Experts warn that the growing sector is not benefiting local workers and suppliers, and that a shift towards community-led tourism is necessary

Africa is experiencing a luxury tourism boom, with nearly 74 million visitors in 2024, a 13.6% increase from the previous year. This growth is driven by countries such as Mauritius, Rwanda, Botswana, Tanzania, and Zimbabwe, which are marketing themselves as top destinations for safaris, honeymoons, food tours, train journeys, and nautical tourism. However, experts and industry workers are sounding the alarm, warning that the economic benefits of this growth are not reaching local suppliers and employees in sufficient measure.

According to estimates by the World Travel and Tourism Council, the sector will contribute $168 billion to the continent over the next decade and create more than 18 million jobs. However, the global travel and tourism market is dominated by large foreign companies, which are often the owners of luxury hotels and resorts. These companies create low-skilled jobs for locals, but often do not provide the training or opportunities for advancement that would allow them to move up the career ladder.

In a recent study published in the University of Manchester’s African Studies Review, Pritish Behuria, a PhD in social sciences and researcher, argues that luxury tourism is a driver of inequality. He points out that luxury travelers often prepay for their “all-inclusive” stays, which means that only between 20% and 45% of their holiday spending remains in Africa. This, combined with the fact that foreign companies often import goods and services rather than sourcing them locally, means that local businesses and workers are often left out of the benefits of tourism.

Isabella Roberts, director of Programs and Innovation at the Africa Policy Research Institute, agrees with Behuria’s assessment. In a video call interview with EL PAÍS, she noted that while tourism is the main source of income for Zanzibar, an island in Tanzania, the lowest-paid jobs in the sector, such as waiters and tour guides, are often held by locals, but local representation in management positions is limited.

Experts are calling for a shift towards community-led tourism, where local entrepreneurs and workers are empowered to provide services and products to tourists. This approach, they argue, would not only benefit local communities but also promote more sustainable and responsible tourism practices.

Natalia Bayona, executive director of the United Nations World Tourism Organization (UNWTO), agrees that community-led tourism is the way forward. In a message exchange with EL PAÍS, she noted that the UNWTO is working on training projects, certification in sustainable tourism for young people, and support for local entrepreneurship and community tourism. Bayona also highlighted the importance of introducing tourism as a subject in schools and promoting community-led tourism initiatives.

However, Behuria fears that efforts to support community initiatives are not enough to make them competitive in markets dominated by large foreign companies. He argues that countries such as Mauritius and Botswana need to focus less on inviting high-end foreign hotels or overseas-based travel agencies and more on using local resources.

Roberts also notes that visitors can drive change by choosing locally owned accommodations, restaurants, and tourism businesses whenever possible. She points to good practices in Botswana, South Africa, and Kenya, which have introduced a tourism tax to support sustainable tourism development.

Ultimately, the future of luxury tourism in Africa hangs in the balance. While the sector has the potential to bring in billions of dollars and create millions of jobs, it also risks exacerbating existing inequalities and perpetuating unsustainable tourism practices. As the industry continues to grow, it is clear that a shift towards community-led tourism is necessary to ensure that the benefits of tourism are shared by all.