The number however represents only 5 per cent of the world share of international tourist arrivals that Africa receives. In a recently launched Africa Hospitality Report 2018/19, Jumia Co-Founder Sacha Poignoinnec notes that this percentage represents “great potential for the African travel market, as demand continues to grow due to strong economic growth, a middle class on the rise and a young population”. Respectively, Europe boasts a 51 per cent world share of international arrivals, while Asia and the Pacific 24 per cent, Americas 16 per cent and the Middle East 4 per cent.

In the same report, the UNWTO’s Secretary General Zurab Pololikashvili highlights challenges hindering the growth of the sector in Africa, including travel advisories by international tourist sources and Political instability at some. Inadequate air travel between the major African cities due to poor intra-African air connectivity and lack of strategic marketing of brand Africa are also among top issues.

“We are also dealing with negative perception of brand identity and image of the continent. Africa is not a country but a continent, home to more than a billion very creative, entrepreneurial and tech savvy Africans. It is however viewed as the only home to a fascinating wildlife and torn apart by war, poverty and diseases,” adds Pololikashvili.

Others also include underdeveloped tourism infrastructure, visa restrictions and lack of a common visa policy, as well as lack of access to adequate funding and underfunding at the ministerial level.

Leisure travel remains dominant in Africa with 70 per cent in expenditures, as business travel records an expenditure of 30 per cent, according to Jumia.