ECA and COMESA convene consultative workshop to transform regional tourism and deepen economic integration

Diani, Kenya, 28 April 2026 - The United Nations Economic Commission for Africa (UNECA), in partnership with the Common Market for Eastern and Southern Africa (COMESA), today convened the First Consultative Workshop on the Development of the COMESA Sustainable Tourism Development Framework and Implementation Plan in Diani, Kenya.

The two-day workshop brought together policymakers, tourism experts, private sector leaders, and development partners from the 21 COMESA Member States to advance a unified regional approach to tourism aimed at driving economic integration, diversification, and inclusive growth.

Opening the workshop, Hon. John Ololtuaa, Principal Secretary at Kenya's Ministry of Tourism and Wildlife, underscored tourism's central role in economic development. "Tourism is not just a sector-it is a cornerstone of our economy," he said. "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."

Tourism offers a practical pathway for translating regional integration into tangible economic outcomes. Ms. 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.

Ms. Kamwendo further highlighted that despite tourism contributing nearly 10 per cent of GDP and employment in the COMESA region, its full value remains unrealized 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," the Commission stated.

Amb. Dr. Mohamed Kadah, Assistant Secretary General of COMESA Secretariat 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 harmonizing 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 is expected to conclude with clear implementation and financing priorities, positioning tourism as a catalyst for trade, industrial development, and inclusive wealth creation across the COMESA region.

Note to Editors
The Common Market for Eastern and Southern Africa (COMESA) is a regional economic community comprising 21 Member States:
Burundi, Comoros, Democratic Republic of the Congo, Djibouti, Egypt, Eritrea, Eswatini, Ethiopia, Kenya, Libya, Madagascar, Malawi, Mauritius, Rwanda, Seychelles, Somalia, Sudan, Tunisia, Uganda, Zambia, and Zimbabwe.

Issued by:
Communications Section
Economic Commission for Africa
PO Box 3001
Addis Ababa
Ethiopia
Tel: +251 11 551 5826
E-mail: [email protected]