Tourism stakeholders are being encouraged to deepen collaboration and strengthen knowledge sharing across Africa to unlock the continent’s vast tourism potential.

This call was made during the West Africa Customer Engagement event, organized by South African Tourism in collaboration with Marriott International.

The event brought together key industry players for discussions, destination insights, and networking opportunities aimed at strengthening tourism ties between Ghana and South Africa.

Sales Manager for the National Convention Bureau at South African Tourism, Sakile Ndlovu, emphasized that while travel remains central to tourism promotion, it should also serve as a platform for knowledge exchange among African countries.

According to him, “It's not only about visiting South Africa or Ghana, but also about the knowledge exchange between two nations. It broadens the knowledge economy of the African continent.”

Chief Executive of African Polistas, Harold Awuah Darko, also called on Ghana to draw lessons from South Africa’s tourism model to strengthen its own sector.

“What are we doing, practically, to attract South Africans to come here, which is visa-free, and to spend their rand in our country? The opportunity exists. How do we take advantage of it? If we package Ghanaian culture correctly, we can attract South African tourists,” he said.

Adding a cultural dimension to the engagement, renowned South African chef Wandile Mabaso showcased a fusion of South African and Ghanaian cuisine during the event.

 He highlighted the immense, but largely untapped, potential within Africa’s gastronomy industry, describing food as a powerful tool for cultural exchange and tourism promotion.

The engagement underscored the importance of partnerships, innovation, and shared learning in positioning Africa as a compelling global tourism destination while strengthening cultural and economic ties across the continent.