The Director-General of the Centre for Black and African Arts and Civilisation (CBAAC), Mrs. Aisha Augie, has projected that Africa’s tourism sector could generate more than 80 million new jobs over the next decade.
She made this assertion on Tuesday at a two-day international conference organised by CBAAC in Lagos, in collaboration with the Faculty of Arts, University of Lagos, and the Institute of African and Diaspora Studies (IADS). The conference focused on the theme ‘Cultural Tourism, Creative Economy and Sustainable Development in Africa’.
Describing tourism as a cornerstone for Africa’s economic revitalisation, Augie emphasised its transformative potential across the continent.
Quoting figures from the World Travel and Tourism Council, she stated: “Tourism contributed $168 billion to Africa’s GDP in 2024 and is poised to create over 80 million new jobs in the coming decade.”
“These are not mere statistics,” she added. “They represent livelihoods, opportunities, and hope for millions of Africans.”
Augie highlighted major cultural festivals such as Ojude Oba, Osun-Osogbo, Calabar Carnival, and the northern durbars as key examples of tourism’s ability to connect people to immersive cultural experiences.
“Tourism is more than travel—it is an encounter with culture. Tourists are not just visitors; they are participants, consumers, and potential investors,” she said.
She also noted that tourism revenue in Africa is projected to reach $25.1 billion by 2025, with each cultural experience serving as an economic contribution. “Every ticket bought, every festival attended, and every traditional performance witnessed is a direct investment in Africa’s creative output,” she explained.
According to her, the intersection between tourism and creativity supports local communities, empowers artisans, and showcases Africa’s stories on a global platform.
“Our creative industries – film, music, fashion, visual arts, storytelling, and design – are thriving. They currently generate over $4.2 billion annually and could potentially reach $20 billion per year,” she said.
However, Augie cautioned that for the sector’s gains to be sustained, creative professionals must be well-positioned to benefit from the anticipated growth.
She expressed concern over the low levels of sustainability within the sector. “Growth without sustainability is not progress; it is a fleeting impulse,” she remarked.
Augie concluded by urging participants to take intentional steps towards promoting African traditions, preserving cultural heritage, empowering youth, and protecting the environment.
