Tourism Ministers in Africa Must Unite to Maximise the Sector’s Potential — Alain St. Ange

Africa is one of the world’s most naturally endowed tourism destinations, yet its vast potential remains largely untapped. According to former Seychelles Minister of Tourism, Civil Aviation, Ports and Marine, Alain St. Ange, the missing link is unity—particularly among Africa’s Tourism Ministers.

In this wide-ranging conversation, St. Ange reflects on Africa’s tourism narrative, leadership gaps, hotel development, global platforms, and why the continent must take control of its own story to thrive.

Rewriting Africa’s Tourism Narrative

Despite its rich culture, landscapes, wildlife, and people, Africa continues to struggle for positive visibility in Western tourism source markets.

“Africa has everything needed for a successful tourism industry,” St. Ange says. “Yet even the smallest challenge in a village is often exaggerated and projected as a continental crisis.”

He argues that these amplified narratives damage confidence, particularly during crucial holiday booking periods. According to him, Africa must urgently reclaim and rewrite its own tourism story.

“Africa needs to wake up and take its future into its own hands,” he insists. “Visibility is power in tourism.”

The African Tourism Board: A Necessary Platform

As Founding President of the African Tourism Board (ATB), St. Ange believes the organisation has played a crucial role in positioning Africa as a collective tourism brand.

“ATB was needed,” he says. “Its presence made Africa visible as a tourism body, and once Africa is seen, its presence is felt.”

While acknowledging that the expectations placed on ATB are enormous, he maintains that its impact has been largely positive and foundational for future collaboration.

Leveraging Global Tourism Institutions

St. Ange also served on the Executive Council of UN Tourism during the tenure of former Secretary-General Taleb Rifai. He recalls that Africa consistently featured in discussions—but believes the continent can do much more.

“Africa must benefit more from these global platforms,” he notes. “But that will only happen if Tourism Ministers speak with one voice.”

He describes UN Tourism as an organisation capable of delivering results, provided leadership works in alignment with member states. With a new Secretary-General taking office, St. Ange says Africa must position itself strategically to gain stronger outcomes.

Hotel Development: Trusting Africa’s Own

With professional experience spanning Europe, Australia, island economies, and Africa, St. Ange believes Africa’s hotel growth challenge is rooted in confidence.

“We must first trust ourselves,” he says. “And our leaders must stand behind African investors before others.”

He calls for reforms in financing structures, policy direction, and training, stressing the importance of nurturing African-owned hotel and resort chains.

“They bring local flavour and understanding. They already exist—but we need more of them, and we need them across the continent.”

The Real Challenges Holding Africa Back

One of the biggest obstacles, according to St. Ange, is seasonality.

“Africa must reduce its off-season months,” he explains. “That begins with controlling the narrative and increasing year-round visibility.”

He also urges political leaders to believe genuinely in tourism as an economic driver, not merely as a revenue source.

“Tourism must stop being treated like a cow that is milked endlessly without being fed.”

Lessons from Seychelles’ Tourism Success

St. Ange’s tenure as Seychelles’ Minister of Tourism and Culture remains a benchmark for small-island tourism success. He attributes this to deep industry collaboration.

“I came into office after years in marketing, policy, and the private sector,” he recalls. “My approach was simple—listen, and work with the industry.”

Key to Seychelles’ success was prioritising global visibility and empowering locals to reclaim ownership of the tourism sector, working alongside international investors.

“We acted as facilitators, not obstacles. That made all the difference.”

Looking Ahead to 2026

Tourism, St. Ange admits, is highly vulnerable to global shocks.

“When source markets sneeze, destinations catch pneumonia,” he says with a smile.

Still, he is optimistic. Demand for innovative and sustainable travel is growing—areas where Africa holds a competitive edge.

“I truly believe tourism will perform well in 2026, and Africa is well-positioned if it gets its act together.”

Taking Africa’s Voice to the World Stage

St. Ange is set to speak at both the UK Parliament House and Oxford University, addressing topics ranging from artificial intelligence to tourism ethics.

“For a small mid-ocean island boy, it is humbling,” he says.

From Africa to ASEAN, cruise ships to global television platforms, St. Ange continues to champion the continent.

“I am proud to fly the flags of Seychelles and Africa high—wherever I speak.”

Category:

Press release 

Oganisation:

Clevenard

Writer:

Tolu Osindero

Phone:

+34631279811