Tourists in a game park in Kenya
Kenya has been challenged to reshape its tourism economy from just destination to a driver of the global tourism agenda.
Speaking during her campaign bid as secretary-general of the United Nations World Tourism Organization (UNWTO), Shaikha Al Nowais singled out Kenya and South Africa, saying that the two countries have a chance to reshape how the global tourism economy is governed.
The UAE’s candidate for UN Tourism Secretary-General said she is rooting her platform in digital inclusion, equity, and regeneration, making it clear that Africa’s future is not to be managed from the outside but co-authored from within.
“Africa deserves not only to benefit from tourism, but to lead in shaping its governance,” she said. “I see Africa as a market and as a movement rich in solutions, knowledge, and leadership,’’ she said.
Although Kenya already has a reputation as a top safari destination, Al Nowais says that the country needs to ride on its digital savvy population, especially the youth to access to infrastructure, funding, and global visibility.
According to her, with more than 70 per cent of Sub-Saharan Africa’s population under 30, countries like Kenya are well positioned to harness digital tourism platforms, booking apps, virtual tours, mobile payments, to elevate local entrepreneurs and community-based tourism.
“Nairobi’s thriving tech ecosystem could become a hub for the UNWTO’s proposed regional innovation labs, giving small operators and artisans access to training, AI tools, and global markets.”
She adds that Kenya faces hard questions about sustainability as Maasai Mara, Amboseli, and the Coast are under pressure from over tourism and climate change.
She called for regenerative tourism, championing for success by community benefit and ecological restoration, not only by visitor numbers.
The first Arab woman to seeking the top leadership the says that South Africa brings different strengths and challenges.
‘’With a sophisticated tourism infrastructure, diverse cultural heritage, and a globally recognized brand, the country has long been a leader in the sector. But inequality in who benefits from tourism remains stark.”
She says that her mandate is listening, co-creating, and delivering, warning against strategies driven only by bureaucrats seeking re-election.
Al Nowais’s agenda aligns closely with African Union priorities on youth empowerment, digital transformation, and climate resilience.
By linking tourism with climate adaptation, she is bridging gaps often sidelined in policy debates.
She has argued that digital infrastructure is “not a luxury, it’s a human right.”
For Africa, that is a challenge and an opportunity. Investment in digital tools for tourism could build more resilient economies, create jobs, and offer new pathways for young people from Cape Town to Kisumu.
Al Nowais warns that without clear strategies, political stability, and strong local policies, Africa risks seeing yet another global agenda pass it by while benefits leak abroad.
Even though she has promised reform, she says that Africa must step up to shape the agenda
“If Africa seizes this opening, they can turn tourism from a fragile revenue stream into a foundation for inclusive, sustainable growth. The continent has waited long enough to move from the margins to the center of global tourism governance.”
