Analyst Christy Tawii presented this research at the 40th annual ATA Congress in Kenya on 12 November 2015. This deck examines overall travel and tourism trends in Africa, compares domestic tourism on the African continent to other emerging markets and lays out predictions for the future of travel in Africa.

1. A REVIEW OF DOMESTIC TOURISM IN
AFRICA
CHRISTY TAWII
12TH NOVEMBER 2015, NAIROBI
AFRICA TOURISM TALKS
ATA’S 40TH ANNUAL WORLD CONGRESS: KENYA

2. • EUROMONITOR INTERNATIONAL
• GLOBAL OVERVIEW
• TRAVEL & TOURISM TRENDS IN AFRICA
• DOMESTIC TOURISM IN AFRICA
• DOMESTIC TOURISM IN AFRICA VS OTHER EMERGING
MARKETS
• LOOKING AHEAD
CONTENT

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4GLOBAL OVERVIEW

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2014 2015
Travel Expenditure 1.4 4.7
Average Spend -0.8 0.2
Online Travel Spending by Residents 7.8 6.8
Mobile Travel Spending by Residents 43.3 31.4
-5
0
5
10
15
20
25
30
35
40
45
50
%y-on-ygrowth
Global Travel % Value Growth 2014/2015
Source: Euromonitor International, UNWTO
Note: Data is based on US$ at constant 2014 prices; Travel Expenditure data refers to the sum of
outbound and domestic expenditure; Total Travel Expenditure data is based on 210 researched
markets; Online and Mobile Travel Spending data is based on 57 major markets
GLOBAL TRAVEL INDUSTRY PERFORMANCE

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Global: Key Performance Indicators 2014/2015
% growth Europe Americas Asia Middle East Africa
2014 2015 2014 2015 2014 2015 2014 2015 2014 2015
Real GDP
Growth
1.3 1.1 2.0 1.8 5.7 5.5 2.1 2.4 5.0 4.5
Arrivals (Trips) 2.8 2.6 8.0 3.7 5.0 5.7 5.4 3.4 3.3 6.0
Inbound
Receipts (US$)
4.5 2.5 2.6 3.4 2.3 5.9 4.8 3.1 3.6 5.4
Airlines Value
(US$)
1.9 1.2 18.3 4.8 4.1 6.7 5.0 6.2 -0.1 2.9
Hotels Value
(US$)
1.1 0.3 6.1 4.8 6.6 6.4 3.3 4.5 1.1 6.0
Intermediaries
Value (US$)
0.3 0.3 8.4 3.5 4.8 5.3 2.5 4.3 -0.1 5.9
Source: Euromonitor International, UNWTO
GLOBAL TRAVEL: KEY PERFORMANCE INDICATORS

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7TRAVEL AND TOURISM TRENDS IN AFRICA

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Digital
Migration
Diversification
Foreign Direct
Investment Boosting
Travel
Infrastructure
Development
Hotel
Expansion
Air Transportation
Increasingly
Competitive
Growing Alliances
Across Industry
Players
Brand Improvement &
Marketing Initiatives
TRAVEL AND TOURISM TRENDS IN AFRICA

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9DOMESTIC TOURISM IN AFRICA

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Business
23%
Leisure
77%
Domestic Trips: Leisure vs
Business % Volume 2015
0
10
20
30
40
50
60
70
80
90
100
2011 2012 2013 2014 2015
Tripsmillions
Domestic Trips in Africa vs. Inbound Arrivals
2011/2015
Domestic Trips Inbound Arrivals
• Number of domestic trips far outweighs
inbound arrivals during review period
• Leisure trips dominate number of
domestic trips
• Countries such as South Africa, Nigeria,
Kenya, and Morocco, had a high share
of domestic business trips Business
trips account for the bulk of overall
spending
DOMESTIC TOURISM IN AFRICA

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DOMESTIC
TOURISM
No Travelling Culture
Limited Household
Incomes
Limited Knowledge of
Options Available
Socio-economic
Challenges
‘It’s Not for Us’ Attitude
DOMESTIC TOURISM IN AFRICA: PERCEPTIONS

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People are slowly changing their attitude towards domestic
travel due to industry players & government initiatives to
promote domestic tourism by showcasing the incredible
adventures that await local travellers
#sharemynamibia #TembeaKenya
DOMESTIC TOURISM IN AFRICA: CHANGING
PERCEPTIONS

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US$ Per Capita Household Income 2014
Although African household incomes are
one of the lowest globally, travelling and
income are not always related
Domestic travel tends to be cultural.
There is more need to encourage local people to
travel by creating an environment with multiple
options for travellers for lodging & transport
DOMESTIC TOURISM: AFRICA VS. OTHER EMERGING MARKETS
Brazil India Nigeria South Africa
2014 899.50 176.90 11.90 172.90
0
100
200
300
400
500
600
700
800
900
1,000
US$percapita
US$ Domestic Travel Expenditure
Per Household 2015
Brazil India Nigeria South Africa
2014 25573.5 6699 11617 14420.4
0
5000
10000
15000
20000
25000
30000
US$percapita

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Airline Industry: Flight Prices vs Distance
From To Distance (Km) Price (US$)
Nairobi Mombasa 482 76
Cape Town Johannesburg 1398 79
Harare Victoria Falls 722 60
Lagos Abuja 722 168
Windhoek Walvis Bay 440 254
Accra Kumasi 254 105
Mumbai Kolkata 2001 91
Brazil India Kenya South Africa
• GOL Linhas Aéreas
• Azul
• IndiGo
• SpiceJet
• JetKonnect
• Air India Express
• GoAir
• Fly 540
• Jambojet
• Kulula
• Mango
• Flysafair
• Skywise
DOMESTIC TOURISM: AFRICA VS. OTHER EMERGING
MARKETS

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15LOOKING AHEAD

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Entry of
LCCs
& other
travel
modes to
stimulate
domestic
demand
Focus on
improving
national
domestic
tourism
strategies
Intensified
Marketing
initiatives
Pricing
strategies to
accommodate
local
travellers
Digital
presence
& start-ups
Strategic
partnerships
Domestic tourism in Africa has a lot of growth potential and can become
a major revenue earner for many countries
LOOKING AHEAD

17. THANK YOU FOR LISTENING
Christy Tawii
christy.tawii@euromonitor.com
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