One can only imagine the sighs of exasperation echoing through the marble halls when UN Tourism boss Zurab Pololikashvili stood before G20 Tourism Ministers and told them what the industry has been saying for decades: stop treating us like the poor cousin of economic development.
This wasn’t some lightweight pep talk about pretty beaches and nice hotels. Pololikashvili’s message was unvarnished: tourism is a powerhouse for jobs, inclusion, and growth, but only if the powers-that-be stop patting it on the head and fund it.
Mottos vs Reality
South Africa, currently chairing the G20, chose the theme of “Solidarity, Equality, Sustainability.” It was lofty, noble, and suitably solemn. Pololikashvili politely applauded the choice and then sharpened the knife.
“More than a motto,” he declared, “it reminds us that equality and sustainability can only be achieved through targeted policies, unified efforts and mutual support among countries — a recognition that in an interconnected world, the challenges faced by one country can have ripple effects globally.”
Translation? Fine words, Ministers, but don’t think you’re off the hook.
Four Pillars… If Anyone’s Listening
South Africa asked the world’s big tourism players to focus on four priorities. They look tidy on paper:
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Digital innovation for startups and MSMEs – the lifeblood of travel.
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Financing and investment – the sector’s Achilles heel.
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Air connectivity is essential unless you fancy travelling by camel.
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Resilience and inclusivity – more than just a hashtag, one hopes.
Meanwhile, UN Tourism’s latest World Tourism Barometer shows international arrivals up 5% in the first half of 2025. Encouraging? Certainly. Sustainable? That depends entirely on whether ministers back these pillars with policy and money. Otherwise, they’re just building sandcastles at low tide.
The Digital Divide: Silicon Valley Meets the Village
With uncharacteristic bluntness, Pololikashvili warned that emerging tech can revolutionise micro, small and medium-sized enterprises, the backbone of tourism, but only if someone helps them pay the Wi-Fi bill.
“Emerging technologies can transform tourism MSMEs,” he said, “but only with adequate financing and programmes to close the digital divide and promote inclusion.”
He might as well have added, “Good luck running a cloud-based booking app when your only cloud is the one blocking the sun over a dusty rural outpost with no internet connection.”
G20 Tourism Ministers
Developing Countries: The World’s Blind Spot
The real gut punch came when Pololikashvili turned to tourism’s role in developing nations. Tourism is not nice for many Least Developed Countries and Small Island Developing States; it’s their economic lifeline.
Jobs, foreign exchange, tax revenue — all flowing from visitors. And yet, the sector scrapes by with less than 0.11% of total Official Development Assistance. That’s right, Ministers: the world’s favourite holiday activity doesn’t even get a sliver of the global aid pie.
The hypocrisy is glaring. The same governments happy to lounge on an island beach are reluctant to bankroll the infrastructure that keeps the beach and its community above water.
Africa’s Youthful Advantage
South Africa’s G20 Presidency isn’t just symbolism. Africa itself is front and centre. With 19% of the world’s population and 70% of sub-Saharan Africa under 30, the continent is practically bursting with potential.
“The opportunities the continent offers in tourism are many,” Pololikashvili insisted. And he’s right. Unlocking investment and jobs for Africa’s youth is not only a development priority, it’s a global necessity. Ignore this, and the world will miss out on one of tourism’s most remarkable growth stories.
Why G20’s Decisions Matter
UN Tourism reminded delegates that the G20 economies are not just big players. They are the players. They account for 70% of all international arrivals, 83% of the world’s tourism GDP, and nearly a quarter of all service exports.
In other words, if the G20 sneezes, the tourism world will catch a nasty cold. And if the G20 continues to ignore the sector, the cough could become chronic.
A Call for Action – Not Politeness
Tourism is too often dismissed as frothy and lightweight, forever relegated behind the heavy industries and the bankers in their dark suits. Yet it employs millions, connects cultures, and is often the fastest way for poorer nations to earn their keep.
Pololikashvili’s plea was direct: enough with the patronising nods. Tourism deserves proper financing, serious policy, and a place at the grown-ups’ table.
Suppose South Africa’s G20 Presidency becomes the turning point. In that case, history might look back and say this was when the world finally realised tourism wasn’t just about selfies and sunsets — it was about livelihoods, equality, and a seat at the economic high table.
And frankly, it’s about time.
By Sandra Jones
