FOR IMMEDIATE RELEASE
Sustainable Travel & Tourism Africa Announces Africa’s Top 10 Sustainable Tourism Trends for 2026
Nairobi, Kenya – January 2026 — Sustainable Travel & Tourism Africa (STTA), under the leadership of Judy Kepher Gona, has released its much-anticipated report: Africa Sustainable Tourism Trends 2026. The report identifies ten transformative trends shaping the future of tourism across the continent.
With sustainability at a crossroads, the report calls for intentional action and verifiable impact. It highlights the urgent need for credible data, inclusive governance, and innovative financing to ensure tourism delivers net positive outcomes for communities and ecosystems.
Key Trends Include:
• Standardized impact measurement to restore trust in sustainability data.
• A shift from awards to credible reporting systems.
• Growth in heritage, ancestry, and faith-driven travel.
• Community stewardship redefining governance and impact.
• Adaptive use of community spaces for MICE activities.
• Blended capital supporting socially accountable tourism enterprises.
• MSME integration through digital innovation.
• Storytelling backed by authentic experiences and impact dashboards.
• Rise of midscale excellence and short-term rentals.
• Gen-Z travellers driving demand for short, frequent, multi-stop journeys.
“These trends reflect a sector advancing but still fragmented. The next four years are critical for consolidation and accountability,” said Judy Kepher Gona, Founding Director of STTA. “Tourism must demonstrate net positive impact, not just growth.”
Watch the full webinar here: https://youtu.be/6mhgyU13Cw4
The full report is available here. It offers insights for policymakers, investors, communities, and tourism enterprises committed to building a resilient and inclusive future.
About STTA
Sustainable Travel & Tourism Africa (STTA) is a leading catalyst for sustainable tourism transformation across Africa. Through research, advocacy, and strategic facilitation, STTA empowers communities, enterprises, and governments to embed sustainability into tourism systems.
Media Contact:
Sustainable Travel & Tourism Africa (STTA)
Email: knowledge@sttakenya.org
Website: www.sttakenya.org