Rwanda has emerged as a beacon of sustainable tourism on the African continent, captivating global attention with its remarkable conservation achievements and unique travel experiences. Often referred to as the "Land of a Thousand Hills," this East African nation has strategically cultivated an image synonymous with luxury eco-tourism, primarily driven by its iconic mountain gorillas. The country's proactive approach to destination marketing, including high-profile global partnerships, has been instrumental in elevating its international profile, attracting discerning travelers seeking authentic and impactful journeys. This strategic visibility underscores a broader commitment to high-value, low-impact tourism, ensuring that economic growth is intrinsically linked to environmental preservation and community empowerment.

As in the past, UNWTO will provide guidance and support for recovery measures of its members, the private and public tourism sector, including organizers of tourism events and fairs.

Kenya’s tourism is bouncing back after years of the slowdown in the country’s incoming tourist arrivals.

Africa is fast emerging as a hot tourist destination for travellers from across the world as air connectivity and new road networks improve accessibility to the continent's remote natural tourist spots and attract visitors from all across the globe. Clearly, improved air and ground connectivity has resulted in an increase in the number of travellers visiting the African continent for leisure and tourism.

With impressive double digit growth, inbound traffic from Nigeria to Dubai grew by 28 percent year-on-year, cementing its position as the emirate’s 17th largest source market.