Initiatives

Skills gaps and growing demand for qualified workers are creating challenges for Africa’s tourism sector. Education and vocational training can open up career opportunities for young people and women, as examples from Rwanda, Kenya and Tanzania show.

September marks Tourism Month in many African countries, putting the spotlight on a sector that is becoming increasingly important for economic activity, employment and local value creation.

According to the World Travel & Tourism Council (WTTC), tourism contributed around US$228 billion to Africa’s economy in 2025 and supported 30.2 million jobs. Employment is expected to reach 31.5 million jobs in 2026, with a further 9.4 million jobs potentially being created by 2036.

As the sector grows, so does the need for qualified workers. A recent assessment by the International Labour Organization (ILO) in Kenya shows that many young people are looking for employment while businesses face difficulties finding workers with the skills they need. In tourism, companies identified particular gaps in customer service, foreign languages and digital skills. Around half of the 47 tourism businesses surveyed reported challenges related to service quality. A similar proportion said that digital marketing skills were difficult to find. “Africa’s travel industry needs not only more visitors, but above all people who can shape tourism professionally on the ground. Qualified workers are essential if the economic opportunities created by tourism are to benefit destinations and local communities in the long term,” says Hanna Kleber, Chairwoman of Voice4Africa.

From Training to a Career in Tourism

The challenge is not simply to create more jobs. It is equally important to equip young people with the skills that are actually needed in the tourism industry. The ILO points out that in many countries in East and West Africa, more than 70 percent of workers in the travel industry have only basic schooling or less. At the same time, digital, communication, management and sustainability skills are becoming increasingly important alongside traditional service skills.

The education and financing models of Chancen International show how qualified training can create concrete career pathways. Through an income-based financing model, the organisation enables young people in Africa to access job-relevant vocational training and higher education.

Since its foundation in Rwanda in 2018, more than 11,000 young people across Africa have been financed through the model. Around 60 percent are women, while 85 percent come from structurally disadvantaged backgrounds, including rural areas and informal settlements. According to the organisation, 70 percent have subsequently found employment and earn an income significantly above the minimum wage.

The figures from Rwanda show that these educational pathways can also lead directly into tourism. More than 1,300 young people have been supported through Chancen International’s education financing programme in the country, with 80 percent subsequently finding employment in the travel sector.

Success Stories from Kenya

In Kenya, the example of Marcus Babu illustrates how practical training can open up concrete career opportunities in tourism. After completing vocational training in Food & Beverage Service at the TASK Training Institute in Nairobi, he found a position at the Majlis Resort in Lamu, where he is now continuing to build his career. “Talent is everywhere. But the opportunities to develop that talent are not,” explains Batya Blankers, CEO of Chancen International, who was recently recognised by Germany’s Federal Ministry for Economic Cooperation and Development (BMZ) for her long-standing commitment. “We do not simply want to finance education. We want young people to be able to earn their own income, support their families and shape their own future.”

Abigael Shahenza is another example of how the programme can create new professional opportunities. Higher education was initially financially out of reach for the Kenyan. Through Chancen International, she qualified in hospitality at a recognised training institute and also learned German. After completing her training, she secured a position with a German cruise company. Her income now enables her to support the future of her two daughters.

These examples show that targeted investment in education can create individual career opportunities while also helping address the skilled labour needs of a dynamic industry and strengthen incomes within families and local communities.

Women Are Central to Africa’s Tourism Sector – But Still Underrepresented in Leadership Positions

Women play a particularly important role in Africa’s tourism industry. According to UN Tourism, women account for up to 78 percent of the workforce in Africa’s hospitality sector. At the same time, they remain disproportionately represented in informal employment and underrepresented in leadership positions.

This leaves significant potential untapped – both for women’s professional advancement and for addressing the growing demand for skilled workers in tourism. “The high proportion of women in African tourism shows that women already play a central role in the industry. The key question is therefore not whether women are needed in the travel industry, but how they can gain access to qualified training, better jobs and leadership positions,” says Hanna Kleber.

Tourism Training Starts at Secondary School

An example from Tanzania shows how vocational preparation, school education and sustainability can be combined at an early stage.

