Kenya’s Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, highlighted that one of the most outstanding elements of the expo was its integration with the Africa Tourism Investment Forum — a platform designed to encourage dialogue between investors, policymakers, and tourism entrepreneurs, helping transform ideas into concrete projects with a real impact on African destinations. Miano also underscored that cultural assets such as film, music, and local festivals should be recognized as valuable tourism resources capable of creating jobs, particularly for young people.
Francis Gichaba, Chairperson of the Kenya Tourism Board, pointed out a striking paradox: while Africa accounts for around 10% of global tourist arrivals, it receives less than 4% of the world’s tourism investment. Faced with this imbalance, Gichaba urged the creation of effective bridges between buyers and sellers to reactivate African tourism by connecting demand opportunities with viable projects.
This call for change comes at a time when Africa stands out as one of the best-performing regions in global tourism recovery in 2025, as Kindiki noted. But to sustain that recovery and reduce vulnerability to external shocks — such as global crises, pandemics, conflicts, or shifts in traveler preferences — governments and the private sector must work together under supportive policies, clear regulations, and innovative financing models.
The vision that emerged from the expo focused on transitioning from a tourism model reliant on major traditional attractions to one that embraces diversity — integrating nature, culture, creativity, and local experiences. Achieving that transformation requires investment, training, innovative proposals, and, above all, regional and international cooperation. To this end, African tourism bodies must coordinate strategies and share best practices aimed at strengthening the entire tourism value chain — from infrastructure and local services to promotion and environmental sustainability.
By the close of the event, a shared commitment had taken shape: to build a tourism sector that not only survives the challenges of the global landscape but thrives amid them. Kenya aims to lead that transformation in Africa, guiding the continent toward a stronger, more diverse tourism industry in which benefits are distributed more equitably and emerging destinations have a greater voice.
