SADC ministers calls for regional collaboration in tourism
Sharon Mathala | Monday May 19, 2025 07:24
Speaking at the ongoing Africa’s Travel Indaba in Durban, leaders stressed that joint efforts are vital to unlock the continent’s tourism potential.
“Gone are the days when we viewed each other as competitors,” Zambia’s Minister of Tourism, Rodney Sikumba, said during a panel discussion at the Inkosi Albert Luthuli International Convention Centre. “Africa has one resolve: working together.”
The four-day Indaba, one of Africa’s largest tourism trade shows, was officially opened by South African Deputy President Paul Mashatile. The event has attracted tourism boards, operators, and government officials from across the continent, including 39 exhibitors from Botswana showcasing under the national pavilion.
“We recognise that for Africa to realise its full potential, we must unlock the vast, untapped opportunities in the tourism sector within our own borders. “Tourism contributes significantly to Africa's GDP, directly and indirectly. “In 2023, travel and tourism contributed 6.8 percent to Africa's GDP, up from 5.9 percent in the previous year,” Mashatile said during the official opening.
For years, African countries have struggled to create cross-border tourism products, with each nation focusing primarily on promoting itself. But ministers this week warned that such an approach is unsustainable in a global market where travellers increasingly seek seamless multi-country experiences.
“We have problems of connectivity,” said Mozambique’s Secretary of State for Tourism, Fredson Bravo Bacar. “Tourists often find it difficult to travel from one African country to another. “Until we address this, we’re losing opportunities.”
The sentiment was echoed by Angola’s tourism delegate, who challenged African nations to rethink how they see themselves.
“We often complain when the West lumps us together and says ‘you’re from Africa’ yet we fail to work as a block. “Our tour operators must collaborate, remove internal barriers, and promote the continent as a single, compelling destination.”
The biggest hurdles, ministers said, include poor transport links, visa restrictions, and protectionist policies that have stifled interconnectivity. The ministers argued that open skies agreements, simplified visa regimes, and joint regional itineraries are no longer optional but necessary.
Botswana, which has long marketed its pristine wilderness and high-value, low-volume tourism model is amongst the countries that could benefit from a more coordinated approach. Whilst the country has built a reputation for exclusivity, integrating with neighbouring destinations could expand its appeal to broader markets.
The ministers stopped short of announcing any formal agreement but said ongoing talks within the SADC block would prioritise the creation of regional tourism corridors and shared promotional campaigns.
*Mathala is at Africa’s Travel Indaba in Durban at the invitation of South African Tourism