Africa's Eden Commissions JLL & WTTC's Tourism Readiness Index to Drive Investment across Southern Africa

Africa’s Eden, a tourism association promoting sustainable travel across several Southern African countries, has partnered with global firm Jones Lang LaSalle’s (JLL) Global Tourism and Destination Advisory practice and the World Travel & Tourism Council (WTTC) to conduct the Tourism Readiness Index.

This project will offer an evaluation of the tourism potential of Botswana, Namibia, Zambia, and Zimbabwe, highlighting key opportunities for investment and development that will ensure long-term sustainability and resilience for the region’s tourism sector.

The Tourism Readiness Index will assess over 70 data points across the breadth of the tourism sector, including infrastructure development, environmental sustainability, safety and security, and policy prioritization. The project’s findings will provide insights that both the public and private sectors can use to enhance the region’s tourism offerings and competitiveness on the global stage. The Index has so far been applied to 200 global destinations, including countries, regions and cities.

JLL ’s Head of Tourism Advisory for MEA, Bernadine Galliver, highlights that the Index was developed following two years of research and analysis by JLL’s Global Tourism and Destination Advisory practice and WTTC. “The Tourism Readiness Index, developed through two years of research by JLL and WTTC, offers a standardised global approach to destination assessment. It focuses on resilience and sustainability, moving beyond traditional rankings. The Index identifies common readiness traits across destination types and provides a roadmap for sustainable tourism growth.”

Jillian Blackbeard, CEO of Africa’s Eden, further explains that the project is designed to be a collaborative effort between governments and private sector stakeholders in the four countries.

Governments will benefit from detailed data and analysis that will help shape policy, guide infrastructure investments, and create an enabling environment for tourism growth. Meanwhile, the private sector, including tourism associations and businesses, will be empowered to use the index’s insights to identify high-potential investment areas, improve product offerings, and foster innovation.

Says Blackbeard: “Tourism is one of the most vital economic drivers for our member countries. This initiative is not only about evaluating where we are now, but about creating a roadmap for how we can grow and evolve to meet the needs of future travellers. By collaborating with JLL and WTTC, we are bringing international expertise to strengthen our local tourism industry and attract both regional and global investments.”

Government and private-sector involvement

The Tourism Readiness Index will provide governments with a detailed view of how their tourism sectors are performing and where improvements can be made. The index will also highlight areas such as transportation infrastructure, visa policies, and conservation efforts, helping governments prioritise initiatives that align with sustainable development goals and tourism growth.

In the private sector, businesses can leverage the data to better understand market demand, enhance their tourism products, and identify new opportunities for partnerships and expansion. The findings will be presented through a series of workshops and stakeholder meetings, providing a platform for constructive dialogue between public and private sectors to align on strategic priorities.

“To remain competitive in an evolving tourism landscape, destinations need to address critical gaps in infrastructure, connectivity, and sustainability. The Tourism Readiness Index is designed to help countries take a more data-driven approach to tourism development, ensuring they are well-prepared to meet future tourism demand and attract sustainable investments,” Blackbeard adds.