U.S. hospitality giants Hilton and Marriott International have unveiled bold expansion plans across Africa, signaling renewed confidence in the continent’s rising tourism and business travel potential. With Africa witnessing a steady rise in international arrivals and improved air connectivity, the continent is becoming an increasingly attractive destination for global hotel chains looking to grow their footprint.

Hilton announced that it plans to more than triple its African portfolio, expanding from just over 60 hotels to more than 160 properties in the coming years. The company confirmed its intention to enter Angola, Ghana, and Benin for the first time, while also returning to key markets like Madagascar and Tanzania. These expansions, while not tied to a specific timeline, form part of Hilton’s wider strategy to strengthen its presence in fast-growing emerging markets. According to Hilton’s leadership, the expansion is expected to generate over 18,000 direct and indirect jobs, while also revitalizing regional tourism economies through infrastructure development and service excellence.

Marriott International echoed a similar sentiment, revealing its plan to add 50 new properties across the continent by 2027. The new developments will mark the company’s debut in five new countries: Cape Verde, Ivory Coast, the Democratic Republic of Congo, Madagascar, and Mauritania. Marriott currently operates nearly 150 hotels in 20 African countries, representing 22 of its global brands. The expansion strategy includes both new builds and adaptive reuse of existing structures, as well as the rollout of branded residences and luxury safari lodges to meet diverse traveler preferences.

The timing of these announcements coincides with Africa’s rapid post-pandemic tourism rebound. According to the United Nations World Tourism Organization, international arrivals to the continent rose by 9% in the first quarter of 2025 compared to the same period last year. Remarkably, the figure stands 16% above pre-pandemic levels recorded in 2019, highlighting Africa’s resilience and growing allure as a travel destination. Tourism’s contribution to national economies has also become increasingly visible, accounting for between 3% and 7% of GDP in countries like Kenya, Morocco, and South Africa, and reaching up to 15% in more tourism-dependent economies such as Namibia.

Air connectivity has played a major role in facilitating this momentum. Emirates has increased its weekly flights across Africa to 161, adding new daily routes to cities like Entebbe and Addis Ababa. In parallel, United Airlines has launched a direct route connecting Washington to Dakar, while Delta Airlines plans to begin a seasonal daily flight to Accra starting this December. This growth in international flight routes is not only connecting African cities to global hubs but also enabling a consistent influx of tourists and business travelers.

In Ethiopia, the renewed interest from global hotel brands is already evident. Hilton recently launched a new DoubleTree by Hilton hotel at Addis Ababa’s Bole International Airport, offering modern amenities and improved accessibility to business and leisure travelers. Additional Hilton properties are planned for cities like Adama and Dire Dawa, marking the brand’s expansion beyond the capital. These developments align with the government’s broader push to position Ethiopia as a premier East African destination through investments in aviation, roads, and tourism infrastructure.

Both Hilton and Marriott are leveraging their global brand equity and loyalty programs to attract a growing African middle class and international clientele. These expansions are expected to raise service standards across the hospitality industry, spur local job creation, and offer new revenue streams for developers and investors partnering with these multinational chains. Moreover, the push to establish new properties in secondary cities and untapped markets reflects a strategic understanding of Africa’s diverse tourism potential—from coastal retreats to wildlife reserves and fast-growing commercial hubs.

In many ways, Hilton and Marriott’s aggressive African strategies reflect a broader shift in how global hospitality brands perceive the continent—not merely as an emerging market, but as a dynamic and essential region for future growth. As rising incomes, improved infrastructure, and digital access continue to reshape travel behaviors across Africa, the continent is poised to become one of the most important frontiers for international tourism and hotel investment in the decade ahead.

continental news

Hotel groups Hilton and Marriot announce African expansion plans