As Africa's tourism sector recovers, the focus must shift from simply counting visitors to identifying the key factors that ensure sustainable growth. The continent's next chapter will be shaped not only by recovery itself but also by the ability to accelerate development, strengthen connections, and foster targeted cooperation across the entire tourism value chain.
To turn the current momentum into long-term value, Africa needs to build faster, improve transport links, and interact more consciously. In 2025, Africa demonstrated the strongest regional tourism growth in the world, welcoming 81 million visitors. South Africa also showed high results, recording a record 10.5 million arrivals. In the first quarter of 2026, the country registered 2.91 million inbound tourists, corresponding to double-digit growth compared to the previous year.
However, these figures do not tell the whole story. The real potential lies in creating systems that allow tourism to scale: ports, airports, roads, visa procedures, regional routes, destination services, local suppliers, and communities ready to benefit. This requires coordinated action from both public and private sectors. Tourism growth is a team sport, and leaders in 2026 and beyond will be those destinations that understand how to act together.
Recovery brought back travelers, but readiness will determine whether they can continue to visit, move efficiently, host guests properly, and ensure that a greater number of communities benefit from their spending. This is especially evident in cruise tourism: a ship arrives not at one place, but into an entire ecosystem. Before a guest steps onto the beach, enters the market, gets on a bus, or checks into a hotel, numerous elements must work in harmony: ports, docks, terminals, customs, ground transport, local tour operators, security services, attractions, digital systems, and destination partners. When this system functions, the visitor experience seems seamless; otherwise, the destination loses competitiveness.
Infrastructure is central to the agenda for Africa's tourism growth. Modern ports, efficient passenger terminals, and upgraded docking facilities allow destinations to attract ships, increase capacity, and compete for routes. Strong links between ports, airports, and roads reduce friction and improve visitor flow. Political infrastructure is equally important: visa processes, border systems, and regulatory clarity can either open up opportunities for regional travel or slow it down. In tourism, any delay incurs costs.
Africa's advantage lies in its diversity, as few regions can offer such a compelling combination of coastlines, wildlife, cities, culture, gastronomy, music, heritage, and business opportunities. However, diversity only becomes commercially significant when it is connected. In the coming years, regional tourism ecosystems will become increasingly important, as travelers think in terms of routes, desiring logical connections and a holistic experience.
If Africa aims to attract a wider audience of travelers, it must expand its tourism narrative. Safari will always remain one of the continent's greatest strengths, but Africa is much more than just a trip to the savanna. It is also Cape Town and Johannesburg, Maputo and Durban, Namibia, Lagos and Nairobi, Accra and Casablanca. It is food, fashion, music, sports, design, business events, contemporary art, coastlines, heritage routes, and urban energy. This richness is important because a more diverse narrative attracts more diverse travelers and helps destinations distribute visitors across more locations, seasons, and types of businesses.
The measure of tourism success should not only be arrivals; it is important who benefits from it. In 2024, South Africa's tourism sector supported over 950,000 direct jobs, accounting for 5.7% of the national workforce. A broader goal is to increase the overall impact of tourism on employment to 2.5 million jobs within the next five years. This ambition will require the deliberate inclusion of small businesses, youth, local guides, transport operators, artisans, food producers, and communities. Inclusive tourism is the foundation of long-term sustainability, requiring skills development, business support, and more active participation from suppliers. Large operators must look beyond their own operations and consider the entire ecosystem supporting every trip, while public and private partners must develop growth with communities, not around them.
Africa has destinations and people. Demand must be created through its creativity and cultural depth to position itself as one of the most attractive tourism offerings in the world. Coordinated execution is required now. The future tourism economy will reward destinations that simplify travel, invest in infrastructure, reduce barriers, tell richer stories, and distribute value more widely. The opportunities for Africa are vast, but unlocking them requires alignment between ports and cities, governments and investors, airlines and cruise lines, and communities and destination marketers. If Africa plays this game in this way, 2026 could be not just another year of recovery, but the year the construction of a tourism future begins—a future the continent has long been ready for.
