John Ololtuaa, the Principal Secretary for Tourism, has called for collaboration among African states to overcome existing barriers in attracting investment and enhancing capacity building in the tourism sector.
Speaking at the 67th Meeting of the UN Tourism Regional Commission for Africa (CAF) held in Livingstone, Zambia, Ololtuaa emphasized the importance of government policies and incentives designed to attract foreign investment.
“In Kenya, we have seen a consistent influx of international hotel chains entering the market, and we encourage our governments to implement policies that benefit the tourism sector and ensure the safety of our destinations,” said Ololtuaa.
The annual UN Tourism forum serves as a platform for African member states to collaborate on shaping the future of tourism on the continent. Key issues discussed included promoting sustainability in tourism through improved education, skill development, and strategic investments that foster growth while ensuring the safety of tourism destinations.
The forum also addressed critical topics for the continent, such as sustainability, inclusiveness, the development of tourism infrastructure, human resources in the tourism sector, digitalization, and product diversification. UN Tourism Secretary General Zurab Pololikashvili urged African states to continue leveraging the support provided by the organization to create investment guidelines.
According to the United Nations World Tourism Organization (UNWTO) World Tourism Barometer report for 2024, global tourism continued its recovery in 2023, reaching 88 percent of pre-pandemic levels with an estimated 1.3 billion international tourist arrivals.
Additionally, the latest data from the Economic Survey 2024 indicates that the tourism sector performed better in 2023 compared to 2022, with international visitor arrivals increasing by 35.4 percent to 2,086,600, surpassing 2019 levels and achieving a recovery rate of 102.5 percent.
This improvement is largely attributed to growth in the aviation sector and the hosting of major conferences in the country.
Industry data shows that arrivals to Kenya from Africa account for 41 percent, compared to 29 percent from Europe, highlighting the growing trend of Africans exploring destinations within the continent. This trend has been further supported by the elimination of visa requirements in favor of an Electronic Travel Authorization (ETA), facilitating easier access for travelers, including those from Africa.
The latest Economic Impact Report (EIR) from the World Travel & Tourism Council (WTTC) reveals that the African travel and tourism sector is projected to create nearly 14 million new jobs over the next decade, averaging 1.4 million new jobs each year.
