“The very first village that I went to was the village where my ancestors walked. I was more myself there than I am in Ohio. I didn’t have to think about my Blackness. I felt freer, fully free.” — Hasani Carter, a genealogist and middle school science teacher from Columbus, Ohio, who visited Nigeria with Roots to Glory in 2017.
For Hasani Carter, travelling to Nigeria was more than a holiday; it was a journey into his ancestral history. His experience captures the growing significance of diaspora, ancestry and heritage tourism in Africa, where people of African descent are returning to explore their roots, reconnect with communities and rediscover their identities. Beyond its emotional significance, this homecoming presents African leaders with an opportunity to transform cultural heritage into a driver of tourism, investment and economic development.
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An African proverb says, “A person without knowledge of their past is like a tree without roots.” For millions across the diaspora, visiting Africa offers an opportunity to reconnect with histories disrupted by slavery, colonialism and forced migration. These journeys are also creating opportunities for African destinations to strengthen cultural ties and expand their tourism economies.
From Ancestral Memory to Economic Opportunity
Africa’s tourism industry is expanding. UN Tourism reported approximately 81 million international tourist arrivals in 2025, an 8 per cent increase over 2024. In 2024, the continent recorded about 74 million arrivals, generating approximately US$42.6 billion in international tourism receipts.
Within this growing market, diaspora travel offers opportunities to connect cultural heritage with economic growth. Culinary historian and author Michael Twitty observes: “Black Americans should visit Africa so that they can connect with that part of us that the West has no language for.”
Such journeys extend beyond historical monuments to include traditional cuisine, music, festivals, genealogical research and visits to ancestral communities. These experiences can support local guides, accommodation providers, artisans, restaurants and cultural institutions.
Ghana’s Return Experience
Ghana has become one of Africa’s most recognisable destinations for heritage and diaspora tourism. Its 2019 Year of Return campaign invited people of African descent to reconnect with the continent, while the Beyond the Return initiative extended this engagement towards investment, cultural exchange and longer-term relationships.
Cape Coast Castle and Elmina Castle remain significant destinations for visitors confronting the history of the transatlantic slave trade. Beyond tourism, these sites provide spaces for remembrance, education and reflection.
Ghana recorded 1,306,962 international arrivals in 2025, up from 1,288,804 in 2024. International tourism receipts reached approximately US$4.34 billion, while domestic visits to tourist sites totalled 1.79 million. These figures illustrate the wider tourism economy rather than the specific contribution of ancestry tourists.
Ghana’s experience demonstrates the value of combining heritage preservation with destination marketing and hospitality development. Sustained success, however, depends on ensuring that local communities benefit from visitor spending and that difficult histories are presented with dignity and accuracy.
Morocco and Nigeria: Different Models of Homecoming
Morocco offers another perspective on diaspora tourism. In 2024, the country welcomed a record 17.4 million visitors, including approximately 8.6 million Moroccans living abroad. This demonstrates how diaspora travel can become a structural part of a national tourism economy, supporting accommodation, transport, retail and family connections.
Nigeria presents a different but equally significant opportunity. During the Detty December 2025 period, estimates indicated approximately 3.6 million participants across 55 days. Diaspora visitors accounted for 55 per cent of total consumer spending of ₦396.54 billion, with hospitality and accommodation representing approximately ₦175.4 billion.
Although these figures cover the broader seasonal entertainment and tourism economy, they demonstrate the commercial potential of diaspora engagement. Nigeria, alongside Benin, Senegal and Sierra Leone, could build on this interest through personalised heritage itineraries, genealogical experiences and culturally immersive journeys.
Beyond Memorials: The Future of Heritage Travel
Diaspora visitors increasingly seek more than guided tours. They want to understand family histories, learn local traditions, engage with communities and experience contemporary African life.
Cynika Drake, founder of Lavish Lifestyles Concierge, explains: “Diaspora tourists aren’t just looking for sightseeing; they want to connect with the land, immerse themselves in local culture and leave with a sense of identity and pride.”
Nigerian writer and storyteller Obehi Ewanfoh adds: “Our traditions are not just rituals; they are the stories of who we are, where we come from, and the hopes of where we are going.”
These perspectives point towards a more personalised tourism model that combines genealogy, cultural education, culinary experiences and community visits. Digital archives and DNA services can help travellers investigate their ancestry, although genetic findings cannot independently establish a complete family history or identify a specific ancestral village.
For many visitors, the experience is deeply personal. One traveller’s reflection captures this sentiment: “I didn’t go to Nigeria as a tourist… I went as someone who had family there. I literally went home.”
In All God’s Children Need Travelling Shoes, Maya Angelou reflected on her experience of living in Ghana and the profound distinction between the forced departure of her ancestors and her own decision to leave. Her reflections underline how African connections can endure despite generations of displacement.
Turning Homecoming into a Continental Strategy
Despite its promise, diaspora tourism faces challenges, including expensive flights, visa restrictions and uneven destination infrastructure. African governments can respond by improving travel access, preserving heritage sites, training professional guides and supporting community-owned tourism enterprises.
Regional partnerships could connect historical sites across West Africa, creating multi-country itineraries that recognise shared histories while respecting each destination’s identity. Tourism authorities should also measure local employment, visitor spending and community revenue to assess whether growth delivers meaningful benefits.
African leaders must make diaspora and heritage tourism a strategic development priority, not merely a seasonal attraction. Governments, investors and tourism operators should work with local communities and diaspora organisations to develop authentic, accessible and economically sustainable experiences.
Africa’s success will ultimately depend not only on how many people return, but on whether their journeys preserve heritage, strengthen communities and create lasting prosperity.
