The session took place as Angola participated as the Official Host Country of ITB Berlin 2026 and focused on implementation progress under the SADC Tourism Programme 2020–2030.
The programme, supported by the German Government and the European Union and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, provides a regional framework for sustainable tourism development across the 16 SADC member states.
Representatives from member states and tourism organisations reviewed developments in three priority areas: visa harmonisation, air access and cross-border tourism product development.
Marygoreth Mushi, Programme Officer for Policy and Market Development at the SADC Secretariat, said: “Regional cooperation remains central to unlocking tourism’s full potential as a driver of inclusive growth, employment and environmental stewardship across Southern Africa.”
Mushi reported that an Air Access Study has been completed and submitted for ministerial review. The study forms part of the Air and Road Access Improvement Programme and identifies several structural challenges affecting regional connectivity.
According to the study, the slow implementation of the Single African Air Transport Market is a key constraint, alongside high aviation taxes, limited regional and intercontinental air routes and infrastructure gaps.
The study recommends accelerating the adoption of the Single African Air Transport Market, harmonising aviation-related taxes and charges and coordinating infrastructure investment among member states.
Marygoreth Mushi noted: “We all understand that tourism might not have a direct mandate over air transport, however it is highly affected.”
The Southern Africa Tourism Alliance confirmed that it will support the operational implementation of the study’s recommendations through its private sector networks across the region.
The SADC Tourism UniVisa pilot programme was also highlighted during the session. The visa initiative is currently operational across Angola, Mozambique, Namibia, South Africa and Zimbabwe.
The programme includes the development of immigration ICT systems, legal frameworks and revenue-sharing mechanisms, which have been benchmarked against the KAZA UniVisa and the East African Tourism Visa.
A tourism-focused customer service training programme has also been developed for immigration and border officials, aiming to support both security procedures and visitor experience.
Through its member networks, the Southern Africa Tourism Alliance has supported border management training at the Kazungula crossing connecting Botswana and Zambia, as well as a pilot train-the-trainer programme for disaster risk management officials in tourism ministries and national tourism organisations.
Nick Tucker of Boundless Southern Africa, which collaborates with the SADC Secretariat on tourism development across Transfrontier Conservation Areas, highlighted the operational importance of improving cross-border travel conditions.
“Nothing makes regional integration tangible like a functioning cross-border tourism experience. Every time we reduce friction, we increase competitiveness,” Tucker said.=
The programme aims to ensure that by 2030, cross-border multi-destination tourism in Southern Africa exceeds the global average growth rate.
The session was chaired by Shamilla Chettiar, Acting CEO of SA Tourism, who said: “We all want tourism to work. We collaborate with each other in order to compete.”
Tags: Shamilla Chettiar, SA Tourism Marygoreth Mushi Southern African Development Community (SADC)
