The message at Indaba’s Business Opportunity Networking Day (BONDay), the precursor to Africa’s Travel Indaba 2024 (ATI2024), was clear – collectively, Africa’s potential for economic growth through tourism is “unlimited”.

And ATI2024 served as a catalyst for collaboration to advance fair trade, female empowerment, sustainability and addressing climate change, said South African Tourism CEO, Nombulelo Guliwe.

She added: “Let’s harness the power of tourism, not only to create lasting economic power but to cultivate greater understanding of who and what we are, thereby enhancing our destinations’ appeal and attractiveness to both domestic and international travellers.”

Deputy Minister of Tourism, Amos ‘Fish’ Mahlalela, agreed, noting in his BONDay opening address: “It is up to us as Africans to open the world’s eyes to what we have to offer as a continent and take charge of the narrative, because only when we are proactive, will we control our destiny.”

He said there was no more opportune time to do that than at Africa’s Travel Indaba, which takes place during May, which significantly, is also Africa Month.

“Today, we gather not merely as representatives of businesses, but as catalysts of change, and architects of a future defined by co-operation and collective success,” said Mahlalela.

“I therefore, invite you to explore our sector’s challenges with an open mind as we also celebrate the many successes we have been able to achieve over the last 30 years of South Africa’s democracy.”

Mahlalela further noted that Government was cognisant of the inequalities that still existed in South Africa.

“Therefore, I would like to thank organisations such as the South African Township and Village Tourism Association, SATOVITO, as well Women in Tourism and all the associations that have been developed to not only advance innovation but to foster transformation.

“Let us remain steadfast and unwavering in our commitment to mutual growth and prosperity for all the people in our country and the rest of the African continent.”

Africa’s tourism rebound

According to UN Tourism Regional Director for Africa, Elcia Grandcourt, Africa’s tourism sector has rebounded impressively, reaching 96% of pre-pandemic levels compared with 88% worldwide.

She added, however, that the continent was yet to fully harness the socio-economic benefits of tourism for its local communities.

“We need robust policies, strategies and innovative business models to help unlock the full potential of the continent’s tourism sector.”

Grandcourt said, in light of this, UN Tourism had rebranded with the tagline ‘Bringing the world closer’, with the objective of driving tourism as a powerful force for social and economic benefit.

“Under the realigned UN Tourism Agenda for Africa – Tourism for Inclusive Growth – we are committed to supporting member states and partners in harnessing tourism as a transformative sector for all,” she said.

Mahlalela concluded: “Let us remain steadfast and unwavering in our commitment to mutual growth and prosperity for all the people in our country and the rest of the African continent.”