Tourism is one of Africa’s most promising sectors, contributing approximately 8.5% to the continent’s GDP and supporting over 24 million jobs, according to the African Union and the UN Tourism. It is not only a vital engine for economic growth but also a powerful catalyst for youth employment, entrepreneurship, and cultural exchange.
Africa’s Demographic: A Catalyst for Growth
Africa has one of the most favourable demographics globally. With over 70% of sub-Saharan Africa’s population under the age of 30, and a median age of just 19 years, the continent is home to the youngest population in the world. According to the United Nations, this youth population is expected to double by 2050, creating an unparalleled opportunity for economic transformation if harnessed strategically.
The youth bulge represents a massive potential workforce that can power the continent’s development but only if given access to education, skills, and meaningful employment. Tourism, as a labour-intensive and inclusive sector, is ideally positioned to absorb this demographic dividend.
Rising Middle Class: Driving Demand
Furthermore, Africa’s rising middle class estimated at over 313 million people, or more than 34% of the population (African Development Bank) is another transformative force. This emerging consumer base is driving demand for domestic travel, leisure experiences, and cultural tourism, thereby expanding internal markets and creating new business opportunities.
Additionally, increased mobile and internet penetration, expanding aviation networks, and investments in infrastructure are removing historic barriers to tourism development and creating fertile ground for innovation and growth.
A Strategic Vision for Youth Empowerment in Africa
Despite its immense potential, many young Africans face systemic barriers to entering the tourism workforce, including limited access to quality education, inadequate skills training, and scarce professional development pathways. Addressing these gaps is critical to transforming the tourism landscape.
If elected Secretary-General of UN Tourism, I propose a series of high-impact initiatives tailored to Africa’s context and aspirations:
1. Establishment of Centres of Excellence in Tourism Education
UN Tourism will spearhead the creation of regional “Centres of Excellence”, equipped with state-of-the-art facilities and curricula designed in partnership with leading universities and industry leaders. These centres will provide certified training in sustainable tourism, digital marketing, eco-tourism, hospitality management, and cultural heritage conservation, aligning academic knowledge with real-world needs.
2. Implementation of Tourism Apprenticeship Programs
In collaboration with hospitality brands, travel companies, and destination management organizations, UN Tourism will facilitate structured apprenticeship programs. These will offer hands-on experience in operations, customer service, event planning, and eco-tourism, addressing the “experience gap” often cited by employers and significantly increasing youth employability.
3. Creation of a Tourism Youth Council
A Tourism Youth Council, comprising youth representatives from across African countries, will be established to inform and shape tourism policy. This council will act as a permanent advisory body to UN Tourism, ensuring that youth perspectives are heard in strategy development and national tourism planning.
4. Initiation of Community-Based Tourism Projects
By empowering youth to design and lead community-based tourism initiatives, UN Tourism will encourage local entrepreneurship, preserve indigenous culture, and generate sustainable income. These projects will highlight Africa’s diverse cultural assets while contributing to rural revitalization and inclusive economic growth.
5. Launch of a Tourism Research and Innovation Fund
A dedicated fund will support young researchers and entrepreneurs to explore emerging tourism trends, digital transformation, green tourism practices, and local value chain integration. By investing in research and innovation, we will build a future-ready tourism workforce and policy environment.
The Impact
Through these initiatives, UN Tourism can:
- Create millions of new tourism-related jobs for young Africans by 2030
- Foster a dynamic, entrepreneurial ecosystem around sustainable tourism
- Bridge the education-employment gap in the tourism value chain
- Promote peacebuilding, cultural understanding, and social cohesion
- Position Africa not just as a destination, but as a trailblazer in regenerative, inclusive tourism
By investing in Africa’s youth through education, skills development, and inclusive opportunities, we are not only shaping the future of tourism – we are shaping the future of the continent. This is more than a policy agenda; it is a call to action to unlock the full potential of a rising generation ready to lead, innovate, and transform. With the right support, Africa can become a global beacon for youth-led, sustainable tourism that is rooted in culture, driven by innovation, and powered by its people. The time to act is now, and UN Tourism must lead the way.
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