The Global Surge of Digital Nomad Visas and Africa’s Window of Opportunity

A new kind of migration

On a Tuesday morning in a sun-splashed café in leafy a Nairobi neighborhood, laptops open before flat whites, you’ll hear a dozen accents discussing deadlines across three time zones. A designer in from Lisbon is troubleshooting a client handoff, a machine-learning engineer from Lagos scans code between bites of mandazi, at the corner table, two founders whisper through a Figma prototype. None of them work for local firms and yet their rent, their groceries, their rides, their weekends in Naivasha all add up here. This is the quiet economy of digital nomadism, now knocking on Africa’s door.

This is not tourism as usual. It’s the quieter migration of remote professionals who bring their work with them, staying for months rather than days, and spending locally while their incomes arrive from elsewhere. Governments have noticed. In recent years, “digital nomad” or remote-work visas have moved from experiment to policy toolkit, an attempt to capture footloose talent without igniting domestic labor fights.

What these visas actually do

Most programs follow a simple pattern, prove you work for a foreign employer or run your own company abroad, meet a minimum income threshold, buy health insurance, and you can live legally for six to twelve months, sometimes longer. The pitch is pragmatic. Nomads rent apartments, join gyms, buy groceries, and fill co-working spaces. They don’t typically compete for local jobs, and they showcase the city to future visitors. Towns that lost residents to big capitals suddenly see co-working spaces humming and neighborhood cafés busy on weekday afternoons.

Why the race is intensifying

Countries aren’t just courting sunshine seekers. They’re chasing year-round stability in visitor spending. Traditional tourism rises and falls with seasons; remote workers flatten the curve. That’s why island nations and smaller European states led early, streamlining paperwork and emphasizing connectivity as much as beaches. The market has matured too. Today’s applicants look beyond clichés, comparing internet reliability, mid-term housing, safety, and whether the local scene has meetups, maker spaces, and decent public transport.

The case for Africa

Africa has the time-zone advantage for Europe, cost structures that stretch a remote salary further, and a set of cities whose reputations have shifted from “interesting” to “compelling.” Nairobi’s tech ecosystem, Kigali’s efficiency, Dakar’s creative energy, Accra’s music scene, and Cape Town’s outdoor-urban blend all read like a lifestyle portfolio for knowledge workers. Early movers such as Mauritius and Cabo Verde have shown that clear rules and good marketing can turn curiosity into arrivals. South Africa has discussed a remote-work visa; others are studying models and talking to local tech communities and tourism boards.

Benefits that outlast a season

When these programs work, they don’t just boost occupancy rates. They widen the aperture on collaboration. A city that attracts product managers and designers will inevitably see collisions with local founders and students at meetups, hack nights, or over shared desks. Co-learning happens informally as camera clubs become micro-courses in content production, weekend cycling groups morph into intros to supply-chain software, a coffee-shop conversation becomes a six-month mentorship. None of this replaces formal job creation, but it layers new relationships onto existing economies and nudges them more digital.

The pressure points to watch

Success brings friction. Rents can climb in popular neighborhoods. Short-lets can elbow out long-term tenants. “Good internet” in one district can mask poor reliability elsewhere. Policymakers in African capitals have the advantage of hindsight: they can require longer minimum stays to discourage churn, nudge landlords toward mid-term leases, tie visa renewals to local registration (not just tourist stamps), and ring-fence parts of housing stock for residents. They can also link visas to contributions that leave a trace, participation in community workshops, discounted seats for locals at co-working hubs, or support for neighborhood digital labs.

What a smart visa looks like

The strongest programs are boring in the best way: predictable fees, transparent income thresholds, responsive consulates, and realistic processing times. They bake in basics like proof of health insurance, background checks without turning the process into a scavenger hunt. They coordinate across ministries so immigration, tourism, and ICT are aligned on messaging and data. And they publish the small print that matters to remote workers: whether they need local tax numbers, how to open a bank account, how to obtain a SIM, what counts as acceptable proof of income for freelancers. The more legible a city is on day one, the more likely a visitor becomes a six-month resident who tells friends to come.

