Tourism is one of Africa’s key drivers of growth. The sector accounts for around seven per cent of the continent’s GDP and supports millions of jobs. Yet much of its potential remains untapped. That is why UN Tourism and the TUI Care Foundation are launching a joint initiative to provide targeted support to rural regions and boost local value creation.

The project is unique: for the first time, UN Tourism is providing direct financing and technical support to five NGOs in four African countries as part of the Small Grants Programme, implemented in partnership with the TUI Care Foundation. The focus is on artisans. In addition to financial support, they receive practical assistance with product development, quality standards and marketing, targeting tourism as a key sales market.

Kick-off for the partnership

Thomas Ellerbeck, Chairman of the TUI Care Foundation, and Shaikha Alnuwais, Secretary-General of UN Tourism, in March 2026 at the signing of the joint initiative.

A look at the first five funded projects:

• Mozambique: Artisans in communities around Gorongosa National Park are being supported, with a particular focus on people with disabilities. More than 60 per cent of the participants are women.
• Namibia: Rooted in the indigenous Khwe community, the project strengthens traditional arts through training in product development and cultural storytelling. A cultural centre in Bwabwata National Park is being established as a hub.
• Rwanda I: Up to 100 participants – mostly young and female – are being trained in the visual arts and entrepreneurship. At the same time, they are gaining access to the tourism market to successfully sell their products.
• Rwanda II: The project combines nature conservation and tourism development in the Busaga Forest. Guided forest tours are planned, which will visit craftspeople, amongst others.
• Tanzania: Women and young people from the Maasai community are being trained in crafts and tourism services. The aim is to transform cultural heritage into economic opportunities.