Leading U.S. hotel chains Hilton and Marriott have announced ambitious expansion plans across the African continent. This initiative comes in response to the significant rise in both business and leisure travel, making Africa an increasingly attractive market for multinational companies.
Hilton revealed its intention to more than triple its African presence, aiming to expand its portfolio to over 160 hotels. According to a statement released by the company, Hilton plans to enter new markets, including Angola, Ghana, and Benin, while re-establishing its presence in Madagascar and Tanzania. Though no specific timeline was provided, the expansion underscores Hilton’s commitment to long-term growth in Africa.
Similarly, Marriott is set to enhance its footprint by adding 50 new properties by 2027. The company will venture into five new countries: Cape Verde, Ivory Coast, the Democratic Republic of Congo, Madagascar, and Mauritania. Marriott’s current African portfolio comprises nearly 150 properties and 26,000 rooms across 20 countries, showcasing a diverse range of offerings under 22 brands.
The hospitality sector’s expansion is mirrored by airlines bolstering their African routes. Emirates, for instance, now offers 161 weekly flights across the continent, with recent additions including daily services to Entebbe and Addis Ababa. United Airlines has inaugurated a direct route from Washington to Dakar, while Delta is set to introduce a seasonal daily flight to Accra this December.
International arrivals to Africa saw a 9% increase year-on-year in the first quarter of 2025, as reported by the United Nations World Tourism Organization. Remarkably, this figure is 16% higher than the corresponding pre-pandemic period in 2019. This upswing is having a considerable economic impact, with tourism contributing between 3% and 7% to the GDP in nations like Kenya, Morocco, and South Africa, and up to 15% in tourism-centric economies such as Namibia, according to the World Bank and national statistics.
Dr. Amina Dube, a travel industry expert and consultant for the African Tourism Board, commented on this trend, stating, “Africa’s tourism sector is experiencing unprecedented growth, driven by increased connectivity and investment from global brands. This expansion not only boosts economic development but also enhances cultural exchange.”
