Re-Imagining Heritage Tourism in Post-COVID Sub-Saharan Africa: Local Stakeholders’ Perspectives and Future Directions

Tourism strategies implemented all over the world have often been demonstrably far from sustainable. The outbreak of the COVID-19 pandemic and its dramatic effects on the tourism sector worldwide present a unique transformative opportunity to reframe tourism in more sustainable ways. This article uses qualitative research methods and ethnography to advance knowledge on the impacts, both positive and negative, of the COVID-19 pandemic on tourism and heritage sites, as perceived by local stakeholders living and/or working at six popular heritage destinations in Sub-Saharan Africa, located in Kenya, Tanzania, and South Africa. The article discusses ways to rethink heritage-based tourism strategies more sustainably, according to the viewpoint of the research participants, and identifies new emerging tourism opportunities triggered by the pandemic, cutting across different local contexts to highlight more widely generalisable research findings. Identified strategies include diversifying tourism products at heritage sites; improving tourism marketing, visitors’ experience, and infrastructures; fostering more inclusive, co-operative, and integrated tourism and heritage management systems; increasing awareness of local resources while promoting ecotourism and responsible travel; and supporting economic diversification and local entrepreneurship.