New steering committee for SADC Tourism Alliance
Seeing borders differently
Southern Africa's tourism sector is brimming with potential but hampered by high travel costs, poor regional connectivity and a fragmented identity.
Regional tourism across Southern Africa took a step towards speaking with one voice as private sector leaders from across the region established a new governance structure to tackle the barriers holding back the sector's growth.With intra-regional tourism accounting for less than 25% of arrivals and air connectivity remaining critically constrained, the SADC Tourism Alliance's newly elected steering committee will spearhead efforts to unlock the region's vast untapped tourism potential.
The SADC Tourism Alliance, established in 2022 as the unified private sector voice for tourism across all 16 SADC member states, brings together national tourism associations and businesses to drive regional collaboration beyond borders and political constraints.
Operating independently whilst engaging with the SADC Secretariat, the SADC Tourism Alliance provides the technical leadership and coordination needed to transform Southern Africa into a seamlessly connected tourism destination.
The steering committee appointed to lead the SADC Tourism Alliance's mission to unlock Southern Africa's tourism potential through enhanced regional cooperation over the next three years, comprises: Chairperson Tshifhiwa Tshivhengwa (CEO of the Tourism Business Council of South Africa); Deputy Chair Tojo Lytah Razafimahefa (President of CTM Madagascar; Memory Momba Kamthunzi (executive director, Malawi Tourism Council); Ally Karaerua (chairperson of the Federation of Namibian Tourism Associations); Paul Matamisa (CEO of the Tourism Business Council of Zimbabwe); and Nasser Zauria Usta (Cotur - Travel Management Worldwide representative, 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. That's not just good business, it's essential for the communities who depend on tourism across our region.”
The SADC Tourism Alliance represents a significant step towards realising the vision of the SADC Tourism Programme 2020-2030, positioning Southern Africa as a competitive, sustainable and unified tourism destination on the global stage.
As part of this effort, three critical priority areas were identified by the SADC Tourism Alliance, during a strategic session held to define its roadmap. These include unlocking regional access, strengthening regional reputation and ensuring institutional sustainability.
The SADC Tourism Alliance's formation and activities are supported by the Joint Action NatureAfrica / Climate Resilience and Natural Resource Management (C-NRM) Programme, co-funded by the European Union (EU) and the German Government and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.