From Local To Global, Enhancing Africa’s Appeal As A Top Tourist Destination
In a significant address at the 67th Meeting of the UN Tourism Regional Commission for Africa (CAF) and the Brand Africa and Tourism Think Tank, Kenya’s Principal Secretary of the Department of Tourism, Hon. John Ololtuaa, called for greater collaboration among African states to unlock the continent’s diverse tourism potential. Highlighting the need for sustainable development, Ololtuaa emphasized the importance of enhanced education, skills development, and strategic investments to drive growth and ensure the safety of tourist destinations.
The meeting, where Kenya served as Co-Vice Chair, brought together tourism leaders to discuss transforming Africa’s future through education, skills, and strategic investments in tourism for sustainable and inclusive growth. Key discussions focused on overcoming barriers to attracting investment in tourism education and capacity building, and identifying opportunities to enhance Africa’s appeal as a tourist destination.
A crucial topic was the integration of education and employment within the tourism sector, aimed at developing a skilled workforce and fostering innovation. Ololtuaa underscored the need for supportive government policies and incentives to attract and sustain tourism investments. He cited Kenya’s success with international hotel chains, such as the recent opening of JW Marriott, as a model for how strategic investments can benefit the sector.
The forum also addressed improving Africa’s competitiveness by enhancing member states’ reputations as safe and welcoming destinations. This includes strengthening law enforcement in handling tourism-related incidents, improving collaboration among tourism stakeholders, and developing robust information and alert systems. With global tourism recovery reaching 96% of pre-pandemic levels and Africa close behind at 98%, countries like Kenya, Ethiopia, Tanzania, and Morocco are leading a strong resurgence. Kenya’s tourism sector has notably benefited from increased arrivals from Africa, which now stand at 41%, compared to 29% from Europe. This trend is partly due to the introduction of Electronic Travel Authorization (ETA), which simplifies travel for African visitors.
Tourism remains a critical global economic driver, contributing 7% of global trade and employing one in ten people worldwide, with a significant impact on women and youth. The annual UN Tourism forum is a key platform for African states to address pressing issues such as sustainability, inclusiveness, air connectivity, and tourism infrastructure. UN Tourism Secretary General Zurab Pololikashvili urged African states to utilize the support provided by the organization to develop effective investment guidelines, ensuring the continent’s tourism sector continues to thrive.
As Africa moves towards a tourism renaissance, the call for collaborative efforts and strategic investments is vital. The continent’s rich cultural heritage, stunning landscapes, and diverse natural resources offer unparalleled opportunities for tourism growth and innovation.
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