Abstract
The study investigates critical shifts impacting the international tourism space in contemporary times. Furthermore, the current study examines tourism policies and product development challenges faced by tourist regions as a consequence of market dynamics. Drawing upon a sample of thirty tourism experts in southern Africa, the critical shifts were identified and key among them include BRICS, terrorism, ageing population, and trophy hunting, are increasingly framing a new narrative for the future growth trajectory of the international tourism industry’s value chain in the context of Africa. A conclusion is reached that to attain long term sustainable development of the sunrise multi-trillion dollar industry, it is critical that tourism operators re-set and deploy sharpened strategies which are in synch with the realities obtaining in the broader operating environment. Policy recommendations and managerial implications are proffered.
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