As the campaign for the next Secretary-General of UN Tourism gains momentum, Harry Theo Harris has been actively engaging with leaders across Africa, outlining a transformative vision for the continent’s tourism sector. With a distinguished record of policy leadership, including notable contributions to Greece’s successful tourism revival, Harris brings both the technical expertise and visionary thinking urgently needed on the global stage.

During his visit to Tanzania, Harris strongly advocated for a value-driven tourism economy. Drawing lessons from European destinations that have grappled with the challenges of over tourism, he stressed the importance of developing bespoke strategies that elevate visitor experiences rather than focusing solely on numbers. Harris asserted that destinations like Tanzania must aspire to attract visitors who contribute meaningfully to the economy and community, leaving a positive and enduring legacy. His commitment to partnering with emerging destinations aims to ensure that growth is not only high-impact but also strategically sustainable.

In Zambia, Harris’s message centred around empowerment and resilience. Through his “Mission 100” initiative, he pledged to equip one million young Africans with the skills necessary to thrive in the tourism sector. Harris highlighted that Africa’s youthful demographic must be seen as a strength to be cultivated through targeted investment in human capital. Furthermore, he addressed the urgency of advancing green tourism models, given Africa’s acute vulnerability to climate change. By aligning with national conservation priorities, Zambia is poised to set an example in regenerative tourism practices, turning environmental vulnerability into a foundation for leadership, innovation, and new economic opportunities.

Meanwhile, Harris’s engagement in Namibia focused sharply on equity and inclusivity. His discussions with key figures, including Namibia’s Minister of Tourism and Minister of International Relations and Trade, underscored the necessity of ensuring that tourism growth benefits all sectors of society. Through the proposed Inclusive Tourism Investment & Funding Strategy, Harris envisions micro-funding platforms tailored for women- and youth-led enterprises, the establishment of public-private partnerships rooted in equitable growth, and expanded visibility for indigenous and community-driven tourism experiences.

Such strategies represent more than isolated initiatives; they are components of a broader, systemic shift that Harris seeks to embed at the heart of global tourism governance. His approach aligns with current global development priorities, including the United Nations Sustainable Development Goals (SDGs), particularly those targeting decent work, gender equality, reduced inequalities, and climate action.

Beyond policy proposals, Harris’s candidacy is defined by a style of leadership that is both pragmatic and participatory. His emphasis on “listening missions” rather than ceremonial visits reflects a profound respect for local knowledge and a determination to craft policies that are genuinely co-created with stakeholders on the ground. His campaign embodies a rare blend of visionary ambition and grounded execution — a combination that many believe is essential for guiding UN Tourism through the challenges and opportunities of the coming decade.

A recurring theme across Harris’s campaign is the imperative to move away from extractive models of tourism towards approaches that build long-term national resilience. Rather than treating tourism as a fleeting economic boom, Harris envisions it as a platform for empowering communities, preserving ecosystems, and fostering cross-cultural understanding.

Importantly, Harris’s long-standing commitment to sustainable tourism is not new. Over two decades, he has consistently championed policies that balanced economic benefits with environmental stewardship. His work in Greece, where he played a pivotal role in steering tourism recovery efforts post-financial crisis, is frequently cited as an example of balancing national development with long-term strategic planning. His practical experience in executing complex international partnerships will be crucial for UN Tourism, a body increasingly tasked with navigating the complex intersections of tourism, trade, culture, and climate change.

At a time when the global tourism industry must grapple with sustainability imperatives, inclusivity demands, and shifting market dynamics, Harris offers a clear, coherent, and actionable roadmap. His commitment to rebranding Africa not merely as a destination but as a dynamic force in the global tourism narrative positions him as a forward-thinking leader capable of transforming rhetoric into tangible results.

Through collaborative, well-resourced initiatives, Harris proposes to position Africa — and indeed all Member States — not just as destinations, but as architects of the future of global tourism. His approach signals a shift from traditional tourism metrics towards a holistic model where community empowerment, environmental sustainability, and economic resilience define success.

As the UN Tourism elections draw closer, Harris’s vision for a sustainable, inclusive, and value-driven tourism future continues to garner attention and respect across continents. His candidacy offers the promise of leadership grounded not only in experience but also in empathy, innovation, and a deep-seated belief in the transformative power of tourism to build a better world — a world where tourism benefits not just visitors but communities, ecosystems, and future generations alike.