AFRICATURNS TO DIGITAL POWER TO DRIVE TOURISM GROWTH
African Tourism Leaders Embrace Digital Innovation to Attract Global Travellers
Minister of Tourism Patricia de Lilee leads a panel discussion on digital innovation in the tourism sector.
Idrew interest in tourism in that country, t is a story of Ishow Speed in eSwatini that a story of the E1 race launch in Angola that shines the spotlight in that country’s tourism and Wode Maya’s content about his exploration of Lesotho’s unique landscape and culture that attract more tourists in the country.
These are the sentiments of ministers in the tourism sector across some of the countries in Africa whose content drew local and international travellers to their countries.
During a panel discussion led by the Minister of Tourism Patricia De Lille at this year’s Tourism Travel Indaba on 13 May 2026, under the theme: Digitalisation for Our Tourism Growth, delegates explore ways in which they can grow tourism economy in the continent
Ministers engaged in a robust discussion on how tourism sector can harness technology to unlock new opportunities through digital marketing to reach and engage global travellers, digital visa systems to improve seamless travel, and data driven digital tools that support smarter decisionmaking and destination management.
I called for this debate amongst tourism strategy must be mobile first, digital intelligence and deeply personalised,” she mentioned.
us as leaders in Amongst the ministers who engaged in the discussions were the minister of Tourism the tourism sector and Environmental Affairs in eSwatini Jane to understand
Mkhonta-Simelane, Minister of Tourism, Sports, Arts and Culture in Lesotho Motlatsi how we can work together and also learn from each
Maqelepo, Angola Secretary of State for Tourism Márcio de Jesus Lopes Daniel and the deputy minister of Tourism and Hospitality Industry in Zimbabwe Tongai Mafidi Mnangagwa.
other she said.
She stated that the future of the tourism sector is increasingly being built on mobile phones – a digital ecosystem that is data intelligent driven and is utilised by travellers who want seamless connectivity between countries. “But for us in Africa we have the world’s youngest population and that is big benefit for us,” said Minister De Lille.
Darren Watkins Jr, 21, better known as Ishow Speed visited eSwatini in January this year and documented his experience in his social media accounts including attending the traditional ceremony. His visit to the country promptly attracted Davido, a Nigerian American singersongwriter to visit the country which also influenced more young people to attend the ceremony.
“They are running businesses, looking at the bookings experience, banking, [and] building brands from the palm of their hands and that then means that Africa’s
“The issue of iShow Speed is so important to us as a country. We have a lot of youth in our respective countries and most of them are in a digital space,” said Mkhonta- Simelane.
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