Barely two months after all 11 African member states on the Executive Council of the UN Tourism unanimously supported a candidate from the United Arab Emirates [UAE] to clinch the most powerful position in global tourism governance, a diplomatic storm is brewing, and Africa is feeling betrayed.

The woman in question, that will sit at the helm of the global tourism body from January 2026 did not campaign in any African country. She didn’t sit with African stakeholders. She didn’t participate in town halls. She didn’t court the continent’s vast tourism constituencies or outline a vision for African tourism. Yet, African nations, from West to East, North to South, set aside regional differences and supported her candidacy in good faith.

This historic support, however, has been met with a troubling response: sweeping sanctions and humiliating travel restrictions from the very country that now proudly celebrates her election, the United Arab Emirates.

Among the most glaring examples of these restrictions is the UAE’s persistent visa ban on Nigerian travellers, a move widely seen as disrespectful, especially considering Nigeria’s pivotal role in Africa’s tourism and diplomatic circles. The UAE has not only refused to issue visas to ordinary Nigerian citizens but has also made it nearly impossible for Nigerian government officials and business leaders to engage constructively with Emirati counterparts.

And this is at a time when cooperation in tourism development is more crucial than ever.

Many African tourism stakeholders are now grappling with an uncomfortable question: Why did we support a candidate who showed little to no interest in our continent and whose country is now actively shutting the door on African travellers?

The silence from the newly elected official is even more deafening. One would expect that someone who was catapulted into international prominence through African votes would step up to defend the continent’s dignity, or at the very least, mediate a thaw in diplomatic tensions. Instead, we are witnessing the erosion of goodwill and the reversal of years of efforts to build a more inclusive, multipolar global tourism agenda.

This is more than just a visa or travel issue. It is a crisis of political maturity, diplomatic accountability, and the value of African solidarity on the global stage. Africa, which accounts for some of the most dynamic emerging tourism markets, has once again been used for numbers, to make up votes, and then tossed aside.

What makes this situation more painful is the perception, widely held among informed tourism professionals, that the UAE candidate was, by many technical and professional standards, the least qualified of those who contested for the position. Others had more extensive experience in tourism management, global diplomacy, and stakeholder engagement. But Africa, ever hopeful for new partnerships, took a leap of faith.

Was this support a calculated strategic move, or was it another example of Africa being politically generous without demanding reciprocal respect?

The answer lies in the aftermath. Since her election, there has been no tour of appreciation to Africa, no policy direction shared with African ministers, and no attempt to discuss the continent’s tourism recovery agenda, which, post-COVID, remains fragile and underfunded.

This sends a worrying signal that African priorities may not feature prominently in the agenda of the new leadership.

For decades, the UAE has positioned itself as a gateway between East and West, a hub of global trade, and more recently, a rising power in international tourism. But that image is now under scrutiny.

The UAE’s travel bans and opaque visa restrictions on African nations – not just Nigeria – speak volumes about how some countries still view the continent: as expendable partners. It is not lost on African observers that European and Western nations with far more complex geopolitical histories face no such travel embargoes from the UAE.

What message does it send to the young African tourism entrepreneur who dreams of attending a trade fair in Dubai, only to be blocked because of their nationality? What future is there for pan-African tourism integration if our so-called global partners lock us out?

The time has come for African nations to reassess how we engage with global tourism governance. We must be clear: votes must not come cheaply. Endorsements should be based on vision, merit, engagement, and respect, not on empty promises or vague notions of “partnership.”

In future elections, whether within the UNWTO or any other multilateral agency, Africa must put forward its candidates. We must insist on continent-wide consultations. We must demand binding commitments from anyone seeking our support. And above all, we must not reward diplomatic aloofness or tolerate contempt masquerading as cooperation.

This unfortunate episode is not just a diplomatic slight; it is a wake-up call. African tourism is brimming with potential. The continent has the world’s youngest population, thousands of cultural heritage sites, rich biodiversity, and an emerging creative economy. We do not need to beg for recognition or access. We need partners who see our value, not just our votes.

To the African ministers, policymakers, and private sector actors who rallied behind the UAE candidate: this is the moment to hold her and her country accountable. Demand that the sanctions end. Insist on equal treatment for African travellers. And if this olive branch is rejected, let this be the last time we endorse silence over substance or support candidates who do not see us.

Africa has every right to expect and demand mutual respect, in tourism and beyond.

By Lucky Onoriode George, a Journalist and Tourism Advocate. He is currently the Executive Director of the African Travel Commission [ATC].