Nairobi — Africa must stop viewing itself solely as a destination for visitors and instead position itself as a driver of global tourism, according to UN World Tourism Organization (UNWTO) Secretary-General Shaikha Al Nowais.
Al Nowais has called for a new approach that puts African nations at the center of shaping tourism policies, stressing the need for 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 vibrant tech ecosystem, is seen as a frontrunner in digital tourism innovation.
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More than 70 percent of Sub-Saharan Africa’s population is under 30, giving countries like Kenya the chance to build youth-driven platforms–such as booking apps, mobile payments, and virtual tours–that can connect local operators with global markets.
But sustainability remains a pressing challenge.
Iconic destinations such as the Maasai Mara and Kenya’s coastline face mounting pressure from overtourism and climate change.
Al Nowais has urged countries to embrace “regeneration, not just growth” as the measure of success.
South Africa, with its developed infrastructure and global brand, is being urged to focus on inclusion and storytelling.
Initiatives in township tourism, cultural festivals, and wine regions could gain greater visibility through strategic storytelling ecosystems backed by UNWTO.
Al Nowais emphasized that tourism strategies should be shaped by local leadership and values, not just by government agendas.
Her vision aligns with African Union priorities on youth empowerment, digital transformation, and climate resilience.
She argues that investment in digital infrastructure is not a luxury but a necessity to unlock Africa’s potential in tourism.
For Africa, analysts say three steps are key: invest in youth-led digital innovation, embed regenerative principles in conservation, and amplify African storytelling.
“Africa is not just a destination. It is the future of global tourism,” Al Nowais said.
