North Africa is making strides in cultural tourism as destinations across the continent strengthen their digital readiness and prioritise tourism, according to the World Economic Forum’s latest Travel & Tourism Development Index.
This photo was captured on a hot air balloon over Luxor, Egypt/By: SW Photography/Getty Images
The 2026 index found that 101 of the 110 economies assessed improved their scores between 2024 and 2026. The average score rose by 2.1%, marking the fastest pace of improvement since 2019.
According to a report by IOL, via Bird Story Agency, the findings highlight opportunities for African destinations to build on their cultural and natural attractions while improving the infrastructure and services that support tourism.
North Africa makes gains in cultural tourism
North Africa recorded an 18% increase in its Cultural Resources score between 2024 and 2026, the second-largest improvement among the world’s subregions. South-East Asia recorded the biggest increase, at 26.5%.
The gains come amid growing demand for cultural and entertainment experiences, including heritage sites, museums, food experiences and festivals. Online searches for these attractions increased by approximately 15% over the same period.
Cultural Resources was also the fastest-improving pillar in the global index, rising by 9.6%. More than 95% of the economies assessed recorded an improvement.
The Middle East and North Africa (MENA) region achieved an overall score increase of 2.5%, supported by improvements in cultural resources, tourist services and infrastructure, and tourism demand sustainability.
Digital readiness creates new opportunities
Digital readiness is another area in which tourism markets are making progress.
Globally, ICT Readiness improved by 3.2% between 2024 and 2026. Emerging and developing economies recorded a larger increase of 4.9%, compared with 1.6% among advanced economies.
The index considers factors such as internet use, broadband access, mobile network coverage, digital payments and electricity reliability.
These capabilities increasingly influence how travellers research destinations, arrange bookings, pay for services and share their experiences online. For tourism businesses, better digital access can help improve visibility and connect them with potential visitors.
Governments are also placing greater emphasis on tourism. Spending on travel and tourism as a share of total public expenditure has increased by 7.6% since 2019, according to the World Economic Forum.
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Tourism’s wider economic contribution
Southern, Eastern and Western Africa recorded relatively strong scores for tourism’s socioeconomic impact, reflecting the sector’s contribution to employment and the broader economy.
However, the index also points to challenges, including gaps in health and hygiene, tourism infrastructure, air transport and resources supporting non-leisure travel.
Natural attractions remain an important opportunity for African destinations. Globally, the Natural Resources pillar improved by 4.1% between 2024 and 2026, with 96% of assessed economies recording gains.
Nature-based tourism can help destinations extend visitor spending beyond major cities and established tourism centres, creating opportunities for rural communities and smaller businesses.
The wider travel market is also growing. International tourist arrivals reached an estimated 1.5 billion in 2025, a 5% increase from 2024 and 4.4% above 2019 levels.
Travel and tourism contributed US$11.6 trillion to the global economy in 2025 and supported 366 million jobs worldwide, according to figures cited in the report.
Infrastructure remains key to growth
Tourism services and infrastructure improved by 9.2% globally between 2024 and 2026, while air transport infrastructure increased by 7.2%. More than 90% of assessed economies improved in both areas.
Available airline seat capacity, measured in domestic and international seat kilometres, rose by 18.7%, while airport connectivity increased by 8.5%.
Despite these gains, affordability and workforce constraints remain concerns. Travel became less affordable in three out of four economies assessed during the period, while investment in tourism did not keep pace with growing demand in several markets.
The findings also highlight the need to ensure that tourism growth benefits local communities. Higher visitor numbers do not automatically translate into better livelihoods or higher-quality jobs.
For African destinations, the challenge is to build on their cultural and natural assets while strengthening connectivity, infrastructure and digital access. These improvements could help tourism businesses reach more travellers and spread the economic benefits of travel to a wider range of communities.
Source: IOL, via Bird Story Agency, reporting on the World Economic Forum’s 2026 Travel & Tourism Development Index.
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