Red Clay Perspectives

Tag: Connectivity & Access

Aviation routes, road infrastructure, visa policy, digital connectivity, transport planning. The plumbing that determines whether investment arrives.

Airports don’t make destinations

In February 2026, two Nigerian states made consequential decisions about how to develop their tourism economies. One committed ₦20 billion to runway refurbishment and acquired a 60-seat aircraft. The other approved a 10-year community-centred masterplan built around existing heritage assets and local ownership of tourism revenues. Both governments believe they are investing in the future. The evidence suggests they are not making equivalent bets.

This edition examines those two choices and presents what Ethiopia’s 15 per cent tourism growth in 2025 reveals about which development philosophy is more likely to produce durable returns. It also considers what Italy’s wine tourism sector, expanding even as global wine consumption declines, tells us about the economic logic of experience-led development in African agricultural regions.

The Infrastructure Trap: Two Theories of Development in Nigeria

Ekiti State’s Executive Council approved a Tourism Policy and 10-year Tourism Development Master Plan in February, establishing governance frameworks for sustainable tourism through 2035. The plan positions Ekiti as a heritage and nature-based tourism destination for Nigeria and West Africa, with communities structured as primary owners and beneficiaries of tourism revenues. Here, development builds from existing assets: Ikogosi Warm Springs, hill stations, sacred groves, and cultural festivals, rather than creating new infrastructure from scratch.

The timing reflects a deliberate reading of where international demand is moving. Travellers are shifting away from crowded, homogenised destinations toward authentic cultural experiences, nature-based activities, and wellness-oriented travel. Ekiti’s masterplan positions the state into that shift. Community-based models also distribute economic benefits more broadly, with value circulating through local populations rather than concentrating with external operators.

Ebonyi State is making a different calculation. The state has committed ₦20 billion to runway refurbishment and airport upgrades, acquired a 60-seat aircraft, and is awaiting regulatory approval for airline operations. The stated objectives include improved regional connectivity, stronger trade logistics, and increased investment in Abakaliki. These follow a familiar infrastructure-first logic: build the access, and economic activity follows.

The challenge is that airport viability depends on passenger volume thresholds that small regional airports rarely achieve without sustained subsidy. Research on regional airports demonstrates that facilities handling fewer than 200,000 passengers annually consistently struggle to cover operating costs, typically requiring subsidies ranging from US$150,000 to US$9 million annually, depending on size and services. Efficiently operated small regional airports require approximately 166,000 passengers annually to break even. This threshold demands a credible catchment analysis, documented competition assessment from neighbouring state airports, and realistic projections of business and leisure travel demand.

Ikogosi Warm Springs Resort is one of the many tourist attractions Ekiti State has to offer in their heritage tourism development masterplan

Image Credit: Desmond Okon/TheCable

Airports are also among the most energy-intensive commercial buildings in existence. Maintenance alone can consume up to 20 per cent of total operating budgets. The ₦20 billion runway investment comes to approximately US$13–14 million. This is a credible capital commitment. But the long-term question is whether the demand exists to justify the ongoing operational cost, beyond the initial construction cost.

The opportunity cost framing sharpens the decision. Comparable public investment could alternatively support a portfolio of heritage site restoration, rural-urban road linkages, hospitality workforce training, community tourism infrastructure, and destination marketing.

These alternatives distribute economic benefits across multiple communities and build the ecosystem conditions that determine whether any infrastructure investment, including airports, performs over time.

Ekiti’s model and Ebonyi’s model both represent legitimate development philosophies. But their risk profiles are not equivalent. Ekiti builds from assets that already exist and cannot easily become liabilities. Ebonyi has committed to infrastructure that requires sustained demand to justify its costs, and that demand does not yet exist at the required scale.

Ebonyi airport: significant public capital committed to runway and aircraft acquisition. The operational sustainability case remains to be made.

Image Credit: Nairametrics

What Ethiopia Got Right

Africa recorded 8 per cent growth in international arrivals in 2025, the strongest performance of any region globally. Within that, Ethiopia posted 15 per cent growth. This growth came from Lalibela, Gondar, the Simien Mountains, and the Omo Valley, existing assets that have been made more accessible. With improved stability following the Tigray conflict, resumed northern flights, better site interpretation, and targeted marketing to travellers who were already looking for exactly what Ethiopia had, Ethiopia’s tourism development trajectory shows what is possible when working with existing assets.

