Selling Africa in 2025: A Financial Guide for Travel Agents

Explore how to sell African destinations profitably in 2025. This Antravia guide breaks down payment risks, FX exposure, supplier management, and market trends for agents working with Africa travel.

ANTRAVIA DESTINATION GUIDE

7/16/20258 min read

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Selling Africa: What Travel Agents Need to Know - A Financial Guide

Africa is a global tourism powerhouse, welcoming 41.4 million international visitors in the first half of 2025, a 12% surge from 2024’s record-breaking 74 million, which itself grew 12% from 2023.

With thousands of hotels and resorts across the continent offering over 1 million rooms and more than 104,000 additional rooms in development by year-end 2025, Africa's hospitality sector is thriving.

For travel agents, Africa’s allure, such as iconic safaris, cultural immersions, and pristine beaches, promises strong commissions, often 10–20% on accommodations and tours.

US outbound travel to Africa is projected at around 700,000 visitors in 2025, up from 600,000 in 2023, driven by rising interest in sustainable safaris and heritage routes, while UK visits to key markets like South Africa have surged 8.3% in early 2025.

But varying levies, multi-currency complexities, and local supplier practices can erode margins if you’re not strategic.

At Antravia, we’ve guided countless agents to navigate Africa’s complexities profitably. This guide, tailored for US and UK travel agents, equips you with actionable strategies to sell Africa effectively, whether you’re targeting budget-conscious American families or affluent British couples.

From managing add-ons to avoiding levy surprises, here’s how to ensure every booking maximizes your revenue.

Add-ons in Africa can wipe out your Commission - Lock them in early

Africa’s experiential add-ons, such as like game drives in Serengeti safaris (USD 500–800), gorilla trekking in Uganda (USD 700–1,500), hot air balloon rides over the Masai Mara (USD 450–600), or cultural village tours in Morocco (USD 50–100), can boost trip value by 30–50%.

Yet, clients often book these directly via lodges or apps like SafariBookings, bypassing your 10–15% tour commissions and weakening loyalty.

American clients, used to all-inclusive packages, may expect add-ons bundled, while, for example, British travelers often seek last-minute deals, increasing the risk of direct bookings.

Pro Tips for Advisors:

Pre-package upsells: Create bundles like an “East Africa Wildlife Pack” (safari drive, village visit, sundowner) for USD 135–220 / GBP 105–170, ensuring commissions are secured upfront.
Transparent pricing in USD/GBP: List options clearly to appeal to American transparency expectations and British value-seeking habits.
Supplier agreements: Partner with DMCs like Thompsons Africa to protect commissions on guest-referred bookings. Include clauses for retroactive credits if clients book extras post-arrival.
Client education: For US clients, emphasize curated experiences to avoid “nickel-and-diming” perceptions; for UK clients, highlight savings versus direct bookings (e.g., 10% cheaper via your package).
Tech solutions: Use client-facing apps to manage in-trip upsells, ensuring commissions flow back to you.

This approach can boost transaction values by 20–30%, especially for high-spend UK clients seeking luxury or US families wanting comprehensive packages.

Understand the real cost of Tourism Levies and avoid client surprises

Tourism levies and conservation fees vary widely across Africa, with countries like Kenya introducing a 2% levy on tourism services from 2024 and Tanzania imposing a USD 70 annual conservation fee per visitor.

Payable on-site or bundled, these are often excluded from OTA and wholesaler quotes, risking client complaints about “hidden” costs.

For US clients accustomed to transparent pricing, this can feel deceptive; UK clients may compare it unfavorably to European resort fees.

Example Tourism Levies in Key African Destinations

Destination Fee / Levy (USD Equivalent)

Kenya 2% levy on services
Tanzania USD 70 conservation fee
South Africa Proposed 1% levy
Botswana USD 25 park fees
Morocco USD 3 city tax

Best Practices for Agents:

Convert and clarify: List fees in USD (e.g., USD 70 ≈ GBP 54) or GBP to align with client expectations.
Avoid bundling without confirmation: Only include fees if suppliers confirm in writing.
Proactive disclosure: Highlight the fee as a local conservation tax in proposals (e.g., “A 7-night safari in Tanzania incurs a USD 70 / GBP 54 levy, payable on-site.”).
Budget integration: Factor fees into total cost estimates to maintain trust, especially for American clients expecting all-in pricing.

Recent regulations emphasize separate billing in many destinations, so verify with suppliers.

Be Cautious of FX Exposure in African Currencies - Protect Your Margins

Africa features over 40 currencies with high volatility, from the reasonably "stable" South African Rand (ZAR) to fluctuating Kenyan Shilling (KES), exposing UK agents to GBP swings and US agents to USD mismatches.

Suppliers often quote and settle locally, leading to bank conversion fees (2–5%) and rate risks that can erode 3–7% of profits per booking.

Many African suppliers, especially in East Africa, do not accept credit cards, requiring bank transfers that can take days and involve prepayment demands with limited flexibility for refunds or amendments.

Multi-leg trips add cross-border coordination challenges, and weak local payment protections heighten risks.