Infrastructure is destiny

None of this works without reliable internet and power. That means redundancy, fiber plus 5G, backup for load-shedding, and public spaces that treat Wi-Fi as civic infrastructure, the way parks treat benches and lighting. It also means the less glamorous bits: clear addresses, simple e-payments that work with foreign cards, and municipal services that can be accessed online. Cities that sweat these details, maps that actually match the street grid, sidewalks you can roll a suitcase over, ride-hail coverage at odd hours, earn reputations that marketing budgets can’t buy.

Storytelling matters as much as policy

Digital nomads don’t choose countries; they choose narratives they can picture themselves inside. Cities that surface their distinct scenes including film festivals, cycling clubs, live-coding nights, rooftop poetry readings, convert browsers into applicants. Africa’s storytelling edge is real: food, music, design, and nature collide in ways that feel new to many visitors. The task is to package that energy with practical information and to make the welcome feel official, not improvised.

A chance to lead, not follow

The movement is not a fad. It’s a structural change in how knowledge work is organized and where it can happen. Africa’s opportunity is to set terms early and fairly: visas that favor longer, steadier stays; incentives that spread benefits beyond a few streets; infrastructure that serves residents first and visitors by extension. Do that, and the continent won’t just host a wave of remote workers, it will help shape what the next decade of mobile work looks like.

Kenya Gears Up for Magical Kenya Travel Expo 2025, Showcasing Local and Global Tourism Opportunities

Nairobi is set to host the Magical Kenya Travel Expo (MKTE) 2025 from 1st to 3rd October at Uhuru Gardens, bringing together local and international tourism stakeholders for one of East Africa’s premier travel events. The expo offers a platform for Kenyan travel businesses to connect with global partners, explore new markets, and strengthen their presence in the international tourism arena.

Building on the success of previous editions, last year’s MKTE attracted over 3,000 delegates from 25 countries, highlighting Kenya’s diverse tourism offerings. This year, organizers aim to host 5,000 participants, including 160 hosted buyers and more than 100 buyers’ clubs, underscoring the event’s continued growth and importance for both local enterprises and international players.

The expo provides a unique opportunity for small and medium-sized tourism businesses to access global markets without the high costs of overseas exhibitions. It also encourages domestic tourism, promoting Kenya’s rich variety of destinations and experiences to local travelers, which remains an untapped segment with significant growth potential.

KATA (Kenya Association of Travel Agents) members will play a leading role at the event, occupying the KATA Pavilion – Booth B47. Participating agencies include Holiday Bazaar, Travelshoppe, Triply, AA Destinations, Grey Impala Safaris, Stejos Tours & Travel, Memima Tours & Travel, and Safe Drive Tours & Travel. Visitors to the pavilion can explore innovative travel products, engage with industry experts, and identify new partnership opportunities that will drive the future of Kenya’s tourism sector.

MKTE 2025 continues to reinforce Kenya’s position as a leading travel destination in Africa. By connecting local tourism players with international buyers and showcasing the country’s world-class attractions, the expo is set to strengthen business linkages, boost visitor numbers, and further diversify Kenya’s tourism offerings, benefiting the industry at both grassroots and national levels.

Emirates and flydubai Expand Global Reach with 14 New Destinations in 2025

Emirates and flydubai have launched flights to 14 new destinations across their global networks since the start of 2025, driven by strong international travel demand and Dubai’s continued emergence as a leading aviation hub. The expansion includes the resumption of seasonal routes and increased flight frequencies to existing destinations.

Emirates Adds Five New Destinations
Emirates, the flagship carrier, introduced five new destinations this year. The airline inaugurated services to Da Nang, Vietnam, on June 2, followed by Siem Reap, Cambodia, on June 3, and Shenzhen, China, on July 1.

Operations to Damascus, Syria, were also resumed, with plans to expand to daily flights from October 26. In early August, Emirates launched a new daily service to Hangzhou, marking its fifth gateway in mainland China and its second addition in less than a month after Shenzhen.

