Today, September 27, the world marks World Tourism Day 2025, celebrated under the theme “Tourism and Sustainable Transformation.”
It is a reminder that tourism is not simply about leisure or travel numbers but about shaping economies, preserving cultures, protecting ecosystems, and creating opportunities that last for generations.
In his message for the day, UN Secretary-General António Guterres highlighted that tourism is a “powerful driver of transformation.”
It fuels local economies, creates jobs, builds infrastructure, and strengthens bonds between people and places.
Yet he also cautioned that tourism can harm the very destinations it celebrates if it is not managed responsibly.
His call was clear – urgent action is needed to reduce emissions, conserve biodiversity, and ensure that growth is both inclusive and sustainable.
UN Tourism Secretary-General Zurab Pololikashvili added another dimension, urging the world to look beyond numbers and reflect on tourism’s true impact on societies and the planet.
Sustainable transformation, he said, can only happen if we embrace innovation, invest in education, and listen to new voices – particularly the youth, women, and marginalised communities.
This global call resonates deeply with Africa.
For the past year, through this column Explore Africa, I have engaged with the triumphs and the trials of African tourism. It feels fitting that this one-year milestone of the column coincides with World Tourism Day.
The moment provides an opportunity to take stock of where we are, what progress has been made, and how Africa can contribute meaningfully to the sustainable transformation of global tourism.
Continent rich in stories
Over the last year, I have reflected on destinations across the continent, from the castles of Cape Coast which carry both the pain of history and the promise of remembrance, to the vibrant wildlife corridors of Botswana that show how nature and tourism can co-exist.
I have walked the plains of Amboseli in Kenya with Mount Kilimanjaro as a majestic backdrop, and witnessed how Sierra Leone and Kinshasa are carving out spaces for cultural and heritage tourism.
These journeys confirm what many already know – Africa does not lack treasures.
What it needs is investment, storytelling, and infrastructure that can elevate these treasures into sustainable tourism products.
At the same time, I have not shied away from the challenges.
The devastating impact of galamsey – illegal small-scale mining – continues to scar our landscapes, poison rivers, and threaten eco-tourism in Ghana and beyond.
It is one of the starkest examples of how short-term exploitation undermines long-term sustainability.
If Africa is serious about using tourism as a development driver, then protecting our environment must be a non-negotiable priority.
Africa’s place globally
Events like the Magical Kenya Travel Expo, which I had the chance to follow closely last year, highlight how Africa is positioning itself on the global tourism stage.
Such platforms are not merely about marketing destinations; they are about building partnerships, fostering innovation, and aligning with global trends that now put sustainability at the heart of tourism development.
This is also the lens through which I look forward to the Creatives Connect Afrika Forum and Festival scheduled for November in Accra.
Tourism is not only about landscapes and heritage sites; it is also about the creative economy – music, film, fashion, and art – all of which tell Africa’s story and attract visitors to our shores.
If we can connect tourism with creativity, sustainability, and continental integration under AfCFTA, then we will be building a sector that truly transforms lives.
Looking ahead, moving forward
As World Tourism Day reminds us, the sector’s future depends on our ability to act boldly and inclusively.
For Africa, this means investing in transport networks that connect our regions, adopting digital tools that make travel easier, empowering local communities to benefit directly from tourism, and protecting the natural and cultural heritage that makes this continent unique.
For me personally, this milestone also marks a small shift. Beginning October 6, Explore Africa will move to Mondays, a proposal embraced by my editors and welcomed by me. Mondays are symbolic – they represent beginnings and set the tone for the week.
As the column takes its new place at the start of the week, it will continue to raise hard questions, tell inspiring stories, and explore how Africa can position itself in a global tourism landscape that is demanding both innovation and sustainability.
Parting words
On this World Tourism Day, we are reminded that tourism is not just about moving people across borders but about transforming societies, preserving our planet, and investing in future generations.
As the UN Secretary General notes, the celebration would be more profound if we invest in “education and skills, especially for women, youth and marginalised communities; supporting micro, small and medium-sized enterprises; and advancing climate action by reducing emissions across the tourism sector, conserving biodiversity and protecting fragile ecosystems.”
Africa, with all its richness and resilience, must seize this moment to lead not from the margins but from the centre.
And as Explore Africa enters its second year, I look forward to continuing this journey with you – reflecting on the choices, opportunities, and challenges that will shape the future of tourism on our continent.
And as Pololikashvili notes, “On this global day, we celebrate tourism’s ability to drive growth and provide opportunity for all.
And we do so mindful of our responsibility to ensure that growth and change are both inclusive and sustainable.”
