FHS Africa Spotlight – Rose Diaz Ausa | News

As media partner of FHS Africa, Breaking Travel News spoke to a number of key delegates to get their views on the market and where it is going. In this interview, we speak to Rose Diaz, Global Director, Commercial & Real Estate Capital Markets at Maison 71, the Abu Dhabi-based global real estate and commercial consultancy, to discuss investor sentiment, hospitality-led development and the long-term opportunities across Africa.

What has struck you most about FHS Africa so far and what does that say about the mood in the market?

What is most striking is the shift in the quality of the conversation.

For years, the African hospitality story was based on potential. What we are hearing now is a much more mature dialogue about capital structures, operating platforms, destination development and long-term land values.

There is also a growing recognition that nature itself carries economic value and an undeniable global appeal. In an article I wrote last year, I explored this idea in a global context, from Patagonia to the Scottish Highlands. Yet Africa has some of the most extraordinary natural resources in the world, from wildlife corridors to coastlines and biodiversity ecosystems that simply cannot be replicated elsewhere.

Hospitality, when structured intelligently, can become the commercial layer that allows these landscapes to generate economic value while being protected. It creates a model in which nature conservation, tourism and community development reinforce each other rather than compete.

This thinking is becoming increasingly relevant as natural capital markets begin to take shape worldwide. The voluntary carbon market alone is expected to exceed $50 billion annually by 2030, with biodiversity credits, water markets and other ecosystem service mechanisms developing alongside it.

As these markets mature, hospitality could become one of the most practical ways to connect investors, communities and travelers within a shared economic and environmental framework.

When you look at Africa today, do you see one market, or a collection of very different opportunities that investors need to understand market by market?

It is very clearly a collection of different markets.

Africa cannot be approached as a single investment thesis. Each country operates with its own regulatory frameworks, infrastructure realities and demand factors.

Investors who succeed in this usually approach the continent with a high degree of nuance. They understand the specific dynamics of individual markets and build partnerships locally.

In this sense, Africa behaves much more like Europe or Asia than many outsiders initially think. It is a network of very different investment environments rather than a single homogeneous market.

What are the biggest misconceptions international investors still have about the African hospitality and real estate story?

One misconception is that the risk in Africa is primarily structural or continental in nature.

In reality, the risk profile varies considerably from market to market. Political stability, currency exposure, regulatory clarity and infrastructure all vary widely from country to country.

Another misconception is that the development of the catering industry here is purely a tourism game. In many cases, hospitality acts as a catalyst for broader economic activity. It supports infrastructure development, creates employment and often anchors broader destination ecosystems.

From the conversations you’re having in Nairobi, where does the smartest capital look first: city hotels, resorts, mixed-use, branded housing or something else?

The most advanced capital is increasingly looking beyond individual assets and into ecosystems.

City hotels in major business centers will continue to attract investment because they provide predictable demand. However, many of the most interesting conversations here are about projects that combine hospitality with conservation, wellness, cultural programming or residential components.

At the same time, there is growing recognition that infrastructure investments will be fundamental to unlocking the next phase of development across the continent. Airports, transport corridors, energy systems and digital connectivity all play a crucial role in turning destinations into investable markets.

How important is branded real estate likely to become in Africa over the next five to ten years?

Branded homes are likely to play an increasingly important role as certain destinations mature.

They offer developers a powerful financing mechanism by combining residential sales with hospitality activities. At the same time, they offer buyers access to professionally managed lifestyle environments and the service standards associated with global hospitality brands.

In Africa there is an extra dimension. Many developments are anchored in extraordinary natural environments, whether they are coastal landscapes, nature reserves or emerging lifestyle destinations. Branded residential projects therefore have the opportunity to connect brand identity to a broader story around nature, stewardship and place.

For brands and developers alike, storytelling can be very powerful. It ensures that the values ​​associated with the brand align with themes that are increasingly important to global consumers, including sustainability, authenticity and connection to the natural environment.

As Africa continues to develop new destinations and international tourist flows increase, the branded residential model is likely to become more prominent in carefully selected markets.

Where do you see the strongest crossover between hotel development and residential-led opportunities?

The strongest crossover usually appears in destination-driven environments.

Coastal areas, protected landscapes and emerging lifestyle centers often lend themselves naturally to hospitality combined with home ownership.

In these environments, the hotel provides the operational ecosystem, from services and programming to wellness and food and beverage, while home ownership allows investors or second home buyers to participate in the destination over the long term.

What currently makes Africa attractive to globally mobile investors, and what still needs to be improved to unlock more capital at scale?

Africa offers a combination that is increasingly rare in the global real estate landscape.

It has extraordinary natural resources, significant demographic growth and many destinations that remain relatively underdeveloped compared to global tourism markets.

At the same time, deploying capital at scale still requires improvements in project preparation, regulatory clarity and capital market frameworks. Investors need a predictable climate and bankable projects.

As these frameworks continue to develop, the amount of capital directed to the continent is likely to increase significantly.

Which markets or sub-regions do you think are the fastest in terms of hospitality ambition, institutional trust and development readiness?

East Africa continues to attract attention for its extraordinary conservation landscapes and international tourism appeal.

Countries such as Uganda and Ethiopia are increasingly positioning tourism as a strategic sector for long-term economic development. Both have started investing in national tourism narratives, infrastructure and building destinations based on conservation.

Mozambique is also emerging as an attractive opportunity along the Indian Ocean coastline. The coastal ecosystems, marine biodiversity and relatively low development profile create the conditions for distinctive resort destinations.

In these markets, there is a growing realization that conservation and tourism can work together as part of a long-term economic model.

What distinguishes the African projects that attract serious international attention from those that struggle to get financed?

Clarity and credibility.

Investors look for projects that demonstrate a clear understanding of country structures, operational strategy and long-term demand drivers.

Projects that combine strong feasibility work, experienced operators and attractive locations tend to quickly attract attention.

In many cases, the most successful developments are those that align commercial returns with conservation or community outcomes. When these elements reinforce each other, the investment thesis becomes much stronger.

What is your clearest takeaway from this week at FHS Africa, and where do you think the biggest commercial opportunities lie for those willing to act early and think long-term?

My clearest conclusion is that hospitality in Africa is increasingly seen as a catalyst rather than a standalone sector.

Well-structured hospitality projects have the ability to open up entire landscapes. They create infrastructure, generate employment and can provide a financial model that supports conservation at scale.

In this sense, some of the most attractive opportunities on the continent are at the intersection of hospitality, land management and destination development.

Those who understand these dynamics and are willing to think in decades rather than development cycles are likely to find the most meaningful opportunities.