US hotel operators Hilton and Marriott have announced large-scale expansion strategies across Africa, capitalising on a rise in international arrivals and air connectivity.

Hilton said in a press release on June 18 it plans to more than triple its hotel portfolio on the continent to over 160 properties, while Marriott revealed it will add 50 new sites by 2027.

Hilton, based in Virginia and listed on the New York Stock Exchange under the ticker HLT, said it intends to enter Angola, Ghana and Benin for the first time, and re-establish a presence in Madagascar and Tanzania. It is also expanding in Nigeria and in North African countries such as Egypt and Morocco. 

Carlos Khneisser, chief development officer, Middle East & Africa at Hilton, described Africa as a “continent brimming with potential” that “offers incredible opportunity”.

Marriott International, also NYSE-listed (MAR), will expand into Cape Verde, Ivory Coast, the Democratic Republic of Congo, Madagascar and Mauritania.

Africa’s hospitality sector is undergoing a major revival, driven by a sustained recovery in tourism and increased business travel. According to the UN World Tourism Organization, international tourist arrivals to Africa rose by 9% year-on-year in Q1 2025, and were 16% above the same period in 2019 – before the COVID-19 pandemic disrupted global travel.

“We are witnessing a transformation of Africa’s tourism sector driven by visionary government agendas, substantial infrastructure development, enhanced regional and international connectivity and diversified travel experiences, all of which are laying the foundation for a thriving hospitality sector,” said Jerome Briet, Chief Development Officer, Europe, Middle East & Africa, Marriott International.

The company’s senior vice president – development, Middle East & Africa, Karim Cheltout, added that the continent “is home to emerging marketplaces that offer significant growth opportunities across major gateway cities, commercial centres, safari circuits and resort destinations.” 

The World Bank and national statistics offices report that tourism contributes between 3% and 7% of GDP in economies like Kenya, Morocco and South Africa, and up to 15% in destinations such as Namibia. This has made Africa a focal point for global hotel groups seeking long-term growth in emerging markets.

Marriott’s current African footprint includes nearly 150 properties and 26,000 rooms across 20 countries and 22 brands. Hilton did not provide a timeline for its planned expansion but said the additions will significantly scale its regional operations.

The growth in hospitality is supported by airlines increasing their routes to Africa. Emirates now operates 161 weekly flights on the continent, recently adding daily services to Entebbe and Addis Ababa. United Airlines launched direct flights between Washington and Dakar in May, while Delta will begin a seasonal daily flight to Accra in December.