When global YouTube creator and streamer Darren Watkins Jr., widely known as IShowSpeed, embarked on his African tour, “Speed Does Africa”, few could have predicted the profound impact it would have on the continent’s tourism narrative. What started as an informal journey over 28 days across 20 countries quickly evolved into one of the most influential examples of modern destination storytelling, resonating far beyond viral social media clips and capturing the attention of millions worldwide. By sharing real-time, unfiltered experiences, Speed offered Europe and the rest of the world a fresh lens through which to view Africa.
For European travellers, especially younger audiences craving authenticity and participation over passive sightseeing, Speed’s journey presented Africa not as a distant or abstract destination but as a tangible, vibrant, and accessible continent full of diverse experiences and cultures.
Africa’s Tourism Momentum in 2025
Speed’s tour coincided with a period of remarkable growth for Africa’s tourism sector. According to UN Tourism data, international tourist arrivals across Africa rose by 10 percent between January and September 2025, the fastest growth rate of any global region. North Africa and Sub-Saharan Africa grew by 11 percent and 10 percent, respectively, well above the global average of 5 percent.
This surge occurred despite inflation, rising airfares, and economic uncertainty, highlighting Africa’s resilience and appeal. Key drivers included cultural tourism, diaspora travel, business events, and immersive experiences. In 2024 alone, Africa welcomed around 74 million international visitors, representing a 7 percent increase over pre-pandemic levels. By 2030, tourism’s contribution to GDP could exceed 10 percent, creating millions of jobs for youth and women.
In this context, Speed’s journey acted as a powerful amplifier, presenting Africa’s diversity and potential to a global audience and particularly to Gen Z travellers whose travel habits are increasingly shaping the future of international tourism.
Introducing Gen Z to Africa
Speed’s audience, predominantly Gen Z and early millennials, represents a generation that discovers destinations through creators rather than traditional marketing campaigns. His livestreams attracted between 8 million and 16 million viewers per destination, with Ethiopia peaking at 11 million views and Morocco surpassing 16 million during the AFCON final. Destinations including Kenya, Nigeria, and Algeria also recorded impressive engagement, demonstrating the power of digital platforms in raising awareness of Africa’s tourism offerings.
While high livestream numbers do not automatically translate into bookings, they significantly influence perception, aspiration, and intent. Millions of young Europeans and global travellers now encounter Africa through Speed’s authentic lens free from stereotypes and curated adverts, setting the stage for long-term interest and travel demand.
Speed Does Africa: 20 Countries, 28 Days
Speed’s tour spanned the continent, visiting countries across North, West, East, and Southern Africa
North Africa: Algeria 🇩🇿, Egypt 🇪🇬, Morocco 🇲🇦
West Africa: Benin 🇧🇯, Ghana 🇬🇭, Ivory Coast 🇨🇮, Liberia 🇱🇷, Nigeria 🇳🇬, Senegal 🇸🇳
East Africa: Ethiopia 🇪🇹, Kenya 🇰🇪, Rwanda 🇷🇼
Southern Africa: Angola 🇦🇴, Botswana 🇧🇼, Eswatini 🇸🇿, Mozambique 🇲🇿, Namibia 🇳🇦, South Africa 🇿🇦, Zambia 🇿🇲, Zimbabwe 🇿🇼
In each country, Speed highlighted what makes the destination unique, including wildlife safaris in Kenya and Namibia, cultural festivals in Senegal and Ghana, urban creativity in Nigeria, history and spiritual sites in Benin, scenic landscapes in Zimbabwe, and Morocco’s vibrant markets and architecture. To add a playful and engaging touch for viewers, IShowSpeed wore a different jersey in each of the 20 countries he visited, visually representing each nation during his livestreams.
This approach showed Europe and the world that Africa is not a single destination but a continent of interconnected stories and experiences.
From Streams to Bookings: The Digital Impact on Ghana
Among the highlights of Speed’s tour was Ghana, where he visited Independence Square, Black Star Square, and engaged with local street culture and ceremonies. His influence was immediate and measurable as President John Dramani Mahama noted at the Ghana-Zambia Business Forum:
“IShowSpeed did more advertisement for us than we could have done ourselves. After he left, I was told there were 20 million online searches for Ghana and Shea butter.”
The Ghanaian spa Speed visited also saw a direct impact, being fully booked until March 16 following his livestream, showing how digital creators can translate online engagement into real-world economic activity.
IShowSpeed’s Africa tour has inspired a fresh wave of curiosity about the continent, reframing it not as a monolith burdened by outdated stereotypes but as a dynamic center of culture, creativity, and global influence. His journey showcases vibrant culture and the energy of the continent through his unique lens.
For European travellers, cultural tourism thrives when it invites participation. Street food trails, music festivals, and local ceremonies resonate far more than conventional sightseeing tours, making Africa an immersive experience rather than just a destination on the map.
One Continent, Many Stories
Perhaps the tour’s most compelling achievement was its portrayal of Africa’s diversity. From Kenya’s wildlife safaris to Namibia’s dramatic landscapes, Morocco’s cultural vibrancy to Angola’s history and rhythm, Speed’s journey demonstrated that Africa is not a single destination but a continent of interconnected stories and experiences. This mirrors Africa’s push for regional integration, visa facilitation, and improved aviation connectivity, making multi-country travel easier and more appealing to European tourists.
Opportunities in Tourism Diplomacy
While Speed’s tour garnered global attention, it also highlighted gaps in Africa’s tourism strategy, including limited formal engagement with national leaders or tourism authorities. In other regions, governments increasingly leverage creators as tools of soft power. Africa’s tourism institutions have an opportunity to modernize, integrating digital influence into economic and diplomatic strategies.
Lessons for Africa’s Tourism Sector
The “Speed Does Africa” tour offers key takeaways for destination managers and tourism authorities:
- Youth-centric storytelling is essential, with collaborations established with creators who resonate with younger audiences
- Social media metrics should be analyzed alongside bookings to measure impact on tourism demand
- Participatory cultural experiences should be formalized into authentic tourism products
- Community benefits must remain central, ensuring tourism supports local artisans, guides, and businesses
- Regional collaboration is critical to position Africa as a connected, multi-country destination
- Digital tourism diplomacy should be embraced as a strategic economic tool
Looking Ahead
As Africa enters 2026 with strong tourism momentum, the challenge lies in converting attention into action. With arrivals outpacing global averages and cultural tourism on the rise, the continent is poised to capture the next generation of European travellers. Speed’s tour has demonstrated the power of authentic, creator-driven storytelling. Now it is up to Africa’s tourism authorities to build on this momentum, ensuring the continent’s unique vibrancy translates into sustained growth and opportunity for years to come.
