THRIVE ISSUE 6 DECEMBER 2025 31 It is important to remember that Afrofuturism is not a mythical concept, yet a uniquely African one. Afrofuturism offers us a framework through which we can imagine African destinations anew. In recent years the concept of Afrofuturism has been widely depicted and popularised on the silver screen through movies such as the Black Panther franchise. Yet, it is important to remember that Afrofuturism is not a mythical concept, yet a uniquely African one. It is put forward here that Afrofuturism can be defined as the reclamation of African history to establish the rightful identity of Africans (and the African diaspora) today, to be able to act as agents in their own future. This will require of destinations to delve deep and reflect on the narratives that currently shape them - their relevance to today’s generations of tourists and likely appeal to future generations. In the process, we may have to ask some uncomfortable questions such as: what if there was no colonisation? Where would Africa be? What would be build? How would we live? At the same time, we should retain pride in our unshakable sense of hospitality to all who seek it. Afrofuturism offers us a framework through which we can imagine African destinations anew, whilst reclaiming and owning the narrative instead of simply challenging it. Afrofuturism As African destinations continue to explore new and sustainable pathways towards tourism growth and development, it is worthwhile sharpening our focus around culture and heritage and moving towards owning the narrative and embracing the philosophy of Afrofuturism. Globally, cultural tourism is estimated to make up to 40% of all tourist activity. The post-COVID tourism sector has a seen strong demand for new and immersive experiences that are founded in community and general humanity. Destinations that can best align their tourism development initiatives in this area, will unlock greater value not only in terms of tourist arrivals and spend but also in terms of providing a compelling, diversified tourism offering and memorable experiences.
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