Q&A with Werner Geere
What key trends are driving Africa’s emergence as a dynamic and influential tourism region?
There’s something exciting happening across Africa’s tourism landscape, and it’s not just about safaris or sandy beaches anymore. From upgraded airports to easier visa access, the continent is opening up like never before. Whether you’re flying into Nairobi, Addis Ababa, or Cape Town, getting around is smoother, faster, and more connected. But the real shift goes deeper. Governments are rethinking their economic playbooks, moving away from heavy reliance on oil and gas and leaning into something far more sustainable and meaningful: Tourism! Why? Because tourism doesn’t just boost GDP, it tells a story. It showcases the beauty, culture, and spirit of a country in ways that leave a lasting impression. And increasingly, that story is being told through a bold new lens: Afrofuturism. I was recently invited to attend a lecture at the School of Tourism & Hospitality Johannesburg where two bright minds of our industry shared bravely and inspiringly that Afrofuturism is more than a buzzword, it’s a movement. It blends Africa’s rich heritage with a forward-looking vision, inspiring everything from museum design to music festivals. Countries like Ghana, Rwanda, and South Africa are using it to reframe how the world sees them, not just as destinations, but as cultural powerhouses. Guest experiences therefore have never been more magical. And the timing couldn’t be better. Global demand for leisure experiences is spreading like wildfire. Travelers aren’t just looking for places to go, they’re looking for places to feel something. Africa, with its depth, diversity, and imagination, is stepping up to meet that demand in a way that’s fresh, authentic, and unforgettable.
How are African destinations distinguishing themselves from other global markets?
If you’ve been watching Africa’s tourism scene lately, you’ll know it’s not just evolving, it’s rewriting the rules. At this year’s WTM Africa seminar, “From Safaris to Summits,” I had the privilege of hearing from some of the continent’s most respected voices in travel and hospitality. What stood out wasn’t just the ideas, it was the unity. Industry leaders spoke passionately about how Africa’s destinations are no longer promoting in isolation. We’re showing up as a collective, advocating for each other, and telling a shared story that’s bigger than any one country. And that’s exactly how African destinations are setting themselves apart. While other global markets compete on convenience or luxury, Africa is leaning into its soul. From the rhythm of a village market to the silence of a desert sunrise, we offer contrast, depth, and connection. It’s not just about where you go, it’s about what stays with you.
How is Africa attracting new traveller segments, such as “bleisure” tourists or eco-conscious visitors?
Across the continent, cities like Cape Town, Kigali, Nairobi, and Accra are positioning themselves as dual-purpose destinations. They’re offering world-class conference venues, reliable connectivity, and vibrant cultural scenes, all within reach of nature escapes, wine routes, and heritage tours. It’s the kind of setup that lets business travellers extend their stay and switch seamlessly into leisure mode. And with remote work now part of the global norm, more professionals are choosing African destinations where they can log in from a lodge and log out on a beach. Then there’s the green-minded traveller. They’re not just here for the views, they’re here to make a difference. Whether it’s staying at carbon-neutral lodges in Namibia, joining marine conservation efforts in Mozambique, or supporting community-run wildlife reserves in Kenya, Africa is offering experiences that feel good and do good. What’s exciting is that these aren’t just passing trends. They’re reshaping how Africa tells its tourism story, one that’s more intentional, more inclusive, and more connected to the land and its people.
How can governments and private enterprises collaborate most effectively to unlock Africa’s tourism potential?
Let’s be honest, unlocking Africa’s full tourism potential isn’t a solo mission. It takes teamwork. And across the continent, we’re seeing some great examples of governments and private players rolling up their sleeves and building something meaningful together. Just look at Wesgro in the Western Cape. They’re not just talking about tourism, they’re making it happen. Their Air Access initiative helped bring in new flight routes, making Cape Town more connected than ever. And by teaming up with hotel groups, trade platforms, and creative campaigns, they’re giving local businesses a real shot at global visibility. Over in Rwanda, the Rwanda Development Board (RDB) is showing what smart collaboration looks like. The Volcanoes National Park Experiential Centre is a great example – it is a joint effort that blends conservation, education, and tourism into a world-class experience that draws visitors, it creates jobs, communities are supported, and Rwanda’s natural treasures enjoys great protection. What makes these partnerships work is simple: shared goals and early collaboration. When governments and businesses sit down together from the start, aligning on branding, sustainability, and community impact, the results go far beyond bookings. They build legacy.
Reflecting on your career, what experience or project has most shaped your perspective on Africa’s tourism growth?
Looking back, one of the most defining chapters in my career came just after COVID, during my time as Marriott’s Director of Owner Relations for Africa. My role focused on nurturing relationships with hotel owners and partners across the continent – many of whom were navigating uncertainty, recalibrating their ambitions, and questioning what the future of tourism and their hotels might look like. What struck me most during that time was the sheer volume of ideas and the deep desire to build beautiful, meaningful spaces across Africa and her islands. There was vision, there was passion, but there was also scepticism. Many in the ownership and hospitality community feared that progress would be slow, expensive, and isolating unless we found a new way to boost tourism, one rooted in collaboration and shared belief. Fast-forward a few years, and the shift has been remarkable. The world’s pent-up demand for leisure and luxury, born out of confinement, has met Africa’s readiness to welcome it. Today, we’re seeing more hotels under development than ever before, in places that previously had no formal accommodation. These aren’t just buildings, they’re gateways to nature, culture, and cuisine, and they’re being led by owners and operators who are delivering world-first experiences that feel fresh and deeply African. That period reminded me of a simple, yet powerful idea made famous by recovery communities and popular culture in the late 1900’s: “Doing the same thing over and over and expecting different results really is a kind of madness”. Africa’s tourism and hospitality sector is still green, but it’s growing. And if we keep leaning into new ideas, I believe we’ll continue to shape a Tourism future that’s not only prosperous, but profoundly memorable.
Looking ahead, what do you see as the biggest opportunities and challenges for Africa’s hospitality and tourism sector over the next decade?
Looking forward, one of the biggest opportunities for Africa’s hospitality and tourism sector lies in how we shape our own narrative. The world is watching, and we have the chance to define ourselves not just as a destination, but as a continent of innovation, creativity, and unforgettable experiences. That means investing in storytelling, in design, and in the kind of hospitality that feels distinctly African, not borrowed from elsewhere. There’s also huge potential in tapping into our youth. Africa’s next generation is tech-savvy, entrepreneurial, and full of fresh ideas. If we empower them, through training, funding, and platforms, they’ll build the next wave of travel experiences that are future-ready. But we’ll need to navigate some real challenges too. Climate resilience will be key. As weather patterns shift and environmental pressures grow, our sector must adapt, rethinking how we build, where we build, and how we protect the natural and cultural assets that make Africa so special. And perhaps the biggest challenge of all: staying united. With so many countries, languages, and tourism boards, it’s easy to fall into fragmented efforts. But if we keep showing up for each other, we’ll unlock something far greater than individual success. We’ll build a continent-wide legacy.
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