Hilton, Marriott Expand Africa Footprint Amid Tourism Boom

Hilton and Marriott International, two leading American hotel chains, have unveiled their plans to expand significantly in Africa, driven by the continent's rapidly growing tourism industry. The rising demand for both business and leisure travel in Africa has positioned it as an appealing market for global corporations. Hilton aims to more than triple its current hotel portfolio in Africa, targeting over 160 properties. The company is set to enter new markets in Angola, Ghana, and Benin for the first time, while also re-entering Madagascar and Tanzania. However, the specific timelines for these expansions have not been disclosed.

Marriott, meanwhile, has announced plans to add 50 new hotels to its African portfolio by 2027. This expansion will include entry into five new markets: Cape Verde, Ivory Coast, Democratic Republic of the Congo, Madagascar, and Mauritania. Currently, Marriott operates nearly 150 hotels across 20 African countries, encompassing 22 brands and offering over 26,000 rooms.

The growing tourism sector in Africa is not only attracting hotel chains but also airlines. Emirates Airlines has increased its weekly flights to Africa to 161, recently adding daily services to Entebbe and Addis Ababa. United Airlines launched a direct route from Washington to Dakar in May, while Delta Air Lines plans to start seasonal daily flights to Accra in December.

The surge in international tourism is having a significant economic impact. According to the World Bank and various national statistics, tourism contributes between 3% and 7% to the GDP of countries like Kenya, Morocco, and South Africa. In tourism-dependent economies like Namibia, this contribution can reach as high as 15%. This economic boost is expected to further drive the expansion of hospitality and travel services in the region.