Tourism that Works for Africa

Red Clay is a tourism consultancy dedicated to transforming West Africa into a premier destination for tourism. We specialize in crafting tourism strategies that honour the region’s rich cultural legacies while driving sustainable economic growth. Our expertise lies in integrating heritage into the design of hospitality spaces and tourism destinations and experiences, to create environments that authentically reflect the cultural essence of their locations.

Heritage is not just a part of tourism in West Africa—it is the region’s unique selling proposition (USP). From the historic cities of Timbuktu and Ile-Ife to the vibrant festivals of Durbar and Eyo, West Africa offers unmatched cultural wealth that resonates with global travellers seeking meaningful and transformative experiences.

Our vision is to make heritage-based tourism the cornerstone of sustainable tourism development in West Africa, empowering local communities while connecting global audiences with the region’s rich history and culture.

Our Company Profile

The West Africa Tourism Report

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The West Africa Tourism Report is a compilation of the extensive information and insights shared by distinguished professionals spanning various tourism and allied sectors – hospitality, finance, trade and investment, human resources, real estate, health, safety and security (HSS), and sustainability strategy – on innovative solutions to region-specific constraints hindering tourism development.

These challenges include how to build a vibrant domestic and regional hospitality and tourism industry; health, safety and security for destination competitiveness; tourism entrepreneurship, service quality and the impact of the African Continental Free Trade Agreement (AfCFTA) on regional trade, travel and tourism; human resource management and talent required for growth in our dynamic industry, and the role of sustainability thinking in tourism development.

Click the “Download” button to read the report.

Tourism for Sustainable Development

Who We Are

Red Clay is a boutique advisory practice focused on sustainable tourism and hospitality development in Africa. We are passionate about the role of tourism in societal change with its promotion of leisure, economic development and its celebration of culture and national identity.

At Red Clay, we believe that the ultimate tourist experience requires intentionality and an understanding of the inter-relationship of the components of the tourism system and the realities on ground in destinations. Our work reflects this focus on evidence-based decision-making.

Meet Our Team

What We Do

Tourism requires an integrated and coordinated approach.

Explore Our Services

We provide 4 main services to clients, investors, governments and organizations in the hospitality and industries:

Strategy Advisory
Sustainability and ESG Advisory
Capacity Building Programmes
Mapping Services

To find out more about our services and offerings, you can download a copy of our company profile.

Why We Do It

Africa has immense tourism potential; the challenge has always been how to translate this potential into tangible and lasting socio-economic benefits. Our passion comes from a deep appreciation of the benefits of tourism to socio-economic and environmental development and the need for a vibrant leisure economy.

In all, we seek to draw attention to, empower, and transform the tourism and hospitality industry in Africa for the benefit of governments, communities and private stakeholders.

See Our Insights