African tourism ministers, industry leaders, policymakers and investors gathered at the Meropa Hotel in Polokwane, Limpopo, for the 2026 Africa Tourism Leadership Forum (ATLF), calling for urgent, coordinated action to dismantle travel barriers, boost regional connectivity and unlock the continent’s vast economic potential.
The gathering brought together key stakeholders from across Africa to address the long-standing structural bottlenecks hampering regional tourism. Central to the discussions was the imperative to deepen cross-border cooperation, reduce restrictive visa and mobility barriers, and establish integrated tourism value chains capable of retaining economic value within the continent.
Tackling Travel Barriers and High Aviation Costs
Addressing delegates during the opening proceedings, South Africa’s Tourism Minister, Patricia de Lille, delivered a direct plea for an interconnected African tourism ecosystem. She urged governments, airlines, airport authorities and private-sector actors to collaborate on establishing viable regional flight routes, increasing flight frequencies and lowering prohibitively expensive airfares within the continent.
“Africa cannot build an integrated tourism economy if Africans continue to face difficulties travelling from one country to another,” De Lille said. “Governments, airlines, airports and private-sector players must work together to establish viable routes, increase flight frequencies, reduce fares and make travel within Africa more accessible and affordable. Because Africa must visit Africa. Africa must invest in Africa. And Africa must explore Africa.”
Minister de Lille also addressed ongoing regional immigration debates, clarifying that South Africa’s ongoing efforts to manage irregular migration and enforce border security should not be interpreted as a move towards isolationism. She maintained that securing national borders and maintaining an open, vibrant tourism economy that encourages lawful travel and trade are complementary goals.
Moving Beyond Discussions to Practical Execution
Echoing the call for tangible action over rhetoric, Emily Mburu-Ndoria, Director of Trade in Services, Investment, Intellectual Property Rights and Digital Trade at the AfCFTA Secretariat – representing Secretary-General Wamkele Mene – stressed that the forum’s success must be measured by post-conference implementation.
Mrs. Mburu-Ndoria challenged delegates to turn policy discussions into concrete frameworks that enable seamless movement, build resilient tourism enterprises and ensure African economies capture a larger share of the revenue generated by the sector.
“The African Tourism Leadership Forum provides an opportunity and an important platform to challenge existing approaches, generate new ideas, and build partnerships,” Mburu-Ndoria noted. “But the true measure of our discussions will be the progress we make after we leave Polokwane. Can we enable more Africans to travel within Africa? Can we build stronger African tourism businesses and value chains? Can we make our destinations more connected and competitive? Let us use this forum, not only to rethink trajectory, but to take the practical steps necessary to change it.”
She reaffirmed the AfCFTA Secretariat’s full commitment to working alongside member states, national tourism boards, investors and the creative industries to build an integrated and globally competitive market.
Economic Impact and Strategic Value for Host Destinations
The high-level event attracted delegates representing approximately 32 countries, with total attendance spanning individuals from over 60 nations. Outside the main hall, dynamic exhibition stands transformed the venue into a showcase of African destinations, hospitality services, investment ventures and cultural products.
For Kwakye Donkor, CEO of Africa Tourism Partners, hosting the event in Polokwane highlights the practical economic impact that hosting major business events brings to host regions. He noted that the forum provided Limpopo with international marketing reach that would have otherwise required substantial time and financial resources for the provincial tourism agency to achieve independently.
“The benefit of such events is not just about numbers – it’s about priceless brand equity, priceless visibility,” Donkor said, emphasizing that international exposure places secondary and tertiary destinations directly onto the global tourism map.
Limpopo Premier, Dr Phophi Ramathuba, described tourism as the backbone of the provincial economy and outlined ambitious plans to leverage the forum to establish Limpopo as a strategic northern gateway for continental trade, investment and cross-border partnerships.
“We want investors to see the opportunity. We want businesses to find new markets. We want entrepreneurs to establish meaningful partnerships and communities to benefit from inclusive economic growth,” Premier Ramathuba stated.
Sustainable Growth and Creative Sector Collaboration
The broader role of cultural heritage and connectivity in driving sustainable growth was reinforced by UNESCO Director-General, Khaled El-Enany. In a statement delivered to the forum, he highlighted that supporting creative industries and improving transport infrastructure are essential steps to diversifying tourism products and distributing economic benefits more equitably across local communities.
El-Enany pointed to an expanded partnership between UNESCO and UN Tourism established earlier in the year, designed to advance sustainable, resilient tourism development that protects natural and cultural heritage while delivering direct economic returns to host populations.
