African Travel Revolution: Global Sustainability Trends Create New Business Opportunities

The business travel sustainability landscape is undergoing a significant transformation, and sub-Saharan Africa’s travel sector is uniquely positioned to benefit from these global shifts. Recent industry-wide assessments, involving 285 companies and a collective annual spend of \$22 billion, highlight a growing commitment to decarbonizing corporate travel. For African travel professionals, this signals a new era where environmental responsibility is not just a global trend but a strategic lever for business growth and client acquisition.

While the global maturity score for sustainable travel programs has inched up from 1.3 to 1.4, this seemingly modest progress carries weighty implications. International corporations are now scrutinizing their travel partners’ ability to manage and report on carbon emissions. African travel businesses that invest in robust sustainability practices and transparent reporting will find themselves at the top of the preferred supplier lists for multinational clients expanding their African footprint.

Regional performance trends offer further insight. As European and North American travel programs face slight declines—often due to regulatory and economic headwinds—there is a clear opportunity for African operators to step in and fill service gaps. The incremental improvements seen in the Asia-Pacific region demonstrate that emerging markets can successfully compete in the arena of sustainable travel solutions. African businesses can draw inspiration from this, leveraging agility and local expertise to outpace larger, less nimble competitors.

Interestingly, smaller travel programs (with annual spends under \$5 million) have made the most notable progress, while the largest programs have regressed. This trend suggests that African travel companies—often more agile and adaptable—can leapfrog established industry giants by quickly adopting sustainable procurement practices and innovative carbon management strategies. The message is clear: size is no longer the sole determinant of leadership in sustainability; speed and commitment matter more.

Sector-specific insights reveal where African travel businesses can carve out a niche. The Financial, Banking, and Insurance sector leads the way globally, followed by Professional Services and Consulting. With Africa’s fintech and consulting industries on the rise, travel companies that tailor their offerings to these sectors—emphasizing sustainability—can command premium rates and long-term loyalty from clients who are under increasing pressure to demonstrate environmental stewardship.

One of the most significant areas of progress is the adoption of sustainable travel policies, which have seen a marked increase in maturity. For African operators, this is more than a compliance exercise; it’s a chance to differentiate themselves in a crowded market. By proactively developing and marketing comprehensive sustainability frameworks, African travel businesses can attract environmentally conscious clients who are making supplier choices based on green credentials.

The growing sophistication in managing carbon budgets and the integration of detailed reporting and target-setting into travel programs further underscore the need for African travel companies to invest in technology and expertise. Those who can provide granular emissions data, destination-specific environmental impact assessments, and clear progress tracking will become indispensable partners for global corporations managing their African operations.

Despite these advances, there are still areas where acceleration is urgently needed. Tools that influence travel decisions—such as carbon fees and online booking platforms with sustainability features—remain underdeveloped. This presents a golden opportunity for African travel businesses to innovate, either by developing their own technology or partnering with established providers to offer booking solutions that prioritize low-carbon travel options and transparent environmental costs.

Contracting practices also lag behind, with sustainability clauses in supplier agreements showing little movement. African legal and business professionals who develop expertise in sustainable travel contracting—balancing international standards with local realities—will be in high demand as global clients seek partners who can navigate both worlds.

Perhaps the most exciting frontier is the adoption of Sustainable Aviation Fuels (SAF). While only 15% of corporates globally are purchasing SAF certificates, this low uptake signals vast untapped potential. African travel businesses that establish early relationships with SAF suppliers or become experts in SAF certificate procurement can offer clients a unique value proposition, positioning themselves as pioneers in emissions abatement for the continent’s aviation sector.

The recent recognition of companies like Kearney, Nokia, IKEA, and AstraZeneca as sustainability leaders provides a clear indication of the types of clients African travel businesses should target. These organizations are not only committed to sustainable travel but are also likely to seek out partners who share their values and can deliver on ambitious environmental goals across all regions, including Africa.

BDO LLP’s accolade as a regional leader in Europe, and their public commitment to inspiring industry-wide change, serves as a blueprint for African travel companies. By positioning themselves as sustainability innovators and advocates, African operators can enhance their market visibility and attract clients who are eager to align with forward-thinking partners.

The inclusion of the University of California as a public sector leader highlights the growing importance of sustainability in government and educational travel. As African public institutions and universities face mounting pressure to demonstrate environmental responsibility, travel providers with strong sustainability credentials will be well-placed to capture this expanding market segment.

Technology companies, represented by NetApp and Nokia on multiple leaderboards, are another high-potential client group. With Africa’s tech sector booming, travel businesses that combine sector expertise with robust environmental practices can tap into a lucrative and rapidly growing market.

For those seeking a structured approach, the GBTA Sustainable Business Travel Transition Pathway offers a practical roadmap. African travel businesses can adapt these proven methodologies to local contexts, accelerating their journey from awareness to implementation and ensuring compatibility with international standards.

Ultimately, the shift toward sustainable business travel is more than a passing trend—it’s a fundamental change in how clients select partners, structure procurement, and measure value. African travel businesses that recognize this transformation and invest in the necessary capabilities will not only secure a competitive edge but also help shape the future of travel on the continent.

By embracing carbon management, sustainable procurement, and transparent reporting, Africa’s travel sector can move from being a regional service provider to a global partner for corporations committed to environmental responsibility. The time to act is now, as business travel.