The 7th Africa Tourism Leadership Forum emphasized sustainable tourism, intra-African travel, and investment while promoting inclusivity and regional collaboration.
The 7th Africa Tourism Leadership Forum (ATLF) recently took place in Gaborone, Botswana, from September 4 to 6, 2024, marking another pivotal moment in Africa’s tourism development efforts. Hosted at the Gaborone International Convention Centre, the forum brought together over 500 participants from 43 countries, including key stakeholders from the travel, tourism, hospitality, and aviation sectors. This year’s theme, “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investments,” underscored the need to reduce travel restrictions across Africa, encourage investment, and foster a collaborative environment for tourism growth.
Botswana’s Vice President and Acting President, Slumber Tsogwane, officially opened the forum, emphasizing the role tourism plays as a significant driver of economic diversification across the continent. Tsogwane noted that tourism is a critical economic pillar for Africa and that Botswana’s efforts to establish itself as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) events are part of its broader economic strategy. His address also reaffirmed Botswana’s commitment to hosting the ATLF for three consecutive years, following its successful stints in 2022 and 2023.
Key Themes and Focus Areas
The 2024 ATLF focused on three primary areas: sustainable and inclusive tourism, boosting intra-African travel, and empowering women, youth, and small businesses. These thematic areas align with Africa’s broader goals of driving inclusive economic growth while ensuring environmental and cultural sustainability. Tsogwane highlighted the need for responsible tourism practices that balance growth with the protection of Africa’s rich cultural heritage and natural landscapes. Botswana, for instance, is leveraging its renowned wildlife tourism offerings, such as the Okavango Delta and Chobe National Park, while simultaneously promoting adventure and cultural tourism to attract more regional and global visitors.
In terms of sustainability, the forum recognized the importance of reducing Africa’s carbon footprint while enhancing its appeal as a competitive travel destination. Several panel discussions at the event addressed the intersection of tourism, culture, and environmental conservation, exploring ways to preserve Africa’s natural and cultural heritage as tourism demand grows. These sessions highlighted the continent’s commitment to shaping a more sustainable and resilient future for its tourism industry.
Promoting Intra-African Travel and Investments
One of the key objectives of the forum was to promote intra-African travel by reducing barriers such as visa restrictions and improving regional connectivity. Intra-African travel remains a significant untapped opportunity, as many African countries continue to face challenges related to fragmented aviation networks and restrictive travel policies. The forum’s discussions emphasized the need for improved regional integration, particularly under the African Continental Free Trade Area (AfCFTA) agreement, which seeks to facilitate the seamless movement of people and goods across borders.
Zurab Pololikashvili, Secretary-General of the United Nations World Tourism Organisation (UNWTO), praised Africa’s efforts to boost connectivity and regional integration, noting that international tourist arrivals to Africa have increased by 5% compared to pre-pandemic levels. He also emphasized the critical role that Africa’s creative and cultural industries play in driving tourism growth and enhancing the continent’s image globally. Botswana, as the host nation, was lauded for its strong tourism brand, with Pololikashvili commending its diverse wildlife and rich cultural heritage, which have positioned it as a top-tier global destination.
Empowerment and Inclusivity
The empowerment of marginalized groups, particularly women and youth, was another central theme of the forum. Vice President Tsogwane stressed the importance of empowering these groups within the tourism sector to ensure broad-based economic growth across Africa. By fostering entrepreneurship and providing opportunities for small and medium-sized enterprises (SMEs), the forum aimed to create a more inclusive tourism industry that benefits communities at all levels.
Tsogwane also discussed Botswana’s National Tourism Strategy and Master Plan, which delineates the country into eight Tourism Development Areas (TDAs). These areas are designed to spread tourism activities beyond traditional destinations, creating new opportunities for economic growth in regions that have historically been underserved by the tourism sector. The strategy also aims to diversify Botswana’s tourism offerings, complementing its established wildlife tourism products with cultural and adventure tourism experiences.
Looking Ahead
As the 7th Africa Tourism Leadership Forum concluded, stakeholders were urged to adopt a private sector-driven approach to tourism growth. The discussions and collaborations fostered at the forum are expected to result in actionable steps that will advance tourism development across Africa. The forum reaffirmed Africa’s commitment to building a sustainable, inclusive, and resilient tourism industry that can drive economic growth and create jobs across the continent.
The event also highlighted Botswana’s strategic focus on becoming a hub for MICE events, reinforcing its position as a key player in Africa’s tourism landscape. With the continued support of partners like the UNWTO and the African Tourism Partners, the ATLF remains a vital platform for shaping Africa’s tourism future and promoting investment across the region.
The forum closed with an invitation from Tsogwane for delegates to explore Botswana’s renowned tourist attractions, further strengthening the country’s reputation as one of the most exciting wilderness destinations in the world. As Africa continues to shape its tourism future, events like the ATLF are crucial in driving collaboration, innovation, and sustainable growth.