Africa's Tourism Potential Hinges on International Markets, Investment, Says Clevenard CEO

Africa's tourism and hospitality industry is "merely scratching the surface" of its potential, according to Adefaratoluwa Osindero Olutimehin, Founder and Chief Executive Officer of Clevenard Group Worldwide. He believes the continent has "everything" to offer the world, from "extraordinary landscapes, wildlife, history, diverse cultures, music, fashion, cuisine, creativity" to "people with incredible stories to tell."

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I see enormous potential in Africa’s tourism and hospitality industry. In fact, I believe we are only beginning to scratch the surface of what Africa can offer the world.

The primary challenge, Olutimehin explained, is not a lack of attractions but rather connecting them to international markets, investment, and infrastructure. He stressed the need for "effective storytelling" and a broader understanding of tourism's reach, which extends beyond hotels to aviation, agriculture, transportation, entertainment, fashion, technology, arts and crafts, media, and small businesses. Developing these connections, he stated, can make tourism a "major engine for economic growth and job creation across Africa."

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The challenge is not a lack of attractions. The challenge is how we connect those attractions to international markets, investment, infrastructure and effective storytelling.

Olutimehin expressed concern that Africa is sometimes "marketed from the outside rather than being properly represented from within." He advocates for Africans to "tell our own stories, showcase our own entrepreneurs and communities," and create platforms for international investors and visitors to see the continent as a "destination" and a "continent of opportunity."

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If we develop those connections properly, tourism can become a major engine for economic growth and job creation across Africa.

Through Clevenard, Olutimehin promotes cultural exchanges between Africa and Europe, viewing them as partnerships rather than aid. He believes these exchanges allow Africans and Europeans to discover shared aspirations through business, tourism, media, education, culture, and creative industries. "There is knowledge in Africa that Europe can learn from, and there is knowledge in Europe that Africa can benefit from," he said, highlighting the potential for connected markets, collaborative businesses, and mutual cultural learning.

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My concern is that Africa is sometimes marketed from the outside rather than being properly represented from within.