By Dr Adun Okupe
Another September 27th has arrived, and as we reflect on the time since the last World Tourism Day—when the theme was Tourism and Green Investments—one might ask, how much has truly changed?
Change can be elusive, difficult to notice in the moment. Yet, when we look back, we often realize just how much has shifted, how much progress has quietly unfolded.
This year’s theme, Tourism and Peace, is especially fitting for the world we live in today.
Civil unrest, insurgencies, and armed conflicts continue to dominate headlines across the continent and beyond. Even historically “safer” countries have not been immune to the impact of conflict, underscoring the urgent need for greater intentionality in fostering global peace and security.
What is the root cause of these challenges? Where do they stem from, and what does it say about our inability to sustain peaceful co-existence?
According to the 2023 Global Peace Index, this year marked the worst decline in global peace over the past decade, with 84 countries becoming less secure and peaceful.
Nigeria’s ranking fluctuates, showing notable improvement in 2022 (135th) after a difficult 2021 (146th). The 2023 ranking (138th) signals there is still room for progress, highlighting the need for focused interventions to strengthen security and stability.
I would like to make the case for Tourism for Peace. For those wondering how tourism can serve as a vehicle for peace, let’s start with a quick definition of tourism.
Tourism involves traveling to a destination outside one’s usual environment for leisure, business, or other purposes, typically for more than 24 hours. This 24-hour threshold is significant—it sets tourism apart from day trips by encouraging deeper engagement with a destination.
Longer stays often involve a broader range of services, such as accommodation, dining, and entertainment, creating more opportunities for meaningful interactions and cultural exchange.
From the above definition, it becomes clear that tourism activity presents a powerful and immersive opportunity for promoting peace and understanding. Tourism broadens horizons, by providing a gateway to experience diverse cultures and perspectives, to realize more ways that unite, and how cultures (ways of life) have evolved in different, yet similar ways.
Tourism is vital for fostering mutual respect and understanding among individuals, communities, and nations.
How can a simple activity that involves travel, sightseeing, and shopping have such a profound impact on peace?
With each journey, tourists have the opportunity to break down socio-economic and cultural barriers, foster empathy, and nurture coexistence, leading to a deeper appreciation of our shared humanity and a more harmonious global society.
Tourism is not only a powerful tool for cultural understanding and peacebuilding, but it also thrives on stability and security.
This creates a mutually reinforcing relationship, where peace supports tourism, and tourism, in turn, promotes peace.
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A stable political environment that prioritizes peace and safety is far better positioned to foster a thriving tourism industry.
This idea aligns with the UN’s Sustainable Development Goal 16, tourism contributes to the creation of just, peaceful, and inclusive societies.
To paraphrase the Dalai Lama, a global advocate for peace: true peace is achieved by resolving differences through communication and education.
Tourism offers a platform for both, building bridges between people rather than walls.
Insecurity in Africa is largely driven by poverty and disenfranchisement.
Yet, the continent’s tourism potential is vast but often untapped due to insecurity, a pathway to stability is crucial to unlocking the industry’s promise.
Tourism for peace involves promoting sustainable tourism activities that directly benefit local communities, including vulnerable and marginalized groups. As one of the world’s largest employers—responsible for one in ten jobs globally— tourism can contribute towards long-term economic development.
So what does this mean for destinations? It also calls for supporting tourism initiatives that aid in the reconciliation of post-conflict regions and fostering stronger partnerships between governments, the private sector, and civil society.
Through these efforts, tourism can become a powerful tool for fostering peace and stability.
This doesn’t mean that these regions or communities need to become tourist destinations themselves.
Instead, they can be integrated into a well-structured tourism system, benefiting from valuable opportunities within the broader tourism value chain across various sectors and industries essential to the functioning of tourism.
By supporting safe, secure, and accessible travel, tourism can help break down ethnic stereotypes, encourage intercultural dialogue, and stimulate economic growth that benefits local communities.
Community-based tourism initiatives, in particular, empower local populations, making them vital participants in maintaining peace within their regions.
What can we do? What needs to be done? Is this just more of the same?
Can we truly drive change? Unrest often starts slowly, building momentum until it spirals into widespread anomie.
Similarly, stability and security are achieved through small, intentional, and sustained efforts by policymakers, investors, communities, residents, visitors, and workers.
By acting responsibly and with purpose, we can contribute to a more peaceful and secure future—through understanding, valuing diverse perspectives, and celebrating our shared humanity.
Happy World Tourism Day.
*Dr Adun Okupe is the Principal Advisor of Red Clay, a boutique tourism consultancy focused on tourism development in Africa.
