Travel & Tourism in Africa is booming, growing 5.6% in 2018 compared to the global average of 3.9% and the broader African economy rate of 3.2%. This places Africa as the second-fastest growing tourism region behind only Asia-Pacific. 

Such growth is partly explained by North Africa’s rebound from security crises as well as the development and implementation of policies that promote travel facilitation. 

For over 25 years, the World Travel & Tourism Council (WTTC), which represents the global private sector of Travel & Tourism, has produced the authoritative research on the economic contribution of the sector. Our research also shows that in 2018:

·         Travel & Tourism contributed $194.2 billion to the region’s economy, representing 8.5% of the continent’s GDP

·         The sector contributed 24.3 million African jobs, or 6.7% of total employment.

·         71% of tourism spending across Africa was leisure-driven and 29% business

·         Domestic spending accounted for 56% of the tourism economy versus 44% for international

·         International tourism spending comprised 9.6% of the region’s total exports, worth $58.5bn

Ethiopia stands out not only as Africa’s fastest growing travel economy but indeed the world’s, growing by 48.6% last year to be worth $7.4bn. Notably, international Travel & Tourism spending made up a massive 61.0% of exports in the country. This stunning growth can be attributed, in part, to Ethiopia’s improved connectivity as a regional transport hub and to recent visa relaxation policies.

Then, Egypt’s tourism sector has demonstrated considerable resilience, growing by 16.5% last year with international visitor spending accounting for 27.3% of exports. This follows huge safety improvements in the country and in key destinations such as Sharm El-Sheikh, helping to entice international tourists back to the northern coast. 

WTTC President & CEO Gloria Guevara commented, “In 2018, the World Travel & Tourism Council hosted its first ever Africa Leaders Forum in Stellenbosch, South Africa, recognising the increasing significance and power of this great region’s travel economy.

“We commend the tourism leaders in Africa who are helping to boost connectivity, promote travel facilitation and ensure traveller safety – all of these measures make for supreme growth; the kind of growth that we are now witnessing across the continent and that provides millions of good jobs.”  

In 2018, the Greek Travel & Tourism sector grew at a rate of 6.9% – over three and a half times the pace of its wider national economy, which grew by 2.0%.

The sector represents 20.6% of Greek GDP compared to the global average of 10.4%. This means that one in every five Euros spent in Greece last year came from the Travel & Tourism sector, worth €37.5bn (USD $44.6bn).e

Meanwhile, one quarter of all employment in Greece is based in Travel & Tourism – equivalent to 988.6k jobs. In 2019, this figure is forecast to surpass one million for the first time since WTTC records began.

Even at the height of economic performance before the financial crisis, Greece still employed less people in Travel & Tourism than they did in 2018 (934.5k in 2006), indicating that not only has the sector economy recovered but it is now outperforming its previous peaks.

The same is true for GDP contribution, which has never before amounted to 20% of total GDP.

These figures come from the World Travel & Tourism Council’s (WTTC) annual review of the economic impact and social importance of the sector. The research, conducted for almost 30 years by WTTC, which represents the global private sector of Travel & Tourism, shows that in 2018 the Greek sector:

• Outpaced the EU’s regional Travel & Tourism growth rate of 2.4%. Both the EU and Greece’s wider economies grew at a rate of 2.0%, but the Greek travel sector leapt ahead of regional averages.

• Benefitted from €18.5bn international visitor spend, representing 27.9% of total exports.

• Two-thirds of inbound Greek travel spend came from international visitors (66%), and one-third from domestic travel (34%).

• Was driven by leisure spending, which comprised 94% of tourist spend compared to 6% for business.

WTTC President & CEO Gloria Guevara remarked, “We are hugely impressed by the Greek growth rate, and the government strategies that have spurred it on. Travel & Tourism has had a huge role to play in driving Greek economic recovery, and is a chief employer of people. Greece is an exemplary case study of how valuable an asset Travel & Tourism can be when the government prioritises the sector.”

