Airline Distribution in Africa: TPConnects and AFRAA Whitepaper
Dubai/ Nairobi, June 24, 2025 – In a pivotal step for African aviation, TPConnects Technologies and the African Airlines Association (AFRAA) have released a comprehensive whitepaper, “Africa’s Next Flight: Modern Airline Retailing Unlocked,” offering new insights into the realities, challenges, and opportunities facing African airlines as they modernize their distribution and retailing strategies.
The TPConnects–AFRAA Airline Distribution Survey 2025, which forms the basis of the whitepaper, gathered responses from a diverse group of African carriers. The findings highlight that 81% of airlines carry fewer than 2 million passengers annually, and 80% operate fleets of 15 aircraft or fewer. High distribution costs, limited NDC adoption, and technical barriers remain widespread, yet there is strong momentum for change: over 40% of airlines are planning or implementing NDC initiatives.
Key insights from the study include:
- Distribution cost reduction is the top priority for all surveyed airlines, with high GDS and intermediary fees cited as unsustainable.
- NDC adoption is just beginning: Nearly half of airlines have no NDC capabilities, but a significant set of airlines are actively planning or implementing NDC.
- Digital transformation is underway: While 60% of airlines still rely on on-premises systems, cloud migration and investment in digital retailing are on the rise.
- Empowering agents and modernizing processes are critical for success, with training and collaboration seen as essential enablers.
“Modern airline retailing is about more than technology. It’s about control, agility, and delivering value to both customers and partners,” said Giuseppe Candela, VP of Global Sales, TPConnects Technologies. “The findings from our joint survey and whitepaper with AFRAA provide a clear snapshot of where African airlines stand and where they are headed. Airlines across the continent are eager to take greater control of their distribution, offers, and customer relationships. The data shows that while challenges remain, there is a real appetite for modernization and digital transformation. At TPConnects, we are committed to supporting African carriers on this journey.”
AFRAA Secretary General, Mr. Abdérahmane Berthé, commented: “The insights from this whitepaper are vital as African airlines navigate a new era of distribution. By embracing digital transformation and modern retailing strategies, our members can reduce costs, improve agility, and better serve the African market. AFRAA is committed to collaborating with all relevant stakeholders – including technology providers, travel agents, and payment innovators – to support the enhancement of the distribution ecosystem in Africa to improve the traveler experience and ultimately drive sustainable growth for African airlines.”
The whitepaper is available for download on the TPConnects and AFRAA websites. TPConnects recently presented the findings at the 13th AFRAA Aviation Stakeholders Convention in Kigali and hosted a masterclass to support airlines in their transformation journey.
About AFRAA
The African Airlines Association (AFRAA) is the leading trade association of African airlines. Founded in Accra, Ghana, in April 1968, and headquartered in Nairobi, Kenya, AFRAA’s mission is to promote, serve African Airlines and champion Africa’s aviation industry. The Association envisions a sustainable, interconnected and affordable Air Transport industry in Africa where African Airlines become key players and drivers to African economic development. AFRAA membership cuts across the entire continent and includes all the major intercontinental African operators. The Association members represent over 85% of total international traffic carried by African airlines. Facebook, LinkedIn, X and YouTube.
For more information, please contact: AFRAA: afraa@afraa.org
About TPConnects
TPConnects Technologies is an IATA-certified, global travel content aggregation and distribution technology company. Through twin flagship products – Astra for Airlines (NDC API Gateway and B2B Portal Solutions), and Iris for Travel Sellers (An Aggregator Platform) – TPConnects delivers modern air retailing capabilities that drive technological innovation while helping travel industry players increase revenue, streamline operations, and enhance customer experience.
TPConnects is granted Airline Retailing Maturity status under the IATA ARMi programme and has received IATA Financial Gateway (IFG) Certification, underscoring the company’s position as a leader in travel retailing innovation.
TPConnects is actively expanding its presence in markets with growing demand for modern airline distribution and retailing solutions, leveraging the advantages of the IATA NDC standardization. Travel industry organizations interested in joining TPConnects’ International Reseller Program can learn more and apply at www.tpconnects.com/partnerships.
For more information about TPConnects, please visit www.tpconnects.com.
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