A central theme of the event was the challenges faced by emerging tourism businesses across Africa. Although public funds like the Tourism Equity Fund are in place, young entrepreneurs continue to face barriers such as slow and bureaucratic disbursement processes. During his remarks, Jabu Matsilele, president of the Small Tourism Enterprise Association (STEA), emphasized the urgent need to streamline these processes to enable faster access to capital and to support the growth of tourism operators capable of attracting international visitors.
In response, STEA introduced an innovative three-tier support plan tailored to the different stages of business development:
Level 1, aimed at new entrepreneurs in need of training and access to the sector.
Level 2, for growing businesses seeking to scale up with professional mentorship.
Level 3, designed for well-established companies aiming to attract international tourism.
This holistic model is intended to support businesses from inception to maturity, ensuring that no stage in the entrepreneurial journey is left behind.
The summit also placed a spotlight on the transformative potential of youth. It celebrated young people as catalysts of change through new management approaches, digital tools, and forward-thinking business models. These emerging leaders not only brought fresh ideas but also demonstrated a strong commitment to breaking away from outdated systems in favor of more sustainable and inclusive tourism practices.
Beyond idea-sharing, the event featured a youth entrepreneurship fair and the Youth Innovation Challenge, platforms where participants could showcase their initiatives and receive direct support. According to THENSA and Africa Tourism Partners, winners received cash prizes of up to USD 1,000, while finalists were admitted into the Africa Tourism Innovation Hub, where they will receive technical support during the first months of 2025.
This innovation hub—developed in collaboration with Cape Peninsula University of Technology and the Namibia University of Science and Technology—is expected to strengthen participants’ technical and managerial skills by offering a solid academic and professional support network. The first cohort will begin activities in the first quarter of 2025, establishing a permanent innovation space within the continent’s tourism sector.
Recent data supports the relevance of this youth-focused approach. In May 2025, tourism accounted for 3.3% of South Africa’s GDP, with nearly 8.9 million international visitors recorded in 2024, and 1.8 million jobs created within the sector. This underscores that investing in youth and innovation is not just a future-oriented strategy, but a timely and effective response to the pressing need for economic recovery.
Working sessions at the summit also facilitated alliances between established tourism players and emerging projects, aiming to build synergies and foster collaborations that strengthen the regional ecosystem. Critical topics such as improving access to funding, mentorship opportunities, and the internationalization of businesses were identified as cross-cutting priorities.
Looking ahead, the summit outlined several key strategies:
Streamlining and accelerating funding mechanisms.
Expanding the digital and technological reach of emerging tourism enterprises.
Promoting ongoing mentorship and training programs.
Encouraging strategic partnerships among stakeholders across the sector.
The 7th Africa Youth in Tourism Innovation Summit proved to be much more than just a conference: it embodied a real commitment to future generations and laid the foundations for a vibrant, prosperous, and renewed African tourism sector. As host nation, South Africa reaffirmed its leadership by showcasing how the combination of youth, technology, and strategic vision can transform such a vital industry. The legacy of this edition will echo far beyond Johannesburg, charting a clear path toward a new era of innovation and growth for the continent.
