In a stirring message to mark Africa Union Day 2025, the Secretary-General of UN Tourism, Zurab Pololikashvili, has called for a bold reimagining of the tourism sector in Africa—one that prioritises fairness, opportunity and empowerment for African people and communities.
“On this Africa Day,” he stated, “we come together to honour the strength, resilience and shared identity of Africa and its people across the world. It is a day to celebrate the continent’s cultural richness, its youth-driven dynamism, and its growing leadership on the global stage.”
Speaking in alignment with the African Union’s 2025 theme—which calls for reflection on the past while shaping a more just and inclusive future—Pololikashvili emphasised that “justice is an ongoing effort and one that demands bold partnerships and transformative action.”
At the heart of his message was a call to harness the power of tourism as a tool for social and economic transformation.
“Tourism can be one of the strongest drivers of that transformation,” he declared. “It connects people across cultures and continents. It creates jobs, especially for young people and women. It fosters understanding, pride, and belonging.”
However, he stressed that tourism must be developed with a purpose and equity at its core. “When developed in the right way—sustainably and inclusively—tourism can help address inequalities and open doors to opportunity for those who need it most.”
A tourism industry that serves Africa first
Pololikashvili reaffirmed UN Tourism’s strong belief in Africa’s potential, stating: “Africa’s history, traditions, landscapes, and communities have so much to offer the world. But for tourism to be truly impactful, it must serve African people first.”
This, he said, means building systems that are just and inclusive. “That means building systems that are fair. Investing in skills that empower. Supporting creativity and entrepreneurship. And ensuring that the benefits of tourism are shared broadly and justly.”
Across the continent, he noted, “we are seeing inspiring efforts to use tourism as a force for renewal, to support education, preserve cultural heritage, and create meaningful livelihoods.”
These efforts, he added, are being championed by a “new generation of leaders, many of whom are using technology, art and innovation to reimagine Africa’s place in the global tourism economy.”
Marking the organisation’s 50th anniversary, the Secretary-General also reiterated UN Tourism’s commitment to standing in solidarity with African nations and communities.
“At UN Tourism, we are proud to stand alongside African nations and communities in this journey. Through partnerships rooted in trust and mutual respect, we are committed to ensuring that tourism contributes not just to growth, but to justice,” he said.
He urged all stakeholders to take this opportunity to reshape tourism into a driver of equity, ensuring that the future we create embodies the aspirations, perspectives and leadership of Africans and the African diaspora.
“As we mark the 50th anniversary of UN Tourism, we recommit ourselves to a vision of tourism that uplifts, empowers, and unites. Let us seize this moment to reimagine tourism as a force for fairness, and to ensure that the future we build reflects the hopes, voices, and leadership of all Africans and people of African descent,” he concluded.
