A new steering committee has been formed for the SADC Tourism Alliance – aimed at addressing barriers to regional tourism growth.
With intra-regional tourism accounting for less than 25% of arrivals and air connectivity still limited, the committee will lead efforts over the next three years to improve cooperation across the 16 SADC member states.
The SADC Tourism Alliance, established in 2022, unites national tourism associations and businesses to promote collaboration beyond political and national borders. Operating independently while engaging with the SADC Secretariat, the alliance coordinates technical and strategic initiatives to position Southern Africa as a connected tourism destination.
The newly elected steering committee comprises:
- Tshifhiwa Tshivhengwa (Chair) – CEO, Tourism Business Council of South Africa
- Tojo Lytah Razafimahefa (Deputy Chair) – President, Confederation of Tourism, Madagascar
- Memory Momba Kamthunzi – Executive Director, Malawi Tourism Council
- Ally Karaerua – Chair, Federation of Namibian Tourism Associations
- Paul Matamisa – CEO, Tourism Business Council of Zimbabwe
- Nasser Zauria Usta – Representative of Cotur – Travel Management Worldwide, representing the Confederation of Economic Associations of Mozambique
“Each of us faces national challenges whether it’s airlift in Malawi, skills development in Namibia or infrastructure in Madagascar. But we’ve learnt that a tourist doesn’t see borders the way we do,” said Tshivhengwa. “When we work together, we can unlock investment, create jobs and protect our natural heritage at a scale that none of us can achieve alone.”
During a strategic planning session, the alliance identified three priority areas:
- Improving regional access
- Strengthening reputation
- Ensuring institutional sustainability
