As the world looks to 2025, Africa and the Middle East are stepping into the spotlight as premier travel destinations.
With a mix of affordable luxury, diverse cultural experiences and breathtaking landscapes, this dynamic region is preparing to welcome a surge of international travellers.
Tony Romer-Lee, Co-founder and Managing Partner of Valor Hospitality AMEA, offers an insider’s perspective on how the hospitality industry in Africa is evolving to meet this growing demand.
From innovative accommodations to forward-thinking visa policies, here’s how Africa is positioning itself as a travel powerhouse and what it means for visitors in the coming years.
Africa’s unbeatable value for travellers
One of Africa’s biggest incentives is that its value for money, particularly when it comes to hospitality. According to Romer-Lee, Africa is outshining other global destinations on the Average Daily Rate (ADR) scale.
In simpler terms, travellers can enjoy luxury accommodations and experiences in Africa for a fraction of the price they’d pay in Europe or North America.
This affordability is especially appealing as over-tourism continues to plague popular European destinations like Venice, Amsterdam and Barcelona.
With their charm diminished by overcrowded streets and sky-rocketing prices, more Europeans are setting their sights on Africa’s lesser-travelled gems.
Destinations like Cape Town, Zanzibar and Mauritius are leading the charge. These locations are not only beautiful but also cater to a wide range of travellers, including families seeking multi-generational holiday experiences.
From pristine beaches to adventure-packed safaris, there’s something for everyone.
“Loyalty programmes and points redemption plans will further fuel demand for these destinations,” says Romer-Lee.
Travellers are increasingly looking to stretch their hotel rewards and airline miles in high-end, yet affordable, African hotspots — a trend that’s only expected to grow in 2025.
Branded residence
Another game-changer for Africa’s hospitality industry is the rise of branded residences.
These are properties that combine the comforts of home with the perks of luxury hotel services — perfect for travellers seeking longer stays or a “home away from home” experience.
This trend is particularly attractive to digital nomads, as remote work continues to shape the way people travel.
“Developers are subdividing properties, selling individual apartments to investors who can have the units managed by hospitality companies,” Romer-Lee explains.
Not only does this make financing easier for developers but it also gives travellers more flexibility.
Cape Town and Nairobi are already seeing a boom in branded residences, offering remote workers and long-term travellers fully serviced, comfortable accommodations.
Visa innovation
Visa policies are proving to be a critical factor in boosting Africa’s tourism appeal. Some countries, like South Africa and Tanzania, are leading the way with travel-friendly policies.
South Africa’s digital nomad visa, for example, allows remote workers to live and work in the country without taking jobs from locals. This simple yet effective policy is drawing foreign dollars into the local economy.
Similarly, Tanzania, including Zanzibar, has embraced a more open approach to visas, making it easier for travellers to visit and contribute to its flourishing tourism industry.
“The results of this tourism-friendly approach are evident in the numbers,” says Romer-Lee.
However, not all nations are following suit. Namibia recently announced it would revoke visa exemptions for 31 countries in 2025, citing a lack of reciprocity for its own nationals.
This decision highlights the delicate balance between encouraging inbound tourism and managing immigration concerns.
To thrive in the global travel market, Romer-Lee highlights the need for African countries to adopt visa policies that prioritize accessibility while avoiding the pitfalls of over-tourism—a challenge Europe is already struggling to manage.
As demand for travel increases, so does the need for a skilled and passionate hospitality workforce — a challenge Africa is tackling head-on.
Destinations like Mauritius are facing staffing shortages as skilled workers leave for higher-paying jobs abroad. To combat this, major hospitality brands are doubling down on training and development.
Romer-Lee flags the Drostdy Hotel in Graaff Reinet, South Africa, as a prime example. Owned by the South African College of Tourism, this hotel serves as a training ground for students, equipping them with hands-on experience and a comprehensive education in hospitality.
“By investing in their workforce and fostering a pipeline of skilled professionals, Africa’s hospitality industry is positioning itself for long-term success,” Romer-Lee explains.
This commitment to human capital ensures that travellers receive world-class service while also creating sustainable employment opportunities for locals.
For those seeking adventure, relaxation, and cultural immersion in 2025, Africa offers it all — minus the crowds and inflated prices of other hotspots.
As Romer-Lee aptly put it, the success of Africa’s hospitality sector lies in striking a balance between accessibility, responsible growth, and investment in people.
Whether you’re dreaming of a family getaway to Mauritius, a remote work stint in Cape Town or a cultural escape in Zanzibar, there’s never been a better time to explore Africa’s endless possibilities.
