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Frankfurt, August 18, 2025 – According to the pan-African polling institute Afrobarometer, Africa plays a globally leading role in civic and political participation. Nowhere else are people as active when it comes to co-determination, engagement for their communities, and representing their interests. This high level of participation offers enormous potential, particularly in the field of community based tourism.
Tourism can only be truly sustainable if the local population is actively involved and benefits directly. This applies especially to cultural tourism, which is rooted in the stories, traditions, and identities of local people. An authentic and respectful representation of cultural heritage is only possible if the community itself retains sovereignty over its culture and how it is presented.
Self Determined Cultural Mediation in Uganda
A vivid example of grassroots initiative is the Ewaffe Cultural Village in Uganda. Located near Kampala, this project invites visitors to experience Ugandan culture first hand through music, dance, crafts, and traditional cuisine, guided by local artists and cultural practitioners.
“Ewaffe strengthens our community by transforming culture into economic opportunities – through tourism income, craft training, and local entrepreneurship,” explains Aisha Nabwanika, founder and CEO of the Ewaffe Cultural Village. “Sustainability is at the core. Through creative expression and community designed experiences we foster pride, education, and inclusive growth.”
The site is not only a tourist attraction but also a place of learning and a social center that offers young people perspectives and strengthens cultural identity.
Participatory Tourism Approaches in Angola
Promising participatory models are also emerging in Angola: in the south of the country, tour operators collaborate with various communities. Ethnic groups such as the Himba and Kuvale actively shape tourism. Income is distributed fairly by village elders, ensuring that as many families as possible benefit while traditional ways of life are reinforced.
Another example is the historic Bairro Samaria in the Tumpo Triangle, where the village community has established an ecotourism campsite for visitors. The jobs and revenues generated remain in the region, making it a model for participatory tourism.
“Africa shows that civic engagement and cultural self determination are closely linked,” says Hanna Kleber, founder of Voice4Africa. “We see enormous potential that can be unlocked through well designed community tourism – for local people, but also for travelers who seek genuine encounters and deeper travel experiences.”
Community based tourism is more than a buzzword. It is a necessary development to make tourism in Africa inclusive, fair, and future oriented. On a continent driven by civic engagement, community based tourism can be a catalyst for sustainable development, cultural empowerment, and economic participation.
About Voice4Africa
VOICE4AFRICA is an initiative of the KLEBER GROUP, a full service PR agency with a special focus on tourism and many years of expertise in Africa. Together with African tour operators, the initiative promotes responsible travel to Africa as a means of fostering intercultural understanding and as a driver of sustainable development. Voice4Africa is a founding member of the business initiative ReThinking Africa and recipient of the Corps Touristique Award for Intercultural Understanding.
Press Contact:
Hanna Kleber and Julia Kleber | Managing Directors
Friederike Galuschky | Senior Consultant Communications
Hamburger Allee 45
60486 Frankfurt am Main
Tel: +49 (69) 71 91 36 0
E-mail: hanna.kleber@klebergroup.com and julia.kleber@klebergroup.com / friederike.galuschky@klebergroup.com
Picture rights: © Thomas Thadewaldt/DIAMIR