The demand pattern is significant. Younger travellers in particular are seeking immersive experiences at cultural and natural heritage sites such as the rock-hewn churches of Lalibela, the castles of Gondar, and the cultural landscapes of the Omo Valley. This reflects a broader shift away from overcrowded, homogenised destinations like Bali, Barcelona, and Venice toward places that offer what those destinations have lost: uncrowded access, cultural depth, and landscapes that have not been managed into predictability.

This growth trajectory carries direct implications for other African destinations. Secondary cities, rural areas, heritage sites, and natural landscapes across the continent possess similar latent potential. The formula, including asset identification, thoughtful access design, strategic branding scaled to realistic visitor volumes, requires considerably less capital than airports or convention centres, and generates returns that are more distributed and more durable.

Forest lodges, community-run heritage sites, themed village experiences, seasonal festivals, and adventure tourism offerings can attract high-value travellers while requiring modest capital. Some examples include Arusha, positioned as a gateway to the northern safari circuits and Kilimanjaro; the Kivu region in Rwanda positioned for lake tourism, coffee experiences, and mountain gorillas; and hillside destinations across the continent suitable for hiking and nature-based lodges. Africa’s competitive advantage in tourism is precisely what mature markets lack. Ethiopia’s numbers are proof that this advantage, properly presented and accessible, generates sustained demand.

Lalibela, a UNESCO World Heritage site in Ethiopia’s Amhara region, is a 12th-century holy city famous for 11 monolithic, rock-hewn churches carved from solid stone by King Lalibela

Image Credit: Andrew Hardin-White/Expedia

Growing Grapes to Build Economies: The Experiential Revenue Model

The global wine tourism market reached $46.5 billion in 2024, growing at a projected compound annual rate of 12.9 per cent. This goes against the paradox that global wine consumption has reached historic lows. Italy’s wine regions illustrate how this is possible. Wineries investing in tourism infrastructure, digital booking systems, and sustainable practices report asset growth exceeding 25 per cent from 2019 to 2024. Community economic impact exceeds €150 per visitor, with spending supporting agriculture, dining, retail, and hospitality services across the regional economy.

The structural lesson here is what happens when a traditional agricultural sector pivots to experiential revenue amid shifting commodity market conditions. The product becomes the experience of production itself, the vineyard tour, the harvest, the tasting, the landscape.

This logic applies directly to African agricultural regions with tourism potential. South Africa’s established wine regions in Stellenbosch, Franschhoek, and Paarl already demonstrate the model. Systematic expansion, by extending seasonal programming, developing integrated culinary and wellness packages, and improving international outreach, could materially increase visitor spending and stay duration.

Less examined is the potential of Africa’s high-altitude grape-growing areas. Jos Plateau in Plateau State, Nigeria supports abundant grape cultivation due to cool temperatures and suitable terrain. Ethiopia’s highlands and Kenya’s high-altitude regions share these characteristics. In February, Plateau State Government and UNDP hosted a three-day Tourism Master Plan Workshop examining natural attractions, cultural heritage, festivals, hospitality infrastructure, and policy frameworks. The integration of wine tourism into that planning process could diversify agricultural revenue while complementing heritage and nature tourism, creating year-round programming that reduces seasonal dependence and strengthens direct sales channels for local agricultural producers.

The Italian case demonstrates that experiential revenue can sustain an agricultural sector even when its primary commodity market contracts. For African regions with cultivation potential, the strategic opportunity is to develop that experiential layer before commodity market forces the pivot towards building tourism infrastructure while agricultural revenues are still stable, rather than as a response to their decline.

What These Developments Tell Us

The cases in this edition share a structural argument. Tourism development that builds from existing assets, whether cultural, natural or agricultural, and scales infrastructure to realistic demand generates more durable returns and distributes economic value more broadly than infrastructure-first approaches premised on demand that does not yet exist.

Ethiopia’s growth validates this, and Ekiti’s masterplan is designed around it. Italy’s expansion of wine tourism demonstrates this in a different sector. The common thread is the importance of sequencing: get the ecosystem conditions right first, then invest in infrastructure to meet demand.