The airline plans to deploy its Airbus A350 aircraft on the Hangzhou route starting October, reinforcing its commitment to the Chinese market.

flydubai’s Aggressive Global Expansion
Low-cost carrier flydubai has launched flights to nine new destinations since January 2025. In September, it began regular services to Iași, Romania, becoming the first UAE carrier to operate direct flights from Dubai to the city. With twice-weekly flights, flydubai now serves two Romanian destinations, Iași and Bucharest, and plans to increase Bucharest operations to three daily flights, totaling 21 weekly services.

Also in September, flydubai inaugurated flights to Chisinau, Moldova, becoming the first UAE national carrier to connect Dubai directly with the Moldovan capital. Earlier this year, the airline expanded its summer network with seasonal services to Antalya, Turkey, and Al Alamein, Egypt.

On June 1, flydubai resumed daily flights to Damascus, marking a milestone as the first UAE carrier to restore operations to the Syrian capital. The airline also launched new services to Peshawar, Pakistan, from May 15, 2025, and added three destinations in Iran: Bushehr and Tabriz on March 13, and Qeshm Island on March 14.

Looking Ahead: New Routes in Late 2025
flydubai plans to further strengthen its global footprint with three additional routes in the final quarter of 2025. Scheduled launches include flights to Nairobi, Kenya, from October 15, as well as new European routes to Riga, Latvia, and Vilnius, Lithuania, beginning in December.

Source: gulfnews.com

KATA and Rubis Energy Launch Strategic Partnership to Boost Efficiency for Travel Agents

In a move set to enhance operational efficiency for Kenya’s travel industry, the Kenya Association of Travel Agents (KATA) has signed a Memorandum of Understanding (MoU) with Rubis Energy Kenya. The partnership aims to provide KATA members with exclusive fuel benefits and strengthen support for the country’s travel and tourism sector.

Under the agreement, KATA members will gain access to personalized Rubis fuel cards, which offer a KES 4 per litre discount at service stations nationwide. The initiative is designed to deliver convenience, security, and significant cost savings for travel agencies and their staff, with options for both prepaid and postpaid card usage to simplify fuel management.

Olivier Sabrié, Group Managing Director of Rubis Energy Kenya, said the company was excited to partner with KATA to support travel agents across the country. “This initiative provides tangible benefits to travel agencies’ operations and demonstrates Rubis’ commitment to empowering the industry,” he remarked.

Dr. Joseph Kithitu, KATA Chairman, highlighted the strategic value of the collaboration, noting that it reflects the association’s ongoing commitment to improving efficiency and delivering cost-saving opportunities for its members. “By merging Rubis’ extensive retail network with KATA’s leadership in the travel industry, this partnership strengthens sustainability, competitiveness, and growth for travel agencies nationwide,” Dr. Kithitu said.

KATA members can register for the fuel cards by submitting the required documentation through the association. Rubis Energy will oversee the issuance and distribution of the cards, ensuring timely delivery and seamless access for all registered participants.

The collaboration marks a significant step in supporting Kenya’s travel sector, enabling agencies to operate more efficiently while maximizing cost savings.

Flynas Launches Direct Flights Between Riyadh and Nairobi, Boosting Tourism and Trade Opportunities

Kenyan travelers and the travel industry are set to benefit from enhanced connectivity to Saudi Arabia, as Saudi Arabian low-cost carrier flynas announces the launch of three weekly direct flights between Riyadh and Nairobi starting 2 October 2025. The airline will operate the route using modern A320neo aircraft, offering passengers a comfortable and convenient travel experience.

The flights are scheduled to depart Riyadh on Thursdays, Saturdays, and Tuesdays at 22:00, arriving in Nairobi at 03:10 the following day. The return flights will leave Nairobi at 04:00 on Fridays, Sundays, and Wednesdays, landing in Riyadh at 09:00.

This new connection comes at a strategic time, coinciding with Riyadh Season 2025, one of the Middle East’s largest entertainment and cultural festivals. The event presents Kenyan travelers with an opportunity to explore world-class performances, shopping, dining, and unique cultural experiences, while also encouraging travel agents to create compelling leisure packages that combine the festival with other Saudi attractions.

