By Saul Molobi
The Executive Secretary of the United Nations Economic Commission for Africa (ECA), Claver Gatete, underscored the vital role of tourism in fostering sustainable economic development at the official launch of the IGAD Sustainable Tourism Master Plan (2024-2034). The event, held in Addis Ababa, was attended by high-ranking officials, including Dr. Workneh Gebeyeh, Executive Secretary of the Intergovernmental Authority on Development (IGAD), and other prominent dignitaries from IGAD member states.
During the ministerial session, the ECA Executive Secretary emphasized that tourism is far more than a simple industry. “Tourism is a gateway to economic prosperity, cultural exchange, and sustainable development,” the Secretary noted. Despite the challenges posed by macroeconomic pressures, climate change, and access to financing, tourism holds significant potential for job creation, especially for Africa’s burgeoning youth population.
Tourism’s Global Context and Regional Potential
In 2019, international tourist arrivals reached 1.5 billion globally, contributing a staggering US$9 trillion to the global economy. Although the COVID-19 pandemic caused a significant decline in tourism, the sector has shown resilience. Africa reached 92% of pre-pandemic tourist levels by 2023, contributing notably to GDP and employment. The continent’s travel and tourism market is projected to generate $23.37 billion in revenue by 2024, with a growth rate of 7.49%.
With its abundant tourism assets, the IGAD region, which includes Djibouti, Eritrea, Ethiopia, Kenya, Somalia, South Sudan, Sudan, and Uganda, is uniquely positioned to benefit from this growth. The ECA Executive Secretary highlighted the diverse attractions across the region, from Djibouti’s volcanic landscapes to Kenya’s renowned safari parks and Uganda’s mountain gorillas. Ethiopia, with its rich cultural heritage, natural beauty, and historic landmarks such as the rock-hewn churches and the remains of “Lucy,” is positioned to become a tourism leader both regionally and globally.
Unlocking the Potential of the IGAD Sustainable Tourism Master Plan
The newly launched IGAD Sustainable Tourism Master Plan outlines a vision for unlocking the tourism sector’s full potential in the region. However, the ECA Executive Secretary stressed that achieving this vision requires strategic actions, particularly in infrastructure development and technological readiness.
“Well-developed transport systems, including air transport, improved connectivity, and enhanced energy capacity are central ingredients for the tourism sector to thrive,” the Secretary stated. The African Continental Free Trade Area (AfCFTA) also presents a significant opportunity for regional tourism by facilitating increased trade volumes and resource generation.
Additionally, the private sector is expected to play a pivotal role in the Master Plan’s implementation. Public-private partnerships (PPPs), supported by appropriate government incentives, will be critical to realizing the tourism sector’s potential.
Harnessing Data for Tourism Growth
As part of its commitment to enhancing the tourism sector, the ECA has introduced the Tourism Satellite Account (TSA) in various countries, including Ethiopia, to help measure tourism’s contribution to GDP, employment, and investment. “Data is the cornerstone for growth,” the ECA Executive Secretary asserted, noting that accurate data enables governments and stakeholders to make informed decisions and better de-risk investment opportunities.
A Call for Collective Action
The Executive Secretary concluded by calling for a collective effort from governments, private sector players, and international partners to bring the Master Plan to life. “Today’s meeting is not just about launching a plan. It is about building a coalition of stakeholders,” the Secretary emphasized, highlighting the importance of regional and international collaboration to position the IGAD region as a top global travel destination.
In a final note, the Executive Secretary invited the audience to the re-inauguration of the Africa Hall in Ethiopia on October 21, a historic event marking the rebirth of the birthplace of the Organization of African Unity (now the African Union). The restoration of this Pan-African symbol, gifted by Emperor Haile Selassie, is expected to add another jewel to Ethiopia’s tourism crown.
Conclusion
With the IGAD Sustainable Tourism Master Plan officially launched, the region stands at the cusp of a new era for tourism. By leveraging its rich cultural and natural assets, improving infrastructure, and fostering public-private partnerships, the IGAD region aims to become a global leader in sustainable tourism, driving economic growth and regional integration in the process.