KEY TRENDS IN TOURISM IN AFRICA
41ST ANNUAL WORLD TOURISM CONFERENCE, KIGALI, RWANDA
CHRISTY TAWII, RESEARCH ANALYST
ABOUT EUROMONITOR INTERNATIONAL
GLOBAL OVERVIEW
AFRICA’S PERFORMANCE REVIEW
TOURISM TRENDS IN AFRICA
LOOKING AHEAD
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Research CoverageABOUT EUROMONITOR INTERNATIONAL
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Research ExpertiseABOUT EUROMONITOR INTERNATIONAL
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Extensive Consulting Project Experience in the Hospitality and Tourism Industry Worldwide
EUROMONITOR CONSULTING | COVERAGE
• Brand share analysis of travel related service players in the Republic of South Africa
• Intra-African Tourism Market
• Marine Hospitality Landscape Assessment in the USA
• Analysis of UK Travelers in the USA, Caribbean, Middle Eastern, African, and Asian destinations
• Competitive Profiling of Travel Providers in the USA, Australia and Greece
• Assessment of New Global Tourism Markets
• Opportunity Assessment for Inbound Tourism from Britain to Peru
• Live Entertainment Market Assessment in Latin America
• Overview of Technology Trends in the Global Hospitality Industry
• Russian Hotels Opportunity Analysis
• City-level Tourism Data in 53 Selected Cities
• Tourism in Argentina
• Inbound Tourists' Shopping in Japan
• Tourist Profile of Brazilian Outbound Travellers to Cuba
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Extensive Consulting Project Experience in Sub-Saharan Africa
EUROMONITOR CONSULTING | COVERAGE
BOTSWANA
• Flavoured powder hot drinks
DRC
• Flavoured powder hot drinks
• Demand for packaged pasta
NIGERIA
• Intra-African Tourism Market
• Fresh produce supply chains
• Aluminium can market
• Corn grits demand analysis
• Entertainment market analysis
• Snack price partitioning
• Skin care segmentation
• Bank card segmentation
ANGOLA
• Fresh produce supply chains
• Flavoured powder hot drinks
• Demand for packaged pasta
• Import partner search
• Tobacco product availability and
pricing
ETHIOPIA
• Tobacco product availability
and pricing
• Demand for packaged pasta
• Metal can landscape
LIBERIA
• Tobacco product
availability and pricing
CONGO - BRAZZAVILLE
• Tobacco product availability and
pricing
IVORY COAST
• Mayonnaise & bouillon market
• Cocoa value chain
GHANA
• Intra-African Tourism Market
• Impulse retail channel environment
• Cocoa value chain
• Fresh meat value chain
• Bank card segmentation
CAMEROON
• Intra-African
Tourism Market
• Illicit alcohol
• Cocoa value chain
KENYA
• Fabric softener pricing
• Drinking yoghurt market
• Packaging markets
• Skin care segmentation
TANZANIA
• Packaging markets
• Private healthcare
• Illicit alcohol
ZAMBIA
• Disposable nappies
• Fresh meat value chain
• Illicit alcohol
• Bank card segmentation
BURUNDI
• Tobacco product
availability and pricing
ZIMBABWE
• Tobacco product
availability and pricing
Portuguese
French
English
PASSPORT
UGANDA
• Packaging marketsRWANDA
• Financial card usage
MALAWI
• Illicit alcohol
SOUTH AFRICA
• Brand share analysis of travel
related service players
• Illicit alcohol consumption
• PET machines
• Corn grits demand analysis
• Commercial refrigeration
• Analysis of financial inclusion
• Carbonate drinks business case
• Hand tools market analysis
• Cold chain logistics analysis
MOZAMBIQUE
• Illicit alcohol
• Bank card segmentation
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GLOBAL OVERVIEW
AFRICA’S PERFORMANCE REVIEW
TOURISM TRENDS IN AFRICA
LOOKING AHEAD
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Travel And Tourism Continues To Remain On Track
GLOBAL OVERVIEW
World Inbound Arrivals, Receipts and Average Spend 2017 - 2022
Travel in 2022
Arrivals - 1.5 billion
Inbound receipts - USD1.4 trillion
Average pend per trip - USD963
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Lodging and
Airlines dominate
travel sales
globally
Value Sales For Travel Remain Positive Globally
GLOBAL OVERVIEW
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GLOBAL OVERVIEW
AFRICA’S PERFORMANCE REVIEW
TOURISM TRENDS IN AFRICA
LOOKING AHEAD
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Inbound Arrivals predicted to see solid
increases for the rest of 2017
Continued Growth In Africa
AFRICA’S PERFORMANCE REVIEW
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GLOBAL OVERVIEW
AFRICA’S PERFORMANCE REVIEW
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LOOKING AHEAD
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*Countries include - South Africa, Kenya, Nigeria, Mozambique, Cameron, Mauritius, Tanzania – most of these countries accounts for over 70% of inbound trips to Sub-Saharan Africa regionSources: UNWTO, Euromonitor International
TOURISM TRENDS IN AFRICA
Tourist Inflows Pick-up Pace In The Midst Of Challenges
-1.6% -1.3%-1.9%
13.2%
5.3%
-2%
0%
2%
4%
6%
8%
10%
12%
14%
0
5 000
10 000
15 000
20 000
2012 2013 2014 2015 2016 2017
Inbound Arrival Trips to Sub-Saharan Africa, 2012 – 2017
Mill
ion
Trip
s
Yo
Y G
row
th
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14TOURISM TRENDS IN AFRICA
Increasing Focus on Domestic Tourism Across The Region
*Countries include - South Africa, Kenya, Nigeria, Mozambique, Cameron,, Mauritius, TanzaniaSources: Euromonitor International
46
48
50
52
54
56
58
60
62
0
10000
20000
30000
40000
50000
60000
70000
2012 2013 2014 2015 2016 2017
Mil
lio
n T
rip
s
Average Domestic Expenditure (U$) vs. Domestic Trips
DomesticTrips
AverageDomesticExpenditure
Average domestic travel
expenditure increased
from U$50.9 in 2012 to
U$60.6 per person in
2017
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15TOURISM TRENDS IN AFRICA
The Internet Is Creating A Revolution In Travel Bookings
Supplier
(Hotels,
airlines,
etc.)
