travel requirements and reduce visa costs, making it easier for tourists to explore multiple African countries on a single trip. This, in turn, will encourage more visitors to venture beyond traditional destinations like South Africa and Morocco, and discover the hidden gems of other African countries. Furthermore, AfCFTA will also facilitate the growth of regional tourism, enabling countries to collaborate on joint marketing initiatives and share best practices in tourism development. This cooperation will be particularly beneficial for smaller countries, which often lack the resources to promote their tourism industries effectively.

The world continue to recover from the pandemic, and South Africa’s tourism sector experienced a remarkable resurgence in 2024. The country welcomed a record 8.92 million international visitors, a 5.1% increase from the previous year.

A significant portion of these visitors came from within the African continent, with 6.8 million arrivals from neighboring countries. Zimbabwe, in particular, emerged as the top source market, with many of its citizens flocking to South Africa’s vibrant cities, stunning natural landscapes, and world-class attractions.

European visitors also contributed to the growth, with 1.258 million arrivals, a modest 1.1% increase from 2023. The UK remained the top European source market, with many Britons drawn to South Africa’s unique blend of urban excitement, wildlife, and outdoor adventures.

Meanwhile, the Americas region showed impressive growth, with 505,579 arrivals, a 10.9% increase from the previous year. The US led the charge, with many American tourists attracted to South Africa’s diverse cultural heritage, stunning coastline, and world-class wine regions.

The tourism sector’s contribution to South Africa’s GDP also increased, reaching 8.8% of the country’s total economic output. Moreover, the industry supported a staggering 1.68 million jobs, providing a vital source of employment and income for many South Africans.

As the tourism sector continued to thrive, the South African government remained committed to investing in initiatives that would further boost growth and development. These efforts included expanding airlift, launching targeted marketing campaigns, and enhancing digital travel planning platforms.

As the world enters a new era of global cooperation and economic growth, the African Continental Free Trade Area (AfCFTA) and the United Nations World Tourism Organization (UNWTO) are poised to play a pivotal role in shaping the future of trade and tourism in Africa.

AFCFTA Secretary-General, Wamkele Mene said In 2025 and beyond, his organization is expected to usher in a new era of economic integration and cooperation among African countries. With its aim of creating a single, unified market of over 1.3 billion people, “the AfCFTA is set to increase intra-African trade, simplify trade processes, and boost economic growth,” added Mene.

As the AfCFTA agreement takes shape, businesses and industries across the continent can expect new opportunities to emerge. The reduction of tariffs and non-tariff barriers will make it easier for companies to operate across borders, increasing competition and innovation. This, in turn, will drive economic growth, create new jobs, and improve living standards.

Meanwhile, the UNWTO aims at continuing to promote sustainable tourism development in Africa, focusing on initiatives that support environmental conservation, cultural heritage preservation, and community development. Through its collaboration with African countries, regional organizations, and the private sector, strengthening its efforts to promote tourism development and cooperation.

Zurab Pololikashvili UNWTO Secretary-General said in a statement, “One of the key areas of focus for the UNWTO will be capacity building. The organization will provide training and capacity-building programs for tourism stakeholders, focusing on areas such as tourism marketing, product development, and service quality improvement. This will enable African countries to develop their tourism industries in a sustainable and responsible manner, creating new opportunities for economic growth and development.”

As the AfCFTA and UNWTO continue to shape the future of trade and tourism in Africa, several key events and initiatives are expected to take place. The 2025 Conference of African Ministers of Finance, Planning, and Economic Development (COM2025) will focus on advancing the implementation of the AfCFTA agreement, while UNWTO’s collaboration with the African Airlines Association (AFRAA) will promote sustainable aviation and tourism development in Africa.

The African Civil Aviation Commission (AFCAC) and UNWTO is also working together to promote the implementation of the Single African Air Transport Market (SAATM) and the development of sustainable tourism in Africa. These initiatives help to create a more integrated and sustainable tourism industry in Africa, driving economic growth, creating new jobs, and improving living standards.