The IAAPA AAVEA Africa Summit 2025, held in the vibrant city of Cape Town, South Africa, proved to be a transformative experience for stakeholders in the African visitor attractions and tourism industry.
A highlight of the summit was the thought-provoking presentation by Mr. Massimiliano Freddi, CEO of Wonderwood, on the theme “Togetherness.” His “Life Trends” research painted a vivid picture of our current global and social realities
After the COVID-19 pandemic, we are now experiencing what he termed a “loneliness pandemic.”
Some of the startling statistics he shared include:
• 71% of people prefer spending time on their phones rather than connecting with someone in person.
• The average person checks their phone 58 times daily.
• 66.4% of children spend four or more hours per day on mobile devices.
• Alarmingly, 1 in 5 people look at their phones during (Sex) intimate moments.
• 52% of people have encountered fake news or misleading articles.
• 33% have experienced scams or fake attacks seeking personal information.
• 39% have seen fraudulent product reviews online.
Amid these realities, Mr. Freddi issued a challenge to all participants: “We are the catalyst for social reconnection.” His call to action
“No Excuses, Let’s Socialize!”
The event was masterfully organized by Peter van der Schans, Executive Director of IAAPA Europe, Middle East, and Africa, and graciously hosted by Mrs. Mpume Mabuza, President and Executive Director of the African Association of Visitor Experiences and Attractions (AAVEA).
A call to innovate, connect and use our platforms to rebuild the social fabric of our communities through unforgettable visitor experiences.
As tourism leaders, let’s champion social reconnection in all our attractions and destinations.
According to the World Economic Forum’s 2024 Travel and Tourism Development Index, only five African countries rank among the top 100 globally in tourism competitiveness.
The report also highlights a lack of coordination between public and private sectors in enhancing the traveler experience.
Africa can no longer afford to be timid in an industry worth over $9 trillion globally.
Ghana known as the “Gateway to Africa,” boasts a rich tapestry of history, culture, and natural beauty.
With over 1.4 million visitors recorded in 2024 , The Ministry of Tourism Culture and Creative Arts with its implementing agencies inclining the @ghanatourismGTA is poised to deliver over 2 million arrivals in the coming years.
This is will be achieved through aggressive marketing, strategic partnerships and improving our service quality and visitor experiences through a Public Private Partnership initiatives.
Under the leadership of my Boss , Hon. Mrs Maame Efua Haudjeto , I had the opportunity to represent Ghana at @IAAPAEMEA @Attractions_Afr Africa Summit.
This year’s summit was a powerful blend of professional development, thought leadership, networking opportunities, and cutting-edge innovations tailored specifically for the African market.
I took the opportunity to speak on the topic “visitor Attractions Journey, Ghana the emerging market of Africa’s tourism.”
By Abeku Santanna