The Africa Amini Secondary School in Sustainable Tourism (AASSIST) in Momella, on the edge of Arusha National Park, provides young people with practical skills for the tourism sector alongside their regular secondary education. Subjects include Food & Beverage, Front Office, Wellness, Permaculture and Sustainability. Students also gain practical experience in the organisation’s lodges.

Around 160 young people from structurally disadvantaged communities are currently being prepared for a professional future through the programme.

Introducing young people to tourism careers while they are still at school and providing practical skills at an early stage can help create pathways into the labour market, particularly in regions outside major urban centres.

About Voice4Africa

Egypt: Where World Heritage Meets Football Passion

Having reached the Round of 16, Egypt is once again attracting international attention with its rich football tradition. The Land of the Pharaohs also recorded Africa’s strongest tourism growth last year, with visitor numbers increasing by 20 percent.

Travellers associate Egypt with the Pyramids of Giza, the Valley of the Kings, the Red Sea and thousands of years of history. The new Grand Egyptian Museum, home to the complete Tutankhamun collection and King Khufu’s original solar boat, welcomed three million visitors during its first six months after opening.

Authentic, diverse, transformative – now is the time to rediscover African destinations.

Frankfurt am Main, April 7, 2026. The Voice4Africa initiative is launching #AfricaNow, a four-week international social media campaign starting mid-April. The focus is on five key themes: joy & well-being, peace & stability, Ubuntu & human connection, sustainability & impact travel, as well as nature & exclusivity. The campaign will feature visually strong content formats combining data-driven insights with emotional reels.

With this campaign, Voice4Africa sets a strong signal for a contemporary positioning of Africa within international tourism. The goal is to reposition the continent with its diverse, inspiring, and meaningful destinations beyond outdated clichés. The campaign combines data-based context, emotional storytelling, and purpose-driven travel.

“Through #AfricaNow, we aim to open a new perspective on the continent — one based on real experiences, authentic encounters, and positive developments. Africa stands for diversity, innovation, and deep connections. It is time to bring these perspectives more strongly into the global tourism discourse,” explains Hanna Kleber, Founder of Voice4Africa.

Five Content Pillars for a Shift in Perspective

At the heart of #AfricaNow are five thematic pillars that present a differentiated view of the continent:

1. Joy & Well-being as a Guiding Theme

African destinations reveal a new dimension of quality of life, shaped by community, social connection, and a strong sense of togetherness. Recent data from the World Happiness Report 2026 highlights positive developments across the continent, with younger generations in countries such as Togo, Niger, and the Republic of the Congo showing particularly strong upward trends.

For travelers, this becomes tangible through authentic encounters — sharing moments, stories, and traditions that foster closeness, community, and genuine connection.

2. Peace & Stability

Based on the Global Peace Index 2025, several African countries rank among the most stable regions worldwide. Mauritius (ranked 26 globally), Botswana, Namibia, Gambia, and Sierra Leone are among the 60 most peaceful countries in the world.

The campaign highlights an often underestimated reality: despite regional challenges, Africa’s 54 nations are, overall, more peaceful than commonly perceived, especially established destinations, but also emerging ones such as Angola.

3. Ubuntu & Human Connection

Guided by the philosophy of Ubuntu (“I am because we are”), widely rooted in Southern Africa, travel is presented as a deeply connecting experience. Authentic encounters, cultural heritage, and community-based offerings create meaningful experiences beyond pure consumption.

4. Sustainability & Impact Travel

Examples from the Okavango Delta, as well as rural regions in Angola and Uganda, demonstrate how tourism can actively contribute to environmental protection and the empowerment of local communities.

5. Nature & Exclusivity

African destinations offer what is increasingly rare elsewhere: space, tranquility, and authenticity. Less crowded and more immersive, luxury here is defined by vastness, silence, and the conscious experience of being offline in nature.

Through inspiring examples from various African destinations, the #AfricaNow campaign brings these themes to life across the social media channels of @voice4africa.

