JOHANNESBURG, South Africa (8 August 2025) – Regional tourism across Southern Africa took a major step towards speaking with one voice as private sector leaders from across the region established a new governance structure to tackle the barriers holding back the sector’s growth.
With intra-regional tourism accounting for less than 25% of arrivals and air connectivity remaining critically constrained, the SADC Tourism Alliance’s newly elected steering committee will spearhead efforts to unlock the region’s vast untapped tourism potential.
The SADC Tourism Alliance, established in 2022 as the unified private sector voice for tourism across all 16 SADC member states, brings together national tourism associations and businesses to drive regional collaboration beyond borders and political constraints.
Operating independently whilst engaging with the SADC Secretariat, the SADC Tourism Alliance provides the technical leadership and coordination needed to transform Southern Africa into a seamlessly connected tourism destination.
The Steering Committee appointed today to lead the SADC Tourism Alliance’s mission to unlock Southern Africa’s tourism potential through enhanced regional cooperation over the next three years, comprises:
- Tshifhiwa Tshivhengwa (Chair), CEO of the Tourism Business Council of South Africa
- Tojo Lytah Razafimahefa (Deputy Chair), President of CTM Madagascar (Confederation Tourism Madagascar)
- Memory Momba Kamthunzi, Executive Director, Malawi Tourism Council
- Ally Karaerua, Chair, FENATA (Federation of Namibian Tourism Associations)
- Paul Matamisa, CEO, Tourism Business Council of Zimbabwe
- Nasser Zauria Usta, Representative of Cotur – Travel Management Worldwide, representing the Confederation of Economic Associations of Mozambique (CTA), Confederação das Associações Económicas de Moçambique (CTA)
“Each of us faces national challenges – whether it’s airlift in Malawi, skills development in Namibia, or infrastructure in Madagascar. But we’ve learnt that a tourist doesn’t see borders the way we do,” said Tshifhiwa Tshivhengwa, the newly elected Chair. “When we work together, we can unlock investment, create jobs, and protect our natural heritage at a scale that none of us can achieve alone. That’s not just good business – it’s essential for the communities who depend on tourism across our region.”
The SADC Tourism Alliance represents a significant step towards realising the vision of the SADC Tourism Programme 2020-2030, positioning Southern Africa as a competitive, sustainable, and unified tourism destination on the global stage.
As part of this effort, three critical priority areas were identified by the SADC Tourism Alliance, during a strategic session held to define its roadmap. These include unlocking regional access, strengthening regional reputation and ensuring institutional sustainability.
The SADC Tourism Alliance’s formation and activities are supported by the Joint Action NatureAfrica / Climate Resilience and Natural Resource Management (C-NRM) Programme, co-funded by the European Union (EU) and the German Government and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.
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