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    Thursday, July 4, 2024

    ‘Brand Africa’ to Assume Prominence as UN Tourism Catalyzes Regional Potential

    The United Nations World Tourism Organization (UNWTO) will emphasize the significance of collaboration and investment in harnessing Africa’s growth potential at the second edition of the Regional Conference on Brand Africa, scheduled to take place in Livingstone, Zambia, on July 22, 2024.

    This event will convene industry leaders, government representatives, civil society organizations, and business partners to collaboratively shape the future of African tourism and elevate the prominence of ‘Brand Africa’.

    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 objective is to develop effective communication, marketing, and branding strategies to restore market confidence and revitalize tourism in the post-pandemic era. This initiative seeks to position Africa as a premier global destination by showcasing its natural assets and cultural attractions.

    Furthermore, a specific session will emphasize global tourism investment trends, with a particular emphasis on Zambia. This session will offer insights into sustainable development opportunities and strategies to attract tourism investments. The event will conclude with the launch of the “Doing Business Guidebook for Zambia,” which provides practical guidelines for sustainable tourism development within the country.

    The primary topics to be discussed during the meetings are as follows:

    • 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.

    The conference will be held In conjunction with the 67th Meeting of the UN Tourism Regional Commission for Africa.

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