Africa’s tourism stakeholders need to look beyond just growing numbers post-COVID and instead, rethink how the tourism sector works so it can deliver on its unique potential to transform lives, drive sustainable growth and provide opportunity everywhere in Africa.

So said UNWTO Secretary-General Zurab Pololikashvili, speaking at the 65th meeting of the UNWTO Regional Commission of Africa, which brought about 25 Ministers of Tourism and high-level representatives from 35 countries together as well as leaders from the private sector. 

Taking place in Tanzania shortly after UNWTO celebrated World Tourism Day, the Commission meeting embraced the day’s theme of ‘Rethinking Tourism’, with a focus on innovation, branding, jobs and education and partnerships.

Pololikashvili provided members with an update of the organisation’s activities and accomplishments in the 12 months since the previous Commission meeting. 

Tourism recovery under way in Africa

The Regional Commission of Africa meeting was held as tourism’s recovery gets under way across the continent. According to the latest UNWTO data, for the first seven months of the year, international arrivals across Africa were 171% up on the same period in 2021, driven largely by regional demand. To help members capitalise on the sector’s return and to build greater sustainability and resilience, UNWTO is prioritising jobs and training alongside greater and more-targeted investment in tourism. On the eve of this week’s meeting, UNWTO launched a set of Investment Guidelines focused on Tanzania, designed to support foreign investment in the country.

Tanzanian President Samia Suluhu Hassan highlighted the work Tanzania had been doing to protect the natural habitats and wildlife that helped to make it a popular destination while also increasing inclusivity in the sector. Tanzania’s Minister for Natural Resources and Tourism, Pindi Hazara Chana, also noted that the country was looking to diversify its tourism sector to boost arrival numbers and revenues over the next five years.

Short-term recovery and long-term transformation

Discussions at the Commission meeting focused on both the immediate and longer-term recovery of tourism across the continent, including through redefining the roadmap of the UNWTO Agenda for Africa 2030. Key topics highlighted by the high-level participants included accelerating tourism for inclusive growth, advancing the sustainability of the sector and the role of public-private partnerships in achieving both of these goals. Alongside this, the heightened relevance of air connectivity, including low-cost air travel within Africa, as well as the pressing need to support small businesses in gaining the digital tools and knowledge they need to compete, was also discussed.   

Members voted to hold the 65th session of the UNWTO Commission for Africa in Mauritius.