Global travel & tourism is experiencing a strong resurgence in 2025, with international tourist arrivals rising by 5 percent in the first nine months of the year. According to the UN World Tourism Organization, more than 1.1 billion people travelled internationally between January and September, surpassing both 2024 figures and pre-pandemic levels from 2019. This growth has come despite persistent economic uncertainty, inflationary pressures, and geopolitical tensions. The third quarter alone recorded a 4 percent increase compared to the same period in 2024, boosted by a vibrant summer travel season in the Northern Hemisphere.

Africa and Europe are leading this global upswing. Africa recorded an impressive 10 percent rise in international arrivals, with both North Africa and Sub-Saharan Africa achieving double-digit growth. Destinations such as Egypt, Ethiopia, and South Africa have been at the forefront of the recovery. Europe also performed strongly, welcoming about 625 million international visitors in the January–September period. This marks a 4 percent increase compared to 2024, with Southern and Western Europe showing particularly robust results. Central and Eastern Europe posted an 8 percent rebound, while Northern Europe experienced a slight decline.

Other regions are showing promising signs as well. The Asia-Pacific region saw an 8 percent rise in arrivals, reaching close to pre-pandemic levels. North-East Asia performed especially well with a 17 percent increase, although total numbers remain just below those of 2019. The Americas experienced moderate growth overall. South America led the region with a 9 percent increase in arrivals, while North America saw a small decline and the Caribbean and Central America posted modest gains. The Middle East grew by 2 percent and now enjoys roughly one-third more visitors than it did before the pandemic, making it the region with the strongest relative recovery.

Beyond visitor numbers, tourism spending is also rising. Countries such as Japan, Egypt, Brazil, and Morocco have recorded significant increases in tourism receipts. Spending in Japan rose by 21 percent, while Egypt and Morocco saw increases of 18 and 14 percent respectively. These trends indicate that travellers are not only returning in greater numbers but are also spending more, contributing positively to local economies.

Looking ahead, the global tourism outlook for the remainder of 2025 remains positive. The UNWTO’s projection of a 3 to 5 percent increase in international arrivals is well within reach, although factors such as rising travel costs and geopolitical uncertainty could influence final outcomes. Even so, optimism prevails across the industry, supported by strong demand from diverse source markets and growing interest in emerging destinations. As tourism enters this new phase of recovery, opportunities continue to expand for destinations, investors, and travellers around the world.

ASKY Airlines has strengthened its position as one of Africa’s leading regional carriers after being named Best Regional Airline for Facilitation and Connectivity at the UK–West & Central Africa Francophone Trade & Investment Forum (WCAF IV). The event, held from November 12–13 at Hotel 2 Février in Lomé, brought together government officials, investors, and aviation stakeholders to highlight key drivers of regional integration and economic cooperation.

The award recognizes ASKY’s growing influence in improving mobility across West and Central Africa, and its contribution to expanding trade, tourism, and cultural exchange within the continent. With a network that connects 30 cities in 28 African countries, the airline has become an essential bridge between markets that have historically lacked reliable air links. Its partnerships with regional financial institutions and Ethiopian Airlines have also played a key role in strengthening its operational footprint and service delivery.

Accepting the award on behalf of the airline, ASKY’s HR Director Mr. Francis Attiogbe said the recognition affirms the company’s mission to provide seamless connections across Africa. He noted that ASKY remains committed to supporting the continent’s long-term goals for deeper regional integration and sustainable development. Innovation, service excellence, and a focus on passenger expectations, he said, will continue to guide the airline’s growth.

ASKY’s steady expansion is supported by its modern fleet of 15 aircraft—ten Boeing 737-800s and five Boeing 737 MAX 8—which enables it to maintain frequent schedules and reach underserved destinations. Its operations have opened new pathways for cross-border tourism, supported business travel, and created an efficient air transport network that helps fuel economic growth in the region.

The airline expressed gratitude to its staff, passengers, and partners for their role in sustaining its success. As ASKY continues to grow its route network and strengthen its operations, it remains focused on enhancing connectivity that supports Africa’s economic ambitions and brings communities across the continent closer together.

Jambojet, the low-cost subsidiary of Kenya Airways, has announced an ambitious plan to triple its fleet and open new routes to West and Southern Africa over the next five years. This expansion is expected to strengthen regional connectivity, boost passenger numbers, and stimulate tourism growth across the continent.

The airline’s strategy is driven by the rising demand for affordable regional travel. After establishing strong performance on domestic routes such as Nairobi–Mombasa and Nairobi–Kisumu, Jambojet is now looking beyond Kenya’s borders. By adding more aircraft—growing its fleet to 11 planes by 2026 and 16 by 2029—the airline aims to serve more destinations and increase flight frequencies, making air travel more convenient and budget-friendly for both local and international travellers.

