G20: Africa is ready to lead

As the sun rose over Durban’s Golden Mile in early May, so too did a new chapter in the story of global tourism cooperation. South Africa, proud to be the first African country to preside over the G20, hosted the G20 Tourism Working Group in one of our most iconic coastal cities. But this was far more than just another meeting; it was a powerful affirmation that the Global South is ready to shape the future of tourism.

This moment matters – not just because it placed Africa at the centre of global tourism diplomacy but because it reasserted tourism as a vital pillar of inclusive economic recovery, especially after the devastating blow of the COVID-19 pandemic.

In Durban, we gathered to reflect, refocus and act. Delegates from G20 member states, invited countries and global institutions shared insights, exchanged strategies and explored partnerships – all rooted in a shared belief that tourism must be more than just travel. It must be a tool for equity, innovation, sustainability and human connection.

As Chair of the G20 Tourism Working Group, South Africa is leading with four clear priorities:

  1. People-centred AI and digital innovation with a strong focus on empowering small and medium enterprises
  2. Tourism financing and investment aimed at unlocking inclusive growth and expanding opportunities for women and youth
  3. Air connectivity, which is key to seamless, affordable and sustainable travel across the globe – and especially within Africa
  4. Building resilience for sustainable tourism by embedding climate-smart policies, local ownership and community-led models

These are not abstract ideals. They are grounded in the lived realities of our sector. They reflect the challenges our operators face – from limited digital access to poor route integration. They reflect our values – that tourism must uplift, not exclude, and empower, not exploit.

In Durban, we saw these priorities in action. We convened robust technical discussions, showcased successful township tourism models, explored climate-resilient practices and deepened conversations on how AI can be harnessed ethically to support, not displace, jobs in hospitality. Our message was clear: innovation must serve people, not the other way around.

The Durban meeting also left a tangible impact. It reinforced the city’s position as a globally competitive business events destination. It supported local jobs and suppliers and it reminded the world that South Africa – and Africa at large – is open, ready and capable of hosting the world’s most important conversations.

Our G20 Presidency, culminating in the Leaders’ Summit in Johannesburg this November, is expected to have significant direct and indirect economic benefits for South Africa. With an estimated R691 million allocated by government for the summit, the investment is already stimulating our tourism sector. The influx of global delegates, media and support teams is set to boost demand across accommodation, dining and attractions. The summit is also projected to drive job creation across hospitality, transport and event coordination – and catalyse infrastructure improvements that will leave a legacy for local communities.

More importantly, this global platform allows us to highlight South Africa’s value proposition as a tourism and investment destination. It positions our country as an engine of innovation and opportunity, particularly for township entrepreneurs, women-owned enterprises and emerging tourism markets across the continent.

But, more importantly, it sends a diplomatic signal: that Africa must no longer be a passive recipient of tourism policies shaped elsewhere. We are architects. We are innovators. And we are ready to lead.

As we head toward the G20 Leaders’ Summit in November, our call is simple: let us build a tourism sector that is future-fit, climate-conscious, digitally enabled and grounded in justice. Let us choose policies that protect our planet while opening it up to more people. Let us invest in entrepreneurs in villages and townships with the same urgency as we do in luxury resorts. And let us tell stories that challenge stereotypes, celebrate diversity and foster human connection.

The Durban meeting was just the beginning. We now need continued momentum. This we can do through stronger partnerships, bold investments and shared resolve. The world is watching. Let us give them a tourism model that is proudly African, globally relevant and deeply human.