UN Tourism Launches “Brand Africa” Initiative to Drive Regional Growth, Investment
On July 25, 2024, UN Tourism convened its Member States to spotlight the “Brand Africa” initiative, aimed at unlocking new investment opportunities and fostering growth across the continent
The event, held under the auspices of the Regional Commission for Africa, was titled “Promoting Africa to Unlock Tourism Investments and the Sector’s Growth Potential.” It brought together leaders from both the public and private sectors to pinpoint emerging opportunities and collaboratively address the region’s most pressing challenges. This forum was a key component of UN Tourism’s broader strategy to equip its Members with the tools to cultivate a fresh, positive narrative for African tourism.
Showcasing Africa’s Tourism Potential
UN Tourism Secretary-General Zurab Pololikashvili, who welcomed high-level participants, emphasized the need for close collaboration with African Member States to highlight the unique and diverse aspects of the continent’s tourism sector. Executive Director Natalia Bayona echoed this sentiment, underscoring the critical need for increased investment to drive innovation and creativity, thereby placing African destinations more prominently on the global tourism stage.
The forum also featured prominent UN Tourism experts, including the CEO of the Zambia Tourism Agency, leaders from Africa Tourism Partners, and influential figures from major businesses and civil society organizations such as Meta. Discussions revolved around enhancing Brand Africa through increased public-private partnerships and revolutionizing the continent’s tourism image to boost its global competitiveness. Media experts contributed to Think Tank sessions focused on “shifting the narrative” surrounding African tourism.
Investment Focus on Brand Africa
Highlighting the crucial role of investments, the event saw the launch of UN Tourism’s latest Investment Guidelines. This new publication, which centers on Zambia, offers essential insights for international investors by pinpointing key growth areas and opportunities within Zambia’s emerging tourism sector.
