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ECOWAS unveils bold new framework to reshape West Africa's tourism business landscape ECOWAS unveils bold new framework to reshape West Africa's tourism business landscape

The tourism sector across West Africa is set for a significant institutional upgrade. The Economic Community of West African States (ECOWAS) has adopted a new framework designed to strengthen the organisation, representation and regional influence of tourism business associations, a move that could reshape how the private sector engages with policymakers across the sub-region.

The framework, which sets out guidelines for the recognition and accreditation of Regional Business Associations (RBAs), was adopted during a consultative meeting of the Confederation of Tourism Associations of West Africa (COPITOUR) held in Abuja on 30 July 2026. The gathering brought together tourism stakeholders from Nigeria, Benin, Ghana, Liberia, Sierra Leone, The Gambia, Senegal, Togo and Côte d'Ivoire, alongside development partners such as the European Union and the German Agency for International Cooperation (GIZ).

At the heart of the new framework are principles of transparency, accountability, stronger institutional governance and deeper regional integration. Chief John Umoren of the ECOWAS Business and Enterprise Desk explained that better-structured tourism associations are essential if the sector is to make a fuller contribution to regional development. He described the framework as a roadmap for improving credibility, governance and sustainability among Regional Business Associations, adding that tourism should be understood broadly to include sports, culture and other creative industries. COPITOUR, he suggested, should also explore emerging opportunities under the concept of "Sports as Business" and expand its reach across the entire tourism value chain.

Representing the ECOWAS Commission, Principal Programme Officer for Industrial and Technology Development, Ms Anna Wadda, reaffirmed the Commission's commitment to strengthening Regional Business Associations as strategic partners in regional integration. She positioned tourism as a driver of peace, cultural understanding, employment, investment and prosperity, while highlighting its natural links with transport, hospitality, culture, creative industries, agriculture, trade, investment and technology. The Commission urged COPITOUR to become an effective private-sector partner in delivering both the African Continental Free Trade Area (AfCFTA) and the ECOWAS Regional Tourism Policy, known as ECOTOUR 2019-2029.

COPITOUR President Mr Mamadou Racine SY captured the ambition of the moment by describing tourism as the "oil of Africa", pointing to its enormous capacity to create jobs, boost economies and reinforce regional cooperation. He called for stronger public-private partnerships, harmonised tourism policies and a unified marketing strategy to position West Africa as a truly competitive destination on the global stage. His remarks resonate with a wider continental push to grow intra-African travel, with ECOWAS having previously set a target of attracting 10 million intra-community tourists by 2029.

The Director-General of the Nigerian Tourism Development Authority, Mr Awakan, added that a balanced partnership between public and private sectors is essential to unlocking the region's tourism potential and creating meaningful employment for young people. Federation of Tourism Associations of Nigeria (FTAN) National President, Dr Badaki Aliyu, welcomed the framework and applauded ECOWAS, COPITOUR, the EU and GIZ for their steady support of regional tourism development.

Development partners echoed the optimism. The European Union's Mr Desmond Umukoro reaffirmed Brussels' commitment to supporting regional integration through robust private-sector institutions, particularly around trade, investment and innovation. GIZ Representative Kelechi Okoro added that meaningful private-sector participation is indispensable, since the public sector alone cannot unlock tourism's full potential.

For sub-Saharan Africa's travel trade, this development carries real weight. Stronger, better-recognised regional associations should translate into clearer engagement channels, more coordinated lobbying for visa harmonisation, air connectivity improvements and unified quality standards, and greater private-sector influence in shaping policies that ultimately determine how easy it is to move clients across West African borders. As implementation begins, tourism entrepreneurs across the region should position themselves early, because the associations that step forward now will help define how West Africa competes for global tourism spend in the years ahead.