Tanzanian President Samia Suluhu Hassan emphasized the importance of strategic branding, marketing, and research to foster sustainable tourism in Africa. Speaking at the inaugural World Travel and Tourism Council (WTTC) summit in Kigali, she highlighted the continent’s abundant natural and cultural attractions as key contributors to the economy. President Suluhu urged African nations to craft compelling narratives and brand identities, prioritizing conservation efforts, and embracing sustainable tourism practices. Emphasizing the need for research and data analysis, she stated that informed decisions are crucial for achieving sustainable growth.

The three-day summit, themed ‘Building Bridges to a Sustainable Future,’ serves as a platform for industry leaders, experts, and government representatives to discuss resilience, the impact of AI, emerging markets, and sector challenges and opportunities. President Suluhu called for a positive narrative about Africa, challenging the era of fake news, and emphasized the continent’s role in the present, not just the future.

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Arnold Donald, Chair of WTTC, highlighted the council’s 33-year advocacy for the positive impact of travel and tourism on economic growth, human health, and happiness. He underscored the role of the summit in addressing critical issues such as security, digitization, seamless travel, and sustainability.

Burundian Vice President Prosper Bazombaza noted that the summit enables countries to address social, environmental, and economic challenges in the tourism sector. He emphasized the importance of strategic initiatives and partnerships to tap into untapped potential areas for development.

With Africa having the world’s youngest population, the WTTC predicts that, by 2033, $1 in every $13 created in Africa will come from travel and tourism, supporting 1 in 17 jobs. The sector is expected to contribute over $430 billion to the African economy, providing employment to more than 110 million people. In Rwanda alone, the travel and tourism sector is projected to contribute over $2.1 billion to the economy and generate nearly 568,000 jobs by 2033. Globally, the industry is expected to create almost 126 million jobs within the next decade.