KATA (Kenya Association of Travel Agents) recently hosted a courtesy visit from flynas Senior Sales Executive – Africa, Mohamed Elsamman, and Country Representative, Mercy Wambui, ahead of the inaugural flight. The association hailed the route as a milestone for tourism, trade, and religious travel, opening wider opportunities for Umrah and Hajj packages, business tourism, and leisure travel, while strengthening Nairobi’s position as a regional hub.

“Connecting Riyadh and Nairobi is a game-changer for both countries. It makes travel more convenient and affordable, supports Kenya’s tourism sector, and creates new business opportunities on both sides,” said Mohamed Elsamman. KATA CEO Nicanor Sabula added, “We welcome flynas to the Kenyan market and look forward to leveraging this new route to grow tourism, trade, and cultural exchange.”

Kenya becomes the fourth East African destination in flynas’ African network, joining Addis Ababa, Entebbe, and Djibouti. The move aligns with Saudi Arabia’s National Civil Aviation Strategy, which aims to connect the Kingdom to 250 international destinations, accommodate 330 million passengers, and host 150 million tourists annually by 2030. It also supports the Pilgrims Experience Program (PEP), facilitating access to the Two Holy Mosques.

The new flights not only provide Kenyan travelers with direct access to Saudi Arabia for leisure, business, and religious purposes but also open the door for more visitors and investors from the Kingdom, strengthening bilateral trade and cultural ties.

With the inaugural flight set for 3 October 2025, travel agents and industry stakeholders are encouraged to start promoting attractive packages and offers to capitalize on this new route and the growing demand for Saudi Arabia as a destination.

More routes. More opportunities. More value for travelers and agents alike.

KATA Champions Sustainable and Inclusive Tourism During UN World Tourism Week 2025

The Coast region came alive as the Kenya Association of Travel Agents (KATA) coast members joined partners and stakeholders in a rich culmination of activities marking UN World Tourism Week 2025. The celebrations kicked off on 25th September with a warm ‘Meet & Greet’ at Moi International Airport for guests arriving at the Coast. The initiative brought together key industry players, government officials, and airlines. Representing KATA in the week’s activities were Chairman Dr. Joseph Kithitu, CEO Nic Sabula, Coast Liaison Patrick Kamanga, and Board Directors Said Tahir and Grace Ndung’u, all underscoring the collaborative spirit behind this year’s celebrations.

“Tourism is about people, connection, and shared responsibility,” said Dr. Joseph Kithitu. “This week demonstrates how partnerships can shape a stronger and more sustainable future for our industry.”

Green March, Tree Planting, and Cultural Celebrations

On 27th September, World Tourism Day itself, attention turned to sustainability and cultural preservation. The day began with a Green March, bringing together stakeholders and participants in a public display of solidarity for responsible tourism. The march led to a tree planting exercise, where KATA Coast members reaffirmed the importance of environmental stewardship.

“Planting trees is a practical commitment to combating climate change, restoring ecosystems, and creating greener destinations for both local communities and future travelers,” said CEO Nic Sabula. “It reflects our wider mission to promote sustainable travel practices that preserve Kenya’s natural heritage.”

The environmental activities were followed by a grand procession to Mama Ngina Waterfront, where thrilling safari drives and immersive virtual reality experiences, vibrant cultural dances, and community celebrations highlighted the diversity and richness of Kenya’s Coast. The performances were complemented by speeches from Cabinet Secretary for Tourism Hon. Rebecca Miano, Principal Secretary John Ololtuaa, Mombasa Governor Abdullswamad Sherrif Nassir, and top KATA leadership.

Speaking at the Waterfront, CS Miano highlighted the sector’s collaborative and sustainable focus. “World Tourism Day reminds us that travel & tourism are not only economic drivers but also tools to preserve our culture, empower communities, and protect the environment. Together, with industry stakeholders and communities, we can build a sector that is inclusive, resilient, and sustainable. “She said.

Innovation and Partnerships Driving Tourism Forward

This year’s celebrations also showcased innovation that included virtual reality, which could be used to “transport” visitors to Kenya’s top destinations, alongside traditional safari drives. Airlines, including Safarilink and Kenya Airways, joined KATA to highlight how collaboration between aviation and travel stakeholders strengthens connectivity and enhances visitor experiences.

