Media entrepreneur and economist Zimaza Vabaza says artificial intelligence (AI) is no longer an emerging trend but a powerful tool already reshaping the travel landscape.
“AI isn’t something we’re waiting for, it’s already here, and it’s practical,” Vabaza said. “Previously, travellers would begin with a destination in mind. Now, AI can suggest destinations based on your preferences, budget, availability, and desired experiences. It’s becoming a key driver of where people go and why they travel.”
But for Africa to fully benefit from these advances, Vabaza highlighted the need for stronger local storytelling and digital content creation.
“Content is powerful. A single post from a charming café can go viral and create an economic ripple effect,” he explained. “We must tie these experiences together digitally. The way SA and the continent present themselves online will shape how we’re perceived globally. We now have the opportunity to reshape our image, and it begins with our own devices.”
While the digital shift offers major opportunities, infrastructure and accessibility continue to pose significant challenges for African tourism.
Jackie Mabuza, a seasoned professional in commercial aviation, says limited and costly air travel across the continent remains a key barrier, and overcoming political hurdles is essential.
“From an African perspective, open skies are crucial,” she said. “We still face bureaucratic obstacles that restrict movement within the continent. If we can dismantle those, we can create a more connected Africa and stimulate regional tourism.”
Mabuza also noted that while digital tools are empowering travellers to take greater control of their journeys, the human connection remains vital, especially in African markets.
“Africans are increasingly digitally savvy. They’re booking trips, comparing packages, and customising experiences online,” she said. “But many still want to speak to someone, confirm details, or get personalised help. That’s a strength, it means jobs and human touchpoints remain essential in the industry.”
--ChannelAfrica--