About Voice4Africa

VOICE4AFRICA is an initiative of the KLEBER GROUP, a full-service PR agency with a strong focus on tourism and long-standing expertise in Africa. Together with African tour operators, the initiative promotes responsible tourism to Africa as a means of fostering intercultural understanding and driving sustainable growth. Voice4Africa is a founding member of the ReThinking Africa and a recipient of the Corps Touristique Award for intercultural understanding.

Frankfurt, 3 February 2026. Wellness travel is among the fastest-growing segments of the global tourism industry – and Africa is clearly catching up. The African wellness tourism market is currently valued at around USD 90 billion and is expected to grow to over USD 114 billion by 2029. Wellness travellers are considered a particularly valuable target group: they travel more consciously, stay longer and spend significantly more on average than traditional holidaymakers.

At the same time, the supply of health-focused hotels, retreats and lodges across the continent is expanding rapidly. Concepts that combine relaxation with nature experiences, sustainability and cultural depth are especially in demand.

Africa’s Wellness Market on the Rise

According to a recent study by Mordor Intelligence, spa and beauty treatments accounted for nearly 44 percent of Africa’s wellness tourism market in 2025. At the same time, digital-detox travel is gaining significant traction and, with an annual growth rate of around 12 percent through 2031, is among the most dynamic market segments.

In terms of accommodation, chain-affiliated wellness hotels currently lead with a market share of around 37 percent, while independent eco-wellness lodges are showing the strongest growth at approximately 13 percent. Regionally, North Africa currently holds the largest market share (around 29.5 percent), while East Africa is expected to see the strongest momentum through 2031.

How Africa Is Redefining Wellness

Rather than focusing on conventional spa concepts, an increasing number of destinations and providers are embracing holistic experiences that combine nature, movement, culture and mental wellbeing.

Combined safari and yoga sessions in the wilderness, mindfulness programmes in rainforests or dance workshops set to Kizomba rhythms demonstrate that wellness in Africa is vibrant, nature-based and deeply rooted in culture.

A key element is experiencing regeneration in the midst of nature. Whether through meditation in desert landscapes or digital-detox programmes in remote eco-lodges, African wellness offerings consciously emphasise slowing down and mindfulness far removed from everyday life. The landscape itself becomes part of the healing process.

“Many travellers today are looking for experiences with real depth – a connection to nature, culture and shared values,” explains Hanna Kleber, Chairwoman of Voice4Africa. “African destinations offer a form of wellness that grows out of nature, tradition and lived community – and this is precisely what makes it more sustainable than conventional relaxation concepts.”

Wellness Cuisine with Traditional Ingredients

Holistic African wellness programmes combine physical regeneration with traditional knowledge, herbal medicine and regional culture. During guided herbal excursions, local healers share insights into indigenous plants and explain their traditional uses. Spa treatments and herbal baths incorporate ingredients such as Kinkeliba tea from West Africa, imphepho (African sage), baobab, rooibos and shea butter to revitalise body and mind.

At the same time, these elements find their way into everyday wellbeing cuisine: Swahili dishes, baobab drinks or moringa salads combine nutrient-rich nutrition with cultural identity. Farm-to-table concepts build on this knowledge, integrating traditional components such as hibiscus, tamarind or freshly harvested herbs into modern, balanced menus.

Wellness in Motion: Dance, Rhythm and Community

Alongside rest and retreat, active, community-based wellness experiences are gaining importance in African destinations. Dance forms such as Kizomba in Angola or traditional drumming rituals are increasingly becoming part of retreat programmes. They promote body awareness and social connection, expanding the classic understanding of wellness to include a vibrant cultural dimension.

Wellness is thus no longer seen solely as an individual relaxation offering, but as a shared experience that brings together joy of life, movement and cultural expression.

Wellness with Responsibility

For wellness tourism in African destinations to have a lasting positive impact, it must be firmly rooted at the local level. Traditional applications, rituals and healing practices must not be commercialised in isolation from their origins.

Only when knowledge, cultural practices and value creation remain within the regions from which they originate can tourism become truly sustainable – preserving identity, fostering cultural respect and creating genuine economic opportunities for local communities.

