COMESA and UNECA collaborate to enhance and diversify regional tourism
DIANI, May 5, 2026 — The United Nations Economic Commission for Africa [UNECA], in partnership with the Common Market for Eastern and Southern Africa [COMESA], held the First Consultative Workshop on the Development of the COMESA Sustainable Tourism Development Framework and Implementation Plan in Diani, Kenya last week.
The two‑day workshop brought together policymakers, tourism experts, private sector leaders and development partners from the 21 COMESA Member States to advance a common regional approach to tourism aimed at driving regional integration, diversification, and inclusive growth.
Addressing participating on the first day of the workshop, John Ololtuaa, Principal Secretary at Kenya’s State Department of Tourism, underscored tourism’s central role in economic development.
“Tourism is not just a sector—it is a cornerstone of our economy… It drives revenues across accommodation, transport and food services, while creating livelihoods for millions, particularly women and youth. Our goal should be to market COMESA as a sustainable destination, avoiding unhealthy competition and embracing collective growth,” he said.
Eunice Kamwendo, Director of ECA, Office for Southern Africa stressed that tourism sits at the heart of Africa’s integration agenda. “A coordinated regional framework will unlock economies of scale, strengthen tourism value chains, and enable Member States to move from fragmented national markets to a competitive ‘One Destination’ that delivers inclusive and sustainable growth,” she said.
She further highlighted that despite tourism contributing nearly 10 per cent of GDP and employment in the COMESA region, its full value remains unrealised due to limited diversification and weak regional coordination. “This framework is about moving from aspiration to implementation—aligning tourism growth with sustainability, climate resilience, and regional trade,” she stated.
Amb. Mohamed Kadah, Assistant Secretary General for Programmes at COMESA described the consultations as a turning point for the sector.
“The COMESA Sustainable Tourism Development Framework marks a strategic shift toward positioning tourism as a regional value chain,” he said. “By harmonising branding, improving mobility, and diversifying tourism products, Member States can deepen intra‑regional tourism, attract investment, and strengthen linkages with trade, industry, and SMEs.”
Discussions focused on diversifying tourism beyond wildlife‑centric models toward urban, cultural, creative, blue, eco‑, agri‑, and medical tourism, while addressing policy coordination, visa facilitation, and connectivity to enable seamless cross‑border travel.
Aligned with the African Union’s Agenda 2063 and the African Tourism Strategic Framework 2019–2028, the workshop concluded with clear implementation and financing priorities, positioning tourism as a catalyst for trade, industrial development, and inclusive wealth creation across the COMESA region.
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