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SADC Hosts Joint Consultative Workshop on the SADC Tourism Barometer and SADC Tourism Sustainability Framework
25 November 2025
The Southern African Development Community (SADC) successfully hosted a Joint Stakeholders Consultative Workshop on the Tourism Barometer and the Tourism Sustainability Framework from 30–31 October 2025 at the Birchwood Hotel and Conference Centre in Johannesburg, South Africa. The workshop marked a significant milestone in advancing regional tourism monitoring, planning and policy development aligned with the SADC Tourism Programme (2020–2030) and the objectives of the SADC Protocol on Tourism Development.
The two-day meeting brought together 68 delegates, representing SADC Member States’ Ministries responsible for Tourism, National Statistics Agencies, and Ministries of Conservation, Environment, and Wildlife. Also in attendance were representatives from the SADC Secretariat, SADC Tourism Working Groups, the SADC Tourism Alliance, and technical task teams supporting the two initiatives.
Opening Remarks: A Regional Commitment to Sustainable Growth
Welcoming participants on behalf of the SADC Secretariat, Dr. Domingos Gove, Director of the Food, Agriculture and Natural Resources Directorate, expressed appreciation for the strong participation of Member States and stakeholders. He underscored the need for reliable and harmonised tourism data in the region, highlighting the strategic role of the SADC Tourism Barometer in monitoring tourism performance and improving decision-making.
Dr. Gove noted that the Barometer will support data-driven tourism development, provide early insights into trends, and strengthen cooperation among Member States by harmonising data collection and reporting processes. He further emphasized that the Sustainability Framework will guide Member States to ensure tourism growth that is economically viable, socially inclusive, and environmentally responsible.
Delivering Opening Remarks on behalf of the SADC Chairperson (Madagascar), Dr. Arilala Léa Razanamaria echoed these sentiments, describing the Barometer as a strategic instrument for evidence-based decisions, and the Sustainability Framework as a collective commitment to responsible tourism development across the region.
Day One: Advancing the SADC Tourism Barometer
The first day of the workshop focused on reviewing progress made on the development of the SADC Tourism Barometer. Consultants presented the rationale, structure, and proposed indicators that align with recognized international tools, including the UN Tourism Barometer and the World Travel and Tourism Council’s Economic Impact Research.
Key discussions focused on:
• Indicator selection to reflect the realities of tourism in Southern Africa
• Member State roles and responsibilities in data submission and validation
• A proposed governance system to ensure transparency, efficiency, and consistency in regional reporting
Participants also received a demonstration of the Barometer’s planned online dashboard, which will be hosted and maintained by SADC ICT in collaboration with the SADC Statistics Unit. The system will integrate with existing regional statistical platforms to ensure data accessibility and efficiency.
Day Two: Advancing the SADC Tourism Sustainability Framework
The second day was dedicated to the SADC Tourism Sustainability Framework, which will serve as a regional blueprint to support Member States in integrating sustainability principles into tourism planning and development. In line with international standards, the Framework emphasizes:
• Economic sustainability: ensuring tourism contributes to local development and competitiveness
• Social sustainability: promoting inclusivity, cultural preservation and community benefits
• Environmental sustainability: safeguarding ecosystems and natural heritage
Participants engaged in group discussions and collaborative exercises designed to clarify expectations, refine priority areas, and provide technical input to guide the next phase of the Framework’s development.
Looking Ahead: Building a Competitive and Responsible Tourism Sector
The Joint Consultative Workshop reaffirmed SADC’s commitment to strengthening tourism as a strategic sector for regional integration and socio-economic development. The development of the Tourism Barometer and Sustainability Framework reflects the region’s dedication to adopting modern tools, harmonizing policy approaches, and supporting sustainable and transformative tourism experiences.
As SADC moves towards implementation, Member States will continue working collaboratively to ensure that tourism growth is anchored in credible data, sustainability principles, and shared prosperity for the region.
The Joint Workshop was supported by the Joint Action NaturAfrica / Climate Resilience and Natural Resource Management (C-NRM) Programme and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH - a partnership Programme between SADC, the European Union (EU) and the German Government.
For more information, contact: Marygoreth Mushi on mmushi@sadc.int or Salifou Siddo on salifou.siddo@gopa.eu
Opening Remarks: A Regional Commitment to Sustainable Growth
Welcoming participants on behalf of the SADC Secretariat, Dr. Domingos Gove, Director of the Food, Agriculture and Natural Resources Directorate, expressed appreciation for the strong participation of Member States and stakeholders. He underscored the need for reliable and harmonised tourism data in the region, highlighting the strategic role of the SADC Tourism Barometer in monitoring tourism performance and improving decision-making.
Dr. Gove noted that the Barometer will support data-driven tourism development, provide early insights into trends, and strengthen cooperation among Member States by harmonising data collection and reporting processes. He further emphasized that the Sustainability Framework will guide Member States to ensure tourism growth that is economically viable, socially inclusive, and environmentally responsible.
Delivering Opening Remarks on behalf of the SADC Chairperson (Madagascar), Dr. Arilala Léa Razanamaria echoed these sentiments, describing the Barometer as a strategic instrument for evidence-based decisions, and the Sustainability Framework as a collective commitment to responsible tourism development across the region.
Day One: Advancing the SADC Tourism Barometer
The first day of the workshop focused on reviewing progress made on the development of the SADC Tourism Barometer. Consultants presented the rationale, structure, and proposed indicators that align with recognized international tools, including the UN Tourism Barometer and the World Travel and Tourism Council’s Economic Impact Research.
Key discussions focused on:
• Indicator selection to reflect the realities of tourism in Southern Africa
• Member State roles and responsibilities in data submission and validation
• A proposed governance system to ensure transparency, efficiency, and consistency in regional reporting
Participants also received a demonstration of the Barometer’s planned online dashboard, which will be hosted and maintained by SADC ICT in collaboration with the SADC Statistics Unit. The system will integrate with existing regional statistical platforms to ensure data accessibility and efficiency.
Day Two: Advancing the SADC Tourism Sustainability Framework
The second day was dedicated to the SADC Tourism Sustainability Framework, which will serve as a regional blueprint to support Member States in integrating sustainability principles into tourism planning and development. In line with international standards, the Framework emphasizes:
• Economic sustainability: ensuring tourism contributes to local development and competitiveness
• Social sustainability: promoting inclusivity, cultural preservation and community benefits
• Environmental sustainability: safeguarding ecosystems and natural heritage
Participants engaged in group discussions and collaborative exercises designed to clarify expectations, refine priority areas, and provide technical input to guide the next phase of the Framework’s development.
Looking Ahead: Building a Competitive and Responsible Tourism Sector
The Joint Consultative Workshop reaffirmed SADC’s commitment to strengthening tourism as a strategic sector for regional integration and socio-economic development. The development of the Tourism Barometer and Sustainability Framework reflects the region’s dedication to adopting modern tools, harmonizing policy approaches, and supporting sustainable and transformative tourism experiences.
As SADC moves towards implementation, Member States will continue working collaboratively to ensure that tourism growth is anchored in credible data, sustainability principles, and shared prosperity for the region.
The Joint Workshop was supported by the Joint Action NaturAfrica / Climate Resilience and Natural Resource Management (C-NRM) Programme and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH - a partnership Programme between SADC, the European Union (EU) and the German Government.
For more information, contact: Marygoreth Mushi on mmushi@sadc.int or Salifou Siddo on salifou.siddo@gopa.eu
