The global tourism sector is celebrating the World Tourism Day annually on 27 September. This year’s theme as declared by the United Nations (UN) is “Tourism and Peace: Fostering Unity through Tourism in Africa”. This could not be more timely or significant for the world in general, and Africa in particular. The African Tourism Board (ATB) in collaboration with the African Union (AU), will be joining the world in celebrating this day belatedly through a virtual seminar today. It’s an extraordinary privilege for me to be appointed as the MC for this event. As someone who has spent much of my career in diplomacy and nation branding, I have seen firsthand how tourism can transcend borders, cultures, and histories to create shared understanding and foster peace.
The idea that tourism can be a vehicle for peace is powerful and, in many ways, uniquely suited to Africa. Our continent is home to unparalleled diversity – both in landscapes and cultures – yet it is often the divisions and conflicts that capture global headlines. However, through tourism, we have the opportunity to change this narrative. Tourism opens the door to dialogue, bringing people together to experience each other’s cultures, traditions, and perspectives. It fosters mutual respect and provides platforms for nations and communities to collaborate, not only on economic ventures but also on social and cultural exchanges.
The event seeks to explore this connection between tourism and peace by showcasing how tourism has been successfully harnessed as a tool for reconciliation in African nations. Tourism-driven peace initiatives have been instrumental in healing post-conflict societies, allowing people to see beyond the wounds of history and focus on a future of cooperation. By highlighting these success stories, we aim to encourage African nations to further use tourism as a means of bridging divides, whether political, ethnic, or geographical.
Moreover, tourism has the power to contribute to long-term peace and stability by driving sustainable economic growth. By promoting responsible tourism practices that protect the environment and respect local cultures, we create inclusive economic opportunities that benefit all sectors of society. When communities thrive economically, the foundations for peace are strengthened, as people are more inclined to protect the stability that allows for continued prosperity.
This virtual gathering brings together a range of stakeholders, from policymakers and tourism industry leaders to peacebuilders, in order to identify strategies for maximising tourism’s positive impact. It’s not just about promoting Africa as a tourism destination, but about using tourism to contribute to the AU’s broader vision of an integrated, peaceful, and prosperous continent. Tourism’s ability to support the Agenda 2063, particularly its goals for a peaceful and united Africa, is profound. Through dialogue and collaboration, we can ensure that tourism remains a vital tool for socio-economic development and unity across Africa.
The speakers at the event will delve into a range of critical topics centred on the theme of tourism as a force for peace and unity in Africa. HRM Dr. Prince Lethukukhanya Mzilikazi will set the tone with an exploration of tourism’s potential as a catalyst for socio-economic growth and peace, highlighting how travel fosters cross-cultural understanding and bridges divides. Hon. Philda Nani Kereng will focus on the role of tourism in reconciliation efforts, emphasising its ability to mend post-conflict societies and bring about long-lasting harmony. Mr Nkereuwem Onung will share practical examples of tourism-driven peace initiatives that have successfully transformed communities in Africa. In addition, Daria Bogdanova will illustrate ministry success stories, further showing how tourism has positively impacted development. The panel discussion will cover topics such as tourism’s capacity to drive investment, technology, and cross-cultural dialogue, the importance of sustainable tourism practices for stability and prosperity, and the vital role of community-based tourism in fostering social cohesion in rural areas. Indeed, the conversation will also align with the Vision 2063, underscoring tourism’s role in building a peaceful and integrated future for the continent.
This event presents a pivotal opportunity to change the global narrative on brand Africa by showcasing the continent’s strength, resilience, and potential through tourism. For too long, Africa has been associated with conflict and underdevelopment in global discourse. However, events like this allow us to reshape these perceptions, focusing instead on Africa’s vibrant cultures, diverse landscapes, and the power of its people to foster peace and unity through tourism. By highlighting success stories of tourism-driven peace initiatives and collaborative efforts across the continent, we are reinforcing Africa’s position not just as a world-class tourism destination, but as a beacon of innovation in leveraging tourism for socio-economic development and reconciliation. This narrative shift is essential to promoting a more balanced and positive image of Africa on the global stage, one that reflects the continent’s contributions to peace, unity, and sustainable progress. Through this event, we are driving a movement that will elevate Africa’s brand, attracting more international engagement, investment, and tourism, while also celebrating the continent’s heritage and future possibilities.
In line with the theme of fostering unity through tourism, I call upon all African countries to sign and ratify the Protocol on the Free Movement of People and Goods across the continent. This protocol is not just a legal framework; it is a critical step toward unlocking Africa’s vast potential. By easing the movement of people, goods, and services, we will create an interconnected Africa where tourism can thrive, driving economic growth, cultural exchange, and peacebuilding efforts. The ability to travel freely across borders will encourage more intra-African tourism, deepen our mutual understanding, and create shared opportunities for development. If we are to achieve the vision of an integrated, peaceful, and prosperous Africa, then the free movement of people is not just desirable but essential. Now is the time for African nations to embrace this bold step towards unity, collaboration, and growth.
To register to attend, please click here.
As I take on the role of MC, I look forward to guiding discussions that will inspire new ideas, partnerships, and initiatives. This is a moment for Africa to lead globally in showing how tourism can be a force for peace, unity, and development. Together, we can harness the transformative power of tourism to build bridges, break down barriers, and create a more peaceful Africa for future generations.
Tujenge Afrika Pamoja! Let’s Build Africa Together!
Enjoy your weekend.
Saul Molobi (FCIM)
PUBLISHER: JAMBO AFRICA ONLINE
and
Group Chief Executive Officer and Chairman
Brandhill Africa™
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