“What does it take to build a stronger, more sustainable future for tourism? Collaboration,” said Patrick Kamanga, KATA Coast Liaison. “Working together ensures tourism benefits everyone, from visitors to local communities.”

A Shared Commitment to Sustainable and Inclusive Tourism

The UN World Tourism Week 2025 celebrations at the Coast reinforced the message that sustainable tourism requires united action. From symbolic gestures like tree planting to immersive cultural and technological experiences, each activity underlined the sector’s commitment to responsible, inclusive, and people-centered growth.

“As we celebrate World Tourism Day, we reaffirm our commitment to promoting responsible travel, preserving our cultural heritage, and fostering connections across communities,” asserted Dr. Joseph Kithitu. “Tourism has the power to connect, inspire, and transform lives, and it is our shared responsibility to ensure it thrives sustainably.”

Through these efforts, Kenya continues to position itself as a leading tourism destination where cultural pride, innovation, and environmental stewardship go hand in hand.

Travelport and Kenya Airways Treat Travel Consultants to Cape Town Familiarization Trip

Travelport, a corporate member of the Kenya Association of Travel Agents (KATA), in partnership with Kenya Airways, recently hosted a group of Kenyan travel consultants on a familiarization trip to Cape Town, South Africa. The initiative was designed to deepen agents’ destination knowledge while offering them first-hand experiences to share with their clients.

The consultants explored some of Cape Town’s most celebrated attractions. From hiking up the iconic Table Mountain to strolling through the bustling V&A Waterfront, the itinerary showcased both adventure and culture. The group also visited the penguin colony at Boulders Beach and travelled to Cape Point, where the Atlantic and Indian Oceans meet.

Other highlights included a stop at an ostrich farm, the scenic Chapman’s Peak drive, and the colorful streets of the historic Bo-Kaap district. Each experience provided the consultants with insights into Cape Town’s unique offerings, from natural wonders to cultural heritage.

Familiarization trips are a key tool in equipping travel consultants with the expertise needed to recommend destinations confidently. By seeing and experiencing the attractions first-hand, agents are better positioned to craft authentic itineraries and deliver personalized advice to clients.

For KATA, the trip underscores the importance of strategic industry partnerships. Collaborations such as this empower travel consultants with practical knowledge, enhance professionalism across the sector, and ultimately inspire excellence in service delivery.

As the travel industry continues to recover and innovate, initiatives that combine training with memorable experiences will remain central to building a strong, competitive tourism sector in Kenya.

Visa-Free Africa: What the AU’s Push Means for Tourism Growth

Opening Doors Across the Continent
The African Union (AU) and the African Development Bank (AfDB) have renewed calls for more widespread visa-free travel across Africa, arguing that border restrictions remain a major barrier to regional integration, trade, and tourism. The Africa Visa Openness Index (AVOI), a joint initiative of the AU and AfDB, tracks progress in this area (au.int).

Kenya’s Position: Gateway and Policy Moves
Kenya has positioned itself as one of the leading beneficiaries of any visa-free Africa framework. In 2024, the government announced that most African nationals would be granted visa-free entry to encourage tourism, trade, and regional cooperation. This policy includes 60-day visa-free stays for eligible African visitors, with limited exceptions for security purposes (discover.passportindex.org).

Tourism Opportunities for the Country
Simpler and more open visa regimes are expected to encourage intra-African travel. Weekend or short-stay travelers, cultural tourists, and business delegates are more likely to visit when entry is hassle-free. Airlines, hotels, resorts, and niche tour operators are poised to benefit from the increased demand.

Travel agents play a key role in this scenario. Licensed operators, represented by bodies such as the Kenya Association of Travel Agents (KATA), see visa-free travel as an opportunity to package experiences that combine wildlife safaris, coastal tours, urban attractions, and cultural immersion. By providing advisory services, curated itineraries, and seamless travel support, agents remain a critical link between travelers and tourism operators in this new landscape.

Challenges: Implementation and Regulation
Opening borders comes with regulatory and operational challenges. Immigration authorities must manage increased flows, maintain border infrastructure, and address health, customs, and safety concerns. Travel agents emphasize the need for clear guidelines and compliance frameworks to protect both travelers and service providers.

