NAIROBI, Kenya – Africa should stop seeing itself only as a tourist destination and instead take the lead in shaping the global tourism agenda, the UN World Tourism Organization (UNWTO) has said.
UNWTO Secretary-General Shaikha Al Nowais urged African nations to put digital innovation, inclusivity, and sustainability at the heart of tourism policy, warning that growth without regeneration would deepen the sector’s challenges.
“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.”
With more than 70 percent of Sub-Saharan Africa’s population under 30, Al Nowais said the continent is well-placed to drive a youth-led transformation of global travel through booking platforms, mobile payment systems, and virtual experiences.
Kenya, with its growing tech ecosystem, was singled out as a frontrunner in digital tourism.
But sustainability, she warned, remains a critical pressure point, with destinations such as the Maasai Mara and Kenya’s coastline facing mounting threats from overtourism and climate change.
She called for Africa to measure tourism success not just by growth, but by regeneration and resilience.
South Africa, already established as a global brand, was urged to use its developed infrastructure to promote inclusion and cultural storytelling.
Township tourism, wine regions, and local festivals could gain stronger visibility through structured storytelling ecosystems backed by the UNWTO, she added.
Her call echoes African Union priorities on youth empowerment, digital transformation, and climate resilience.
Al Nowais also stressed that investment in digital infrastructure is not optional: “It is a necessity to unlock Africa’s potential in tourism.”
Analysts say Africa’s path to leadership will rest on three pillars: youth-driven digital innovation, regenerative conservation practices, and amplifying authentic African narratives.
“Africa is not just a destination. It is the future of global tourism,” Al Nowais said.
