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    Monday, July 8, 2024

    “Brand Africa” Poised to Gain Prominence as UN Tourism Unleash Region’s Latent Potential

    “Brand Africa” is poised to gain prominence as a significant player in the United Nations Tourism initiative, aiming to unlock the untapped potential of the region.

    The United Nations World Tourism Organization (UNWTO) will convene industry leaders to underscore the significance of collaboration in unlocking investment and growth opportunities across the African continent. This gathering aims to amplify the influence and recognition of “Brand Africa” in the global tourism landscape”.

    The second edition of the Regional Conference on Brand Africa, to be held in Livingstone, Zambia on July 22nd, will further the United Nations World Tourism Organization’s (UNWTO) mission of supporting its regional members in shaping the future of travel. In addition to member states, the conference will include participation from affiliate members representing civil society and the business community, as well as other prominent private sector leaders.

    Promoting ‘Brand Africa’

    ‘Promoting Africa to Unlock Tourism Investments and the Sector’s Growth Potential’, emphasises the importance of collaboration and innovation throughout the continent.

    The conference will feature a Brand Africa Think Tank, a closed-door forum that convenes top CEOs, National Tourism Organization general managers, and private sector stakeholders. The forum’s objective is to develop effective communication, marketing, and branding strategies to restore market confidence and revitalize tourism in the post-pandemic era. This initiative aims to position Africa as a premier global destination by showcasing the continent’s natural assets and cultural attractions.

    Investment Session with a Focus on Zambia

    The conference will also feature a session dedicated to examining global tourism investment trends, with a specific focus on Zambia. This session aims to offer valuable insights into sustainable development opportunities and effective strategies for attracting and securing tourism investments. Key discussion points at the meetings will encompass:

    • Sustainable Tourism Development Strategies
    • Enhancing Africa’s Global Tourism Competitiveness
    • Innovation in Tourism Marketing and Branding
    • Post-Pandemic Recovery Strategies for the Tourism Sector
    • Investment Opportunities and Challenges in African Tourism

    In closing, the UN Tourism organization will introduce its “Doing Business Guidebook for Zambia.” This guidebook provides valuable insights and practical guidelines for achieving sustainable development within Zambia’s tourism industry.

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