She said that if countries want to grasp the attention of young people, digital space was a place to go to where you will find them, talk to them and they respond immensely. When iShow Speed approached them, they ensured that they expose him to the culture in their country and it was at the time of the Icwala ceremony.
“We wanted to showcase our culture. We were somehow writing our story, telling the world about us, how we live and how we do things. When we embrace the coming of Ishow Speed, he really portrayed, it well” she said.
This attracted young people and their parents who flooded the ceremony as youth shared the story on their digital platforms.
YouTuber and content creator Wode Maya’s content about the snow in Lesotho attracted tourists from as far as Limpopo and North West provinces in South Africa
This in partnership with private sector influenced the government to train young people in the country on content creation who would help grow tourism in the country. “We are starting to see the power of digital technology. It is working. We can see the future of Africa from tourism point of view; it is not necessarily depending on what we have as a country. It is going to depend on how we portray ourselves and the availability of our content on digital platforms,” he said.
The launch of E1 race in Angola with the help of American actor Will Smith, a World Championship set to take place from 12 to 13 September this year in Luanda, put the “relatively unknown country” in a global map.
Africa’s tourism strategy must be mobile first, digital intelligence and deeply personalised
“When the opportunity presented itself, we understood that it will be a great platform for us to promote our country, we are a relatively unknown country in the tourism sector. We have 1,600 Km coast and promoting sports and sustainability is a right tool for us to promote our country,” said De Jesus Lopes Daniel.
With Victoria Falls as one of their signature destinations for international tourists, Zimbabwe Tourism and Hospitality Deputy minister Mnangagwa calls for a strong collaboration from neighbouring countries to grow tourism in that country.
“The whole aspect of digital marketing has to be a team effort from all of us, as we collaborate to tell our stories and invite international tourists to experience our culture,” he said.
From South Africa’s AI empowered Siyanda Travel Planning Assistance to Electronic Travel Authorisation (ETA) visa system and marketing content on digital platforms, tourism leaders in Africa showed that they are increasingly looking into technology to grow tourism economy in the continent.
“We tested the ETA with G20 and its up and running for [more than] three months. I just want to illustrate how going digital can help us as government to be more efficient and effective,” said minister Patricia De Lille.
DIGITAL TOURISM IN ACTION
His visit and social media content showcased Eswatini's culture, traditions, and tourism experiences to a global audience, attracting significant international attention.
WODE MAYA IN LESOTHO Content highlighting Lesotho’s unique landscapes, snowfall, and cultural attractions inspired travellers from across the region to explore the destination.
Angola on the global tourism map, showcasing the country’s coastline, innovation, and growing tourism potential.
system is improving travel efficiency, streamlining visitor processing, and enhancing the traveller experience.
A smart travel-planning solution designed to provide real-time tourism information, personalised recommendations, and seamless visitor support.
Panel members engaging with delegates.
Delegate participating in Q&A session on digital innovation in the tourism sector.
June 2026
Ongoing engagements between delegates attending digital innovation panel discussion.