United Nation’s World Tourism Organisation (UNWTO) Secretary-General Shaikha Al Nowais has challenged African countries to develop the tourism sector to improve foreign earnings.

She stressed that Africa must diversify and stop viewing the continent solely as a destination for visitors but instead position itself as a driver of global tourism and a leader in shaping the agenda in the sector.

Al Nowais who was nominated as the Secretary-General of the United Nations World Tourism Organization (UNWTO) for the 2026-2029 term, a historic milestone making her the first woman at the helm since the inception of the organisation some 50 years ago.

She called for a new approach that puts African nations at the centre of shaping tourism policies, stressing the need for digital inclusion, equity and regenerative practices.

“Africa is a market and a movement rich in solutions, knowledge and leadership,” she said, adding that Kenya, with its vibrant tech ecosystem, is seen as a frontrunner in digital tourism innovation.

More than 70 per cent of Sub-Saharan Africa’s population is under 30, giving countries like Kenya the chance to build youth-driven platforms such as booking apps, mobile phone payments and virtual tours that can connect local operators with global markets.

With sustainability, however, remaining a pressing challenge, with iconic destinations such as the Masai Mara and Kenya’s coastline facing mounting pressure from over tourism and climate change, Al Nowais has urged countries to embrace “regeneration, not just growth” as the measure of success.

South Africa, with its developed infrastructure and global brand, is being urged to focus on inclusion, and storytelling and initiatives in township tourism, cultural festivals, and wine regions could gain greater visibility through strategic storytelling ecosystems backed by UNWTO.

Al Nowais emphasised that tourism strategies should further be shaped by local leadership and values, not just by government agendas. Her vision aligns with African Union priorities on youth empowerment, digital transformation and climate resilience.

“Investment in digital infrastructure is not a luxury but a necessity to unlock Africa’s potential in tourism,” she said.

For Africa, analysts say three steps are key and that is to invest in youth-led digital innovation, embed regenerative principles in conservation, and amplify African storytelling. “Africa is not just a destination. It is the future of global tourism,” Al Nowais said.

An Emirati business leader with extensive experience in hospitality, she previously served as Executive Vice President of Owner Relations Management at Rotana Hotels and her leadership is expected to focus on innovation, sustainability and inclusive growth within the global tourism sector.

In Kenya, tourism is a significant job creator, with projections indicating the sector could support 1.7 million jobs and provide markets for various local businesses.

The sector is recognised as a powerful engine for economic growth, contributing to foreign exchange earnings and job creation even as the government aims to welcome five million tourists by 2027, significantly increasing current numbers and boosting the economy.

• A Tell Media / KNA report / By Wangari Ndirangu

Shaikha Nasser Al Nowais has been nominated as the Secretary-General of the United Nations World Tourism Organization (UNWTO) for the 2026-2029 term. Credit: Wangari Ndirangu