Ebonyi’s airport may yet prove viable. But in this case, the burden of proof lies with a documented passenger demand analysis, a credible operational cost model, and an honest accounting of what the same capital could alternatively build. That analysis, if it exists, should be made public. Infrastructure decisions of this scale, made without such analysis, carry risks that extend well beyond the aviation sector.

March 3, 2026
When Growth Meets Affordability
When Growth Meets Affordability: Africa’s Tourism Paradox in December

Reflections on Nigeria’s Detty December pricing issues, continental performance gaps, and the evolving face of wellness tourism.

The 2025 yuletide season highlighted the growing tension between commercial opportunity and cultural sustainability in travel and hospitality in Nigeria. The “Detty December” festive celebration sparked conversations about who gets to party and at what price. The controversy goes beyond simple economics. It touches on questions of cultural ownership, public responsibility, and whether Nigeria’s tourism ambitions align with the realities on the ground.

Across Africa, North African destinations continue to lead in tourism competitiveness, while sub-Saharan nations struggle to transform natural and cultural assets and resources into comparable visitor numbers, mainly due to structural gaps. Globally, wellness tourism is rewriting narratives about who engages more in yoga retreats and mindfulness experiences. Men now make up a fast-growing segment of this market, opening doors for destinations willing to rethink their offerings.

Three forward-looking pointers have emerged:

Key Takeaways
1. Nigeria’s festive inflation pricing controversy risks alienating the community spirit that led to the organic rise of Detty December. The task ahead? How to balance commercial viability with cultural authenticity and local accessibility when international audiences willing to pay premium prices enter the equation.
2. Africa’s tourism growth trajectory remains strong, but disparities between North African markets and sub-Saharan destinations are widening, suggesting structural advantages in infrastructure, connectivity, and institutional support that sub-Saharan Africa must address to compete globally.
3. Wellness tourism is evolving beyond gendered assumptions. The rapid growth of wellness and yoga tourism, particularly among men, signals opportunities for inclusive, experience-led hospitality design across African destinations.
Nigeria’s Detty December: When Commercialization Overshadows Celebration

Lagos in December has become synonymous with parties, concerts, and cultural energy that draws residents in Nigeria as well as Nigerians from the diaspora back home. However, the December 2025 festivities became the subject of widespread social media commentary regarding pricing practices across the hospitality ecosystem, particularly in Lagos. Event ticket prices rose as high as 750 – 1,500 per cent since 2019, far outpacing inflation. Regular tickets to music concerts in December surged as high as ₦75,000–₦150,000, with premium tickets exceeding ₦300,000. The pricing escalation extended beyond events to hotels, self-serviced apartments, bars, lounges, and even e-ride-hailing services, creating a perception of consumer exploitation, rather than market-driven adjustments.

The factors driving this high pricing are complex but not far-fetched. High production costs, artist fees, logistics challenges, and minimal government support for cultural events compel organizers to adopt premium pricing models. The growing diaspora audience (IJGBs), who are attracted to Lagos’ vibrancy in December, are accustomed to international pricing for events and hospitality facilities and services, and have become the major target market for these offerings. This creates an economy where the local purchasing power becomes less relevant compared to the opportunity for service providers to optimize revenues. What emerged from these commentaries was not merely frustration about cost, but concern that a once-communal and affordable celebration is fast transforming into a luxury product accessible primarily to international visitors and the local elite.

Another growing concern lies in the absence of value commensurate with the pricing. Premium pricing requires premium experiences. However, comments on social media also noted that high costs were compounded by inconsistent service quality across the tourism value chain, inadequate facilities, and limited attention to the overall visitor experience. Global tourism trends favor purposeful, experience-driven travel with transparent pricing. When cost exceeds perceived value, visitors may be forced to redirect their attention and spending to destinations offering clearer value propositions. This becomes a dual risk: Detty December then becomes unaffordable for locals, while international visitors conclude that comparable experiences exist elsewhere at better value.

The festive period has concluded, but questions about sustainability remain, as well as the need for stakeholders to return to the drawing board, reflecting on the 2025 Detty December experience, and addressing these gaps for future festive seasons. Can Detty December be transformed from a concentrated moment into a more robust creative and cultural programme for year-round tourism appeal? Can the model extend to other Nigerian cities such as Abuja, Port Harcourt, Ibadan, Calabar, etc., distributing economic benefits beyond Lagos?

