In a carbon and financially challenged world, tourists have to justify their destination choices – at least to themselves. No better marketing argument can be made right now as to why tourists should choose to travel to Southern Africa, than that to do so will contribute to the sustainable development of this special place. Tourism in Africa, meticulously nurtured, holds the key to alleviate many socio economic and environmental challenges by making considerable contribution to GDP, employment and conservation. Africa is a continent filled with carbon and financial challenges. It is high on the list of tourist destinations. The bio-diversity, wild life and history needs to be protected and preserved. The increasing numbers of tourists travelling through Africa is contributing to our sustainable development. Ecotourism has become one of the leading and fastest growing sectors (10 – 15% annually) of the tourism industry according to The International Ecotourism Society (TIES, 1990).

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