World Public Summit highlights Africa's creative economy as tourism driver

Ugandan entrepreneur Julius Kyazze, founder of Swangz Avenue and Live54+, argues that Africa’s creative industries—music, film, fashion and digital content—should be treated as tourism infrastructure that creates jobs and attracts visitors. He notes a shortage of business structures rather than talent, and through Live54+ aims to build an integrated ecosystem that lets artists, brands and festivals operate seamlessly across African borders, aligning with the African Continental Free Trade Area’s goal of reducing trade barriers for services.

The World Public Summit held at the UN headquarters in Addis Ababa gathered more than 700 leaders from government, business and civil society. The event positioned Africa as the next global centre for travel, dialogue and discovery, emphasizing the continent’s shift from traditional wildlife safaris to cultural experiences, festivals and conferences. Delegates highlighted tourism growth in Ethiopia, Rwanda, Tanzania, Morocco, The Gambia, Ghana, Botswana, Namibia, Kenya and Nigeria, underscoring the expanding role of creative economies in attracting international visitors and investment.