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Frankfurt a. M., 07.07.2025. International development efforts are increasingly under pressure, with particularly noticeable consequences for the African continent. In 2024, global official development assistance (ODA) declined by seven percent according to the OECD. Further cuts of between nine and seventeen percent are projected for 2025.
Germany is following this trend as well: Despite political declarations highlighting the importance of Africa, the 2025 federal budget includes no significant financial increase for cooperation with the continent. Particularly concerning is the planned 41 percent cut in specific foreign trade promotion for Africa. At the same time, the Africa CIRR export financing program is being expanded, further emphasizing Africa as a sales market for German goods, while investments in local value creation are being sidelined.
Tourism as an Economic Driver
In light of these developments, private-sector engagement is becoming increasingly important – especially in the tourism sector, which is already generating tangible development momentum. International tourism to the continent grew significantly in 2024: According to the latest World Tourism Barometer from UN Tourism, 74 million international travelers visited destinations in Africa – a 12 percent increase compared to 2023 and 7 percent above pre-crisis levels in 2019. This positive trend continued in the first quarter of 2025, with international arrivals rising by another 9 percent year-on-year – a clear signal of the African tourism sector’s ongoing growth potential.
The increase in visitor numbers has had a clearly positive impact on African economies. International tourism revenues reached USD 1.6 trillion last year (adjusted for inflation and exchange rates) – a 3 percent rise over 2023 and 4 percent more than in 2019. This growth is due not only to the higher number of travelers but also to increased spending per tourist.
International Hotel Brands Target New Destinations in Africa
The hospitality industry across the continent is also experiencing dynamic growth. Global hotel brands are responding to rising demand by strategically focusing on Africa. Hilton, for example, plans to triple its presence on the continent by 2028 to over 160 hotels. In Angola, three new properties with more than 700 rooms are planned. The company also intends to return to Tanzania and develop new projects in Nigeria, Ghana, and Ethiopia, with a particular focus on North Africa.
Marriott International is pursuing an equally ambitious expansion strategy, planning to open more than 50 new hotels and add over 9,000 rooms by 2027. New markets such as Côte d’Ivoire, the Democratic Republic of Congo, Madagascar, and Mauritania are coming into focus alongside fast-growing destinations in Egypt, Kenya, Morocco, Tanzania, and Nigeria. With the opening of its first Sheraton hotel in Angola in 2026, the brand will enter this emerging travel destination. Additional properties are in the pipeline.
These developments show that the African continent is increasingly being recognized as an economically attractive investment destination – driven by a young population, growing demand, and political stabilization in many regions.
Sustainable Tourism Models in Demand
Ecotourism is becoming significantly more important in Africa – particularly in national parks, nature reserves, and community-based projects that not only attract visitors but also contribute to biodiversity conservation and generate income for local communities.
“Tourism is no longer a niche sector in Africa – it creates jobs, strengthens local economic cycles, and promotes infrastructure development in structurally weak regions,” emphasizes Hanna Kleber, tourism entrepreneur and founder of the Voice4Africa initiative. “To ensure that the current growth is sustainable, we need targeted investments in infrastructure, education, and long-term viable offerings.” Through the business initiative ReThinking Africa, Kleber is committed to fostering precisely this kind of private-sector investment and promoting responsible partnerships based on mutual respect.
Especially in times when public development cooperation is constrained by austerity measures, private investment offers an opportunity for economic independence and a new kind of partnership between Africa and its international allies.
About Voice4Africa
VOICE4AFRICA is an initiative of the KLEBER GROUP, a full-service PR agency with a special focus on tourism and many years of expertise in Africa. Together with Africa travel providers, the initiative promotes responsible tourism to Africa as a means of fostering intercultural understanding and a driver of sustainable development. Voice4Africa is a founding member of the business initiative ReThinking Africa and recipient of the Corps Touristique Award for Intercultural Understanding.
Image credit: © Cabo Ledo, Angola