However, the challenge of sustainability looms large. Iconic destinations such as the Maasai Mara and Kenya’s coastal areas are already feeling the effects of over-visitation and climate change. Al Nowais proposed that the key measure of success should not be sheer growth but regeneration: restoring ecosystems, empowering communities, and creating tourism models that renew rather than deplete natural and cultural resources.
Countries like South Africa have also been called on to rethink their strategies: to capitalize on their well-developed infrastructure and global recognition while ensuring social inclusion and authentic storytelling. Initiatives such as township tourism, cultural festivals, and wine routes could gain greater prominence if combined with strategic narrative ecosystems supported by the UNWTO.
Al Nowais’s vision aligns with the African Union’s priorities in three main areas: youth empowerment, digital transformation, and climate resilience. For her, investing in digital infrastructure is not a luxury but a necessity to unlock Africa’s full tourism potential.
Analysts agree on three essential actions to drive this momentum: encouraging youth-led digital innovation, embedding regenerative principles in environmental conservation, and amplifying African storytelling in all its forms. “Africa is not just a destination. It is the future of global tourism,” Al Nowais concluded.
This call does not emerge in a vacuum: African tourism is already showing signs of transformation. Opportunities in luxury tourism have grown considerably, though concerns persist about whether the benefits truly reach local communities and suppliers. It has also been noted that a significant portion of foreign tourist spending leaks out of the continent due to “all-inclusive” packages operated by international companies.
To counter these financial leakages, the UNWTO promotes training programs, sustainable certifications, and support for community entrepreneurship, with special emphasis on linking the tourism sector to locally added value such as products, services, gastronomy, and crafts. In some countries, tourism has even been incorporated into the final years of secondary education and university studies in order to strengthen internal capabilities.
Countries that have already initiated reforms in this direction stand as examples of what may come. Botswana, South Africa, and Kenya have introduced mechanisms such as tourism taxes to fund conservation initiatives, community infrastructure, and support for local tourism. And while large-scale companies continue to dominate sectors such as luxury tourism, increasingly visible movements advocate for public–private partnerships that channel part of tourism revenues into social and environmental development.
The roadmap promoted by the UNWTO therefore signals a profound shift: it is no longer enough to showcase breathtaking landscapes or market safari adventures. Africa must reclaim control of its own tourism narrative—from rural communities to major cities—while empowering young entrepreneurs and digital leaders. Only in this way can the continent assume a leading and sustainable role in global tourism throughout the 21st century.
