AFRICAN AVIATION

Skies of change: The effect of Marketing 5.0 in African aviation

By our African Marketing Confederation News Team | 2025

As African commercial aviation expands, Marketing 5.0 has a vital role to play in enhancing operational efficiencies and customer service.

The aviation sector in Africa is experiencing dynamic growth and rapid transformation, resulting in various challenges and opportunities alongside an evolving technological landscape.  

Photo: Adam Moreira via Wikimedia Commons

According to the African Airlines Association (AFRAA), passenger traffic for African airlines increased by 15% in 2024 compared to 2023. In December 2024, there was a 12.4% increase in traffic, driven by a 10.6% growth in international demand and a 5.5% increase in domestic traffic.  

 

Similarly, the International Air Transport Association (IATA) reported in January 2025 that African airlines’ annual traffic rose 13.2% in 2024 versus the prior year. Full year 2024 capacity was up 9.5% and load factor climbed 2.5 percentage points to 74.5% – the lowest among regions but a record high for Africa. December 2024 traffic for African airlines rose 12.4% over December 2023.  

 

These statistics reveal a clear upward trend in travel demand, underscoring the necessity for the continent’s airlines to enhance customer service, operational efficiency and value-added services. Effective marketing strategies will be crucial, as each initiative enhancing operational efficiency serves as a compelling selling point for airlines.  

 

Integration of innovative technologies into marketing strategies 

 

Marketing 5.0 emphasises the integration of innovative technologies – such as artificial intelligence (AI), big data, and augmented reality (AR) – into marketing strategies. This approach is increasingly influencing various industries, including aviation.  

 

Notably, Marketing 5.0 recognises the generational diversity within society, accommodating five distinct generations simultaneously. In Africa, where aviation plays a growing role in economic and infrastructural development, adopting Marketing 5.0 can revolutionise how airlines engage with customers, optimise operations and create unique travel experiences. 

 

At its essence, Marketing 5.0 seeks to harmonise technology with human interaction, aiming to enhance customer experiences through technological innovation. It leverages data analytics, AI-driven insights, automation and immersive digital experiences to reshape the connections between airlines, airports and passengers. 

 

To find out more about the role that Marketing 5.0 can play in developing the African commercial aviation sector, read the current issue (Issue 1 2025) of Strategic Marketing for Africa, the magazine of the African Marketing Confederation. Find the Digital Edition here. A print edition is also available. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.