SHERIDAN, WYOMING – July 30, 2024 – The United Nations World Tourism Organization (UNWTO) is spearheading a transformative initiative to amplify "Brand Africa" and drive sustainable tourism development across the continent. The recent high-level forum, "Promoting Africa to Unlock Tourism Investments and the Sector's Growth Potential," held under the auspices of the Regional Commission for Africa, convened public and private sector leaders to identify emerging opportunities and collaboratively address critical challenges facing the African tourism sector.
Empowering Member States and Fostering Collaboration
UNWTO Secretary-General Zurab Pololikashvili underscored the organization's commitment to working closely with African member states to highlight the continent's diverse and unique tourism assets. Executive Director Natalia Bayona reiterated this commitment, emphasizing the urgency of mobilizing investments to foster innovation and bolster the global competitiveness of African destinations.
The forum facilitated a dynamic exchange of ideas among key stakeholders, including UNWTO experts, the CEO of the Zambia Tourism Agency, leadership from Africa Tourism Partners, and representatives from prominent civil society organizations and businesses, including Meta. Discussions centered on enhancing Brand Africa through public-private partnerships, exploring strategies to revolutionize the image of African tourism, and promoting greater competitiveness within the global market.
Investment Guidelines for Zambia: A Strategic Roadmap
The event also marked the official launch of UNWTO's latest Investment Guidelines, focusing on Zambia. This comprehensive resource provides crucial information for international investors, pinpointing key growth areas and untapped opportunities within Zambia's expanding tourism industry. The guidelines aim to attract sustainable investments and expertise, thereby fostering economic development and creating jobs for local communities.
Reframing the Narrative on African Tourism
A dedicated "Think Tank" session sought to transform the narrative surrounding African tourism. This exclusive forum brought together industry thought leaders and media experts to develop innovative strategies for portraying a more positive and accurate image of Africa as a travel destination. By emphasizing the continent's rich cultural heritage,diverse ecosystems, and unparalleled natural beauty, the Think Tank endeavors to ignite greater interest and demand from international travelers.
Fostering a Thriving and Sustainable Tourism Ecosystem
The "Promoting Africa" initiative signifies a pivotal moment in unlocking the vast potential of African tourism. By fostering collaboration, catalyzing investment, and reframing global perceptions, UNWTO and its partners are laying the groundwork for a more sustainable and prosperous future for the African tourism industry. This concerted effort promises to showcase the continent's unique allure to a wider audience, generating positive socio-economic impacts for local communities and economies.