Southern Africa advances sustainable tourism with new readiness index

SOUTHERN AFRICA – Africa’s Eden, the Jones Lang LaSalle (JLL) Global Tourism and Destination Advisory practice, and the World Travel & Tourism Council (WTTC) have joined forces to propel the growth of Southern Africa’s tourism sector.

The initiative introduces the Tourism Readiness Index, which will assess and support the tourism industries of Botswana, Namibia, Zambia, and Zimbabwe.

The Tourism Readiness Index evaluates over 70 metrics across critical areas like infrastructure, environmental sustainability, and policy effectiveness.

The initiative builds on two years of research and analysis, integrating insights from over 200 global destinations.

According to Bernadine Galliver, JLL’s Head of Tourism Advisory for the Middle East and Africa, the index provides “a standardised approach to destination assessment, focusing on resilience and long-term growth.”

Jillian Blackbeard, CEO of Africa’s Eden, emphasized the collaborative nature of the project. “By working closely with governments and private-sector stakeholders, we aim to create a roadmap that will guide tourism development and investment in a way that benefits everyone.”

The index offers detailed data to help governments and businesses prioritize projects that align with sustainable tourism goals.

For governments, the insights can shape infrastructure investments, improve visa policies, and bolster conservation efforts. “This initiative is not just about identifying challenges but about finding ways to meet future traveler expectations,” Blackbeard added.

The private sector stands to gain actionable insights into market demand, enabling businesses to enhance their offerings and explore new investment opportunities.

The findings will be shared through stakeholder meetings and workshops, fostering dialogue between public and private entities.

Julia Simpson, WTTC President and CEO, underscored the importance of collaboration. “Tourism’s contribution to Africa’s economy could grow significantly through focused efforts in policy, infrastructure, and marketing.”

The Tourism Readiness Index is scheduled for completion by mid-2025. Its findings will be presented to stakeholders through a series of regional events aimed at fostering actionable strategies.

Blackbeard stated that the outcomes would help enhance competitiveness and drive long-term growth for the region’s tourism industry.

The initiative aligns with other recent regional developments, such as Cape Town’s membership in the International Union for Conservation of Nature (IUCN).

As the first city to join under the IUCN’s Subnational Governments Membership Category, Cape Town aims to leverage global expertise to protect its biodiversity, including marine and fynbos ecosystems.

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