Dorine Reinstein
While security headlines dominate West Africa coverage, U.S. tour operators report business is "bursting" with U.S. travelers actively looking for travel experiences in Senegal and Ghana.
According to the latest data from the data reserach company Statista, the region's tourism revenue is projected to reach close to $5 billion in 2025 and climb to $7.72 billion by 2029. Diaspora travel drives much of that business, particularly African Americans connecting with their heritage, a trend highlighted at World Travel Market Africa, where panelists noted Black travelers from the U.S. spent $145 billion on global tourism in 2023 alone.
"We have seen a tremendous surge in business," said Joy Cain, director at Continent Tours, which specializes in Ghana and Senegal programs. "It's bursting with interest from American travelers … everyone is trying to get a group into the destination."
Beyond roots tourism
In 2025, operators have also seen the appeal of West Africa evolving beyond roots tourism. For example, Senegal is emerging as an unexpected surfing destination. "Senegal is one of the best surfing destinations," said Cain. "It flies under the radar, but locals will tell you about some of the most beautiful surfing areas. There are surf clinics; it's phenomenal."
Culinary experiences are also popular. "A lot of people underestimate West Africa when it comes to gastronomy," Cain said. "French restaurants blend local foods with European techniques plus Italian and Asian fusion. It creates a very exciting experience." Cooking classes have become "tremendously popular."
Corporate travel and MICE business are booming, too. Continent Tours conducted three fam trips last year with about 20 agents each and plans three more in 2025. Even destination weddings are taking off: "We're introducing programs like 'jumping the broom,' weddings that include local customs," Cain noted.
Heritage tours themselves have evolved beyond site visits. "Our U.S. clients explore transatlantic slave trade history but also participate in traditional naming ceremonies," said Naa Addison, a travel advisor at Uprise Travel, referring to the ritual where visitors receive an African name, typically in the local language. "The naming ceremony lets clients experience local culture in a deeply meaningful way."
The security reality
It's important for travel advisors to understand regional security distinctions before booking, however strong demand may be.
For example, Mali offers a cautionary tale when it comes to security impacts. Continent Tours previously operated popular programs including the renowned Festival in the Desert near Timbuktu but suspended active promotion after the 2011 destabilization and has not returned to selling the event. "Mali was one of our more popular destinations," said Continent Tours' CEO Lloyd Murray. "Since the turmoil, for quite some time, travelers weren't even going into Timbuktu."
James Wiggins, a 30-year CIA veteran who is now vice president at the security firm Global Guardian, reported that JNIM (Jama'at Nasr al-Islam wal-Muslimin) attacks have escalated significantly across Mali, Burkina Faso and Niger over recent months. "Two main regional highways, the Trans-Sahelian Highway and Cairo-Dakar Highway, are now at continuous risk from blockades, landmines, ambushes and drone attacks," he said.
But Wiggins emphasized that these troubled Sahel nations remain very different from stable coastal destinations: "Most terrorist attacks target infrastructure or host country security installations, not tourist sites," he pointed out. He singles out Ghana, Senegal, Cote d'Ivoire, Togo, Benin, Gambia, Cape Verde & Guinea Bissau as examples largely unaffected by inland insecurity.
Interestingly, Wiggins contends that tourism could actually help combat regional extremism. "Tourism brings economic opportunity and communication channels to the rest of the world," he explained. "A lot of these groups, while they might have religious motivations, often it comes down to traditional desires of controlling resources and territory because they don't have opportunities."
Reality vs. headlines
Operators in stable coastal countries report minimal client security concerns. "Despite the security issues in Mali and the region, Ghana and Senegal have continued to attract travelers due to their unique cultural experiences, historical significance, and warm hospitality," said Uprise Travel's Addison.
Uprise Travel takes a transparent approach to client concerns. "When clients express concerns about terrorism in West Africa, we take a transparent, honest and informed approach," said Addison. "We emphasize that countries we operate in -- such as Ghana, Senegal, The Gambia, Togo and Benin -- are generally considered safe and stable, with low risk of terrorism."
Spector Travel echoes that calm perspective: "[Clients] haven't been asking [about terrorism], but if they did we refer them straight to the U.S. State Department website," a spokesperson said for the agency said.
If anything has slowed bookings lately, tourism officials said, it was confusion around politics, not violence. President Trump's proposed travel restrictions created misunderstandings. "We hear people get confused when they say that Ghana may be put under a travel ban, thinking that means they cannot travel to the destination," Cain said. "Prior to the [2024 U.S. presidential] election, we did see a slight slowing down because people were uncertain."
Trade opportunities
For agents looking to capitalize on West Africa's documented growth, education remains important. "Agents are going on familiarization trips because their clients are asking for West Africa, and they want to educate themselves," Cain said.
• Related: Balancing tourism and nature in West Africa
Wiggins also offers trade advice: "Mitigate your risks. Be aware, accept them, then plan to mitigate them. But definitely keep traveling. People love to travel, and the journey should continue." He encourages partnerships with experienced operators: "Travel professionals can contact us anytime for country-specific concerns. It's about working with reputable companies that understand both physical and digital risk profiles."
According to Cain, infrastructure improvements in the region will continue to fuel more growth: "We're seeing more direct flights and improved connectivity, which will only fuel more interest."
Early movers stand to benefit most. With Mali potentially years away from tourism recovery, coastal West Africa offers immediate opportunities for agents willing to educate themselves and their clients about regional distinctions.
As the spokesperson for Spector Travel concluded: "Traveling to West Africa is a unique experience unlike any other part of the continent, but to truly appreciate the region's beliefs and customs, approach it with an open mind and respectful attitude."