When Forbes Africa recognises the Republic of Guinea's efforts in tourism!
- Eric ALAUZEN
- Jan 18
- 5 min read
Long overlooked by major African tourist circuits, the Republic of Guinea (formerly Guinea-Conakry) is now stepping into the spotlight. Its spectacular landscapes, dense forests, waterfalls, virtually untouched coastline and warm hospitality make it a serious newcomer on the sub-Saharan tourism map.
After repositioning the destination with an effective strategy called Destination Guinea, the National Tourist Board has just received a strong signal: an interview with its CEO, Kade Camara, in Forbes Africa.
This recognition goes beyond mere media attention and is part of a broader economic transformation driven by the Simandou 2040 programme.
Guinea, a new player in sub-Saharan tourism
When Forbes Africa recognises the Republic of Guinea's efforts in tourism!
In a previous article, we presented the Republic of Guinea as a ‘different and varied’ destination, structured around four major natural regions – Lower Guinea, Middle Guinea, Upper Guinea and Forest Guinea – offering a concentration of Africa: mountains, savannahs, forests, coastline, islands and a rich cultural heritage.
For the moment, tourism still accounts for only a small share of Guinea's GDP (around 1–1.5% according to recent estimates), but it is clearly identified as a major lever for economic diversification. The authorities are aiming for a gradual increase in the sector's importance, with the ambition of raising its contribution to around 5% of GDP in the coming years.
International arrivals remain modest – less than 100,000 visitors recorded in recent statistics, but showing a clear increase since 2016 – which places Guinea in the category of emerging destinations: still little known, but already on the radar of a growing number of tour operators specialising in nature and adventure.
In this context, the National Tourist Board's strategy is based on several pillars:
Structuring the offer and professionalising the players;
Launching real ‘tourist seasons’ and branding operations, such as the ‘Destination Guinea’ campaign;
Focusing on differentiating assets: nature tourism, eco-tourism, hiking, culture, music, intangible heritage, etc.
This dynamic has been confirmed by the recent spotlight on Guinea by Forbes Africa.
Forbes Africa: a mark of credibility
Forbes is one of the world's most recognised media brands in the fields of economics, entrepreneurship and leadership.
Forbes Africa, its pan-African edition, presents itself as ‘the media outlet for those who are building the Africa of today and tomorrow’, with a readership composed of decision-makers, business leaders, investors and opinion leaders on the continent.
Being featured in this publication is not just about gaining ‘tourist’ visibility:
It means entering into conversation with the economic players who matter, those who decide to invest, structure industries, create air links or open hotels;
It means benefiting from a legitimisation effect: the destination is no longer just promoted by its own discourse, it is validated by a media outlet recognised for its editorial standards.
For a country seeking to move beyond its status as a little-known destination, this type of signal is worth much more than just another promotional campaign.
What the interview with Kade Camara reveals
In an interview published by Forbes Afrique in January 2026, Kade Camara, CEO of Guinea's National Tourist Office (ONT), summarises the current turning point. Guinea, she explains, has long suffered from a blurred image and scattered initiatives, despite its exceptional natural and cultural potential.
It details four major areas of focus for the new strategy:
Modernisation of governance
Development and implementation of Guinea's first Tourism Code;
Clarification of the roles of the various stakeholders, better regulation and a commitment to setting quality standards.
Strengthening skills
Training and professionalisation of operators;
Raising awareness of issues relating to sustainability, service quality, safety and hospitality.
Promoting ‘Guinea as a destination’
Developing a consistent national brand, promoted at events, during tourist seasons and via social media;
Promotion of a clear positioning: a destination offering nature, authenticity and human encounters, far from the standardised large seaside resorts.
Mobilisation of investment
Search for public and private partners to develop accommodation, access infrastructure, tourism products and training for young people.
Institutional representatives – such as the ONT and the Presidency – have widely emphasised, through their channels, that this appearance in Forbes Africa marks a symbolic turning point: Guinea is described as a credible, structured and ambitious destination, driven by profound reforms.
Simandou 2040: an economic strategy that also paves the way for the future of tourism
Behind this repositioning of tourism lies a much broader vision: the Simandou 2040 programme, a roadmap for economic transformation announced by President Mamadi Doumbouya.
With more than $200 billion in investments planned over fifteen years, Simandou 2040 aims to move beyond the model of an economy focused solely on mineral resources to build a more diversified, inclusive and attractive Guinea.
The programme is based on several pillars that are directly relevant to tourism:
Infrastructure, transport and technology: improving the road network, modernising ports and airports, and strengthening digital connectivity are all prerequisites for developing a competitive tourist destination.
Education and culture: promoting cultural heritage, supporting creative industries and improving the skills of young people are all elements that contribute to the destination's narrative.
Health and wellbeing: improving health services and promoting a more sustainable living environment, in line with the rise of responsible tourism.
In other words, Guinea is not just building a tourist destination: it is restructuring its development model, and tourism is one of the natural beneficiaries.
What does the future hold for Guinea as a destination?
The Forbes Africa article does not celebrate an already achieved success; it celebrates a direction and a dynamic. The challenges remain considerable:
structuring the offer throughout the country,
guaranteeing quality and safety standards,
preserving fragile ecosystems,
avoiding the trap of purely event-based or seasonal tourism, as some local observers point out.
But the trajectory is there:
a country blessed with exceptional natural diversity,
a clear political will to make tourism a pillar of diversification,
a branding strategy currently being rolled out,
and now recognition by a leading international media outlet.
For travel professionals and the media alike, Guinea is gradually establishing itself as ‘the next big story’ in African tourism, to be closely watched in the coming years.
And it's a safe bet that this first spotlight from Forbes Africa will not be the last.
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