The African tourism industry has been urged to undergo a rebirth and reposition itself as a major contributor to the global economy by harnessing strategic partnerships, driving sustainable investments, and promoting a borderless African tourism market. This call to action came during the official launch of the Africa International Tourism and Economic Council (AITEC-World), held at the Abuja Continental Hotel (formerly Sheraton Hotels), where leading voices from across the continent gathered to chart a new course for African tourism and economic development.
At the event, Honourable Catherine Afeku, former Minister of Tourism, Arts and Culture of the Republic of Ghana, challenged the leadership of AITEC to expand their vision beyond the continent and open membership to international organisations as a way to attract meaningful investments into Africa’s growing tourism sector. She emphasized that Africa’s tourism potential could only be fully realized if stakeholders prioritize data gathering, embrace new technologies, and work to dismantle restrictive borders that stifle movement and economic activity.
According to Afeku, one of the biggest gaps facing African tourism is the lack of reliable and accessible data. “There is no database for Africans to know about Africa. So, first, we need data gathering so that, at the click of a button, we can access tourism sites across all the countries on the continent. We need data to promote our tourism potential,” she explained. She urged AITEC to champion robust data systems that would not only promote African destinations but also provide accurate information to travelers, governments, and investors.
Afeku also highlighted the importance of integrating tourism with technology, explaining that Africa’s tourism ecosystem must be simplified and digitized to remain competitive in the global economy. “If you are here in Abuja and would like to visit Zambia, you should not have to leave your home or office to go through a complicated process. With technology, this can be seamless,” she said.
She further called for advocacy on visa-free travel across African countries, urging AITEC to establish committees that will engage African governments and continental bodies such as the African Union (AU), ECOWAS, and the African Continental Free Trade Area (AfCFTA). She noted that many of the existing protocols for free movement and economic integration have already been signed, but implementation and ratification at the national level remain slow. Removing these barriers, she argued, will strengthen intra-African travel and position tourism as a powerful driver of economic growth.
Speaking at the launch, the President of AITEC, Ambassador Dine Bouraima, underscored the Council’s commitment to transforming the African tourism sector into a globally competitive industry. He announced that the organisation will work with African governments and private stakeholders to establish a revolutionary system for collecting and analyzing statistical data on tourism across the continent. This initiative, according to him, will provide comparable and up-to-date information between African countries, enable real-time monitoring of market trends, and guide both public policy and private investment decisions.
“What we have launched is not just an institutional initiative. It is a concrete mechanism, designed to deliver measurable results. In ten years, if we succeed, the indicators will speak for themselves: more visitors, more investments, more jobs, and an Africa better integrated into global economic exchanges,” Bouraima stated. He added that Africa’s future in tourism and the global economy depends on its ability to embrace openness, collaboration, and innovation.
The launch of AITEC-World marks a significant milestone in Africa’s efforts to reposition tourism as a vital pillar of sustainable economic growth. With stakeholders now focused on strategic partnerships, data-driven planning, and the removal of restrictive borders, the African tourism industry has the opportunity to not only thrive within the continent but also strengthen its presence on the global stage.
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