Empowering Sub-Saharan Africa’s Youth Population in the Tourism Industry
By Shaikha Al Nowais
Sub-Saharan Africa boasts a youthful population, with 70% under the age of 30. This demographic presents a tremendous opportunity for the tourism industry on the continent. It is a chance to drive a new kind of tourism that embraces local values, fosters inclusive growth, promotes climate action, and amplifies Africa’s voice in the global arena.
Tourism has the potential to bridge cultural divides, create economic opportunities, and facilitate shared experiences across borders. As the industry gears up for another peak season, it is crucial to reflect on who is shaping its narrative and who is being excluded from the conversation.
In May, the UN will elect a new Secretary-General for Tourism, a role that plays a pivotal role in setting the global agenda for the industry. It is time for a forward-thinking leader who prioritizes South-South cooperation, understands the perspective of the youth, and collaborates with partners in the region to build inclusive tourism systems.
The industry needs to prioritize African innovation by giving local voices a seat at the table. This involves elevating tourism ministries from underrepresented regions, investing in rural and Indigenous-led tourism, and channeling resources towards sustainable infrastructure development. Initiatives like the EU’s Spaces of Culture 2025 program foster collaboration between Sub-Saharan Africa and Europe, creating opportunities for economic growth through cultural exchange.
Modernization is key to unlocking Africa’s tourism potential. The continent has seen significant technological advancements in recent years, with increased internet penetration, mobile connectivity, and investments in startups. Leveraging technologies like AI, data analytics, and smart mobile platforms can personalize travel experiences, optimize tourism flows, and promote equity in the industry. By providing digital infrastructure and training to small and medium-sized operators, Africa can harness its digital-savvy youth population to drive innovation and shared prosperity.
Furthermore, the industry must prioritize local values and sustainability. Regeneration, not just recovery, should be the guiding principle for tourism. This entails embedding sustainability into procurement processes, promoting eco-friendly design, and measuring success based on community well-being and environmental stewardship. Collaborative efforts like TUI Group’s partnership with local organizations exemplify socially sustainable investment projects that prioritize local values.
The upcoming UN election for Secretary-General of Tourism presents an opportunity to shape the future of African tourism. It is time to reimagine tourism as a force for empowerment, climate action, and global representation. Africa is not just a destination but a driver of tourism’s future, and it is essential for the continent to lead the industry on its own terms.
With a focus on inclusivity, climate alignment, and forward-thinking approaches, Africa can position itself as a leader in the new era of global tourism.
Shaikha Al Nowais is the UAE’s candidate for Secretary-General of the United Nations World Tourism Organization.
