Tshivhengwa: Africa needs to harness more tourism investments

As the world grapples with the aftermath of the COVID-19 pandemic, the tourism sector in Africa is faced with the daunting task of not only recovering but also harnessing more investments to propel its growth. Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, emphasized the critical importance of understanding the challenges hindering tourism investments in Africa and the strategies needed to overcome them. In a recent interview with CNBC Africa's Keamogetswe Mosepele, Tshivhengwa highlighted key themes revolving around prioritizing tourism as a catalyst for economic development, transitioning towards green tourism practices, and increasing Africa's share of the global tourism market. The discussion shed light on the potential of Africa's tourism industry, the imperative need for infrastructure development, and the pivotal role of collaboration and investment in realizing this potential. Tshivhengwa's insights offer a roadmap for stakeholders in the tourism sector to navigate the current landscape and unlock the continent's tourism potential. One of the fundamental challenges facing Africa's tourism sector lies in the need to prioritize tourism as a driver of economic growth. Tshivhengwa pointed out that historically, the continent has focused on extractive industries, such as mining, before considering sectors like tourism. He emphasized the necessity of educating policymakers on the economic value of tourism and its capacity to create employment opportunities, especially for the youth. Tshivhengwa stressed the importance of investing in infrastructure, including road networks, airport facilities, and streamlined visa processes, to enhance the tourism experience and attract international visitors. By repositioning tourism as a strategic economic sector and addressing infrastructure gaps, Africa has the potential to harness its rich cultural heritage and natural landscapes to boost tourism revenue. Moreover, the conversation delved into the significance of embracing green tourism and eco-friendly practices in response to climate change. Tshivhengwa underscored Africa's opportunity to leapfrog into sustainable tourism practices by leveraging renewable energy sources, recycling initiatives, and responsible waste management. However, he acknowledged the need for adequate funding and collaborative efforts between governments, private sector entities, and local businesses to implement green technologies and sustainable tourism models effectively. By aligning government policies with eco-tourism objectives and fostering a culture of environmental stewardship, Africa can emerge as a leader in promoting sustainable tourism practices and preserving its natural assets. In terms of increasing Africa's global share of tourism, Tshivhengwa acknowledged the continent's underrepresentation in the global tourism market, with its share currently below 5%. He emphasized the importance of repositioning Africa as a premier tourism destination through targeted marketing, infrastructure improvements, and investments in hospitality facilities. By enhancing domestic tourism, facilitating intra-Africa travel, and attracting international investors, Africa can showcase its diverse landscapes and cultural attractions to a global audience. Tshivhengwa highlighted the need for collaboration between local and international stakeholders to promote tourism investments and drive economic growth across the region. Key drivers towards positioning a region or destination as a tourism hotspot were also explored in the interview. Tshivhengwa emphasized the significance of destination marketing, skilled workforce development, infrastructure enhancement, and efficient transportation networks in shaping a desirable tourism destination. By investing in training programs, upgrading tourism infrastructure, and promoting sustainable transport options, regions can create a compelling tourism experience that attracts visitors and drives economic prosperity. Tshivhengwa's comprehensive insights underscored the interconnected nature of tourism development, infrastructure investment, and strategic partnerships in unlocking Africa's tourism potential. As Africa navigates the complexities of the global tourism landscape, Tshivhengwa's call to action resonates strongly - prioritize tourism as an engine for economic growth, embrace sustainable tourism practices, increase global visibility, and foster collaboration for lasting impact. The roadmap to realizing Africa's tourism potential is clear: invest in infrastructure, promote green tourism initiatives, and position the continent as a premier destination for global travelers. With concerted efforts and strategic investments, Africa's tourism sector stands poised to thrive and contribute significantly to the continent's economic development.