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South Africa stands at the forefront of reimagining travel not just as an economic driver, but as a powerful platform for transformation, empowerment, and connection. With women and youth playing a critical role in the future of tourism, industry leaders are calling for a more inclusive and people-centred approach to building Africa’s tourism sector.

“Tourism is more than just travel – it is storytelling, culture, connection, and care. These are human elements that cannot be replicated by artificial intelligence,” says Dominique van Wezop, General Manager of the Radisson Hotel OR Tambo. “It is the smiles, the voices, the shared experiences that create lifelong memories. That’s why the heart of tourism will always be people.”

Why women should consider a career in tourism

Tourism is one of the few industries that naturally fosters leadership and entrepreneurial growth for women. With its dynamic and diverse nature, it offers flexible career paths in hospitality, travel management, event planning, conservation, and more. It’s an industry where empathy, communication, and service, qualities often associated with women – become superpowers.

According to the United Nations World Tourism Organization (UNWTO), women make up 54% of the global tourism workforce, making the industry one of the most inclusive sectors for female employment. However, despite their strong presence, women are often concentrated in lower-paying, lower-status jobs and remain underrepresented in leadership roles. Globally, only 23% of tourism ministers are women, highlighting a significant gender gap in decision-making positions. Closing this gap presents a major opportunity for inclusive growth and gender equity in one of the world’s most dynamic industries.

Empowering South Africa’s Youth through Tourism

South Africa’s youth face a pressing unemployment crisis. Tourism offers a viable and vibrant solution. As one of the fastest-growing sectors globally, it provides entry-level opportunities, mentorship, skill development, and the chance to innovate within a global marketplace.

“Young people bring fresh energy, digital fluency, and creative thinking – all essential to reshaping African tourism for the future,” adds van Wezop. “We need them not just to work in tourism, but to lead it.”

Tourism: A pillar for Africa’s growth

On the African continent, tourism is more than economic stimulation – it is nation-building. It promotes cross-cultural understanding, creates jobs in rural and urban areas alike, and attracts foreign investment. From the plains of the Serengeti to the vineyards of the Western Cape, Africa’s rich cultural and natural heritage is a magnet for the world.

Developing sustainable tourism on the continent can help preserve our environmental assets while creating long-term employment and empowering local communities.

Why tourism will always need people – not just AI

While technology continues to reshape many industries, tourism remains inherently human. AI can recommend destinations or automate bookings, but it cannot replicate the warmth of a local welcome, the nuance of human hospitality, or the cultural intelligence of a seasoned guide.

Tourism is built on human connection – and that will never change.