ABSTRACT
Africa rising gives us cause to be optimistic about the future of tourism on the continent. With a more vibrant economy, enhanced digital capability, a growing middle class and overall growth, Africa is poised to attract more tourism flows and investments in the 21st century. However, while such a macroclimate is positive, on a localised scale, there are myriad issues to contend with: wildlife conversation crises (e.g. poaching, dwindling numbers of lions), climate change risks, the threat of terrorism and an unstable political climate in some parts. To deal with these daunting but not insurmountable challenges, integrated and synergistic interventions by African governments to ensure sustainable tourism growth and peak tourist experiences will be paramount.