The challenge is structural. Cultural capital cannot be monetized without corresponding public investment in infrastructure, security, and destination management. Private operators currently shoulder these burdens while navigating inadequate facilities, complex regulations, and economic volatility. Without coordinated public-private intervention, Detty December risks remaining an extractive annual event that generates short-term gains without building Nigeria’s long-term tourism competitiveness.

Detty December in Lagos has become synonymous with parties, concerts, and cultural energy. But December 2025 left a sour taste, based on social media commentaries.

Image Credit: Wun World Tour (DettyDecFest)

The opportunity for stakeholders is to treat Detty December as the anchor of a year-round cultural calendar, not an isolated peak. Festivals, exhibitions, performances, and other experiences can be spread across months and regions, ensuring that residents and visitors always have something to do and somewhere to visit. Programmes should be inclusive and affordable, so participation is broad and repeated visitation is encouraged. At the heart of this approach is consistent, high-quality service. When service is prioritized, experiences justify their pricing, stakeholders earn sustainable returns, and visitors feel valued, creating a win-win for government, private operators, communities, and the wider tourism economy.

Africa: Divergence Between North and Sub-Saharan Tourism Performance

Africa’s tourism sector recorded a 12 per cent increase in international arrivals in early 2025, outpacing all other global regions and approaching 96 per cent of pre-pandemic revenue levels by 2023. Countries like Morocco, Egypt, Rwanda, and South Africa are leveraging tourism for GDP growth, job creation, and foreign exchange earnings, demonstrating the sector’s potential as an economic development tool.

Morocco, for instance, welcomed a record 19.8 million tourists in 2025, generating US$13.5 billion in revenue. This was driven by expanded flight networks, major cultural attractions, and the hosting of the Africa Cup of Nations (AFCON), the continent’s biggest football tournament. Egypt similarly posted impressive numbers with 19 million visitors, marking a 21 per cent rise attributed partly to the opening of the Grand Egyptian Museum and coordinated government campaigns targeting higher visitor volumes.

Tourism growth in Africa, however, is unevenly distributed. According to the WEF Travel & Tourism Development Index 2024, North Africa consistently outperforms sub-Saharan Africa across nearly all metrics except human resources and labour markets, natural resources, and travel and tourism environmental, socio economic and demand sustainability. This performance gap points to advantages in physical infrastructure, regulatory frameworks, international connectivity, and institutional support that compound over time. Sub-Saharan countries, despite having rich cultural and natural assets, as well as a higher potential for sustainability and demand, struggle with fragmented visa policies, underdeveloped transport corridors, and limited public-private coordination.

This divergence raises critical questions about development pathways, and suggests that tourism success is less about destination appeal and more about systemic enablers, something policymakers, particularly in West and Central Africa, may need to prioritize. The infrastructure deficit is substantial, from airports to urban, rural and regional road networks, to telecommunications, electricity, and other tourist support services and infrastructure. Regulatory environments in many sub-Saharan markets also create friction for both visitors and operators through complex visa regimes, inconsistent policy implementation, and bureaucratic obstacles.

The way forward for policymakers and investors is to address existing gaps through targeted interventions, starting with a clear commitment to recognizing the economic potential of tourism. Strong political will is essential. Rwanda shows that focused investment in specific niches, such as high-end gorilla tourism and MICE travel, can deliver results even in smaller markets. The country earned US$647 million from tourism in 2024 and has been projected to generate over US$700 million in 2025.

South Africa’s tourism has demonstrated what mature infrastructure and consistent, effective marketing can achieve. The country recorded 8.56 million international tourists between January and October 2025, an increase of 1.3 million arrivals compared to the same period in 2024. Kenya and Tanzania are also building strong tourism economies through sustained investment in wildlife conservation, infrastructure, and regional marketing.

In terms of destination competitiveness, North Africa leads across nearly every metric except human resources, labor markets, and natural resources.

Image Credit: Travel and Tourism Development Index 2024 (World Economic Forum)

Other Sub-Saharan African countries can learn from these examples and adapt relevant lessons to their own contexts. Regional bodies like the African Union, the Economic Community of West African States (ECOWAS), and regional economic communities can support coordination on key issues, including visa policies, monitoring the implementation of the AfCFTA agreement, aviation liberalization, and standards harmonization, to strengthen the sector across the continent.

