UN Tourism has united its Member States to focus on promoting “Brand Africa,” creating fresh opportunities for growth and diversification across the region. This initiative, launched during the Regional Commission for Africa under the theme “Promoting Africa to Unlock Tourism Investments and the Sector’s Growth Potential,” convened public and private sector leaders to seek new opportunities and shared solutions for Africa’s most pressing challenges in the tourism sector.
Strengthening African Tourism’s Unique Identity
UN Tourism Secretary-General Zurab Pololikashvili emphasized the importance of working closely with African Member States to promote the unique diversity of tourism on the continent. His remarks were supported by Executive Director Natalia Bayona, who urged for increased investments to fuel innovation and creativity in African destinations, ensuring the region takes a stronger place on the global tourism map.
“African tourism is a gem that needs to be polished with the right investments and narrative to truly shine,” Bayona stated. Her call to action resonated throughout the forum, which was part of UN Tourism’s broader commitment to empowering its members in building a positive, forward-thinking narrative for the sector across the continent.
Collaboration to Strengthen Brand Africa
Key stakeholders such as the CEO of Zambia Tourism Agency, heads of Africa Tourism Partners, civil society leaders, and representatives from companies like Meta gathered to share insights and strategies. Discussions centered on public-private partnerships, revolutionizing the image of Africa to drive tourism competitiveness, and shifting the global narrative about the continent. Media experts provided insights during Think Tank sessions on how storytelling and strategic communication can reshape perceptions of African tourism.
Investment in Africa’s Tourism Future
The event also saw the launch of the latest UN Tourism Investment Guidelines, this time focused on Zambia. These guidelines offer crucial information for international investors by identifying growth areas and investment opportunities in Zambia’s burgeoning tourism industry.
Pololikashvili concluded the event by underscoring the importance of continued collaboration among African nations and international stakeholders, noting that “Brand Africa is not just about tourism but a symbol of Africa’s potential in the global economy.”
With a renewed focus on investment, collaboration, and storytelling, African tourism is poised for a transformative future, placing it as a key player in the global tourism landscape.
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