When the 68th Meeting of the UN Tourism Regional Commission for Africa (CAF) convenes in Abuja this June(from June 11-13, 2025), it won’t just be another summit—it will be a defining moment at the very heart of Africa’s evolving tourism narrative. As Nigeria takes the center stage of continental tourism diplomacy, it symbolizes a confluence of possibilities and responsibilities. This is more than a gathering of ministers and policymakers. It is a clarion call to reset Africa’s tourism trajectory—anchored in innovation, driven by creativity, and sustained through collaboration.
In a world reshaped by global uncertainty, climate challenges, and technological disruption, the CAF Summit arrives at a critical juncture. The choice of Nigeria—a country with vast cultural capital, untapped ecotourism potential, and a rapidly growing creative economy—as host, is emblematic of Africa’s heartbeat: a rhythm of resilience, ambition, and transformation.
For years, Africa’s tourism potential has been undersold and underexplored. Yet, it holds some of the world’s most profound heritage, biodiversity, and cultural depth. From the pyramids of Egypt to the Great Migration in East Africa, from Cape Verde’s windswept beaches to Nigeria’s Nok Terracotta and Osun Sacred Grove, the continent is a kaleidoscope of experiences. However, tourism’s full impact has been throttled by infrastructure gaps, fragmented policy, weak branding, and a lack of innovation adoption. Abuja 2025 must be the summit where Africa says, “No more.”
The thematic focus of this year’s summit—on artificial intelligence, education, innovation, and the creative industries—acknowledges that tourism can no longer operate in silos. African destinations can’t afford to compete only on natural beauty or exotic appeal. They must now compete on user experience, digital integration, storytelling, and sustainability.
The inclusion of AI in the conversation is timely. From predictive analytics to virtual experiences, AI is fast becoming the lifeblood of modern tourism strategy. It allows for tailored marketing, smart destination management, and frictionless traveler journeys. African nations must leapfrog traditional tourism models and embrace smart tourism ecosystems. For travel agents, hoteliers, park managers, and local guides, AI is no longer a distant luxury—it’s a transformative necessity.
Equally vital is the summit’s spotlight on the creative economy—Africa’s most under-leveraged goldmine. With the continent’s music, fashion, film, and culinary scenes attracting global attention, why shouldn’t tourism strategies be fused with culture and storytelling? Nigeria’s global influence through Afrobeats and Nollywood presents an unparalleled platform to weave entertainment into destination branding.
But this summit must also confront the hard truths. Sustainable development remains elusive in many tourist zones. Local communities are often left out of planning, and benefits fail to trickle down. Climate vulnerability, security concerns, and visa bottlenecks continue to threaten the continent’s tourism promise. These are not footnotes; they must be front-page issues at the summit.
CAF68 in Abuja should not be just a place to talk—it must be a launchpad for measurable action. It should pave the way for a unified African tourism identity—a continental branding initiative that promotes intra-African travel, simplifies visa regimes, and tells Africa’s stories on its own terms.
Nigeria, in its hosting role, must lead by example. With its Destination 2030 agenda and new tourism infrastructure investments like the Creative and Tourism Infrastructure Corporation (CTIC), Nigeria is signaling its readiness to rise as a tourism powerhouse. But its strategies must center people and planet, not just profit. Communities must be empowered. Youth must be trained and employed. Natural and cultural heritage must be protected and celebrated.
This summit is also an invitation to African travel professionals to reclaim their agency. It’s a time to stop chasing outbound trends and start creating new inbound narratives. It’s a moment to deepen regional partnerships, build digital platforms, develop tourism education, and foster innovation hubs across African cities.
The 68th CAF Meeting is not just about Nigeria. It’s about the future of Africa’s tourism soul. At the heartbeat of the continent, the rhythm must change—faster, smarter, fairer, and bolder.
Let Abuja 2025 be remembered not just as a summit—but as the turning point where Africa dared to dream bigger, build better, and travel together.
