Tourism leaders across Africa have called for an accelerated adoption of digital technologies to enhance growth, resilience, and competitiveness in the sector. Speaking at the 15th edition of the Magical Kenya Travel Expo in Nairobi, senior executives underscored the transformative potential of innovations such as artificial intelligence (AI), big data, drones, and the Internet of Things (IoT).
Clara Chinwe Okoro, founder and chief operating officer of My Beautiful Africa, a Nigeria-based travel technology company, noted that Africa is steadily positioning itself as a destination for digitally savvy global travellers. She highlighted how increased connectivity is not only streamlining bookings but also enhancing the overall visitor experience. According to Okoro, digital platforms allow African nations to more effectively showcase their natural and cultural heritage to a wider audience.
Kalkidan Mulugeta, co-founder of ClearSkies Technology in Ethiopia, emphasised that the deployment of advanced digital tools could help create a more sustainable and resilient tourism economy. He encouraged investors and governments to integrate digital marketing, automated payment systems, and robust data security measures into their operations. Mulugeta added that emerging technologies, such as drones and AI, can contribute to reducing the sector’s carbon footprint while supporting environmentally conscious practices.
Kenya Commercial Bank Group’s head of technology governance and assurance, Francis Muriithi, observed that leveraging digital ecosystems can offer valuable insights into travellers’ preferences and behaviours. He also called for a continent-wide expansion of digital payment systems and the introduction of micro-insurance products to safeguard tourism businesses against weather-related disruptions, a growing concern in the face of climate variability.
The Magical Kenya Travel Expo, themed “Unlocking Africa’s Potential through Sustainable Tourism”, is one of the largest gatherings of tourism stakeholders on the continent. The three-day event convened over 6,500 delegates from 40 countries, including senior policymakers, private sector leaders, and investors, for discussions, exhibitions, and business matchmaking.
The call for digitisation reflects wider continental ambitions under the African Union’s Agenda 2063, which highlights the role of innovation and technology in advancing inclusive economic development. As the global tourism industry becomes increasingly reliant on digital ecosystems, African stakeholders are striving to ensure that the continent is not only a participant but also a leader in shaping sustainable and culturally grounded tourism experiences.
