From reviews to reflections: Understanding tourist sentiments and satisfaction in African destinations through user-generated content

User-generated content continues to shape global tourism trends, yet Africa's growing tourism sector has received limited attention. This study addresses this gap by investigating tourist sentiments and satisfaction across ten African destinations from 2018 to 2023. Employing a mixed method approach with advanced machine learning techniques, the results reveal generally positive sentiment, with both well-trodden and less-travelled destinations offering distinct experience and satisfaction. Among others, this study contributes to tourism research by expanding the focus to African destinations to capture evolving tourist sentiments. • Cultural and environmental factors drive positive tourist experiences across Africa. • East Africa received the most uniformly positive reviews among African regions. • User-generated content reveals nuanced satisfaction patterns across African destinations. • Meaningful, responsible tourism experiences are prioritized by tourists in Africa. • Tourists value authentic cultural experiences, transparent pricing, and sustainable practices.