The Minister of Tourism of the Hellenic Republic, Elena Kountoura remarked: “Our long-term tourism strategy that we implement since 2015 led to outstanding results in Greece’s tourism growth, and supported profoundly the Greek economy in the most difficult years of the crisis. We achieved our target in creating thousands of new jobs, new business activity, new sources of income, and in mobilizing new tourism investments.

With our growth plan for the next day, we intend to maintain Greece’s strong momentum in  tourism and maximize its benefits for the local communities across Greece, acknowledging tourism’s immense value as  a major driving force for employment,  economic and social prosperity.”

Travel & Tourism in Kenya grew faster than the regional average and significantly above other economies in Sub-Saharan Africa, according to new research from the World Travel & Tourism Council.

In 2018, Travel & Tourism grew 5.6% to contribute KSHS 790 billion and 1.1 million jobs to the Kenyan economy. This rate of growth is faster than the global average of 3.9% and the Sub-Saharan Africa average of 3.3%.eTN Chatroom: Discuss with readers from around the world:

This makes Kenya the third largest tourism economy in Sub-Saharan Africa after South Africa and Nigeria both of which grew substantially less than Kenya in 2018.

In total, international tourists spent over KSHS 157 billion in Kenya last year, accounting for over 15% of total exports. The largest inbound international markets were the USA (11%); UK (9%); India (6%); China (4%); and Germany (4%). Combined with domestic spending, Travel & Tourism supported 8.8% of the nation’s GDP in 2018.

For over 25 years, the World Travel & Tourism Council (WTTC), which represents the global private sector of Travel & Tourism, has produced the authoritative research on the economic contribution of the sector. This year’s research shows that:

• Travel & Tourism in Kenya grew at 5.6% last year – ahead of the global average of 3.9%
• This contributed 8.8% to Kenya’s GDP, worth KSHS 790 billion (or US$7.9 billion dollars) when all direct, indirect and induced effects are taken in to consideration
• Travel & Tourism is responsible for 8.3% of all Kenya’s employment, or 1.1 million jobs
• GDP contribution is projected to grow by 5.9% in 2019

Speaking from a press conference in Nairobi, Kenya, WTTC President & CEO Gloria Guevara said, “Africa is one of the great success stories of global travel as the second fastest growing region in the world – and Kenya lies at the heart of the region, a popular and renowned destination that has seen huge growth in tourism activity and value over the past year.”

“I would like to particularly acknowledge the vision of President Uhuru Kenyatta and his commitment to Travel & Tourism as a means of driving economic growth and alleviating poverty. The Ministry of Tourism & Wildlife, under the leadership of Cabinet Secretary Najib Balala, must be congratulated for growing tourism at a rate above the global and regional average and for attracting over two million international visitors for the first time in 2018.

Speaking at the event, Cabinet Secretary for Tourism and Wildlife, Hon. Najib Balala elaborated on the gains of the sector and expressed his satisfaction on the overall achievement of this key sector that contributes substantively to the economy.

“The gains of the sector are as a result of co-ordinated efforts between various arms of government, whom the tourism sector has engaged, as well as the concerted efforts in marketing Kenya as a destination of choice,” CS Balala pointed out.

About the World Travel & Tourism Council

WTTC is the body which represents the Travel & Tourism private sector globally. Members consist of CEOs of the world’s Travel & Tourism companies, destinations, and industry organizations engaging with Travel & Tourism.

WTTC has a history of 25 years of research to quantify the economic impact of the sector in 185 countries. Travel & Tourism is a key driver for investment and economic growth globally. The sector contributes US$8.8 trillion or 10.4% of global GDP, and accounts for 319 million jobs or one in ten of all jobs on the planet.

For over 25 years, WTTC has been the voice of this industry globally. Members are the Chairs, Presidents and Chief Executives of the world’s leading, private sector Travel & Tourism businesses, who bring specialist knowledge to guide government policy and decision-making and raise awareness of the importance of the sector.