A groundbreaking collaboration is poised to transform tourism in Southern Africa. Africa’s Eden, a tourism association advocating for sustainable travel, has partnered with Jones Lang LaSalle’s Global Tourism and Destination Advisory practice and the World Travel & Tourism Council to create a Tourism Readiness Index. This ambitious project will assess the tourism potential of Botswana, Namibia, Zambia, and Zimbabwe, providing a strategic framework for sustainable growth and resilience in the region’s travel industry.
The Tourism Readiness Index will analyze over 70 key metrics, including infrastructure, environmental practices, safety, and governance. By prioritizing sustainability and long-term resilience, the initiative seeks to redefine how tourism potential is measured. The index builds on two years of extensive research by JLL and WTTC and already incorporates data from 200 destinations globally. Its addition of Southern African nations signals a recognition of the region’s vast, untapped tourism potential.
Jillian Blackbeard, CEO of Africa’s Eden, emphasizes the collaborative nature of the initiative, designed to unite public and private stakeholders. Governments stand to gain actionable insights that can shape policy, guide infrastructure investment, and align with sustainable development goals. The private sector will also benefit from data-driven guidance, enabling businesses to refine offerings, explore partnerships, and identify high-potential investment opportunities.
Tourism is a vital economic pillar for the region, and this project reflects a commitment to its growth. Beyond current assessments, the initiative envisions a dynamic and sustainable future for Southern Africa’s tourism landscape. By bringing together international expertise and local knowledge, it promises to strengthen the region’s global competitiveness and attract regional and international investments.
The index offers more than an evaluation; it provides a blueprint for strategic action. Transportation infrastructure, visa policies, and conservation efforts are among the areas it will highlight, ensuring alignment with global trends and traveler expectations. Governments and businesses will use its findings to address critical gaps, improve connectivity, and implement sustainability-driven solutions.
Julia Simpson, President and CEO of WTTC, underlines the broader economic potential. Recent research indicates that Africa’s tourism sector could expand by an additional $50 billion by 2033 through improved policies and investments. The Tourism Readiness Index will play a crucial role in realizing this growth, helping Southern Africa position itself as a leader in sustainable travel.
The final report, expected by mid-2025, will be followed by workshops and webinars to facilitate discussions between stakeholders. This process aims to ensure actionable steps are taken to translate insights into tangible outcomes. Jillian Blackbeard sees this as a critical milestone for the region, advocating for long-term development that benefits both travelers and local communities.
This initiative reflects a forward-thinking approach to tourism, rooted in sustainability and resilience. Southern Africa has a unique opportunity to leverage its rich natural and cultural assets to redefine its global tourism appeal, setting a benchmark for destinations worldwide. As the region gears up for this transformative journey, the Tourism Readiness Index will serve as both a guide and a catalyst for change.