Despite years of marketing campaigns focused on wildlife and diverse landscapes, experts suggest that South Africa's next significant tourism potential may lie in its sacred sites—such as churches, temples, mosques, and sacred landscapes—rather than solely in its wildlife.
Researchers from North-West University are convinced that the country's exceptional religious diversity can itself become a tourist attraction. This is possible not only by drawing visitors to individual shrines but also by creating routes that connect different faiths and communities.
As part of the SacredTravels4Growth initiative, funded by the European Union through the Erasmus+ program, Dr. Walter Wessels from the TREES research unit at North-West University is studying how pilgrimage routes, heritage, and religious destinations can contribute to sustainable tourism development, local economic growth, cultural preservation, community empowerment, and intercultural understanding. Over the next three years, they plan to develop a faith module within their current course.
However, Wessels warns that sacred tourism cannot simply be packaged and sold like a safari. Part of the project involves studying the opinions of local communities regarding tourists' participation in their religious practices and visits to spaces of deep spiritual significance. He emphasized that this differs from adventure sports: 'It is not an experience like a safari tour or extreme sport. You must approach it differently, and you must approach it with caution, because now you become part of a very sacred group of people and join their religious and cultural practices.'
South Africa possesses numerous sites that could form a new tourism product: historic churches, mosques, Hindu temples, Buddhist centers, pilgrimage sites, sacred local spaces, and sites related to the struggle for liberation.
Wessels cites Midrand in Gauteng as an example of an area where diverse religious sites are located in a small geographical zone, calling it a 'Religious Mile.' Another example is the Nan Hua Temple in Bronkhorstspruit. Although open to the public, Wessels notes that visitors do not always have access to information and tours that would help them understand what they are seeing.
The main task, in his view, is not just to let tourists pass through doors, but to create an economic ecosystem around these sacred places. He explains that even the church itself might not generate income, but the community where these events take place can earn money from secondary services offered to tourists. These services include accommodation, food, transport, local guides, and handicrafts, especially in small and rural communities with limited economic activity.
Wessels believes that South Africa does not need to copy Spain's popular pilgrimage route, the Camino de Santiago. The ideal scenario, according to him, involves visitors traveling between different religious communities, learning about their traditions, and engaging in conversations about what unites and divides them. He hopes that people will come to South Africa not for one religion, but to see how the country accommodates different faiths in the same places and to start a dialogue with representatives of other denominations.
However, Father Hugh O'Connor, Secretary General of the South African Catholic Bishops' Conference, argues that any attempts to develop pilgrimage routes must consider the practical realities of the country. He stresses that the success of established routes, such as the Camino de Santiago, depends not only on the spiritual significance or appeal of the destinations but also on hospitality, trust, and safety.
O'Connor points to numerous religious and historical sites that can offer visitors a spiritual, architectural, and historical experience, including Trappist missions in KwaZulu-Natal, Regina Mundi in Soweto, and the Sanctuary of Blessed Benedict Daswa in Limpopo. Nevertheless, he insists on the need to establish clear boundaries from the outset, noting that 'pilgrimage is a journey of faith made to a holy or sacred place, whereas tourism can include a dimension of faith; they usually have different focuses.'
Pandit Lokesh Maharaja, Chairman of the Council of Priests of the South African Hindu Maha Sabha, also sees South Africa's multi-faith diversity as another untapped tourism opportunity. He cites the Umbilo Shri Ambalavaanar Alaiyam Temple in Durban, located near Albert Lutuli Nkosi Hospital, as an example. This temple is the oldest public Hindu temple in Africa. Historically known as the 'temple that refused to die,' it attracts international guests due to its traditional South Indian architecture, deity sculptures, and deep historical ties to Indian contract labor. Maharaja explains that 'in Hindu theology, a temple is not just a building, but a consecrated center of cosmic energy created to facilitate integration between humans and the divine environment.'
Spiritual tourism in South Africa, represented by sites such as the Nizamiye Mosque Complex in Midrand and other significant religious institutions, can open new avenues for generating tourist flows in search of new drivers for the country's inclusive growth.
