UNWTO pushes Africa to position itself as a driver of global tourism

Africa must stop viewing itself solely as a destination for visitors and instead position itself as a driver of global tourism, UN World Tourism Organization (UNWTO) Secretary-General Shaikha Al Nowais has said.

Calling for a new approach that places African nations at the centre of shaping tourism policies, Al Nowais stressed the importance of digital inclusion, equity, and regenerative practices.

“Africa deserves not only to benefit from tourism, but to lead in shaping its governance,” she said. “It is a market and a movement rich in solutions, knowledge, and leadership.”

Kenya, with its fast-growing tech ecosystem, is seen as a frontrunner in digital tourism innovation. More than 70 percent of Sub-Saharan Africa’s population is under 30, offering countries like Kenya the chance to build youth-driven platforms—such as booking apps, mobile payments, and virtual tours—that connect local operators with global markets.

Still, sustainability remains a pressing challenge. Iconic destinations such as the Maasai Mara and Kenya’s coastline face mounting pressure from over-tourism and climate change. Al Nowais urged countries to embrace “regeneration, not just growth” as the new measure of success.

South Africa, with its developed infrastructure and strong global brand, is being encouraged to focus on inclusion and storytelling. Initiatives such as township tourism, cultural festivals, and wine regions could gain greater visibility through strategic storytelling ecosystems supported by UNWTO.

Al Nowais emphasized that tourism strategies should be shaped by local leadership and values rather than solely by government agendas. Her vision aligns with African Union priorities on youth empowerment, digital transformation, and climate resilience.

She argued that investment in digital infrastructure is no longer a luxury but a necessity to unlock Africa’s potential in tourism.

Analysts say Africa’s path forward requires three steps: investing in youth-led digital innovation, embedding regenerative principles in conservation, and amplifying African storytelling.

“Africa is not just a destination. It is the future of global tourism,” Al Nowais said.