Tips for Agents:

USD/GBP settlements: Seek suppliers offering USD (for US agents) or GBP (for UK agents) invoicing, like through platforms specializing in this area
Hedging tools: Use platforms like Wise to lock in rates, especially for UK agents facing multi-currency fluctuations. Consider specialized providers like Roam for local-currency payments to suppliers while collecting in USD/GBP, reducing FX losses and speeding reconciliation.
Clear contracts: Confirm commissions are based on gross totals, not net of VAT or fees, to maximize earnings. Hold funds in multi-currency accounts (e.g., USD and ZAR) for frequent bookings.
Client billing: Quote in local equivalents but bill in USD/GBP, padding margins slightly to cover fees (e.g., add 3% for US, 4% for UK). Address FX risks transparently: “We lock pricing at booking using local partners.”

VAT in Africa: What Advisors must understand

VAT rates across Africa range from 14–20%, applying to accommodations, tours, transportation, and dining in most countries (e.g., South Africa at 15%, Morocco at 20%). Travel Advisors cannot reclaim VAT without local registration, making it a non-recoverable cost. Commissions may be calculated post-VAT, shrinking margins, and invoicing DMCs can trigger compliance issues.

Key Actions:

Verify VAT inclusion: Ensure quotes specify VAT status.
Commission basis: Negotiate pre-VAT commission calculations for higher payouts.
Avoid invoicing traps: Confirm with DMCs if you need to issue compliant invoices—avoid if unregistered to prevent audits.
Client education: Inform clients that VAT refunds apply only to retail purchases in some countries (e.g., South Africa for goods over ZAR 250 / USD 14), not services.

Supplier Loyalty is thin - Stick to trusted partners

With thousands of lodges and listings on platforms like Booking.com or Expadia, Africa’s mid- and budget-tier suppliers often prioritize volume over loyalty, undercutting agents or disputing commissions.

US agents, used to reliable wholesaler partnerships, and UK agents, expecting European-style contracts, may be caught off guard.

Strategies for Reliability:

Luxury focus: Partner with branded chains like &Beyond or Singita for consistent commissions and perks (other chains are of course, available)
Contract protections: Secure written rate and commission guarantees, especially with mid-tier DMCs.
Trusted DMCs: Work with established players like Thompsons Africa or Intrepid DMC, which cater to US/UK client preferences for reliability and handle in-region payments/logistics.

Understand which Africa you’re selling - Tailor to your Clients

Africa is not one destination - it’s 54 countries with diverse experiences from luxury safaris to heritage tours.

Top sellers for US and UK travelers include:

South Africa: Cape Town, Winelands, Kruger; self-drive and multi-city combos.
Kenya/Tanzania: Maasai Mara, Serengeti safaris with Zanzibar extensions.
Morocco: Cultural/desert tours.
Egypt: Nile cruises and pyramids.
Ghana: Heritage tours tied to “Year of Return.”
Rwanda: Gorilla trekking and eco-lodges.

Market Segments

Mass-Market Africa:

Clients: Budget-conscious US families or UK groups seeking deals.
Challenges: Low 5–10% commissions; competition from OTAs.
Strategy: Bundle basics (e.g., overland transfers, USD 30 / GBP 23) for slim margins; emphasize value for UK deal-seekers.

Mid-Market / Multi-Country Africa:

Clients: US couples or UK families combining Kenya with Tanzania or South Africa with Botswana.
Opportunities: Add-ons (e.g., cultural tours, USD 80 / GBP 62) boost 15% margins.
Strategy: Customize itineraries; highlight convenience for US clients, cost-effectiveness for UK clients.

Ultra-Luxury Africa:

Clients: Affluent US executives or UK high-net-worth individuals seeking private reserves, fly-in safaris (USD 13,600+ / GBP 10,400+ per trip).
Perks: High transaction values, 8–12% commissions.
Strategy: Offer concierge services; US clients value exclusivity, UK clients prioritize bespoke experiences.

Misaligned quotes waste opportunities so tailor to client priorities, avoiding OTA copy-pastes for customized value.

Future-Proofing your Africa Sales

Africa’s tourism sector, projected to hit 82–85 million visitors by 2025’s end, is evolving rapidly. US clients increasingly value sustainability, with 60% preferring eco-friendly options, while UK clients seek tech-driven convenience.

Africa’s conservation initiatives and new digital booking platforms are reshaping offerings.

Upsell green-certified lodges (e.g., &Beyond properties) to US clients and leverage app-based itineraries for UK clients to stay competitive.

For US agents, capitalize on the shift toward non-safari experiences like community-led cultural immersions in Rwanda or Morocco, with cultural trips on the rise among American travelers.

Partner with US-experienced DMCs/lodges, price honestly (building FX/operational cushions), and use smart tools to cut admin and avoid underpricing service-heavy trips.

Final Antravia Word

Africa offers immense potential for agents, but success hinges on mastering levies, FX risks, and market nuances. With 82–85 million visitors expected in 2025, now is the time to optimize your approach.

At Antravia, we specialize in helping agents structure profitable Africa packages through tailored consultancy, vetted DMC partnerships, and commission protection strategies.

Our expertise ensures you avoid costly pitfalls and maximize every booking.

👉 Contact Antravia
📩 Ready to elevate your Africa sales? Email us to book a call. We’ll analyze your setup, identify margin leaks, and provide tools to succeed in this dynamic market.