Global: Wellness Tourism Expands Beyond Gendered Norms

The global yoga tourism market reached US$177.1 billion in 2024, and is projected to grow to US$222.5 billion by 2030, representing a 3.9 per cent compound annual growth rate, according to industry analysis from Research and Markets. This expansion is fueled by demand for experiences combining physical health, mental balance, cultural immersion, and personal transformation. While women continue to dominate participation, men’s engagement is growing rapidly, which can signal opportunities for inclusive wellness packages for Africa.

Yoga and other forms of wellness tourism were traditionally dominated by women, but male participation is growing

Image Credit: Avec Sport

The United States remains the largest market for yoga tourism, while China shows rapid growth trajectory. Other markets demonstrating sustained expansion include Japan, Canada, Germany, and several destinations across Asia-Pacific, Latin America, the Middle East, and Africa. Tourists increasingly seek experiences that go beyond passive recreation, looking instead for activities that deliver measurable improvements in physical fitness, mental clarity, and overall well-being. Corporate wellness programmes have further normalized yoga and mindfulness practices, creating familiarity and demand that extends into leisure travel choices.

The growing male participation in yoga tourism represents a notable cultural shift. Practices historically associated primarily with women are finding broader appeal. This appeal appears tied to several factors: First, elite athletes and sports teams integrate yoga into training regimens for performance optimization, flexibility, and injury prevention. Second, corporate wellness programmes have normalized mindfulness and yoga as tools for productivity, focus, and stress management in high-pressure professional environments. Third, scientific validation of yoga’s benefits for mental health, cognitive function, and physical performance gives the practice credibility beyond spiritual or alternative health contexts.

For African destinations, wellness tourism presents a largely untapped opportunity. The continent’s natural landscapes, cultural diversity, and lower operational costs compared with established markets in Asia and Europe provide competitive advantages. Countries such as Morocco, Kenya, and South Africa have emerging wellness tourism sectors, but inclusive and comprehensive packages remain limited. Integrating yoga, mindfulness, and wellness practices with African cultural experiences, adventure activities, and quality hospitality could create distinctive offerings that attract the growing global wellness tourism market. Realizing this potential requires investment in trained instructors, suitable facilities, well designed programming, targeted marketing, and partnerships with wellness travel platforms and operators.

The combination of wellness tourism with Africa’s natural assets, including beaches, mountains, wildlife reserves, and deserts, allows destinations to offer unique wellness experiences. Well-curated programming can help attract visitors, even during off-peak seasons, diversify revenue streams beyond in-city and traditional destination tourism, and appeal to health-conscious professionals, corporate groups, and solo travelers who are currently underserved in Africa. The continent’s indigenous wellness practices and herbal knowledge can position the continent to capture a meaningful share of this market as wellness tourism continues to expand worldwide.

Implications and Lessons for Stakeholders
1. Extend Detty December programming beyond Lagos and beyond December. Year-round cultural events across multiple Nigerian cities can reduce the fixation on a single month in one location, regulate seasonal price surges, and build a broader, more sustainable tourism ecosystem.
2. Target specific infrastructure gaps identified in global competitiveness indices. Sub-Saharan destinations should focus investments on air transport, ICT readiness, visa facilitation, and regional aviation liberalization. These areas yield disproportionate returns in visitor arrivals and economic impact.
3. Develop locally-rooted wellness packages. African hospitality providers can combine yoga and mindfulness with cultural immersion, adventure activities, and luxury amenities to position Africa competitively against established Asian and European wellness markets.
4. Prioritize transparent, all-inclusive pricing. Build trust and encourage repeat visitation by eliminating hidden costs and clearly communicating value propositions. This aligns with global consumer preferences for authentic, purposeful travel experiences.
5. Invest in consistent service quality across the tourism value chain. Premium pricing requires premium experiences. Destinations that consistently deliver value matching or exceeding cost build loyalty, positive word-of-mouth, and long-term competitiveness in an increasingly crowded global tourism market.
December 5, 2025
Why Africa’s Tourism Future Depends on More Than Connectivity
September 2025 underscored a pivotal moment in tourism with strong global demand colliding with systemic challenges in Africa; from regulatory shifts and climate volatility to generational redefinitions of travel itself.

