Ground-breaking Initiative To Grow Tourism In Southern Africa

Africa's Eden, a tourism association promoting sustainable travel across Southern Africa, has joined forces with Jones Lang LaSalle JLL's Global Tourism and Destination Advisory practice and the World Travel amp Tourism Council WTTC to create a Tourism Readiness Index. This collaboration aims to evaluate the tourism potential of Botswana, Namibia, Zambia, and Zimbabwe and highlight opportunities for sustainable development and investment in these countries' tourism sectors.

• The Tourism Readiness Index will assess over 70 data points across various dimensions of the tourism sector, including
  • Infrastructure development
  • Environmental sustainability
  • Safety and security
  • Policy prioritization

These assessments will provide valuable insights for both the public and private sectors on how to enhance the tourism offerings in these countries, ensuring long-term sustainability and resilience.

• Data Scope The index will include research and analysis of 200 countries, regions, and cities worldwide, offering a global perspective on tourism readiness.

• Sustainable Growth The findings of the index are designed to pinpoint investment opportunities and development priorities in the Southern African region that can help foster sustainable tourism growth. The goal is to enhance these countries' competitiveness on the global stage while ensuring that tourism contributes to long-term economic resilience.

• Resilience and Sustainability Unlike traditional tourism rankings, the Tourism Readiness Index focuses on resilience and sustainability, providing a standardized global approach for assessing destinations. This is crucial for adapting to emerging challenges such as climate change and the evolving needs of the global tourism market.

Bernadine Galliver, Head of Tourism Advisory for the Middle East and Africa at JLL, explained that the index is based on two years of in-depth research and analysis by the JLL Global Tourism and Destination Advisory practice, in partnership with the WTTC. Galliver emphasized that the index not only ranks destinations but also identifies common traits that contribute to readiness for tourism and sustainable growth.

Africas Eden is dedicated to promoting sustainable tourism across Southern Africa and this partnership will significantly aid in improving the region's tourism infrastructure and positioning. By focusing on sustainability and resilience, the Tourism Readiness Index aligns with the association's mission to encourage eco-friendly and culturally responsible travel practices that benefit both local communities and the broader environment.

The Tourism Readiness Index will play a vital role in shaping the future of tourism in Botswana, Namibia, Zambia, and Zimbabwe. By focusing on key areas such as infrastructure, environmental sustainability, and policy development, this index will provide valuable data to drive investments, enhance tourism experiences, and improve global competitiveness. Ultimately, it will contribute to building a more sustainable and resilient tourism sector in the Southern African region.