The 7th Africa Tourism Leadership Forum (ATLF) held in Gaborone, Botswana, from September 4 to 6, 2024, represented a significant step toward bolstering intra-African travel, tourism, and investment. Organized at the Gaborone International Convention Centre, the event attracted over 500 participants from 43 countries, including influential figures from the travel, tourism, hospitality, and aviation sectors. The forum’s focus on sustainable tourism and fostering regional collaboration, alongside promoting inclusivity and investment, provided a platform for stakeholders to address Africa’s tourism challenges and explore future growth opportunities.

Key Themes and Focus Areas

The ATLF’s central theme, “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investments,” underscored the need for a unified approach to reducing travel barriers within Africa, enhancing investment opportunities, and ensuring tourism growth benefits marginalized communities. These discussions took place amid a backdrop of global concerns about climate change and the need for environmentally responsible tourism development.

Sustainable and Inclusive Tourism

Sustainability was a prominent topic at the forum, with numerous discussions emphasizing the importance of reducing Africa’s carbon footprint. The goal of making African tourism more sustainable ties into global objectives like the United Nations’ Sustainable Development Goals (SDGs). African nations, blessed with abundant natural and cultural resources, have the potential to offer tourism experiences that respect environmental constraints while contributing to economic growth.

Vice President and Acting President of Botswana, Slumber Tsogwane, stressed the need for responsible tourism practices that balance tourism development with environmental conservation. Botswana, known for its wildlife tourism destinations like the Okavango Delta and Chobe National Park, has long pursued eco-friendly policies, seeking to preserve its natural heritage while promoting its tourism industry. With the rise in adventure and cultural tourism, Botswana has been pushing for a diversified tourism portfolio to cater to different types of travelers.

Panel discussions during the ATLF focused on how to integrate sustainable tourism practices across the continent. For example, creating carbon-neutral tourism activities, promoting local products and services, and improving infrastructure in a way that supports green initiatives were major points of discussion. Participants at the forum agreed that enhancing Africa’s sustainability in tourism would help protect its natural and cultural heritage, while increasing its competitiveness on the global stage.

Reducing Barriers to Intra-African Travel

Another key area of discussion at the ATLF was promoting intra-African travel by tackling the long-standing issues of fragmented aviation networks and restrictive visa policies. Intra-African travel remains an underutilized opportunity, with many African countries relying heavily on international tourism from outside the continent while neglecting regional visitors. Visa requirements, insufficient flight routes, and high travel costs have hindered the growth of tourism between African nations.

The African Continental Free Trade Area (AfCFTA) was a major topic of discussion in this context. Launched in 2021, AfCFTA aims to reduce tariffs and barriers to trade across Africa, including in the tourism sector. By improving regional integration, the agreement has the potential to unlock significant opportunities for travel and tourism growth within Africa. Participants at the forum called for greater political will to ensure that travel restrictions are lifted, allowing African citizens to explore their continent more freely.

Zurab Pololikashvili, Secretary-General of the United Nations World Tourism Organisation (UNWTO), praised efforts to enhance connectivity across Africa, pointing out that international tourist arrivals to Africa have risen by 5% compared to pre-pandemic levels. However, he also emphasized the need for deeper integration within Africa itself, noting that better regional cooperation in aviation and visa liberalization could significantly boost intra-African tourism. The UNWTO has been working with African nations to enhance tourism’s contribution to economic growth and job creation, while also supporting initiatives to improve the sector’s resilience in the face of future challenges.

Empowerment and Inclusivity

Empowerment of marginalized groups, particularly women and youth, was a core component of the ATLF’s discussions. Vice President Tsogwane highlighted the importance of empowering these groups within the tourism industry to ensure that the economic benefits of tourism are more widely shared. He emphasized that women and youth have immense potential to drive innovation and entrepreneurship in the tourism sector, particularly in areas such as small business development and community-based tourism.

Tsogwane also discussed Botswana’s National Tourism Strategy and Master Plan, which aims to diversify tourism activities across the country by creating new Tourism Development Areas (TDAs). This strategy seeks to distribute tourism more evenly across the country, rather than concentrating it in traditional hotspots. By expanding tourism into previously underserved regions, Botswana hopes to generate new economic opportunities for local communities, particularly those that have not traditionally benefited from the tourism industry.

The empowerment of Small and Medium-sized Enterprises (SMEs) was also a key focus, as SMEs represent the backbone of many African economies. Supporting these enterprises, particularly those led by women and youth, will be essential to ensuring a more inclusive tourism sector. The forum called for increased access to finance and capacity-building programs for SMEs in the tourism industry, alongside efforts to enhance their competitiveness in both domestic and international markets.

Investment and Private Sector Collaboration

Investment was another major theme at the ATLF, with calls for greater private sector involvement in driving tourism growth across the continent. The forum emphasized that the tourism sector needs substantial investment to develop infrastructure, improve services, and expand marketing efforts. Stakeholders also noted that private sector-driven initiatives could help Africa become more competitive in attracting global tourists.

The event highlighted successful examples of public-private partnerships in tourism, such as collaborations between governments and private companies to develop national parks, hotels, and transportation networks. These initiatives have not only improved tourism services but have also contributed to the conservation of natural resources and the creation of local jobs.

Pololikashvili emphasized that Africa’s creative and cultural industries are key drivers of tourism growth and can significantly enhance Africa’s global image. By investing in these sectors, African nations can diversify their tourism offerings, attract new markets, and create additional revenue streams. This will also help African countries build stronger brands that appeal to both regional and international tourists.

Conclusion and Looking Ahead

The 7th Africa Tourism Leadership Forum in Botswana marked a significant moment for the future of tourism on the continent. By addressing issues such as sustainability, inclusivity, intra-African travel, and investment, the forum provided a roadmap for the continued growth and development of Africa’s tourism industry. The event’s success lies not only in the discussions it fostered but also in the commitments made by stakeholders to implement tangible actions that will drive the industry forward.

Botswana, as the host nation, showcased its potential as a hub for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. The country’s efforts to position itself as a premier destination for international conferences and business tourism are part of its broader economic diversification strategy. Hosting the ATLF for three consecutive years has helped solidify Botswana’s standing as a key player in Africa’s tourism sector.

As the forum concluded, Vice President Tsogwane invited delegates to explore Botswana’s renowned tourist attractions, reinforcing the country’s reputation as a top destination for wilderness and adventure tourism. Looking ahead, the collaborations and partnerships forged at the ATLF are expected to result in actionable steps that will shape Africa’s tourism future, driving sustainable economic growth and creating new opportunities for communities across the continent.

With the support of organizations like the UNWTO and the African Tourism Partners, the ATLF continues to play a crucial role in advancing Africa’s tourism agenda, promoting investment, and fostering regional integration. As Africa strives to become a more competitive and sustainable tourism destination, forums like the ATLF will remain instrumental in guiding the continent’s journey toward a brighter tourism future.

Photo source: Google

By: Montel Kamau

Serrari Financial Analyst

12th September, 2024