Brand Africa: Unlocking Tourism Potential at the UNWTO Regional Conference in Livingstone' |
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Livingstone, Zambia – On July 22, 2024, the picturesque city of Livingstone will be the epicenter of a significant event aimed at transforming the tourism landscape of an entire continent. The United Nations World Tourism Organization (UNWTO) is hosting the second edition of the Regional Conference on Brand Africa, underlining the immense potential of African tourism and the vital role of collaboration in driving investment and growth.

A Collaborative Vision for African Tourism

This year’s conference promises to be a pivotal moment for African tourism. The event will bring together sector leaders, including top CEOs, National Tourism Organization general managers, private sector stakeholders, and civil society representatives. The overarching goal is to harness the collective strength and creativity of these diverse players to amplify "Brand Africa" and establish the continent as a premier global tourism destination.

Promoting 'Brand Africa': Strategies for Success

One of the key highlights of the conference is the Brand Africa Think Tank, a closed-door forum designed to foster high-level discussions on effective communication, marketing, and branding strategies. This initiative aims to rebuild market confidence and reinvigorate tourism in the post-pandemic era by spotlighting Africa's unparalleled natural beauty and rich cultural heritage. By developing cohesive and innovative marketing campaigns, the Think Tank seeks to elevate Africa’s profile on the global stage, attracting more tourists and investments.

Focusing on Zambia: Investment and Sustainable Development

The conference will also shine a spotlight on Zambia, a country with vast tourism potential. A dedicated session on global tourism investment trends will delve into sustainable development opportunities and strategies to attract and secure tourism investments in Zambia. Topics to be discussed include:

  • 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

This session will provide invaluable insights into how Zambia, and Africa as a whole, can leverage these opportunities to foster economic growth and sustainable development.

Launch of the "Doing Business Guidebook for Zambia"

In a significant move towards facilitating investment, the UNWTO will launch the "Doing Business Guidebook for Zambia." This comprehensive guidebook offers practical guidelines and insights for sustainable development within Zambia’s tourism sector, serving as a crucial resource for investors and stakeholders looking to explore opportunities in the region.

A Framework for Future Growth

The conference is part of the 67th Meeting of the UNWTO Regional Commission for Africa, underscoring the importance of strategic planning and regional cooperation. By focusing on collaboration and innovation, the UNWTO aims to set a clear direction for the future of African tourism, ensuring that the continent’s unique assets are effectively promoted and leveraged for sustainable growth.

Embracing the Future of African Tourism

As the world continues to recover from the impacts of the pandemic, the UNWTO Regional Conference on Brand Africa represents a beacon of hope and opportunity for African tourism. By bringing together leaders from across the sector, the conference will not only highlight the continent's potential but also lay the groundwork for a vibrant and competitive tourism industry that can drive economic development and enhance global recognition of Africa’s rich and diverse heritage.

Zambia - Victoria falls


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