By Lesedi Sibiya-Diplomatic Insider 

Upon the third and final day of the Tourism Investment Forum Africa (TIFA), the panel discussions continued to commence in order to round up the overall idea of the event. 

Founder and CEO of Rural Tourism Africa, Jacqui Taylor, runs an organisation based on highlighting tourism experiences on farms across Africa.

 She is of the firm belief that effective tourism starts from the ground up, basically to expand inclusivity across the board between the local people and the tourists that seek to visit a certain region.

 She has expressed in her address on the panel that there needs to be more emphasis on implementing ideas instead of simply just talking about them.

 “So what we’ve got to get away from is talking and doing. Because I deal with farmers, small holders as well, farmers do…I’ve not met a farmer who talks and then plants just sort of grow. It doesn’t happen, right ?” said Taylor in her address. 

The inclusivity of the youth is also a key point that was highlighted throughout the third day, outlining that without the youth involvement, there is no cohesive way to create stability.

 “I am really dismayed about the youth. The lack of purpose, and we’ve got so many graduates…the man who is actually our driver has a B-com and masters in financial accounting.” said Taylor. 

There is a big emphasis on the idea that tourism can provide a regenerative response to the country’s economy as well as job creation.

 With the city of uMhlathuze having an abundance of potential with the vast open land, there are potential opportunities for many of the locals to benefit from them whether at a consumers level or more along the lines of providing the locals with jobs that will help execute these projects and keep the cultural essence of culture alive in the city. 

The film industry is seen as a key factor of bolstering tourist attraction because it enables the platform of storytelling. 

Storytelling is compelling and unique in which Africa expresses its identity, and neglecting aspects of filmmaking or storytelling of the continent’s rich history which expand beyond colonialism, there is a big emphasis on Africa focusing on itself instead of concerning itself with how the rest of the world portrays their tourism.

 The inclusion of the community is the way to start according to Jacqui Taylor, who made mention that it is imperative for locals of a specific community to create their own voice and decide which stories they want to tell.

 “Why can’t communities decide for themselves what they want to offer, why can communities not be business owners too?” Taylor emphasised. 

With the globe moving into the age of Artificial Intelligence (AI) it is imperative for Africa to move along this path in order to stabilize development across all borders in the continent specifically when dealing with tourism.

 In a world where there is a difference of opinion when it comes to dealing with AI, as far as the tourism sector is concerned there is vast opportunity to advance how tourists can engage with a particular country that they are visiting.

 Owning your own data is a key element that businesses are beginning to implement when dealing with consumers, so that there is transparent trust among consumers and businesses.