Africa’s Eden – a tourism association promoting sustainable travel across several Southern African countries – has partnered with the Jones Lang LaSalle (JLL) Global Tourism and Destination Advisory practice and the World Travel & Tourism Council (WTTC) to compile a Tourism Readiness Index including countries in the region.
This project will evaluate the tourism potential of Botswana, Namibia, Zambia and Zimbabwe, highlighting key opportunities for investment and development that will ensure long-term sustainability and resilience for the region’s tourism sector.
The Tourism Readiness Index will assess over 70 data points across the tourism sector including infrastructure development, environmental sustainability, safety and security and policy prioritisation. The project’s findings will provide insights for the public and private sectors to use in enhancing the region’s tourism offerings and competitiveness on the global stage. To date, the index includes 200 countries, regions and cities worldwide.
JLL’s Head of Tourism Advisory for the Middle East and Africa, Bernadine Galliver, says the index includes two years of research and analysis by JLL’s Global Tourism and Destination Advisory practice and WTTC.
“The Tourism Readiness Index offers a standardised global approach to destination assessment. It focuses on resilience and sustainability, moving beyond traditional rankings. It identifies common readiness traits across destination types and provides a roadmap for sustainable tourism growth."
Jillian Blackbeard, CEO of Africa's Eden, says the project is designed to be a collaborative effort between governments and private-sector stakeholders in the four Southern African countries.
Governments will benefit from detailed data and analysis that will help shape policy, guide infrastructure investments and create an enabling environment for tourism growth. Meanwhile, the private sector, including tourism associations and businesses, will be empowered to use the index’s insights to identify high-potential investment areas, improve product offerings and foster innovation.
“Tourism is one of the most vital economic drivers for our member countries,” Blackbeard adds. “This initiative is not only about evaluating where we are now but about creating a roadmap for how we can grow and evolve to meet the needs of future travellers.
“By collaborating with JLL and WTTC, we are bringing international expertise to strengthen our local tourism industry and attract regional and global investments.”
Government and private-sector involvement
The Tourism Readiness Index will provide governments with a detailed view of how their tourism sectors are performing and where improvements can be made. The index will also highlight areas such as transportation infrastructure, visa policies and conservation efforts, helping governments prioritise initiatives that align with sustainable development goals and tourism growth.
In the private sector, businesses can leverage the data to better understand market demand, enhance their tourism products and identify new opportunities for partnerships and expansion. The findings will be presented through a series of workshops and stakeholder meetings, providing a platform for constructive dialogue between public and private sectors to align on strategic priorities.
“To remain competitive in an evolving tourism landscape, destinations need to address critical gaps in infrastructure, connectivity and sustainability. The Tourism Readiness Index is designed to help countries take a more data-driven approach to tourism development, ensuring they are well-prepared to meet future tourism demand and attract sustainable investments,” Blackbeard adds.
Julia Simpson, WTTC President and CEO, said: “The joint research-based index is designed to facilitate critical conversations between stakeholders. Our recent report on unlocking tourism growth for Africa showed that tourism’s economic contribution to the continent could increase by an additional US$50 billion by 2033 through improvements to the enabling environment, visa policies and destination marketing.”
Next steps
The Tourism Readiness Index is expected to be completed by mid-2025. A report will be released to government officials, tourism associations and business leaders, followed by a series of regional webinars and workshops to present the findings and discuss actionable next steps.
“We will leverage the insights from the index to enhance our members’ competitiveness and to advocate for long-term, sustainable tourism development across the region. Further details on how to participate will be shared soon,” Blackbeard says.
