Africa’s Tourism Renaissance: Empowering Communities, Shaping the Future
In a powerful address for Africa Union Day 2025, UN Tourism Secretary-General Zurab Pololikashvili championed a transformative vision for the African tourism sector, one that prioritizes fairness, opportunity, and empowerment for local communities. This message resonates deeply with the African Union’s 2025 theme, emphasizing the ongoing pursuit of justice and a future built on inclusivity.
Pololikashvili’s call to action centers on leveraging tourism as a catalyst for social and economic change. He underscored tourism’s potential to connect people globally, create jobs, particularly for youth and women, and foster a sense of pride and belonging. However, he stressed that this potential can only be realized through sustainable and inclusive development, ensuring that tourism benefits those who need it most.
The Secretary-General emphasized the importance of an Africa-centric approach to tourism, where the continent’s rich history, traditions, and diverse communities take center stage. This vision necessitates fair systems, investment in empowering skills, support for entrepreneurship, and equitable distribution of tourism’s benefits.
Pololikashvili highlighted the inspiring initiatives already underway across Africa, where tourism is driving renewal, supporting education, preserving cultural heritage, and creating sustainable livelihoods. He acknowledged the new generation of leaders who are leveraging technology, art, and innovation to redefine Africa’s position in the global tourism landscape.
Reaffirming UN Tourism’s commitment to Africa, Pololikashvili pledged continued support through partnerships built on trust and mutual respect. He urged stakeholders to embrace this opportunity to reshape tourism into a driver of equity, ensuring that the future reflects the aspirations and leadership of Africans and the African diaspora.
This vision aligns with positive trends in African tourism. The sector has demonstrated remarkable resilience, rebounding strongly from the pandemic. International tourist arrivals reached 74 million in 2024, a 7% increase from 2019, positioning Africa as the second-fastest-growing region globally. Tourism’s economic impact is substantial, contributing over \$169 billion to Africa’s GDP in 2021 and supporting 24 million jobs.
Several development initiatives are already in motion, including UN Tourism’s investment in education and skills development through tourism academies and technical cooperation projects. South-South cooperation, as exemplified by the Punta Cana Declaration, is fostering collaboration between Africa and the Americas to boost tourism investment and enhance safety and security.
Digital transformation is also playing a key role, with platforms revolutionizing tourism marketing and consumption. However, challenges remain, including infrastructure deficiencies, political instability in certain regions, and the need for environmental conservation.
For African travel professionals, Pololikashvili’s message presents both a challenge and an opportunity. By embracing sustainable practices, investing in skills development, and fostering partnerships, they can contribute to a tourism sector that empowers communities, preserves cultural heritage, and drives economic growth. This transformative vision offers a pathway to a more just and prosperous future for African tourism, one where the continent’s unique offerings are celebrated and its people reap the rewards.