This expansion will play an important role in supporting tourism across East, West, and Southern Africa. More affordable flights will encourage cross-border travel, allowing visitors to explore destinations that have previously been underserved by air links. As connectivity improves, tourists will be able to access a wider range of cultural sites, natural attractions, and emerging markets across the continent. This increased movement of travellers is expected to benefit local economies, supporting businesses, hotels, transport providers, and tourism services that rely on visitor spending.

Jambojet’s growth will also support sustainable tourism. By leasing aircraft, the airline is able to scale responsibly while keeping costs low, offering travellers an environmentally friendlier alternative to long road trips—the most common option in many African regions. Affordable flights make tourism more accessible, allowing more people to explore the continent without the financial burden of high airfares.

Improved air links between East, West, and Southern Africa will bring wider benefits beyond tourism. Stronger regional connectivity encourages cultural exchange, business travel, and economic cooperation. With new direct routes and seamless connections, travellers will find it easier to explore multiple African destinations in a single trip, contributing to a more integrated continental travel network.

As Jambojet expands its footprint, it will also open opportunities in smaller towns and emerging tourism regions that have long been overlooked. Affordable access to these areas will help diversify tourism offerings and support regional development, especially in countries where tourism plays a central role in the economy.

Over the next five years, Jambojet expects its expansion to drive passenger growth of around 12% annually. With a larger fleet and longer routes, the airline is positioned to become a key player in Africa’s aviation market, helping to make travel more accessible and spreading the economic benefits of tourism more widely across the continent. Through its focus on affordability, sustainability, and regional connectivity, Jambojet is set to play a major role in shaping the future of African travel and tourism.

Source : Travelandtourworld.com

Kenya is increasingly turning to artificial intelligence (AI), virtual reality (VR), and digital platforms to strengthen its tourism sector and elevate its growing creative industries. These technologies are reshaping how destinations are marketed, how cultural content is produced, and how audiences engage with Kenya’s stories.

AI and VR: Transforming the Tourism Experience

AI is opening up new ways to personalize travel—helping visitors discover tailored itineraries, hidden gems, and curated cultural experiences based on their interests. VR is also becoming a powerful tool for tourism marketing, allowing travellers to virtually explore safari destinations, heritage sites, or local experiences before they arrive.

For Kenya, these innovations offer a fresh opportunity to showcase the country’s diversity—from the Maasai Mara to Nairobi’s cultural districts—in more interactive and immersive ways. With global travellers now expecting digital-first convenience, AI-powered platforms can help the tourism sector deliver seamless, customized journeys.

A Creative Sector Ready for Global Reach

Kenya’s fashion, film, and music industries continue to attract regional and global attention. These creative sectors naturally complement tourism by exporting Kenyan culture and inviting audiences to experience it in person.

• Film can inspire destination travel, drawing visitors to locations showcased on screen.
• Music—from Gengetone to Afro-fusion—offers a cultural gateway that sparks interest in Kenya’s lifestyle and heritage.
• Fashion and design spotlight Kenyan identity and craftsmanship, strengthening the country’s global cultural footprint.

Industry leaders also emphasized the importance of building strong local platforms for streaming, licensing, and content distribution. Keeping more of the economic value within Kenya helps fuel growth across both the creative and tourism sectors.

Digital Access and Regional Collaboration

Regional integration and easier access to other African markets were highlighted as major opportunities for Kenyan creatives. Simplified movement for artists, filmmakers, and cultural entrepreneurs would support collaborations, events, and cross-border tourism—strengthening Kenya’s position as a regional creative hub.

Removing travel barriers and improving digital trade systems would make it easier for Kenyan talent to expand across the continent and bring more cultural traffic back into the country.

Empowering Kenya’s Young Creatives

The next generation of Kenyan creatives stand to benefit the most. Understanding AI tools, digital distribution, and intellectual property protection will be key to reaching larger audiences and building sustainable careers.

With better access to technology and regional platforms, young creators can distribute their work more widely and participate in a larger African and global market.

A Growing Cultural and Tourism Powerhouse

Kenya’s combination of cultural richness, strong creative talent, and fast adoption of digital tools puts the country on a promising path. As film, music, fashion, and tourism continue to intersect, Kenya is well-positioned to attract new investment, new audiences, and more visitors seeking authentic African experiences.

The future of Kenya’s tourism and creative industries is increasingly digital, collaborative, and global—and the country is gearing up to take full advantage of it.

Source : Travelandtourworld.com