ATLF206: Culture, investment and tourism take centre stage as Africa’s tourism leaders gather in Polokwane

As Africa’s Tourism Leadership Forum kicked off in Polokwane, South Africa, the lively atmosphere was set by a traditional marimba performance by members of the Badira Mmogo Cultural Group. The event brought together policymakers, tourism and hospitality leaders, investors and industry players from across the continent to discuss ways to boost cooperation and growth in the tourism sector.

The forum's presence in Limpopo province has provided the region with invaluable international exposure, according to Kwakye Donkor, CEO of Africa Tourism Partners. Bringing the event to Limpopo has allowed the province to showcase its tourism potential to an international audience, a task that would have taken considerable time and resources if the agency had to market the destination individually to each of the 32 participating countries.

South African Tourism Minister Patricia de Lille argued that the continent cannot build an integrated tourism economy if Africans face difficulties traveling between countries. She called for collaboration among governments, airlines, airports and private-sector players to establish viable routes, increase flight frequencies, reduce fares and make travel within Africa more accessible and affordable. De Lille emphasized that Africa must visit, invest in, and explore Africa to achieve this goal.

Migration was also a key topic, with de Lille acknowledging South Africa's responsibility to secure its borders while maintaining an open tourism economy. She stressed that managing irregular migration should not be mistaken for closing the country off from the rest of the continent.

Limpopo's Premier, Dr. Phophi Ramathuba, expressed her hopes for the forum, stating that it marks a new chapter for the province and an opportunity to position Limpopo as a gateway for African tourism, investment, trade and partnerships. She emphasized the province's ambition to benefit from inclusive economic growth through tourism.

UNESCO Director General France Khaled El Nany echoed the theme of connectivity, highlighting the importance of strengthening connectivity and supporting cultural and creative industries to diversify tourism and ensure its benefits are distributed more widely. UNESCO has recently strengthened its partnership with UN Tourism to advance sustainable, inclusive and resilient tourism that protects heritage while benefiting communities.

AfCFTA Secretariat Director of Trade in Services, Investment, Intellectual Property Rights and Digital Trade, Emily Mburu Ndoria, encouraged the forum to extend beyond discussions in Polokwane. She posed several questions about the forum's impact, such as enabling more Africans to travel within Africa, building stronger African tourism businesses and value chains, and making destinations more connected and competitive.