Africa Speaks with One Voice: G20 Panel Highlights Continental Unity and Opportunity Through Tourism

OOn the sidelines of the 2nd G20 Tourism Working Group meeting currently underway in Durban, Africa’s Travel Indaba kicked off its BONDay with a powerful plenary session titled ‘Africa’s Voice at the G20 – A Continental Collaboration for Future Tourism Opportunities.’ The session brought together thought leaders from across sectors who urged the continent to rally as one in shaping global tourism policy and practice.

The panel offered a candid and deeply practical look at what Africa’s tourism future could hold under the banner of South Africa’s G20 Presidency. Guided by the 2025 G20 theme of Solidarity, Equality and Sustainability, panellists explored how the continent’s youthful population, cultural wealth and growing travel sector could reshape global narratives, if Africa speaks with a unified voice.

‘Africa has the power to influence global tourism frameworks,’ said Lethabo Sithole, a trade and investment lawyer with a pan-African footprint. ‘Tourism already supports over 24 million jobs on the continent. It’s time our voice helps shape the rules, especially around the movement of people, visa policies and trade in services. These are not abstract issues; they define whether African travellers can experience their own continent affordably.’

Sithole pointed to how intra-African leisure travel remains far more expensive than flying to Europe. ‘It’s cheaper to attend an event in Europe than it is to the same in the African continent. That’s not sustainable. We need tourism diplomacy that’s backed by aligned policy frameworks, cultural exchange and access.’

Speaking from the entrepreneurial frontlines, Zimasa Vabaza, a media entrepreneur and small business economist, unpacked the four tourism priorities under South Africa’s G20 leadership: Artificial Intelligence (AI) and innovation, tourism financing, air connectivity, and resilience.

‘AI is levelling the playing field for small tourism businesses,’ said Vabaza. ‘It gives access to new markets and streamlines operations. But more importantly, we must talk about narrative ownership. Sustainability also means speaking well about ourselves, about what is working. That’s the kind of advocacy that shapes perception and builds momentum.’

‘Unspoken positivity is a lost opportunity,’ he added.

Jacqui Mabuza, Head of Commercial at Cruises International, agreed, saying local pride is foundational to global success.

‘South Africans need to speak positively about our own destinations. Be your own ambassador,’ she said. ‘We are more than just one city. AI and tech have made discovery seamless, but our voices are still the most authentic marketing tool we have.’

The conversation also touched on collaboration across sectors, from education to transportation and community development, as a driver of sustainable growth.

‘We cannot build sustainable tourism in isolation,’ said Dr Vumi Msweli, entrepreneur and philanthropist. ‘Tourism needs to be co-owned across regions like SADC, ECOWAS and EAC. Unity is not a cliché, it’s a strategy. We must begin marketing our diversity as a strength: francophone, lusophone, anglophone, this is what makes Africa remarkable.’

Dr Msweli called for a deeper embrace of inclusive tourism that includes universal accessibility that reflects ‘the fullness of who we are as a continent.’

The session was moderated by media personality Carol Ofori, who steered the dialogue toward actionable takeaways for delegates attending the Durban meeting.

South Africa’s hosting of the G20 in 2025 marks a historic moment, the first time the summit is held on African soil. The Tourism Working Group is expected to produce an action plan focused on the four key pillars agreed upon under South Africa’s Presidency:

· People-centred AI & Innovation

· Tourism Financing & Investment

· Air Connectivity

· Enhanced Resilience

‘We don’t just want a seat at the table,’ concluded Sithole. ‘We want to help design the offering.’

As the continent looks ahead to the G20 Tourism Ministers’ Meeting in Mpumalanga in September and the Heads of State Summit in November, it’s clear that Africa’s voice is not only present, but also clear, purposeful, and determined to shape the future of tourism for generations to come.