Solidarity, equality, sustainability: Reimagining tourism for a resilient global future

The theme of South Africa’s G20 presidency – ‘Solidarity, Equality, Sustainability’ – is a call for collective action in a world where interconnected crises demand unified responses. Tourism stands as a powerful force for economic growth, cultural exchange and sustainable development. That is especially true in the G20 economies, responsible for 70% of all global tourist arrivals. Yet, as the world grapples with climate change, inequality, technological disruption and geopolitical instability, tourism must evolve to meet these challenges. The G20 tourism ministers’ discussions, held in September in the heart of Africa, offered a pivotal moment to reimagine tourism as a driver of resilience, equity and sustainability.

The resilience imperative

The Covid-19 pandemic exposed tourism’s vulnerability. International tourist arrivals plummeted, and recovery has been uneven. By 2024, global arrivals reached 1.5 billion, matching 2019 levels, and tourism exports hit a record
$2 trillion, surpassing pre-pandemic values despite inflation. Yet these numbers mask persistent challenges. Climate change impacts, biodiversity loss, geopolitical tensions and economic disparities challenge the sector’s development and sustainability. Moreover, increasingly the sector needs to step up efforts and policies to manage its growth and impacts on people and planet. South Africa’s G20 presidency rightly frames these overlapping crises as a summons to leaders to embed resilience into tourism policy.

Resilience is not an abstract goal but a practical necessity. Among G20 economies, resilience is central to their strategies. This means stress-testing tourism against shocks – pandemics, climate events or geopolitical crises – and building rapid-response systems. Coordinated crisis plans, clear traveller communication, and safety nets for micro, small, and medium enterprises – which make up 80% of tourism businesses – are critical. These family- and community-owned enterprises are the sector’s backbone but also its most vulnerable. Strengthening their capacity through targeted financing, training and digital tools is essential to weathering future disruptions.

Digital transformation: The key to inclusive growth

Digital transformation is reshaping tourism at an unprecedented pace. For MSMEs, particularly those led by and employing women, youth or people in vulnerable situations, the digital economy offers opportunities but also risks exclusion. The G20 Tourism Ministers Declaration encourages including artificial intelligence innovation into national tourism strategies and establishing financial incentives for MSME digital transformation, expanding digital access and smart infrastructure while promoting ethical and responsible AI adoption.

Equity is a cornerstone of this action. Reducing regional digital divides and supporting groups in vulnerable situations ensures that digital transformation does not widen inequalities. By fostering an inclusive digital ecosystem, G20 members can empower MSMEs to thrive in a tech-driven world while maintaining ethical standards.

Financing for development and investment

Despite its recognition as a major driver of economic growth and development, and ability to fight inequalities among people, within and between countries, tourism remains largely overlooked as a tool for development. Total disbursements reported by official donors as allocated for tourism remain below 0.25% of total official development assistance.

As such, we welcome the focus on financing for development and investment for tourism and strengthening links with the G20 finance track and other working groups, such as development and trade and investment.

On investment, G20 economies are a powerful example of the transformative role of tourism. Between 2019 and 2024, they accounted for almost 80% of global foreign direct investment in greenfield tourism projects. This represents more than 1,800 projects, over $98 billion in capital and nearly 243,500 new jobs. These numbers demonstrate the scale of tourism as an engine of development, as well as the responsibility that comes with such leadership.

The G20’s mission is clear: to make tourism investment not only abundant, but also inclusive, resilient and sustainable. It means empowering MSMEs by improving access to finance and reducing credit gaps, supporting women and youth, and financing climate-resilient infrastructure while guaranteeing that the social and environmental benefits of tourism are shared across communities.

Africa’s moment

South Africa’s G20 presidency, coupled with the African Union’s inclusion in the G20, places Africa at the forefront of global development. With 19% of the world’s population and the youngest demographic – 70% of sub-Saharan Africa is under 30 – Africa is a hub of potential. Its linguistic and cultural diversity, alongside 43% of the world’s Ramsar-protected wetlands, make it a unique destination. Yet Africa accounts for only 5% of global tourism, a figure that must double by 2030.

The G20 can drive this change by enhancing air connectivity, visa facilitation and skills development. UN Tourism’s Africa Investment Report and Investment Guidelines for South Africa highlight the continent’s value proposition, from cultural heritage to sustainable tourism opportunities. Public-private partnerships and foreign direct investment will be key to unlocking this potential, ensuring Africa’s tourism sector drives inclusive growth.

A unified vision that puts people at the centre

The G20’s influence extends beyond its borders, shaping global policy. The spirit of Ubuntu – South Africa’s philosophy of interconnectedness – reminds us that no one thrives in isolation.

As the G20 leaders gather, the path forward is clear: translate lessons into action and policies into transformation. Tourism can help translate priorities such as inclusion, digital equity, resilience, sustainable practices and financing for development into practice. The G20’s leadership is not just an opportunity – it is a responsibility to shape a future that uplifts communities, protects the planet and unites the world.