Frankfurt am Main, October 27, 2025 – Africa is a continent full of fascinating landscapes, cultures, and adventures that often transcend national borders. Cross-border tourism allows travellers to explore multiple regions on one journey, strengthen emerging destinations, and at the same time protect nature and ecosystems.

“Landscapes, wildlife corridors, and cultural bonds do not stop at man-made borders,” explains Hanna Kleber, Chairwoman of Voice4Africa. “Travel across borders creates opportunities to better manage and distribute visitor flows. This way, more regions can benefit economically while fragile ecosystems are relieved. At the same time, travellers experience authentic diversity – from desert safaris and water adventures to truly borderless wildlife experiences.”

Namib Desert (Angola/Namibia) – Endless Discoveries Along the Coastal Dunes

Stretching along the Atlantic coast from Angola to Namibia, the Namib forms a striking desert landscape. On both sides of the border, several national parks, protected areas, and tourism concession zones combine to form the Iona–Skeleton Coast Transfrontier Conservation Area, which covers a total of 50,000 square kilometers.

On the Angolan side, the Iona National Park in Namibe Province is the country’s oldest and largest national park. Still little visited, this part of the coastal desert offers travellers pristine landscapes where red sand dunes meet the rocky expanses of the Angolan highlands. Away from the well-established tourism routes in southern Namibia, visitors here have a unique opportunity to experience the desert’s beauty, rare wildlife, and the fascinating natural character of this remote region almost exclusively.

Visitors can enjoy desert safaris, photography tours, and hikes, and engage with the semi-nomadic communities of the Muhimba, Mucubal, and Mucahona, who share their traditions, craftsmanship, and way of life through community-based tourism initiatives.

Victoria Falls (Zimbabwe/Zambia) – Natural Wonder and Adventure Destination

The iconic Victoria Falls, on the border between Zimbabwe and Zambia, offer not only a spectacular natural spectacle but also a wealth of outdoor adventure opportunities. Both countries provide experiences such as white-water rafting, helicopter flights, and sunset cruises — though each side has its own appeal.

The Zimbabwean side impresses with wide panoramic views of the main waterfall, while the Zambian side allows for closer encounters with the water itself, such as swimming in the Devil’s Pool right at the edge of the falls or hiking down the steep path to the Boiling Point viewpoint at the base of the gorge.

A special experience is the walk across the Victoria Falls Bridge, which connects both countries. Visitors can “walk between Zimbabwe and Zambia,” cross the breathtaking Batoka Gorge, try bungee jumping, and experience the transboundary nature of this world wonder first-hand.

Another major advantage: the KAZA UNIVISA allows for reciprocal entry between Zimbabwe and Zambia at Victoria Falls, making it easy for visitors to explore the attractions of both countries in one trip.

Great Limpopo Transfrontier Park (Mozambique/South Africa/Zimbabwe) – A Borderless Safari

The Great Limpopo Transfrontier Park unites three of Southern Africa’s most important national parks — the famous Kruger National Park in South Africa, the Limpopo National Park in Mozambique, and the Gonarezhou National Park in Zimbabwe — into a single, cross-border conservation area. Covering an area roughly the size of the Netherlands, the park enables wildlife to move freely across national borders, fostering the connection of entire ecosystems.

While Kruger is well known as a flagship safari destination, the adjacent, less developed regions in Mozambique and Zimbabwe particularly benefit from the joint conservation and tourism concept. New lodges, sustainable safari experiences, and improved infrastructure are creating new income opportunities for local communities that have previously seen little benefit from tourism. In this way, the park contributes not only to biodiversity conservation but also to regional development and local participation.

Supporting these efforts is a new tourist-only border crossing, providing a direct route between Kruger National Park and Gonarezhou National Park in Zimbabwe. This seasonal pilot project (May–November) is open to pre-booked 4×4 vehicles and promotes small-scale, environmentally responsible wildlife tourism, especially in lesser-known areas.

Across different parts of Africa, these examples show impressively that cross-border travel not only creates exciting experiences for visitors but also delivers lasting benefits for regions, communities, and nature alike.

About Voice4Africa