UN Tourism Chief Urges Africa to Place People at Heart of Tourism Growth Strategy in Seychelles
UN Tourism Secretary-General Shaikha Al Nuwais has issued a powerful call to African governments and tourism stakeholders to place people firmly at the centre of the continent's tourism development agenda. Speaking at the High-Level Dialogue during the 69th UN Tourism Regional Commission for Africa (CAF) Meeting held in Mahé, Seychelles, on 2 July, Al Nuwais argued that strategic investment in skills, digital readiness and women's empowerment will ultimately determine the future competitiveness of Africa's tourism industry. For sub-Saharan African travel professionals, her message resonates strongly with the daily realities of running businesses that depend heavily on well-trained, motivated and forward-looking talent.
Addressing ministers, policymakers and industry leaders from across the continent, Al Nuwais insisted that tourism must evolve into a career of choice for young Africans, rather than a fallback option pursued out of necessity. She urged countries to build a workforce genuinely capable of meeting the sector's growing demands, particularly as air connectivity, new source markets and digital transformation reshape the global travel landscape. Describing her first visit to Seychelles as "a call to disconnect, or maybe even to reconnect back to earth," she praised the island nation's dedication to preserving its natural beauty and cultural identity while celebrating its 50th anniversary of independence.
She congratulated Seychelles on its national theme, "Our People, Our Identity, Our Destiny," describing it as a perfect reflection of the pivotal role tourism has played in shaping the country's economy, identity and international relationships. According to Al Nuwais, the Seychelles experience offers valuable lessons for the wider continent as destinations expand air connectivity and pursue new visitor markets. She revealed that her discussions with President Dr. Patrick Herminie repeatedly returned to the importance of building a skilled workforce to support tourism growth, especially as Seychelles expands into emerging markets including China. "Connectivity brings opportunity. But people turn opportunity into growth," she said, emphasising that sustainable tourism depends on human capital as much as on infrastructure.
With an estimated 72 million young people unemployed across Africa, Al Nuwais described tourism as one of the continent's greatest opportunities for job creation. However, she cautioned that realising this potential will require governments and industry leaders to equip young people with practical, market-relevant skills while embracing digital technologies and artificial intelligence. She outlined three clear priorities: skills that match real jobs, digital and AI readiness, and reshaping how tourism careers are perceived by society. Challenging her audience to reflect on how many of them began their own professional journeys in tourism, she reminded them that the sector has the power to deliver meaningful careers, personal growth and cross-cultural connection. "Ours must be a sector people choose not out of desperation, but out of aspiration," she declared.
The Secretary-General also placed strong emphasis on gender inclusion as a driver of sustainable tourism across Africa. She commended First Lady Veronique Herminie for championing women's leadership through the Women in Sustainable Tourism Association, describing such initiatives as vital to building resilient communities. "When women are supported, communities are strengthened. And when young people are skilled, destinations are transformed," she said.
Turning her words into action, Al Nuwais announced the launch of a Mentorship Programme for African Women, aimed at expanding leadership opportunities for women across the tourism sector. She acknowledged Sierra Leone's Minister of Tourism, Nabeela Farida Tunis, for helping to bring the initiative to life. In parallel, she confirmed that the UN Tourism Online Academy would introduce scholarships for African member states, prioritising women, young people and rural communities to widen access to tourism education and professional training.
Calling for greater investment in people rather than infrastructure alone, Al Nuwais reminded delegates that genuine hospitality is created through human interaction. "Buildings do not create hospitality. People do," she said, urging African governments to carry the lessons of Seychelles into their own classrooms, communities and workforce development strategies. Her closing message was direct and inspiring: "The future of African tourism will not be built by chance. It will be built by choice. By believing in Africa's people. They are not waiting for the future. They are ready to build it."
The High-Level Dialogue formed part of the broader 69th UN Tourism Regional Commission for Africa meetings, which brought together tourism ministers and industry leaders from across the continent to shape strategies for a more inclusive, resilient and competitive tourism sector.
For African travel professionals, the takeaway is clear. Investing in staff development, embracing digital tools, championing women in leadership positions, and building tourism careers as genuine aspirations will not only strengthen individual businesses but also elevate the continent's collective tourism offering on the global stage in the years ahead.
