SHERIDAN, WYOMING – August 2, 2024 – The United Nations World Tourism Organization (UNWTO) has unveiled a comprehensive strategy to bolster sustainable tourism development and investment in Africa. The announcement came during the 67th meeting of its Regional Commission for Africa, held in Livingstone, Zambia,against a backdrop of promising recovery in the continent's tourism sector.
Africa's Tourism Resurgence
The first quarter of 2024 saw a 5% increase in tourist arrivals in Africa compared to pre-pandemic levels, making it the second fastest-growing region globally after the Middle East. UNWTO Secretary-General Zurab Pololikashvili highlighted the significance of this trend, stating, “Zambia, as the whole African region, is an excellent example of the positive impact of tourism, which leads to new investments and job creation.” The meeting's location in Livingstone,coinciding with Zambia's 60th anniversary of independence, further emphasized the link between tourism and peace – a theme echoed in the upcoming World Tourism Day in September.
Investment and Sustainable Development
Over the past decade, Africa has attracted substantial investments in tourism, with over 160 projects valued at $10.7 billion and the potential to create over 24,000 jobs. The commission meeting convened a ministerial-level discussion on global investment trends, underscoring the vast potential for sustainable tourism development in Zambia and throughout the continent. Key topics addressed included sustainable tourism strategies, enhancing Africa's global competitiveness, and innovative marketing approaches.
To facilitate investment, UNWTO launched new Investment Guidelines for Zambia, focusing on tourism's role in fostering inclusive growth. This aligns with the UNWTO Agenda for Africa, identifying opportunities for global investors seeking sustainable and impactful projects.
Education and Empowerment for a Thriving Workforce
The commission meeting marked the signing of Memorandums of Understanding to establish a Tourism Centre of Excellence in Livingstone and an Academy for Culinary Arts in Zimbabwe. These initiatives, along with the UNWTO Online Academy scholarships offered to each member state, demonstrate the organization's dedication to building a skilled and empowered workforce within the African tourism sector.
Technical Cooperation and Strategic Communication
UNWTO is actively involved in 13 technical cooperation projects across 10 African countries, focusing on crucial areas such as tourism statistics, digital transformation, and skills development. These projects align with the five pillars of the UNWTO Agenda for Africa: branding, connectivity, innovation, education, and investments. Secretary-General Pololikashvili also affirmed UNWTO's commitment to developing a comprehensive communication strategy that showcases the unique offerings and cultural richness of African destinations.
Safety, Security, and Regional Expansion
The meeting addressed the critical importance of safety and security in the tourism sector, with members endorsing UNWTO's recommendations for a collaborative tourism police initiative with regional partners. Furthermore,discussions are underway to establish a new UNWTO Regional Office in Marrakesh, Morocco, to enhance the organization's on-the-ground presence and support in Africa.
Strengthening Global Partnerships
Looking forward, UNWTO will host a joint meeting between its Regional Departments for Africa and the Americas in Punta Cana, Dominican Republic, this October. This gathering aims to foster South-South cooperation by facilitating discussions on investment, education, cultural exchange, creative industries, and innovation.
The UNWTO's comprehensive strategy for Africa underscores its commitment to fostering sustainable tourism growth,empowering local communities, and positioning Africa as a leading destination for global travelers.