A leading tourism and diaspora engagement expert has called on African governments, investors, tourism authorities, and stakeholders to move beyond celebrating new flight connections and focus on building sustainable tourism ecosystems capable of delivering long-term economic benefits.
Founder and Group Chief Executive Officer of The Africa Guide, Dr. Vicki L. Otaruyina, made the call while reflecting on the emergence of direct air connectivity between Nigeria and Barbados.
She noted that while recent flights between Lagos and Bridgetown represent a historic milestone in strengthening ties between Africa and the Caribbean, connectivity alone is insufficient to create a sustainable tourism market. According to her, the continent risks losing the economic value of these opportunities if supporting systems and infrastructure are not developed alongside the new routes.
“A flight route, on its own, does not create demand. It does not create destination readiness. It does not create competitive tourism packages, coordinated marketing, traveller confidence, or the kind of cultural understanding that turns a one-off journey into a repeat relationship,” Dr. Otaruyina said. She argued that sustainable tourism development requires deliberate investment in infrastructure, policy frameworks, storytelling, and destination readiness rather than relying solely on symbolic achievements.
The tourism expert further warned that Africa has historically struggled to maximize the benefits of new tourism opportunities because the supporting structures needed to sustain growth were often neglected. She explained that many destinations have launched new routes, visa policies, and promotional campaigns without creating the systems required to retain visitors and generate lasting economic value. As a result, she said, much of the revenue associated with tourism has often flowed to foreign airlines, hotel chains, and tour operators rather than remaining within African economies.
Dr. Otaruyina emphasized that sustainable tourism corridors between Africa and its diaspora communities must be built through coordinated action.
She identified destination readiness, joint marketing strategies, investment in tourism infrastructure, effective storytelling, and supportive policies as critical pillars for success. She stressed that African and Caribbean destinations must work together to tell a shared story while creating an enabling environment that makes travel easier and more attractive for visitors.
According to her, the conversation extends far beyond a single airline route. She said the Nigeria-Barbados connection is merely one example of a broader challenge facing tourism economies across Africa: how to transform connectivity into long-term, mutually beneficial economic relationships. She noted that governments and tourism authorities must view infrastructure investment as a priority if they hope to convert growing interest from the African diaspora into sustainable development outcomes.
To advance these discussions, The Africa Guide will host a virtual panel on June 27 titled “The Africa–Caribbean Tourism Partnership: Connecting Two Sides of the Diaspora for Mutual Tourism Growth.” The event will bring together tourism strategists, investment experts, communications professionals, and youth advocates to explore strategies for strengthening tourism, investment, and cultural exchange between Africa and the Caribbean.
Among the speakers expected at the forum are former Chief Executive Officer of the Barbados Tourism Product Authority, Dr. Kerry Hall; former Chief Executive Officer of the Ghana Tourism Authority, Akwasi Agyeman; investment strategist David F. Roberts; communications expert Dr. Madonna Doyle; and Ugandan youth tourism advocate Charles Nkaivu. Otaruyina said the panel would focus on what comes next after connectivity is established, rather than simply celebrating the opening of new routes.
She maintained that Africa now has an opportunity to shape its own narratives and build stronger economic relationships through improved connectivity and strategic partnerships. “The market — the real, sustainable, mutually beneficial market — still has to be built,” she stated.
Stakeholders say the growing connection between Africa and the Caribbean presents significant opportunities for sustainable tourism, cultural exchange, job creation, diaspora engagement, and economic diversification. However, experts warn that realizing these benefits will depend on the willingness of governments, investors, tourism authorities, and communities to invest in the systems needed to transform connectivity into lasting development outcomes.
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