Maggie Sotyu has called for stronger collaboration, innovation and community-driven growth to unlock the full potential of Africa’s tourism sector.
Speaking during the Business Opportunity Networking Day (BONDay), the official precursor to Africa’s Travel Indaba 2026, Sotyu said Africa’s tourism future depends on partnerships, innovation and empowering local communities.
The tourism gathering officially got underway in Durban on Sunday as delegates, policymakers, exhibitors and tourism stakeholders convened for discussions focused on policy, entrepreneurship, destination competitiveness, sports tourism, culture and digital transformation.
Held under the theme “Unlimited Africa: Growing Africa’s Tourism Economy”, the event runs from May 11 to 14 and is expected to generate major economic benefits for the host city and the broader tourism industry.
Addressing delegates, Sotyu described BONDay as more than just an opening programme, calling it “a celebration of Africa’s collective potential” during Africa Month, which honours the continent’s unity, resilience and shared aspirations.
She highlighted tourism as one of Africa’s strongest economic drivers, saying the industry continues to create jobs, attract investment and stimulate entrepreneurship despite global economic uncertainties.
“Tourism remains one of the continent’s most powerful economic drivers, creating jobs, attracting investment, stimulating entrepreneurship, and connecting Africa to the world,” Sotyu said.
However, she noted that the sector still faces challenges including infrastructure constraints, market access, safety concerns, skills development and changing global travel trends.
Sotyu said Africa is now entering a new phase of tourism expansion, with the continent ranked among the fastest-growing tourism regions globally according to UN Tourism Africa.
“This signals that the continent is no longer in recovery mode but entering a new expansion phase,” she said.
The Deputy Minister stressed that Africa’s tourism growth will require collaboration over fragmentation and innovation over complacency. She added that communities, entrepreneurs and micro, small and medium enterprises (MSMEs) remain central to the future of tourism across the continent.
Quoting World Bank statistics, Sotyu said tourism supported 357 million jobs globally in 2024, representing one in every ten jobs worldwide.
She said BONDay aims to inspire stakeholders to position tourism as a practical economic opportunity capable of uplifting communities and empowering small businesses across Africa.
Sotyu also highlighted the growing role of technology and digital platforms in shaping travel decisions and destination marketing, urging African destinations to embrace innovation and bold storytelling to remain globally competitive.
She further emphasised the value of Africa’s cultural and sporting assets, saying the continent’s music, heritage, fashion, cuisine and creative industries provide unique and authentic tourism experiences.
The Deputy Minister also called for stronger public-private partnerships, saying sustainable tourism growth cannot be achieved by governments or businesses working in isolation.
Positioning Africa’s Travel Indaba as more than a traditional trade exhibition, Sotyu described the event as a strategic platform for trade, policy dialogue, market access and partnership building across the continent.
She concluded by encouraging delegates and stakeholders to use the platform to strengthen partnerships, exchange ideas and pursue innovative solutions that will grow Africa’s tourism economy.
