A positive 2023 outlook for Africa’s travel industry marketers

This conclusion is based on input from hotel and hospitality industry personnel in 17 African countries. All said they were optimistic about business prospects, with almost 82% of respondents being positive about the next six months, while 90% felt encouraged about the sector’s outlook over the next one to two years.

“The survey paints a picture of a sector that’s largely positive in its outlook, and that’s looking to find fresh routes to traveller engagement and new ways of building traveller experiences,” says Evan Schiff, Portfolio Director at DMG Events.

Respondents to the study pointed to the potential for increased investment to bolster growth in the industry and leverage it effectively. Statista predicts a US$13.80-billion rise in hotel market revenue volume on the continent by 2027. 

Africa’s post-pandemic recovery is now on par 

An uptick in activity last year saw Africa move on par with the rest of the world in terms the pace of post-pandemic recovery, with North Africa leading the way on the continent for international tourism.

Among the expected industry trends in 2023 is that automation and intelligent technology will further shape the travel and tourism sector, enabling cost-cutting while at the same time providing exceptional service.

“Check-ins went digital, restaurant menus were accessed via QR code, and customers are happy – which is encouraging hoteliers to go even further,” notes Schiff. 

“Many apps that were once a ‘nice to have’, are now fully interactive and engaging pathways to customer engagement and interaction. This is one of the most exciting trends in the industry.”

But many challenges remain, including finding suitable staff to meet the increasing demand.

“Securing appropriately skilled staff in hospitality has proven to be a big challenge,” notes, Márton Takács, Global Sector Leader for Hotel and Leisure at Moore Global. 

“This, along with the rising costs of energy and reliable supply, construction costs and the impacts of inflationary pressures – which extend to tightening the discretionary income purse strings for travellers – have weighed heavily on the industry.”