Africa tourism industry has been projected to generate over 80 million jobs within ten years.
This projection came from Aisha Augie, director-general of the Centre for Black and African Arts and Civilisation (CBAAC), during an international conference in Lagos.
The focus was that tourism and the creative economy are central to Africa’s economic growth, not side attractions.
“Tourism contributed $168 billion to Africa’s GDP in 2024 and is poised to create over 80 million new jobs in the coming decade. They are not just statistics, they represent livelihoods, opportunities and hope for the millions of Africans,” she said.
This data came from the World Travel and Tourism Council and with more interest poured into Africa’s cultural and natural attractions, the sector is on track to deliver real, measurable results.
But Augie pointed out that without deliberate planning, most of this growth could exclude the very communities that drive it.
Africa’s festivals, traditions, and art forms are not just cultural practices, they are economic drivers. The Osun-Osogbo Festival, Ojude Oba, Calabar Carnival, and various durbars are attracting both local and foreign interest. Tourists spend money, and that money moves through communities.
“Every visitor who attends a local festival, buys a hand-packed event ticket or watches a traditional performance, is directly investing in Africa’s creative product,” she added.
Africa’s creative industries, film, music, design, fashion, and storytelling, are already making $4.2 billion each year. That figure could rise to $20 billion annually with the right structure.
However, many of these industries are informal. Most artists, creators, and entrepreneurs do not benefit from formal protections, nor do they have access to funding or scalable platforms.
Augie noted that if Africa wants lasting progress, it must stop relying on short-term wins. “Growth without sustainability is not progress. It is merely a short-lived impulse,” she warned.
The problem is not limited to infrastructure, fairness is also an issue. Jobs are growing, but who gets them? Revenues are increasing, but who controls them? If African governments and stakeholders do not act now, they risk creating systems that enrich a few while leaving others behind.
Augie called for a direct solution. “We must commit actions that uplift Africa’s traditions, honour heritage, empower youths and protect the planet.”
Tourism and creativity in Africa already contribute to the economy, but without accountability, inclusion, and sustainability, all the projections and revenue figures will mean little.
Africa has resources, stories, talent, and global attention. This can be turned into broad-based development.