For policymakers and investors navigating this complex terrain, three critical imperatives emerged:
1. Enhanced air connectivity: driven by strategic route expansions and infrastructure investments;
2. Regulatory recalibration: particularly around consumer protection and visa policies; and
3. Evolving travel preferences: shaped by digital fluency, sustainability expectations, and generational values (e.g., Gen Z’s embrace of “glamping,” Millennials’ preference for authentic tent stays, and older cohorts’ shift toward recreational vehicles and all-inclusive packages).
These shifts matter for Nigeria, Africa, and global markets alike because they signal where investment, policy coordination, and consumer spending are headed, and why investors, policymakers, and business leaders need to understand these competitive pressures now.

Nigeria: Aviation Momentum Meets Consumer Trust Gaps

Nigeria’s aviation sector demonstrated notable strength in September, notably through enhanced air connectivity, despite a turbulent regional environment marked by currency instability, airline liquidity crises in neighbouring markets, climate change, and escalating operational costs across Africa.

Some of these include but are not limited to: prolonged aviation strikes in Kenya (triggered by wage disputes and staffing shortages), erratic weather patterns across East Africa (linked to an intensifying Indian Ocean Dipole causing unseasonal flooding and flight disruptions), and broader economic uncertainty in Francophone West Africa.

Despite these challenges, Nigeria advanced its position as West Africa’s air travel hub through concrete actions:
- Air Peace launched three weekly flights on its Abuja–London Heathrow route (operating Fridays, Saturdays, and Sundays), alongside three weekly Abuja–London Gatwick services (Tuesdays, Wednesdays, and Thursdays) beginning in late October. This milestone represents Nigeria’s first direct service from Abuja to both major London airports.
- The Gateway International Airport in Ogun State commenced operations, positioning Nigeria to decongest Lagos and attract transit traffic.
- Air Tanzania introduced a new direct service between Dar es Salaam, Tanzania , and Lagos in September, signaling growing bilateral aviation cooperation.
Intra-Africa air connectivity is expanding, with new routes linking Lagos and Abuja to East Africa, including Lagos to Dar es Salaam, as well as direct flights from Abuja to London’s Heathrow and Gatwick airports.

This momentum was matched by regulatory recalibration: the Nigerian Civil Aviation Authority (NCAA) reported ₦257 million in passenger refunds from January to August 2025, a 137 per cent year-on-year increase, reflecting stricter refund compliance, enforcement of airline accountability, and consumer protection standards. This shift is critical to rebuilding traveler and investor confidence in a market long plagued by service unreliability.

Africa: Policy Boldness vs. Systemic Fragility

Across the continent, September revealed a stark duality. On one hand, policy ambition is accelerating regional integration. Burkina Faso, under President Ibrahim Traoré’s pan-Africanist agenda, waived visa requirements for all African nationals, a bold step aligning with his broader vision of continental unity, economic self-reliance, and resistance to external influence. Similarly, Zimbabwe expanded air routes, including new connections to South Africa and Ethiopia, aiming to revive its tourism economy.

On the other hand, structural vulnerabilities persist:
- Aviation strikes in Kenya, caused by unresolved labor disputes over wage arrears, pay and working conditions, as well as staff shortages, disrupted thousands of passengers.
- Erratic weather systems in East Africa, driven by climate anomalies, grounded flights and damaged tourism infrastructure, and disrupting flights, wildlife movements, and peak-season planning.
- Limited crisis-response capacity in several countries exposed gaps in climate-resilient planning and workforce stability.
These developments underscore the continent’s structural weak points: labour instability, climate risk exposure, and limited redundancy in aviation and tourism infrastructure. The lesson is clear: connectivity alone is insufficient. Sustainable tourism growth in Africa demands integrated strategies that couple open skies with climate adaptation, labor harmony, and digital readiness.

Global Tourism: Strong Demand, Shifting Traveler Preferences

Globally, travel demand remains robust. According to the UN Tourism Barometer, 690 million international arrivals were recorded in the first half of 2025, 33 million more than in 2024. Africa led global growth at 12 per cent, driven primarily by Egypt, Morocco, Kenya and South Africa, which saw strong recovery in both inbound leisure and diaspora travel.

