LONDON, 9 April 2025 – A new survey from the African Travel and Tourism Association (ATTA®) shows that African tourism businesses are rapidly moving from AI scepticism to enthusiasm, with 85% of those surveyed either already using Generative AI or planning to adopt it soon.
The survey, conducted among industry stakeholders across East and Southern Africa, provides a rare inside look at how lodge owners, and tour operators alike are reimagining travel services through AI-powered innovations.
“These findings show that AI is no longer a question of ‘if’ but ‘when,’” says Kgomotso Ramothea, ATTA® Membership CEO. “What’s especially interesting is that nearly half the survey respondents were Owners, CEOs, or Directors—leaders who see AI as a strategic asset, not just a technical add-on.”
This indicates that AI implementation is being driven from the highest levels of organisations rather than relegated to IT departments. “What’s encouraging is seeing leadership teams actively championing these tools, which dramatically increases the likelihood of successful implementation and organisational buy-in,” Ramothea adds.
Key highlights from the survey include:
- 58% of businesses are already using AI (14.8% extensively, 43.2% occasionally)
- While marketing applications dominate (86.7%), the research shows a sophisticated understanding of AI’s potential across business functions, with operations (46.7%), customer experience (42.7%), and strategic planning (38.7%) showing strong adoption intent.
- Despite resource constraints, businesses with fewer than 50 employees (representing 57% of respondents) report robust AI implementation, suggesting AI may function as a “digital equaliser” enabling smaller operations to compete.
- Technical expertise is the biggest barrier with 81.2% citing lack of knowledge as their primary challenge.
“While 81% cite technical expertise as their biggest challenge, the fact that 71.8% still plan to invest in AI within a year shows remarkable determination to overcome these obstacles,” Ramothea notes. “African tourism isn’t waiting for perfect conditions – it’s actively creating solutions that fit its unique needs.”
The survey revealed strong confidence in AI’s future impact, with respondents rating its significance to African tourism over the next 3-5 years at 73 out of 100. More than half (50.6%) indicated they are “very likely” to invest in AI tools or training within the next 12 months.
The survey forms part of several AI resources offered by ATTA® in 2025, including a webinar on using AI as a thought partner, a robust FAQ and a multi-part content series over the coming weeks to help industry professionals maximise AI benefits.
“What we’re witnessing is the democratisation of technology that could level the playing field for smaller African tourism businesses,” concludes Ramothea. “With the right training and implementation strategies, we see generative AI empowering local operators to compete globally while preserving the authentic experiences that make African tourism unique.”
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ABOUT ATTA®
ATTA® (The African Travel and Tourism Association) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the “Voice of African Tourism,” ATTA® serves over 900 member businesses, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit atta.travel.
Join the ATTA® Media Network to gain access to news about tourism in Africa, access to spokespeople and thought leaders and other media benefits. Email info@atta.travel for details.