While visa-free policies reduce barriers, practical limitations remain. Agents often help clients navigate exceptions, such as countries requiring prior authorizations or e-visas. Structured implementation and collaboration with licensed operators ensure that travelers experience a smooth journey, minimizing confusion and delays (issafrica.org).

Looking Ahead: Kenya as Regional Gatekeeper
Kenya has made significant legislative changes, including the visa-free policy announced in mid-2025. The move positions the country as a regional tourism hub. Licensed travel agents and tour operators are essential to converting this opportunity into tangible growth. By creating quality experiences, managing bookings, and advising travelers, agents ensure that Kenya’s tourism potential is fully realized.


Visa-free travel across Africa has the potential to transform tourism on the continent. For Kenya, the combination of strategic location, infrastructure, and professional travel services provides a strong foundation. With regulatory clarity, operational preparedness, and professional support from travel agents, Kenya can position itself not just as a gateway but as a premier destination for African travelers.

The Future of Travel Agents in a Digital Era

For decades, travel agents were the trusted bridge between travelers and the wider tourism industry. They booked flights, arranged safaris, and secured accommodation long before digital platforms became mainstream. But in an era of instant bookings, mobile apps, and price comparison sites, many questioned whether travel agents would survive.

The reality is that not only have travel agents survived, they are also evolving. In Kenya, the Kenya Association of Travel Agents (KATA) is at the forefront of this transformation. KATA is the umbrella body representing licensed travel agents across the country, advocating for their interests, setting professional standards, and creating platforms for collaboration with airlines, hotels, and regulators.

From Transactions to Trusted Advisors

KATA members are moving away from being simply ticketing offices and are now repositioning as trusted advisors. Clients no longer just want the cheapest flight. They want security, convenience, and reassurance that someone will be there if things go wrong. With frequent flight disruptions, visa complexities, and unpredictable global events, the travel agent has become a problem-solver that clients can rely on.

The Power of Personalization

Online platforms can offer price transparency, but they rarely provide tailored experiences. Travel agents are filling this gap by curating niche travel options such as wellness retreats, cultural immersions, luxury safari circuits, and experiential packages that reflect the unique interests of travelers. Instead of one-size-fits-all itineraries, agents are designing journeys that feel personal and memorable.

Building Trust in a Fragmented Market

One of the biggest challenges travelers face today is information overload. With countless websites, blogs, and apps offering conflicting advice, travelers often struggle to separate fact from marketing. Agents provide a layer of trust and accountability. As licensed professionals, KATA members verify suppliers, safeguard clients’ money, and guarantee service standards.

Embracing Digital Tools

Far from being left behind, many agents are investing in technology and automation. From online booking portals integrated with global distribution systems, to customer relationship management tools, to instant communication platforms like WhatsApp Business, KATA members are meeting clients where they are online. This hybrid model allows them to combine efficiency with a personal touch.

Collaboration Over Competition

With innovations entering the space, some feared travel agents would be displaced. Instead, forward-thinking members are leveraging these platforms as partners rather than competitors, by upselling, bundling, and adding value beyond what digital platforms can provide. The focus has shifted to experience management, not just ticket issuance.

The Road Ahead

The future of travel agents in Kenya will depend on how fast the industry adapts to shifting consumer behaviors. What remains clear is that human expertise cannot be digitized. KATA’s role is to continue championing professional standards, regulatory compliance, and capacity building for its members so they can thrive in a digital-first world.

For travelers, the reassurance of having someone on their side before, during, and after a journey is priceless. Even in the digital era, travel agents are not only relevant, they are more essential than ever.

Why African Tourism CEOs Are Taking The Reins On AI Transformation

A recent survey by ATTA® has uncovered a striking trend: AI adoption in African tourism isn’t being driven by IT departments—it’s coming directly from the C-suite.

The ATTA® survey provides compelling evidence that African tourism leaders see AI as a strategic imperative rather than a technical add-on:

  • 85% of African tourism businesses are either already using AI tools (58%) or planning to adopt them soon (27%)
  • 71.8% are likely to invest in AI tools or training within the next 12 months
  • 73 out of 100 is how executives rate AI’s significance to African tourism over the next 3-5 years
Why leadership-driven AI matters

Global research from Accenture suggests that successful AI adoption isn’t just about having fancy algorithms—it’s equally about having leaders who champion the technology and build a culture that embraces it.