The Middle East (and North Africa (MENA), particularly Egypt, Saudi Arabia, the UAE, and Qatar, continued to outperform pre-pandemic levels, mainly due to increasing Chinese outbound travel, though growth slowed marginally by 4 per cent, likely due to global economic caution and shifting corporate travel budgets. Global tourism is expected to grow by 3–5 per cent in 2025, with France, Japan, the UK, Spain, and Türkiye projected to generate the strongest demand. This growth will be driven by rising middle-class incomes, continued

pent-up interest in travel, and the expansion of low-cost airlines. France and Spain continue to hold their position as the world’s most visited destinations.

Excerpt from the UN Tourism Barometer showing international tourist arrivals by sub-regions from 2019 to 2024, as well as 2025 monthly and quarterly data up until June 2025

Consumer shifts are equally revealing. In RMS’ State of Outdoor Hospitality Report for 2025, the camping and outdoor-stays segment continues to diversify: yurts, domes, and treehouses each hold 29 per cent of the “luxury outdoor stay” market, rivaling traditional tents. This reflects a broader “rewilding” trend, where travelers seek immersion in nature without sacrificing comfort. A September 2025 TravelDaily survey of UK travelers confirmed this cross-generational appeal, amplified by technology: 64 per cent of all bookings are now made via mobile, driven by demand for real-time pricing, flexible cancellations, and integrated reviews.

Image Credit: Pictures of tents in upper collage are from 2025 State of the Outdoor Hospitality Report (RMS); yurts from Musab (Pexels); treehouse from Brett Sayles (Pexels)

Globally, travelers are favouring outdoor stays and experiences (in yurts, tents, caravans and treehouses) across all ages. However, generational differences are defining their outdoor preferences.

Generational differences further segment the market:
- Gen Z favors glamping, prioritizing spontaneity and Instagrammable moments.
- Millennials still lean toward tent camping but demand eco-certifications and local experiences.
- Gen X and Boomers increasingly choose recreational vehicles (RVs) for multi-generational trips, valuing privacy and self-sufficiency.
Yet all groups show rising interest in all-inclusive outdoor packages, as economic uncertainty makes bundled, hassle-free itineraries more appealing.

This momentum is already visible in Africa’s global standing. According to Business Insider Africa (2024), five African countries rank among the world’s top 10 camping destinations: Tanzania (3rd), Kenya (4th), Namibia (5th), South Africa (6th), and Ethiopia (8th). Their success

stems from combining iconic landscapes with well-managed access, conservation integrity, and authentic local engagement.

Top 5 African Countries for Camping Destinations

For hospitality investors across the continent, the message is clear: the next frontier of hospitality may lie beyond conventional hotel lobbies, but in outdoor stays and experiences. Natural assets in Africa (our forests, hillsides, rivers, beaches and even open countrysides), offer opportunities for curated, low-impact outdoor stays. These could include elevated glamping, cultural eco-cabins, or guided wilderness retreats, all supported by intentional safety systems: environmental safeguards, health protocols, and visitor security measures that ensure both guest confidence and ecological protection.

Local communities can anchor this model by co-managing sites, offering guided experiences, preparing traditional meals, or crafting amenities, thereby turning cultural knowledge into economic opportunity.

Strategic Imperatives for 2025 and Beyond

As we move into the final quarter of 2025, the lessons from September are clear.

For Nigeria and Africa:
- Leverage aviation momentum with consistent regulatory enforcement and diaspora-focused connectivity.
- Address international perception gaps (e.g., Qatar’s visa policy) through diplomatic engagement and traveler education.
- Balance policy ambition with investment in climate-resilient tourism infrastructure and labor stability mechanisms. Regional integration must include crisis response protocols.
Countries in Africa that strengthen consumer protections, invest in climate-resilient aviation and tourism infrastructure, and respond quickly to evolving traveller expectations will gain competitive advantage.

For the global industry:
- Travel, hospitality and tourism experiences and products should be designed to accommodate generational nuances and digital technology.
- Offerings should be anchored in authentic, nature-connected experiences. The future belongs to brands and destinations that combine flexibility, sustainability, and emotional resonance.
Stakeholders across the tourism ecosystem, from policymakers to investors, will need to prioritize strategic foresight, flexible regulation, and experience-driven product development. As global travel continues to rebound, destinations and businesses that succeed will be those that anticipate how regulation, technology, climate pressures, and cultural shifts intersect, and respond with timely, decisive action.
September 4, 2025