Africa Tourism Expo Promotes Growth of Cultural and Creative Economy

Notwithstanding the abundance of primary commodities like agricultural products, minerals, and raw materials in Africa, the continent is estimated to account for less than three percent of world trade. It is quite ironic that this is the case, considering the endowments in Africa, be it in terms of its natural endowments or its rich cultural resources. Not long ago, it seems, there was hope in Africa, with the advent of the African Continental Free Trade Agreement, known as AfCFTA, in 2018. It was believed that this new trade agreement would lead to new frontiers opening in the tourism, creative industries, among other fields that have inherent potential that has largely remained untapped.

The Power of Africa’s Creative Industries and Tourism
Africa’s creative economy and tourism sector are growing at a fast pace, driven by its unique festivals, rich culture, and historical attractions. From the Timgad International Music Festival in Algeria to the Maitisong Festival in Botswana, the continent is home to year-round events that can be transformed into sustainable sources of income. Festivals such as the Fete de la Musique in the Democratic Republic of Congo and the Festival of Auto de Floripes in Sao Tome and Principe not only celebrate African culture but also draw significant numbers of tourists.

In addition to its rich cultural festivals, Africa boasts iconic tourist attractions like the Pyramids of Giza in Egypt, Kunta Kinte Island in The Gambia, Victoria Falls in Zimbabwe, and the Eye of the Sahara in Mauritania. With the right tourism infrastructure in place, these cultural and natural assets can be fully utilized to boost the economy and increase global tourism revenue. Yet, despite these assets, Africa has not fully optimized its tourism potential. The Expo aimed to address this gap by showcasing the continent’s cultural and tourism strengths and emphasizing the importance of utilizing these resources for broader economic transformation.

The Expo’s Theme: Optimizing Africa’s Competitive Advantage
The Africa Tourism and Creative Economy Expo 2025 revolved around the theme “Optimizing Africa’s Comparative and Competitive Advantage for Accelerated Trade and Economic Growth.” The event aimed to encourage African countries to harness the full potential of their tourism and creative industries as key drivers of economic growth. It also emphasized the need for increased collaboration and the integration of cultural tourism into broader economic policies.

One of the key highlights of the Expo was the participation of Her Excellency Philda Nani Kereng, the Botswana Ambassador to Nigeria. Having previously served as Botswana’s Minister of Environment and Tourism, Kereng led the discourse on how African nations can effectively integrate culture and tourism into their economies to increase trade and tourism revenue.

Kereng underscored the importance of developing and promoting the continent’s tourism and creative industries to raise Africa’s contribution to global trade. The ambitious goal set for 2030 is to increase Africa’s share of global tourism revenue from a meager 5% to at least 20%. Similarly, the aim is to raise Africa’s overall contribution to global trade from less than 3% to 10% by the same year.

Introducing the Cultourmetre: A Tool to Track Tourism Growth
To track and evaluate the progress made in these areas, the Expo introduced a new tool called the Cultourmetre, designed to measure and rank the tourism and cultural growth trajectory of the 54 African nations. This tool will evaluate countries based on various metrics, such as the percentage of the national budget allocated to culture and tourism and the sector’s contribution to each country’s GDP.

The Cultourmetre will be used to assess progress annually, offering a detailed report on how each country is advancing in terms of its tourism and cultural offerings. This will serve as a valuable guide for policymakers and industry stakeholders, allowing them to benchmark their efforts and make data-driven decisions to boost their countries’ tourism and creative industries.

Promoting Cross-Country Collaboration for Growth
The Expo also featured a wide range of exhibitors and participants, including Nigeria, Algeria, DR Congo, Botswana, Guinea, Iran, Rwanda, Zambia, Libya, Sahrawi, Ethiopia, and many other African countries. The diverse participation highlighted the pan-African commitment to developing the tourism and creative sectors. The event also welcomed representatives from international markets, including Cote d’Ivoire, Colombia, Cuba, United Arab Emirates, Congo Brazzaville, and Thailand, emphasizing the global interest in Africa’s tourism potential.

The Expo provided a unique opportunity for African nations to collaborate on common tourism goals and exchange best practices for enhancing the visitor experience, improving infrastructure, and promoting sustainable tourism development. By fostering partnerships between governments, the private sector, and international tourism organizations, the Expo aimed to create a unified vision for the future of African tourism.

The Future of African Tourism and Creative Economy
The Africa Tourism and Creative Economy Expo marked a significant moment for the continent’s tourism sector. As Africa seeks to expand its influence in the global tourism market, leveraging its rich cultural heritage and natural resources, it faces the challenge of improving infrastructure, fostering collaboration, and addressing issues such as sustainability and inclusivity.

The positive outcomes of the Expo are expected to drive continued growth, not only in the tourism sector but across Africa’s creative economy. By focusing on sustainable practices, embracing technology, and empowering local communities, African countries can unlock the full potential of their tourism and cultural industries, ensuring that these sectors contribute to broader economic development.

A New Era for African Tourism

The use of such tools as Cultourmetre and the efforts towards promoting a higher percentage of tourism revenue for Africa indicates that the continent is at crossroads and ready for a tourism revolution. The fact that Africa has taken note of the role of culture, heritage, and sustainability indicates that the continent is poised to be a major player in the tourism sector across the globe. The success of the Africa Tourism and Creative Economy Expo has set the pace for future collaborations towards promoting tourism and developing a sustainable future for Africa.

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