When Shaikha Al Nowais became the first Emirati, and the first Arab woman, elected Secretary-General of the United Nations World Tourism Organization (UNWTO), it was more than a symbolic breakthrough.
Her victory offers Africa, and countries like Kenya and South Africa in particular, a chance to reshape how the global tourism economy is governed.
During her campaign, Al Nowais made a bold call to “reposition Africa not just as a destination but as a driver of the global tourism agenda.” She rooted her platform in digital inclusion, equity, and regeneration, making it clear that Africa’s future is not to be managed from the outside but co-authored from within.
“Africa deserves not only to benefit from tourism, but to lead in shaping its governance,” she said. “I see Africa as a market and as a movement rich in solutions, knowledge, and leadership.”
Kenya: Digital innovation meets cultural wealth
Kenya already has a reputation as a top safari destination, but under Al Nowais’s agenda the story could be very different. She has argued that “Africa’s young people are already digital leaders. What they need now is access to infrastructure, funding, and global visibility.”
With more than 70 percent of Sub-Saharan Africa’s population under 30, countries like Kenya are well positioned to harness digital tourism platforms, booking apps, virtual tours, mobile payments , to elevate local entrepreneurs and community-based tourism. Nairobi’s thriving tech ecosystem could become a hub for the UNWTO’s proposed regional innovation labs, giving small operators and artisans access to training, AI tools, and global markets.
At the same time, Kenya faces hard questions about sustainability. The Maasai Mara, Amboseli, and the coast are under pressure from overtourism and climate change. Al Nowais’s call for regenerative tourism “Regeneration, not just growth, must be our North Star” resonates deeply. For Kenya, that means measuring success by community benefit and ecological restoration, not only by visitor numbers.
South Africa: Inclusion and storytelling power
South Africa brings different strengths and challenges. With a sophisticated tourism infrastructure, diverse cultural heritage, and a globally recognized brand, the country has long been a leader in the sector. But inequality in who benefits from tourism remains stark.
Al Nowais has insisted that her mandate is about “listening, co-creating, and delivering.” She has also warned against strategies driven only by bureaucrats seeking re-election, urging instead a system where local values and leadership define the narrative.
South Africa’s vibrant township tourism initiatives, cultural festivals, and wine regions could gain greater global visibility if backed by UNWTO’s push for storytelling ecosystems. Al Nowais cited the EU’s Spaces of Culture 2025 as a model of “strategic storytelling” that can deepen impact. South Africa has both the creative industries and the entrepreneurial talent to anchor similar initiatives on the continent.
A continental moment
Al Nowais’s agenda aligns closely with African Union priorities on youth empowerment, digital transformation, and climate resilience. By linking tourism with climate adaptation, she is bridging gaps often sidelined in policy debates.
She has argued that digital infrastructure is “not a luxury, it’s a human right.” For Africa, that is a challenge and an opportunity. Investment in digital tools for tourism could build more resilient economies, create jobs, and offer new pathways for young people from Cape Town to Kisumu.
But this moment is not automatic. Without clear strategies, political stability, and strong local policies, Africa risks seeing yet another global agenda pass it by while benefits leak abroad.
The Way Forward
For Kenya and South Africa, three priorities stand out: Invest in youth-driven digital tourism by harnessing local tech talent to create platforms that give artisans, guides, and small operators global reach.
The other priority is regenerative principles by ensure national parks, coastal zones, and cultural sites are not just protected but restored, with communities at the heart of benefit-sharing.
This as well as telling Africa’s own story by build ecosystems of filmmakers, writers, musicians, and local entrepreneurs to reframe the global narrative of African tourism.
Al Nowais has promised reform, but Africa must step up to shape the agenda. As she put it: “Africa is not just a destination. It is the future of global tourism, and I intend to help the world see that.”
If Africa seizes this opening, they can turn tourism from a fragile revenue stream into a foundation for inclusive, sustainable growth. The continent has waited long enough to move from the margins to the center of global tourism governance.