Consumer
Supplier's
Website
Online Travel
Agents
Affiliate
Websites
Search
Engines
Social Media
Players such as hotels, airlines
and car rental companies are
making use of a variety of digital
platforms to engage consumers
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Travel Players Implementing Multi-Channel Approaches: Online
TOURISM TRENDS IN AFRICA
Sources: Euromonitor International
67.1%
1.6%
2.3%
25.8%
3.2%
Online Value Sales by Category2017
Airlines Attractions & Activities
Other Transport Lodging
Car Rental
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Short-Term Rentals Booming
TOURISM TRENDS IN AFRICA
0
5
10
15
20
25
30
35
2013 2014 2015 2016 2017
% Y
-oY
gro
wth
Growth in Short-term bookings 2013 - 2017
Total values
Online ValueSales
Offline ValueSales
Sources: Euromonitor International
Entry of online players
such as Airbnb is
boosting online sales and
shaking up the lodging
industry
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Sharing Economy Gaining Traction
TOURISM TRENDS IN AFRICA
Peer-to-peer brands
are intensifying
competition as more
travellers seek
cheaper options
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19TOURISM TRENDS IN AFRICA
Growing Competition Between Low Cost Carriers and Scheduled Airlines
2.8%
10.1%
87.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Charter Low Cost Carriers Schedule
Pe
rce
nta
ge
of
Va
lue
Sa
les-
%
Value Sales Split by Airline Category in Sub-Saharan Africa- 2017
Charter
Low Cost Carriers
Schedule
Scheduled flights
continued to dominate
airline sales in 2017
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Expansion And Development Of Luxury Resorts And HotelsTRENDS IN SUB-SAHARAN AFRICA
Hotel Chain Development Pipelines in Africa Top 10 Brands by Number of Rooms
Pipeline Status (2016)
0
1000
2000
3000
4000
5000
6000
Source: W Hospitality Group
Hotels accounted for 45% of
overall lodging value sales.
Category is driven by the
presence of international hotel
chains
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21TOURISM TRENDS IN AFRICA
Luxury Travel Booming
Country Number of
visitors
South Africa 15,000
Kenya 4,000
Zambia 1,000
Mauritius 3,000
Mozambique 1,000
Botswana 4,000
Tanzania 2,000
Uganda 1,000
Nigeria 1,000
*Sources: New World Wealth
Millionaires refers to individuals with net asset of
U$10 million or more
Multi-Millionaire visitors 2016
*Sources: Super Luxury refers to accommodation with 5 star or more rating; Luxury refers to
accommodation with a 4 star rating
2012
2013
2014
2015
2016
Super Luxury 1.72 1.87 1.98 2.12 2.30
Luxury 2.09 2.17 2.28 2.37 2.43
Value growth (SuperLuxury)
8.8 6.2 7.1 8.3
Value growth (Luxury) 4.0 4.9 3.9 2.6
0.01.02.03.04.05.06.07.08.09.010.0
0.00
1.00
2.00
3.00
4.00
5.00
Va
lue
Gro
wth
Va
lue
Sa
les (
R-
Bill
ion
)
Super Luxury vs. Luxury Accommodation Value Sales
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22TOURISM TRENDS IN AFRICA
MICE Boosting Tourism In The Region
Kenyatta International Conference Centre
in Nairobi, Kenya
*Countries include - South Africa, Kenya, Nigeria, Mozambique, Cameron, Mauritius, Tanzania – accounts for over 70% of Sub-Saharan Africa travelSources: UNWTO, Euromonitor International
0
2000
4000
6000
8000
10000
12000
14000
16000
2013 2014 2015 2016 2017
'00
0s T
rip
s
Inbound Business vs. Domestic Business Trips
BusinessInboundTrips
DomesticBusinessTrips
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Sports Tourism Eco-tourism Cultural Tourism
Medical Tourism Safari Tourism Beach Tourism
TOURISM TRENDS IN AFRICA
Niche Tourism
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A boom in both leisure
and business trips is
expected over the
forecast period
LOOKING AHEAD
Positive Growth To Continue Over Forecast Period
*Countries include - South Africa, Kenya, Nigeria, Mozambique, Cameron, Mauritius, Tanzania – most of these countries accounts for over 70% of inbound trips to Sub-Saharan Africa regionSources: UNWTO, Euromonitor International
5.3%
6.0%6.2%
8.0%
0%
2%
4%
6%
8%
10%
12%
0
5 000
10 000
15 000
20 000
25 000
30 000
2018 2019 2020 2021 2022
Inbound Arrivals to Sub-Saharan Africa 2018 - 2022
Yo
Y G
row
th
Mill
ion
Trip
s
THANK YOU FOR LISTENING
Christy Tawii
Research Analyst
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