Nairobi, May 14 -- Africa does not need another conversation about its tourism potential. The case has already been made repeatedly and convincingly. What Africa needs is a more serious conversation about why, despite the language of growth, connectivity and African Continental Free Trade Area (AfCFTA), tourism remains unnecessarily difficult to move, build and scale.

For too long, the diagnosis has been that the central problem is visibility: better branding, stronger destination marketing, more persuasive storytelling.

All of that matters. But the issue is not branding alone; it is whether the product, infrastructure and policy environment can consistently deliver on the promise. Africa is not short of attractions, culture, heritage, ...