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UNWTO Chief Urges G20 to Harness Tourism for Sustainable Growth and Africa’s Rising Potential UNWTO Chief Urges G20 to Harness Tourism for Sustainable Growth and Africa’s Rising Potential

At the recent G20 Tourism Ministers Meeting held in Mpumalanga, South Africa, UNWTO Secretary-General Zurab Pololikashvili delivered a compelling call to action for global leaders to reimagine tourism not just as a sector recovering from crisis, but as a powerful engine for resilience, sustainability, and inclusive development worldwide. His address underscored the urgent need for the industry to evolve in the face of intertwined global challenges, often described as a “polycrisis,” including climate change, inequality, poverty, hunger, and geopolitical instability.

Highlighting the impressive rebound of international travel, Pololikashvili noted that 2024 saw 1.5 billion international arrivals, effectively matching pre-pandemic levels. Tourism exports in G20 economies reached a record \$2 trillion, while the sector’s direct contribution to GDP soared to \$3.4 trillion. Despite these encouraging figures, he warned against complacency, urging ministers to embed resilience into every policy and investment decision. “Every plan and investment must be stress-tested,” he emphasized, advocating for enhanced crisis preparedness, improved communication with travelers, and a strategic shift from focusing solely on visitor numbers to prioritizing long-term value and climate-resilient systems.

A central theme of the speech was the empowerment of micro, small, and medium-sized enterprises (MSMEs), which constitute the backbone of the tourism industry globally. Pololikashvili stressed the importance of equipping these businesses to navigate digital transformation and technological advances, ensuring they are not left behind in the sector’s evolution. He referenced the G20 Tourism Action Plan for Digital Innovation as a vital roadmap to expand digital access, foster smart infrastructure, and promote an inclusive digital future for tourism.

Economic incentives, he argued, must be deliberately designed to support women-led businesses, youth entrepreneurs, and vulnerable groups, while addressing regional digital divides that remain a significant barrier to equitable growth. The Secretary-General called for improved data governance, the deployment of AI-powered crisis management tools, and capacity-building programs to integrate MSMEs fully into the digital economy. He also highlighted a glaring gap in global development financing, noting that tourism receives less than 0.11% of Official Development Assistance despite its economic significance.

Pololikashvili celebrated the South African G20 Presidency and the recent inclusion of the African Union as a G20 member, declaring that Africa’s moment on the global tourism stage has arrived. He pointed out that while Africa accounts for nearly 19% of the world’s population, it currently captures only 5% of international tourism arrivals—a disparity he urged the global community to address by aiming to double this share to 10% in the near future.

The Secretary-General highlighted the continent’s growing investment opportunities, showcased at the recent Tourism Investment Summit in Cape Town, and stressed the critical need to dismantle barriers such as limited air connectivity, cumbersome visa processes, and skills shortages. These challenges, he argued, must be tackled head-on to unlock Africa’s vast tourism potential and foster sustainable economic growth.

Closing his address, Pololikashvili invoked the African philosophy of Ubuntu, reminding ministers that no nation can thrive in isolation. He portrayed tourism as a bridge to inclusion, sustainability, peace, and shared prosperity, urging collaborative efforts to build a future where tourism drives positive transformation for communities worldwide.

For Africa’s tourism sector, this message resonates deeply. It signals a growing recognition of the continent’s strategic importance and the need for targeted investments, policy reforms, and innovative partnerships that can elevate Africa’s share of global tourism. As the G20 continues to prioritize tourism within its agenda, the emphasis on resilience, digital innovation, and inclusivity offers a clear pathway for African destinations and businesses to harness emerging opportunities and shape a more sustainable and prosperous future.