The 7th African Tourism Leadership Forum (ATLF) and awards summit in Botswana's capital, Gaborone, highlighted key actions needed to improve the tourism industry in Africa.

Participants agreed that market, product, people, accessibility, and business support are crucial elements for driving the tourism industry.

Lee-Anne Back, a member of the African Tourism Forum Management, stated that Africa is not capitalizing on the global market and fails to recognize the value of travelers.

Another missed opportunity lies in the product, as cultural heritage has not been fully utilized.

Regarding accessibility, it is a significant issue. Constructive development and the liberalization of the South African Air Transport Market (SATAM) are crucial in driving air access. By ensuring that airlines operate within and between African countries and cities, travel costs can be reduced.

The summit also emphasized the importance of people, aiming to create decent jobs and improve the lives of Africans.

"We have let others take advantage of the opportunities presented by the tourism industry in Africa. We need to take back that opportunity, maximize it for all Africans, and ensure its ownership," emphasized the summit.

The summit, which brought together over 500 participants from across Africa, concluded on Friday with the announcement of award nominees from various African countries.