The Centre for Black and African Arts and Civilisation (CBAAC) projects that Africa’s tourism sector will create over 80 million new jobs in the coming decade.
The Director-General of CBAAC, Mrs. Aisha Augie, projected during a two-day international conference organised by the centre on Tuesday, June 10, in Lagos.
Sculptures from Ile-Ife, Southwest, Nigeria
According to the News Agency of Nigeria (NAN), the event is a collaborative effort between the Faculty of Arts at the University of Lagos and the Institute of African and Diaspora Studies (IADS).
The theme of the event is ‘Cultural Tourism, Creative Economy and Sustainable Development in Africa’.
Augie described tourism as a crucial pillar of economic revival, emphasising its central role in the continent’s transformation.
Citing the World Travel and Tourism Council, Augie said: “Tourism contributed $168 billion to Africa’s GDP in 2024 and is poised to create over 80 million new jobs in the coming decade.
“They are not just statistics, they represent livelihoods, opportunities and hope for the millions of Africans.”
Highlighting festivals including the Ojude Oba, Osun-Osogbo, Calabar Carnival and durbars, Augie said tourism was more than a journey but an experience of culture.
She noted that tourists were not just visitors but participants, consumers and investors.
Emphasising the potential, she said current projections showed that tourism revenue would reach $25.1 billion in 2025.
“Every visitor who attends a local festival, buys a hand-packed event ticket or watches a traditional performance directly invests in Africa’s creative product.
“This connection between tourism and creativity forms a system that powers communities, supports artisans and tells our stories on the global stage.
“Across the continent, our creative industries, film, music, fashion, visual arts, storytelling, and design, are thriving.
“They are currently generating over 4.2 billion dollars annually and have the potential to create up to $20 billion annually,” she said.
Augie said there was a need for the creative sector to be positioned to benefit equitably from this growth.
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She, however, said that despite the growth, sustainability was low.
She added that growth without sustainability was not progress but a short-lived impulse.
The director-general urged participants at the event to commit actions that uplift Africa’s traditions, honour heritage, empower youths and protect the planet.
African governments must implement policies that sustain job creation within the tourism sector. Investing in infrastructure and accessibility, such as better roads, airports, and public transport, will enhance travel convenience, attract more visitors, and boost tourism.
Promoting sustainable tourism practices is equally essential. Eco-tourism and community-based initiatives ensure local communities benefit directly from tourism revenue. Sustainable efforts, including wildlife conservation programmes and eco-lodges, foster long-term employment while preserving Africa’s rich natural heritage.
Governments should also harness digital and marketing strategies to expand Africa’s global tourism reach. Digital platforms and social media play a crucial role in promoting destinations worldwide. Investing in digital marketing and online booking systems can increase tourism numbers, creating greater demand for skilled workers in the industry.
Explore the latest updates and insights on African tourism developments in Nigeria.
Frequently Asked Questions (FAQs) and Answers:
How much did tourism contribute to Africa’s GDP in 2024?
According to the World Travel and Tourism Council, Africa’s tourism sector contributed $168 billion to the continent’s GDP in 2024.
How many jobs will Africa’s tourism industry create in the next decade?
The Centre for Black and African Arts and Civilisation (CBAAC) projects that tourism will generate over 80 million new jobs in Africa over the next ten years.
What role do cultural festivals play in Africa’s tourism sector?
Cultural festivals, such as Ojude Oba, Osun-Osogbo, Calabar Carnival, and durbars, attract tourists by offering immersive cultural experiences that contribute to local economies and support creative industries.
How much revenue is Africa’s tourism sector expected to generate in 2025?
Current projections indicate that Africa’s tourism industry will generate approximately $25.1 billion in revenue in 2025.
How does tourism support Africa’s creative economy?
Tourism drives investment in Africa’s creative industries, including film, music, fashion, visual arts, storytelling, and design. These industries currently generate over $4.2 billion annually, with the potential to reach $20 billion per year.
