President Cyril Ramaphosa says tourism has the potential to transform how Africa is perceived globally, while also creating jobs, attracting investment, and supporting economic growth across the continent.
Speaking at the opening of the Africa Travel Indaba in Durban, Ramaphosa told tourism leaders and international delegates that Africa must use tourism to showcase its cultural richness, heritage, and development potential rather than allowing negative stereotypes to dominate global narratives.
The four-day tourism and trade exhibition, hosted at the Inkosi Albert Luthuli International Convention Centre, has brought together tourism operators, investors, buyers, and government representatives from across Africa and abroad.
This year’s event is being held under the theme “Unlimited Africa: Growing Africa’s Tourism Economy,” focusing on investment, infrastructure development, small business growth, and expanding participation in the tourism sector.
Tourism seen as a tool to change Africa’s narrative
Ramaphosa said tourism offers more than economic opportunities, arguing that it can also become a powerful instrument for reshaping international perceptions of Africa.
According to the president, Africa’s identity should be defined by its history, diversity, and cultural sophistication rather than by conflict and poverty alone.
“It is tourism that can showcase our continent,” Ramaphosa said during his address.
“We are the continent where humanity originated from. We have rich heritage, beautiful landscapes, and sophisticated cultures that the world needs to see.”
He added that Africa’s tourism sector could play a major role in telling a more balanced and positive story about the continent while helping economies recover and expand.
Tourism remains one of South Africa’s important economic sectors, supporting jobs in hospitality, transport, retail, entertainment, and small businesses.
Industry leaders attending the Indaba are expected to engage in discussions aimed at strengthening regional tourism cooperation and attracting international travellers to African destinations.
Safety and infrastructure remain key challenges
While promoting tourism growth, Ramaphosa also acknowledged that safety concerns and political instability continue to affect the sector in several African countries.
He urged governments across the continent to prioritise security and create environments where tourists feel safe travelling.
“There must be greater focus on safety and stability,” the president said, adding that visitors need confidence that tourism destinations are secure.
Ramaphosa also stressed the importance of investing in infrastructure to improve the overall tourist experience.
According to him, high-quality roads, airports, public facilities, and attractive urban development projects can help position African destinations more competitively in the global tourism market.
“The infrastructure gaps must be addressed,” he said. “Infrastructure itself becomes an attraction when it is modern, functional, and visually impressive.”
Analysts say tourism is increasingly being viewed by African governments as a strategic sector capable of driving employment, foreign investment, and inclusive economic participation.
With global travel recovering after recent years of disruption, many African countries are now seeking to expand tourism partnerships and market the continent more aggressively to international travellers.
Source: Africa Travel Indaba and presidential address
