Do you believe the international narrative about Africa is changing because of tourism?

Absolutely. For decades, Africa was portrayed through a narrow, problem-focused lens. Today, tourism is helping to show another side of the continent—its creative youth, cultural diversity, immense natural heritage, and above all, its capacity for innovation. Social media, travel blogs, and digital platforms are spreading new narratives—more authentic, more diverse, and more positive. Africa is not a land of scarcity; it’s a land of opportunity.

Which African countries would you highlight for their current tourism management?

Morocco and Rwanda are both fascinating examples. Morocco for its sophisticated strategy to attract international markets and its mix of tradition and modernity. Rwanda for making sustainability a core value, with a clear commitment to conservation and ecotourism. South Africa, Kenya, and Ghana are also well-positioned. But what’s most exciting is the growing number of emerging destinations developing their own models tailored to their contexts.

The article also talks about tourism as a development tool. Can you elaborate on that?

Of course. Tourism, if managed wisely, can be a powerful tool to reduce inequality, generate employment, and empower communities. It’s not just a source of foreign currency—it’s a way to strengthen identity, protect biodiversity, and promote social cohesion. In Africa, where many communities safeguard millennia-old traditions and live in areas of great environmental value, tourism can offer an economic alternative that aligns with sustainability. But this requires planning, education, and governance that includes local stakeholders.

What are the main challenges African countries face in consolidating this tourism growth?

I’d say there are five key challenges: improving air connectivity within the continent, simplifying visa processes, ensuring security in certain areas, professionalizing the tourism workforce, and regulating against exploitative tourism. Climate change is another looming factor that will directly impact some destinations. The potential is undeniable, and what matters most is that many African authorities are now aware of these challenges and taking action.

How do you see the role of international cooperation in this process?

It’s crucial. It’s not about imposing models, but about building partnerships based on mutual respect. Organizations like UN Tourism, the African Development Bank, the World Tourism Organization (UNWTO), and various regional networks are working with African governments to implement effective public policies, strengthen legal frameworks, promote responsible investment, and provide reliable data for planning. Public-private partnerships are also vital for energizing destinations, sharing best practices, and attracting investors committed to sustainability.

If these projections come true, what do you envision for African tourism by 2030?

I imagine a continent with a more integrated network of destinations, cross-border cultural routes, thematic circuits—such as those linked to the African diaspora, spirituality, or biodiversity—and local communities that are far more empowered. I see Africa not as a peripheral player in global tourism, but as a central, innovative actor admired for transforming realities while staying true to its identity.

Lastly, what message would you like to share with readers and tourism professionals in Africa?

Tourism is not just an industry—it’s a powerful way to tell the world who we are. Africa has all the conditions to lead a new tourism model—one that is more human, more just, and more sustainable. And those working in this sector are building the future—with every project, every experience, and every smile they offer a visitor. Africa is not only ready to welcome the world—it is ready to inspire it.