Amb. Phil Roberts particularly recognised for his advocacy for tourism as a driver of economic diversification, job creation, infrastructure development and international engagement.

Through various tourism initiatives, he has promoted Nigerian destinations, cultural heritage, community tourism, eco-tourism, blue economy opportunities and international tourism investment.

His work promotes the idea that African tourism should move beyond simply showcasing destinations to creating bankable investment opportunities, sustainable enterprises and jobs for local communities and young people. He has also championed stronger international collaboration between African destinations and global tourism markets, particularly through Africa–Asia and Africa–China engagement.

In practice, this looks like: – Promoting Nigerian destinations and cultural heritage sites to international audiences – Advancing community tourism and eco-tourism as models for inclusive growth – Positioning the blue economy as an untapped tourism and investment frontier – Building bridges between African destinations and Asian tourism markets

Amb. Phil Roberts is actively involved in initiatives designed to strengthen trade and investment relationships across Africa.

His major current initiative is the Future Africa Trade & Investment Expo (FATI Expo) 2026, a platform for governments, investors, businesses, entrepreneurs, tourism stakeholders and international partners to explore investment opportunities and strategic partnerships.

FATI Expo is being developed around Tanzania as a host destination, with activities spanning Dar es Salaam and Zanzibar, while seeking to attract wider African and international participation. The project places strong emphasis on creating investment opportunities connected to tourism, infrastructure, trade, hospitality, the blue economy, culture, youth entrepreneurship — and major continental moments such as AFCON 2027.

Amb. Phil Roberts has been deeply involved in initiatives promoting stronger Africa–China relations through tourism, trade, investment and cultural exchange.

As Director-General of the Chinese Tourism Promoters Initiative (CTPI) and a Principal Partner in the Africa-China Tourism Expo, he leads strategic initiatives that enhance tourism and cultural exchange, facilitating partnerships that drive sustainable tourism growth between the two regions.

His work includes promoting Chinese tourism partnerships and creating platforms through which African businesses and destinations can connect with Chinese markets and investors. As a certified Chinese Tea Master, trained through the Belt and Road Initiative, he also serves as a cultural ambassador — using the tradition of Chinese tea ceremony to open doors for deeper cultural exchange and business networking, exemplified by events like The Art of Tea, a high-level business networking tea ceremony held at the Chinese Cultural Center, Abuja.

He has advocated for tourism diplomacy as an important bridge between Africa and Asia, particularly in strengthening people-to-people relationships and opening new commercial opportunities.

Amb. Phil Roberts has participated in international diplomatic and development engagements involving African governments, diplomatic missions, private-sector organisations and international institutions.

His approach combines tourism diplomacy, cultural diplomacy, economic diplomacy and investment promotion to create practical partnerships. Rather than treating diplomacy only as government-to-government engagement, his advocacy emphasises the role of tourism, business, culture, young people and the private sector in strengthening international relations.

One expression of this approach is the proposed Capital City Connect initiative — a pan-African road tour from Abuja to Freetown designed to forge direct diplomatic, cultural and trade bonds between Africa’s capital cities.

Youth empowerment is a central dimension of Amb. Phil Roberts’ work. He has supported and promoted initiatives focused on youth participation in tourism, entrepreneurship, creative industries, volunteering, international engagement and community development.

His broader philosophy is that Africa’s young population should not only be regarded as beneficiaries of development programmes, but as active participants, entrepreneurs, innovators and partners in Africa’s economic transformation. This philosophy underpins the Tourism Volunteers Network, a non-profit organisation he leads with over 9,780 members, and the annual Tourism Volunteers Summit, designed to promote tourism and culture through patriotism and volunteerism.

Amb. Phil Roberts has promoted environmental sustainability and the Blue Economy, particularly through initiatives connecting tourism with marine resources, waterfront destinations, conservation and community enterprise.

His tourism advocacy aligns with broader international development priorities, including the UN Sustainable Development Goals (SDGs) and the African Union Agenda 2063. He promotes tourism development that protects natural and cultural resources while creating sustainable economic opportunities for communities.