Tourism, with its vast potential for fostering economic growth and cross-cultural exchange, is a vital component of development strategies in both Africa and the Americas. However, despite the wealth of natural and cultural resources these regions possess, the full potential of tourism has not been fully harnessed. This underutilization has prompted calls for strategic partnerships and investments to make tourism more sustainable, innovative, and competitive.
At the forefront of this push is Kenya’s Cabinet Secretary for Tourism and Wildlife, Rebecca Miano, who emphasized the need for enhanced cooperation between Africa and the Americas to stimulate tourism. Speaking at the inaugural Africa & Americas Summit in Punta Cana, Dominican Republic, CS Miano urged stakeholders to seize the opportunities presented by partnerships between the two continents. The summit, which attracted tourism experts, government officials, and private sector leaders, sought to explore common challenges while highlighting areas of growth in tourism investment, innovation, and capacity building.
The Africa & Americas Summit: A Platform for Collaboration
The Africa & Americas Summit was a timely event that gathered participants from both regions to discuss how to develop competitive tourism sectors in a way that is sustainable and aligned with the needs of local communities. Tourism, a major economic driver, can significantly contribute to national growth if managed effectively. However, challenges such as poor infrastructure, lack of investment, and limited connectivity between Africa and the Americas have hindered progress.
Miano’s participation in the summit signified Kenya’s commitment to leadership in this sector. She reiterated the importance of connectivity, both physical and digital, as a vital factor in promoting collaboration between the regions. “The true value of such summits lies in their ability to bridge divides and unlock new synergies,” Miano said, reflecting on how such partnerships could lead to growth in tourism. She pointed out that improving air connectivity through more direct flights between major cities in Africa and the Americas would enhance travel options, allowing easier movement of tourists between the continents.
Enhancing Connectivity: The Key to Expanding Tourism Corridors
One of the major hurdles facing tourism growth between Africa and the Americas is the lack of direct flights, making travel cumbersome and expensive. Miano highlighted that Africa could benefit greatly from more accessible travel routes and called for the establishment of additional direct air connections. This would not only stimulate tourism but also open doors to trade and investment. She also noted Kenya’s success with its visa-free regime for African countries and proposed expanding this model to facilitate smoother people-to-people exchanges with the Americas.
By removing the barriers to travel, countries like Kenya can position themselves as accessible destinations, rich with unique experiences. For instance, Miano noted how Kenya’s Indian Ocean port city of Mombasa offers a rare blend of beach, wildlife, and historical tourism opportunities, all within close proximity. The expansion of cruise line itineraries to Africa’s coast could attract more visitors from the Americas, exposing them to Mombasa’s UNESCO World Heritage site, Fort Jesus, and the authentic Swahili culture embedded in the region.
Sustainable Tourism: Leveraging Culture and History
CS Miano made it clear that for tourism to truly flourish, it must go beyond traditional travel experiences and embrace the richness of local cultures, history, and artistry. She emphasized the importance of incorporating cultural and historical elements into tourism offerings, allowing visitors to engage with the creative economies of their destinations. “We must recognize that culture, gastronomy, handicrafts, and local artistry add immense value to tourism,” Miano remarked. By creating authentic tourism experiences, countries can foster deeper connections between visitors and local communities while supporting small and medium-sized enterprises (SMEs) that drive local economies.
A major aspect of sustainable tourism is capacity building—equipping local communities and the workforce with the skills to deliver world-class services. At the summit, discussions centered on vocational training and the establishment of tourism academies that would offer educational programs tailored to the needs of the evolving global tourism industry. By investing in human capital, Africa and the Americas can build a workforce capable of meeting the expectations of international tourists while creating sustainable jobs.
Driving Investment in Tourism Infrastructure
Despite tourism’s potential as a key economic driver, it only represents about 5% of foreign direct investment (FDI) in Africa and the Americas, generating $5.6 billion annually. This gap presents a significant opportunity for increased investment in tourism infrastructure. The UN World Tourism Organization (UNWTO) Secretary-General Zurab Pololikashvili, who delivered the keynote address at the summit, underscored the need for greater focus on building infrastructure and educational programs to support tourism growth. Pololikashvili noted that while global FDI has decreased due to geopolitical tensions, Africa and Latin America have seen modest growth, driven by intra-regional investment. However, more is needed, particularly in building modern hotels, transportation networks, and tourism facilities.
One key area identified by the summit for improvement was the distribution of investment. Currently, over 60% of tourism investment in both regions is directed toward hotel construction, but this represents only a fraction of the broader infrastructure needed to sustain tourism growth. Investments must also target roads, airports, digital platforms, and cultural sites to ensure tourists have seamless and enriching experiences. By enhancing these areas, countries in Africa and the Americas can offer tourists a holistic travel experience that combines comfort with cultural exploration.
Opportunities for Growth: Post-Pandemic Resilience
The tourism sectors in Africa and the Americas have shown remarkable resilience in the aftermath of the COVID-19 pandemic. Africa recorded a 7% increase in tourist arrivals during the first seven months of 2024 compared to the same period in 2019, while the Americas have recovered 97% of their pre-pandemic visitor numbers. This recovery illustrates the strength and potential of these regions to become leading tourism destinations on the global stage. However, realizing this potential requires more than just regaining pre-pandemic momentum; it demands proactive strategies to attract investment and improve the quality of services offered.
Kenya’s leadership at the summit was particularly highlighted by its role as Chair of the UN Tourism Committee on Tourism & Competitiveness. The Kenyan delegation, led by Dr. Patrick Bucha and Ms. Wausi Walya, emphasized Kenya’s commitment to improving competitiveness in tourism, advocating for reforms that promote innovation and sustainability. This leadership role aligns with Kenya’s broader strategy of positioning itself as a tourism hub in East Africa, offering not only iconic wildlife experiences but also rich cultural heritage and modern amenities.
Conclusion: Forging a Path to Sustainable Tourism
The Africa & Americas Summit offered an invaluable opportunity for stakeholders from both continents to engage in dialogue about the future of tourism. CS Rebecca Miano’s call for greater partnerships between Africa and the Americas reflects a growing recognition that sustainable tourism can be a powerful tool for economic growth, cultural exchange, and environmental preservation. By focusing on improving connectivity, driving investment in infrastructure, and promoting cultural authenticity, Africa and the Americas can unlock the immense potential of their tourism sectors.
Ultimately, partnerships that transcend geographical and cultural boundaries will be essential to fostering tourism that is not only competitive but also sustainable. As Miano stated, “The true value of such summits lies in their ability to bridge divides and unlock new synergies.” Through collaboration, investment, and innovation, Africa and the Americas can build a future where tourism thrives, benefiting local communities and offering unforgettable experiences to visitors from around the world.
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