From May 12 to 15, the Inkosi Albert Luthuli Convention Centre will host Africa's Travel Indaba, the largest tourism fair on the African continent. Amid strategic panels and international exchanges, one speech resonated loudly: that of Onke Dumeko, cultural strategist, heritage storyteller and head of operations at the National Film and Video Foundation (NFVF).
“My day job is to fund stories. Stories that go to the big screen, to television, to festivals. Stories that shape how the world sees Africa,” Dumeko began. But his speech wasn’t limited to the audiovisual world — it was a call to action for the African tourism sector: “Tourism is an industry full of untapped opportunities, especially when combined with the power of cinema.”
Narratives that sell destinations
Dumeko stressed the need for the African continent to stop being a spectator and start being the author of its own global narrative. “If we want to change how Africa is seen, we need to create the foundation for this new story. Expecting the world to interpret us correctly is ineffective. We have to write our own script,” he said.
She cited the trajectory of historical figures such as Abraham Lincoln, comparing the boldness of creating a different future with the urgent need for Africa to position itself on the global stage not only as a tourist destination, but as a creative powerhouse. “Tourism needs to understand that audiovisual media is its ally. The way American cinema sells the United States is strategic. Each film is an invitation to live the ‘American dream’. We can do the same here,” said Onke Dumeko.
Innovation with identity
Between provocations and reflections, Dumeko was categorical: “Africa does not need to copy anyone. The world is also inspired by us. What is missing is political will and strategic vision.” She highlighted that innovation in African tourism needs to come from authentic cultural elements — and that telling these stories through cinema is the key to transforming global perception.
Pan-Africanism and the Creative Economy
As an advocate of pan-Africanism and creative economies, Onke Dumeko made it clear that her proposal goes beyond aesthetics: it is a strategy for sustainable economic development and repositioning of the continental brand. “We are not just selling landscapes. We are selling who we are. And this identity needs to be clear, strong and proud.”
Dumeko’s talk at Africa’s Travel Indaba reaffirms the vital role that cultural narratives play in building the African tourism of the future — a tourism that not only welcomes visitors, but invites the world to see, feel and recognize Africa in its full potential.
Focus, repetition and identity
Dumeko gave examples of countries that have managed to project themselves globally based on a symbol, culture or strong identity trait. “These countries repeat their messages until the whole world recognizes them for that. We are still rehearsing. It is time to decide what we want the world to see — and repeat it consistently.”
Tourism as a creator of the future
The executive concluded her speech by reinforcing the importance of thinking of tourism as a tool for cultural, economic and symbolic creation. “Tourism cannot simply reflect what already exists. It must project what has not yet been born. Africa has all the resources to do this — it just needs to decide, strategically, how to tell this story.”
Report: Mary de Aquino.