Message of Elcia Grandcourt, UN Tourism Regional Director for Africa

Dear Esteemed readers,

In 2024, we witnessed the incredible strides that Africa's tourism sector has made. The region demonstrated resilience, creativity, and unity showcasing Africa as a global leader in recovery and innovation. In advancing the key priorities of the UN Tourism Agenda for Africa, we have fostered investments, empowered communities and strengthened regional collaboration, highlighting the transformative power of tourism as a powerful engine for sustainable development and growth.

Key highlights of the year include The 67th CAF Meeting and 2nd Regional Conference on Brand Africa  in Livingstone, Zambia, where leaders and stakeholders came together to explore how we can better position Africa as a premier global tourism destination. Zambia´s launch of the Tourism Doing Business: Investing in Zambia guide and the announcement of the ZITHS Mukuni International Academy for Tourism and Hospitality marked significant steps toward developing the next generation of African tourism leaders.

In Victoria Falls, Zimbabwe, The First UN Tourism Regional Forum on Gastronomy Tourism, , reminded us of culinary tourism's importance. Zimbabwe's efforts to create the Africa International Academy for Culinary Arts demonstrate how food can bridge cultures and empower local communities.

Meanwhile, Sierra Leone took bold steps to champion gender equality with The Women in Tourism Regional Congress themed: Beyond Empowerment to Education, Innovation and Finance Access. This was a powerful platform for advocating women´s leadership in tourism and fostering a more inclusive future for all.

Through the Brand Africa initiative, we are telling a new story – one that reflects the vibrancy, resilience and the immense potential of the continent. The positive growth recorded this year highlighted Africa's recovery efforts, with countries like Tanzania, Morocco, and Mauritius reporting remarkable growth in international arrivals and tourism receipts.

This year also provided opportunities to discuss key issues shaping the future of Tourism. In Botswana, young entrepreneurs, creative industries and visa openness took center stage. In Cabo Verde, discussions focused on diversifying tourism offerings. Rwanda showcased how cultural and adventure tourism as along with sports, are driving innovation and attracting global attention.

Discussions around the UN Tourism International Network of Sustainable Tourism Observatories brought together stakeholders to share best practices to align regional efforts with global sustainability goals.

As we step into 2025, I am excited about what lies ahead. Major events like the 2nd UN Tourism Africa Americas Summit in Zambia, the 68th CAF Meeting in Nigeria, the 2nd UN Tourism and ICAO Ministerial Conference on Tourism and Air Transport in Africa, in Angola and the 26th UN Tourism General Assembly in Saudi Arabia promise new opportunities to build on our momentum..

To all leaders, stakeholders, travelers or champions of Africa´s story, I would like to thank you for your continued support and belief in our shared vision. As we close this year, I wish you a joyous holiday season and a prosperous 2025. Together, let´s keep building a brighter, more connected future for Africa through the transformative power of Tourism.

Season´s Greetings and Happy New Year 2025!