Africa’s secondary and tertiary cities are emerging as the next major growth markets for global hotels and international airlines, marking a strategic shift away from the continent’s long-established tourism centres.
Leading hospitality groups — including Marriott International, Hilton, Accor, Radisson Hotel Group, Hyatt Hotels Corporation and IHG Hotels & Resorts — are accelerating expansion plans across cities that until recently sat outside the global travel map.
Their push is being reinforced by national governments, tourism authorities and major airline partners seeking to unlock new demand.
According to industry executives speaking at regional investment forums in Dubai, Nairobi and Cape Town in 2025, Africa’s urban growth, demographic expansion and improving connectivity are reshaping long-term travel and hospitality strategies.
Investment is increasingly flowing into cities such as Conakry (Guinea), Kolwezi (Democratic Republic of Congo), Kigali (Rwanda), Nouakchott (Mauritania), Nairobi (Kenya) and destinations in Cape Verde, many of which are hosting their first internationally branded hotels.
Radisson Hotel Group confirmed during its Africa Hospitality Investment Forum briefing in mid-2025 that emerging cities now account for a significant share of its new African pipeline.
Hilton and Marriott executives have echoed similar positions in investor updates, noting that demand in non-traditional markets is being driven by business travel, mining, logistics, diplomacy and regional conferences.
Investor Confidence
The renewed interest is underpinned by strong tourism performance. UN Tourism (formerly UNWTO) reported that Africa recorded a 12 percent increase in international tourist arrivals in the first half of 2025, outperforming several mature markets globally.
The agency attributed the growth to eased visa regimes, infrastructure upgrades and improved air access, particularly within Africa and between the continent and the Middle East, Europe and Asia.
These reforms are also supporting job creation and stimulating private-sector investment in hospitality, transport and services.
Expanded Air Routes
Air connectivity is expanding in parallel. Turkish Airlines confirmed in 2025 that it now serves 42 African countries, the largest network of any global carrier on the continent.
Qatar Airways operates more than 200 weekly flights to over 30 African cities, while Emirates continues to grow capacity to both capital and secondary destinations.
African carriers are also scaling up. Ethiopian Airlines and RwandAir have both announced route expansions aimed at strengthening intra-African travel, supporting the African Continental Free Trade Area (AfCFTA) and reducing reliance on external hubs.
