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ater resources such as rivers, lakes, and waterfalls could play a key role in advancing tourism development and reducing poverty in rural African communities, according to new research from the NWU.

The study highlights the untapped potential of water bodies as tourism assets and notes that while most rural settlements are located along water resources, communities often view them as primarily for agriculture, health, and household use rather than as opportunities for tourism-driven economic growth.

Dr Michael Chambwe and Prof Lisebo Tseane-Gumbi, both from the NWU's School of Tourism Management and Tourism Research in Economic Environs and Society (TREES), conducted the research and have published their findings in a preprint paper on the Social Science Research Network.

Reframing water beyond survival

"Rural communities perceive water largely as a resource for survival. Our findings suggest that there is a need to reframe water as not only essential for agriculture and health, but also as a catalyst for tourism development and community upliftment," Dr Chambwe writes in the paper.

He and Prof Tseane-Gumbi argue that water-based tourism initiatives could help rural communities diversify their economies, reduce dependence on subsistence farming, and align with Sustainable Development Goals (SDGs) 1 and 3, which aim to end poverty and hunger.

Examples of such tourism include recreational activities around rivers and lakes, eco-tourism, and wellness tourism linked to natural water sites.

Tourism and water resources have a mutually beneficial relationship, says Prof Tseane-Gumbi. "Tourism can create opportunities for rural development while encouraging the sustainable management of water systems. This balance is critical for preserving both livelihoods and ecosystems."

Impact of cultural beliefs

The research also found that cultural beliefs and myths often shape attitudes toward water bodies. In some rural communities, lakes and rivers are viewed as sacred spaces associated with legends and spiritual practices, which can create fear or restrict access.

While these traditions have conservation benefits, they also limit the use of water resources for recreation and tourism.

Despite these challenges, the authors argue that rural communities are well-positioned to benefit from the growing global demand for authentic, nature-based experiences.

They say integrating tourism with sustainable water management in rural areas could create jobs, preserve cultural heritages, and promote environmental stewardship.

The researchers recommend that policymakers, community leaders, and tourism stakeholders work together to design strategies that use water resources responsibly.

"Harnessing the tourism potential of water can help rural communities move towards sustainable development while safeguarding their cultural and natural heritage," Dr Chambwe concludes.