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.