The apt observation of a publication that African tourism continues to suffer from poor local patronage cuts to the heart of a deeper crisis. Despite its beauty and cultural wealth, Africa has failed to build a tourism industry that works for its people. Instead, it remains a sector for the elite, foreign visitors, and government speeches, while the average African is excluded by poverty, insecurity, and structural neglect.
Not surprisingly, the African tourism agency Akwaaba Travel Market echoed this travail, lamenting that tourism in Africa is low due to the lack of patronage by tourists from the continent’s players. The organiser of the yearly Akwaaba Travel Market, Mr Ikechi Uko, said if 10 per cent of tourists from Africa patronised tourism on the continent, African airlines would not suffer. He therefore urged tourists on the continent to develop tourism within the continent rather than patronise developed tourism in Europe, America and the Middle East.
Tourism is meant to be a democratic industry, a chance for ordinary people to enjoy their heritage, explore their landscapes, and celebrate their history. Yet, across the continent, the story is one of exclusion.
For millions of Africans, the struggle for survival overshadows leisure. Families are too busy putting food on the table to plan holidays. Exotic tours, safaris, and resorts are often considered luxuries reserved for the wealthy. In Nigeria, beachfront properties are marketed as playgrounds for the wealthy, while ordinary citizens are fenced off from even basic access. This is tourism by exclusion, and it reflects the inequalities of the societies that host it.
The barriers extend beyond poverty. Movement within Africa remains painfully restricted. While Europe has built a system where a traveller can move across 27 countries without a visa, Africans are trapped by their own borders. Visas and travel permits are expensive, difficult to obtain, and designed for elites.
The African passport remains symbolic rather than practical, as it is inaccessible to the average citizen. The result is that Africans find it easier, and sometimes cheaper, to visit Europe or the Middle East than to explore neighbouring African countries. Tourism cannot thrive when Africans are strangers to one another, hemmed in by walls of bureaucracy.
Even when visas are granted, transportation remains a major deterrent. Airfares within Africa are notoriously high, often costing more than flights to Europe or Asia. In Nigeria, road transport costs are equally outrageous, discouraging domestic travel, especially during festive seasons.
Families, who might have considered local tourism as a holiday option, abandon it due to the high cost of transportation. Without affordable, efficient transportation infrastructure, good roads, reliable rail, and competitive airlines, tourism will remain a fantasy for most citizens.
The sector also suffers from a lack of education and awareness. Many Africans do not perceive tourism as an integral part of their lives, heritage, or identity. Schools rarely emphasise local tourism or encourage field trips to historic and natural sites. Civic education often overlooks the economic and cultural value of leisure travel.
As a result, citizens grow up disconnected from their environment, assuming that holidays must involve travelling abroad. The absence of deliberate campaigns to teach the importance of tourism deepens the apathy and alienation.
Compounding these challenges is the poor development of the industry. Tourist attractions across Africa are neglected, underfunded, or abandoned. Obudu Ranch, Olumo Rock, Ikogosi Warm Springs, and Yankari Game Reserve were once vibrant destinations, drawing both local and international visitors.
Today, many are in decay. Facilities are substandard, roads to these destinations are impassable, and management is often plagued by corruption and a lack of vision. Instead of building on these assets, governments chase flashy new projects that collapse after ribbon-cutting ceremonies. Tourism thrives on continuity and preservation, not constant reinvention.
Security remains another pressing issue. No tourist, local or foreign will risk travel in regions where kidnapping, terrorism, and banditry are common. Once-bustling destinations like Plateau State in Nigeria, which attracted expatriates in the 1970s and 1980s, have been scarred by violent conflict.
Across the continent, insecurity has turned vibrant sites into ghost landscapes. Until safety is guaranteed, Africans themselves will remain reluctant to holiday within their borders.
However, perhaps the greatest tragedy is poor leadership and a lack of role models. African politicians and public officials continue to holiday abroad, flying to Europe, the United States, or the Middle East at every opportunity. Rarely are they seen at Obudu, Yankari, or any local beach. Their absence sends a powerful message that African destinations are second-class. If leaders were to patronise local resorts, they would not only encourage citizens but also force facility managers to improve standards. Campaigns for local patronage must begin with those who preach it.
The way forward requires bold and deliberate action. First, governments must recognise tourism as a vital economic engine, not a secondary consideration. Countries like Kenya, Morocco, and South Africa have shown that with proper investment and planning, tourism can generate jobs, preserve heritage, and diversify economies. Nigeria and others must follow suit. Second, the sector must be democratised.
Beaches, parks, and resorts should not be gated zones for the rich. They must be made accessible and affordable to ordinary citizens. Third, infrastructure is key. Roads must be rehabilitated, rail networks expanded, and airlines made competitive. Without affordable movement, there can be no tourism.
Equally important is education and awareness. Tourism should be integrated into school curricula, with excursions to heritage sites made a regular part of the learning experience. Citizens must be taught that tourism is not foreign; it is part of who they are. Campaigns should highlight local destinations as symbols of pride, not neglected relics. Ultimately, the African Union must intensify its efforts to promote free movement across the continent. A true African passport, available and affordable to all citizens, would revolutionise intra-African tourism.
The advocacy for local patronage is timely. If Africans do not patronise their own treasures, outsiders will not take them seriously. The future of African tourism begins at home, with citizens choosing to holiday locally, governments providing security and infrastructure, and leaders leading by example.
Until then, the lament of poor local patronage will remain a haunting refrain, and Africa’s beauty will remain unseen by the very people to which it belongs.
