DURBAN — Deputy Minister of Tourism Maggie Sotyu has called for increased innovation and strategic partnerships to propel the continent’s tourism sector into a new phase of expansion. Speaking at the Business Opportunity Networking Day (BONDay) in Durban, Sotyu signaled that African tourism has moved beyond recovery and is now positioned for significant economic growth.
The BONDay event serves as the official precursor to Africa’s Travel Indaba 2026, which is being held under the theme “Unlimited Africa: Growing Africa’s Tourism Economy.” The programme focuses on critical pillars including digital transformation, sport tourism, and policy development to enhance destination competitiveness across the continent.
Sotyu identified tourism as a primary driver for job creation and investment, citing World Bank data that showed the industry supported one in ten jobs globally in 2024. She emphasised that for Africa to remain competitive, the sector must address challenges such as infrastructure, market access, and safety through agile and united efforts.
The Deputy Minister highlighted the essential role of micro, small, and medium enterprises (MSMEs) as the backbone of the tourism value chain. She noted that empowering these local businesses is vital for creating shared prosperity and ensuring that the economic benefits of tourism reach households directly.
Innovation and technology were also central to the Deputy Minister’s address. She urged stakeholders to embrace digital platforms and bold storytelling to market African destinations. Sotyu pointed to the continent’s cultural heritage, music, and fashion as unmatched assets that provide a competitive edge in the global market.
The South African government continues to advocate for public-private partnerships as the only sustainable way to grow the industry. While the state provides the necessary policy frameworks and infrastructure, Sotyu remarked that the private sector is required to bring the investment and market responsiveness needed to unlock the continent’s full potential.
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