African travellers continue to rely on travel agents when booking flights, according to IATA’s 2025 Global Passenger Survey. The continent had the highest percentage globally of travellers choosing to book with agents.
The report revealed that 12% of African travellers booked through a travel agency call centre in 2025 and 12% through a travel agency in person. Globally, 5% of travellers booked through a travel agency call centre and 6% through an agency in person.
African travellers also relied on direct airline booking systems, with 18% booking through the airline’s website and 15% through the airline app. Airline websites led global bookings at 31%.
Complex immigration requirements remain one of the biggest challenges in Africa, with 43% of travellers saying immigration requirements have deterred them from travel. Globally, 33% have been deterred by immigration requirements.
