Tourism across the Middle East and Africa is moving at very different speeds in 2026, but the strongest-performing destinations are investing in the experience on the ground and drawing on domestic and regional markets.

Africa recorded the strongest growth of any region in the first half of 2026, with international arrivals up 4%. WTTC expects travel and tourism to contribute $241 billion to the continent’s economy this year, up 5.4%, and support 31.5 million jobs.

Egypt is expanding capacity as demand rises. It welcomed 12.7 million tourists in the first eight months of 2026, while the hotel development pipeline has grown to 185 properties and 46,000 rooms. New museums, resort development and a push into additional source markets are helping widen its appeal beyond its best-known heritage attractions.

Morocco remains one of the clearest examples. By the end of May, it had welcomed 7.7 million tourists, 7% more than a year earlier, while tourism revenue was up 21%. The country’s 2023–2026 tourism roadmap has combined promotion with investment, better visitor experiences, new accommodation and a broader offer spanning culture, gastronomy, nature, desert and coastal tourism. The aim is not simply more arrivals, but more value from each trip.

South Africa is also seeing strong gains, with international arrivals up 12.4% between January and July 2026. Visa reform, stronger destination marketing and growing regional demand are helping drive growth, while domestic tourism spending reached around $6.7 billion in the first half of the year.

East Africa is part of the growth story too. In Tanzania, tourism earnings rose 13% to $4.41 billion in 2025. Strong demand for its national parks, wildlife experiences and Zanzibar is helping the country generate more value from tourism, with spending growing faster than visitor numbers.

Rwanda is also building a higher-value tourism model. Tourism revenue reached a record $685 million in 2025, while the MICE sector generated $94.7 million. Alongside its well-established gorilla tourism offer, the country is investing in conservation, national park experiences and international events.

The Middle East entered 2026 from a high base, having welcomed 100.1 million international tourists in 2025. However, the region has faced a more difficult 2026, with WTTC forecasting Travel & Tourism GDP to fall 14.5% to $330 billion amid geopolitical disruption. Saudi Arabia nevertheless recorded 122.6 million domestic and inbound trips in 2025, generating around $80.7 billion in spending, while domestic tourism grew 16% in Q1 2026, providing a buffer when international conditions weaken.

Abu Dhabi offers another indication of where the region is heading. The emirate welcomed 26.6 million visitors in 2025, while cultural sites and libraries attracted more than 8.6 million visits. Museums, heritage, entertainment and events are becoming central to a tourism model built around reasons to stay, return and travel year-round.

Across both regions, growth is being shaped by how successfully destinations can diversify demand, improve the visitor experience and turn tourism into a broader economic engine.

Key figures

+4%
International arrivals to Africa in H1 2026

$241 billion
Forecast contribution of travel and tourism to Africa’s economy in 2026

100.1 million
International tourist arrivals to the Middle East in 2025