For all the talk about Africa’s tourism potential, one fundamental problem remains stubbornly unresolved: the world still sees the continent as a single destination. One of Africa’s biggest challenges is that it is seen as one country. This is according to Country Manager Southern Africa for Air France-KLM, Wilson Tauro, who believes that it is an inaccurate misconception holding the continent back.
Speaking at the 2026 Skift Travel Megatrends event which took place in Cape Town recently, Tauro said for all the talk about Africa’s tourism potential, one fundamental problem remains stubbornly unresolved: the world still sees the continent as a single destination. “If someone sneezes in Ghana, the rest of the world assumes the whole continent is sick. That simply doesn’t happen with Europe,” he said.
“There is a sharp contrast between how the world perceives Europe versus Africa,” he said, adding that in Europe people see distinct clarity in what each country has to offer. “Travellers know what to expect when they visit Germany and France. Africa is not only about safari.
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It is about diversity, culture, food and history. The travel industry has not successfully managed to pass this message,” he said. Wilson Tauro, Country Manager Southern Africa for Air France-KLM Africa is home to more than 50 countries and tourism flows are heavily concentrated to only a handful of destinations.
“North Africa, particularly Morocco, Tunisia and Egypt, accounts for more than half of the continent’s international tourist arrivals. East African safari hubs and South Africa follow. Beyond these pockets, much of the continent remains invisible to global travellers,” Tauro said.
He added that if these destinations are removed, the numbers across the rest of the continent are alarming. “Only about 5% of global tourists travel to Africa. That’s a systemic failure, not a lack of product,” he said. Pointing out that 90% of tourists visiting South Africa either head straight to Cape Town or the Kruger National Park, Tauro said there is no conscious effort from the industry to push the other parts of the country, or across the continent.
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