This is where African tourism is getting it right: when owners and directors lead the charge on AI, their enthusiasm ripples throughout the entire organisation.

This top-down approach is especially powerful for the smaller businesses that dominate African tourism (most survey respondents had fewer than 50 employees). When leadership is on board, resources suddenly become available for training, team members get permission to experiment, and hands-on learning becomes a priority—exactly matching what the survey found tourism professionals want: practical webinars (81.2%) and real-world applications rather than theoretical concepts.

Why the C-Suite is driving AI adoption

1. Strategic vision: When leaders support AI, they link it directly to business strategy: from frictionless customer journeys to predictive maintenance.

2. Cultural transformation: CEOs shape a culture of innovation more effectively than any other role. Accenture’s research highlights that “AI Achievers” thrive due to top-down cultural endorsement. Leaders who foster an innovation-friendly environment—where experimentation with AI is encouraged—see faster success.

3. Budget & Resources: ATTA®’s own findings confirm that even small businesses are finding the time and treasury for AI—suggesting leadership is re-prioritising budgets to capture AI’s potential benefits.

While global research shows a concerning disconnect between CEO ambition and organisational readiness—with only 29% of broader executive teams believing they have sufficient in-house expertise—African tourism leaders appear unusually aligned in their AI vision:

  • 50.6% are “very likely” to invest in AI tools or training within the next 12 months
  • Only 14.8% have no immediate plans for AI adoption
  • Marketing leaders (23.7%) form the second-largest respondent group, showing strong alignment between C-suite vision and departmental execution

This top-down strategic approach positions African tourism businesses to potentially leapfrog the “capability gap” that hampers AI adoption in other markets, where CEOs are often pushing aggressive AI agendas ahead of their organisations’ technical comfort zone.

Navigating the “Triple Threat”

Despite their enthusiasm, African tourism executives face what might be called the “Triple Threat” slowing AI adoption:

  • Talent: 81.2% cite lack of technical expertise as their primary challenge
  • Time: 44.7% point to lack of time or resources to learn new tools, a particular challenge for smaller organisations with limited staff
  • Treasury: While only 27.1% cite cost as a barrier (surprisingly low given the predominance of small businesses), budget considerations remain important

These interconnected challenges create what Accenture identifies as a gap between “leadership ambition and organisational readiness”—a phenomenon occurring globally.

A critical insight to mitigate these threats to AI adoption is the importance of culture change alongside technical implementation. As Accenture notes, travel executives must foster “an innovation-friendly environment where experimentation with AI is encouraged and failures are seen as learning opportunities.”

Leaders in travel and tourism will need to create an organisational culture where AI is seen as a collaborative tool rather than a threat.

The path ahead

Drawing from both global best practices and local realities, the companies poised for success will likely be those where leaders:

  1. Foster innovation culture – Creating what Accenture terms “an innovation-friendly environment” where experimentation with AI is encouraged and failures become learning opportunities
  2. Build AI literacy across roles – Developing basic AI understanding at both strategic and tactical levels, addressing the educational gap that spans multiple roles
  3. Invest in practical Gen AI training – Focusing on specific tourism applications rather than theoretical knowledge
  4. Address ethical considerations early – Implementing what the WTTC calls “responsible AI frameworks” with transparency, accountability, and human oversight, particularly important in a relationship-based industry like tourism
  5. Travel is people-centric: Guests still crave personal service. AI should be seen as a staff-support tool rather than a human replacement. CEOs who implement AI with empathy can enhance personalisation without sacrificing customer warmth.

Lastly, the smartest companies won’t just adopt AI to make existing processes faster. They’ll use AI to question fundamental assumptions about their business: Does this process need to exist at all? Could this customer interaction be reimagined completely?

The true AI revolution in African tourism won’t come from automating tedious tasks, but from rethinking entire business models and customer experiences from the ground up.

Source: atta.travel