For decades, South Africa has actively promoted its rich wildlife, picturesque beaches, and lush vineyards to attract international visitors. However, there is an often overlooked asset—faith. In an era when religious and sacred tourism is rapidly growing worldwide, South Africa stands on the threshold of significant untapped potential capable of stimulating economic development and enriching local communities.
The religious tourism sector, which has become one of the fastest-growing segments globally, generates billions annually, particularly in regions like Europe and Asia. Examples of pilgrimage destinations, such as the Camino de Santiago, demonstrate how spiritual journeys can revitalize local economies, create jobs, and preserve cultural identity. Nevertheless, Africa, with its deep spiritual diversity and heritage, has yet to harness this economic resource.
Researchers from the Tourism Research in Economy, Environment, and Society (TREES) unit at the University of the Western Cape are striving to change this narrative. The team, led by Professor Lizebo Tsane-Gumbe, Dr. Walter Vessels, and Dr. Michael Chambwe, is part of the European Union-funded initiative SacredTravels4Growth. The project aims to strengthen higher education, tourism research, and sustainable development through religious and cultural tourism.
Dr. Vessels notes that the project's vision extends beyond academia. He emphasizes that pilgrimage routes and sacred heritage sites can foster sustainable tourism, boost local economies, and empower communities. This perspective challenges South Africa's traditional tourism model, which has long been predominantly focused on nature and wildlife, making it vulnerable to seasonality and intense competition from neighboring destinations.
Religious tourism is distinct because it goes beyond mere visitation; it impacts the entire community economy, especially in small and rural areas with high unemployment rates. Dr. Vessels explains that developing tourism infrastructure around sacred sites can lead to necessary economic activity. This ripple effect manifests as pilgrims requiring accommodation, food, local transport, guides, and cultural experiences, allowing financial activity to penetrate various settlements rather than being confined to luxury resorts.
The core objective of the SacredTravels4Growth project is to develop local skills for the tourism sector. Training programs are designed to equip stakeholders in tourism, municipalities, and local communities with the necessary knowledge in religious tourism and marketing, aiming not only to inform but also to support local entrepreneurs.
The impact on rural communities is considerable. As Dr. Vessels points out, 'New employment opportunities can arise through guided tours, catering services, crafts, and cultural performances.' The strategy also relies on the principle of diversification: South Africa possesses internationally recognized religious landmarks, such as Regina Mundi Church in Soweto, the Nizamiye Mosque in Midrand, and the Zion Christian Church pilgrimage in Moria. However, these sites largely remain isolated attractions, not integrated into broader tourism offerings.
Thousands of followers of the Zion Christian Church gather in Moria in Polokwane to celebrate Easter, which could become part of tourism development initiatives. Inspired by the successful model of the Camino de Santiago, researchers envision a future where South Africa's sacred sites are linked into cohesive tourism products that encourage longer visitor stays and increased spending across different regions. Dr. Vessels clarifies that 'a pilgrimage route consists not only of individual destinations but also of a network of towns, restaurants, and local businesses supporting their economy.'
Furthermore, religious tourism tends to support local enterprises rather than large operators, which aligns well with sustainable development principles. Dr. Vessels observes that 'community-based tourism models encourage the participation of local populations in planning and decision-making,' ensuring social equity and environmental responsibility in development.
It is crucial that universities elevate the discourse surrounding pilgrimage tourism in Africa. While most research has historically focused on Europe and Asia, African contexts demand targeted study. The TREES unit seeks to carve out its niche by providing relevant knowledge and innovation so that tourism development accurately reflects African narratives and benefits local communities.
Thus, the project aims to challenge the long-held notion that tourism is solely about natural attractions, suggesting that true economic growth in South Africa may increasingly stem from the sale of meaning and experience. If South Africa can weave its tapestry of churches, mosques, temples, and sacred sites into coherent visitor experiences, the country will be prepared not only to attract tourists but also to revitalize local economies, protect cultural heritage, and diversify tourism, charting a path of growth that does not depend solely on building another luxury lodge.
