SHERIDAN, WYOMING – July 24, 2024 – The United Nations World Tourism Organization (UNWTO) recently convened the 67th meeting of its Regional Commission for Africa in Livingstone, Zambia, where it unveiled a comprehensive plan to drive sustainable tourism growth and investment across the continent. This strategic initiative comes as Africa experiences a strong resurgence in tourism, with arrivals in the first quarter of 2024 surpassing pre-pandemic levels.
Africa's Tourism Renaissance
UNWTO Secretary-General Zurab Pololikashvili emphasized Africa's remarkable tourism recovery, noting a 5% increase in arrivals during the first quarter of 2024 compared to pre-pandemic figures. This growth rate places Africa as the second-fastest recovering region globally, second only to the Middle East.
"The African region, exemplified by Zambia, showcases the transformative power of tourism in attracting investments and creating employment opportunities," stated Pololikashvili. "As Zambia commemorates 60 years of peace and independence, the timing of this meeting is particularly poignant as we approach World Tourism Day, themed 'Tourism and Peace,' in September."
Strategic Focus on Investment
Africa has garnered significant attention from investors, attracting over 160 greenfield tourism projects in the last decade, totaling USD 10.7 billion in capital investment and potentially generating over 24,000 jobs. Recognizing this momentum, the Commission meeting convened a high-level ministerial discussion focused on global tourism investment trends, with a spotlight on Zambia's promising tourism sector. Discussions centered on sustainable development strategies, enhancing Africa's competitiveness, and innovative approaches to tourism marketing and branding.
A cornerstone of the meeting was the launch of the "Investment Guidelines for Zambia," a publication aimed at guiding international investors towards sustainable tourism projects and inclusive growth within the country.
Developing a Skilled Workforce
Investing in human capital is a key pillar of the UNWTO's strategy for Africa. The organization announced the establishment of a Tourism Centre of Excellence in Livingstone, Zambia, and an Academy for Culinary Arts in Zimbabwe. These institutions will join the growing network of UNWTO-supported education centers, empowering workers with the skills necessary to drive economic development and social advancement in the tourism sector.Secretary-General Pololikashvili also committed to providing 100 scholarships for the UNWTO Online Academy to each African member state.
Technical Cooperation and Strategic Communication
The UNWTO is currently engaged in 13 technical cooperation projects across 10 African countries, focusing on areas such as tourism statistics, digital transformation, and skills development. Additional projects aligned with the five pillars of the UNWTO Agenda for Africa—branding, connectivity, innovation, education, and investments—are under development.
Furthermore, the organization plans to collaborate with member states on a new communication strategy designed to amplify the unique appeal of African destinations.
Strengthening Regional Presence and Global Collaboration
The potential establishment of a new UNWTO Regional Office in Marrakesh, Morocco, signals the organization's commitment to expanding its on-the-ground presence and support for African member states.
Looking ahead, the UNWTO will convene a joint meeting with its Regional Departments for Africa and the Americas in Punta Cana, Dominican Republic, from October 3rd to 5th. This forum will explore South-South cooperation opportunities in areas such as investment, education, cultural heritage, creative industries, and innovation.
Paving the Way for a Sustainable Tourism Future
The 67th meeting of the UNWTO Regional Commission for Africa represents a significant step forward in fostering sustainable tourism growth and investment on the continent. By prioritizing collaboration, education, and strategic initiatives, the UNWTO is poised to unlock Africa's vast tourism potential and create a brighter future for the region.