UN Tourism has brought together its Member States in a significant move to bolster the tourism sector across Africa, promoting “Brand Africa” and exploring new avenues for growth and diversification.
This initiative was part of the Regional Commission for Africa’s forum titled “Promoting Africa to Unlock Tourism Investments and the Sector’s Growth Potential.”
The forum saw the convergence of leaders from both the public and private sectors, aiming to identify new opportunities and develop shared solutions to the continent’s most pressing challenges.
This event is a key component of UN Tourism’s broader strategy to empower its Members to create a positive narrative for the tourism sector throughout Africa.
UN Tourism Secretary-General Zurab Pololikashvili welcomed the high-level participants, underscoring the importance of collaboration with African Member States to highlight the uniqueness and diversity of the region’s tourism.
Executive Director Natalia Bayona echoed his sentiments, stressing the urgent need to increase investments in the sector to drive innovation and creativity, thus enhancing the global profile of African destinations.
The forum featured key UN Tourism experts, the CEO of Zambia Tourism Agency, heads of Africa Tourism Partners, and notable figures from regional businesses and civil society, including Meta.
Discussions focused on strengthening Brand Africa through enhanced public-private collaboration.
Delegates shared insights on transforming Africa’s image to boost tourism competitiveness, while media experts contributed to Think Tank sessions on “shifting the narrative” of African tourism.
Highlighting the critical role of investments in advancing Brand Africa, the event also marked the launch of the latest publication in UN Tourism’s series of Investment Guidelines.
This edition, focusing on Zambia, offers essential information for international investors, pinpointing key growth areas and opportunities within Zambia’s expanding tourism sector.
By uniting efforts and fostering collaboration, UN Tourism aims to drive significant advancements in Africa’s tourism industry, ensuring the continent’s unique and diverse offerings are recognized and celebrated on the global stage.
