The United Nations World Tourism Organisation’s African members have decided to work together to build a new narrative for tourism across the continent.
To promote the continent of Africa among new global audiences, UNWTO and its members will work together with the African Union and the private sector. Together they will better realize the potential of tourism to drive the industry back to recovery.
UNWTO recognizes that tourism plays a key role and is an essential pillar of sustainable and inclusive development for the continent. Hence, the organization had welcomed high-level representatives to the first Regional Conference on Strengthening Brand Africa.
The political leadership of host country Namibia, together with public and private sector leaders from across the continent had featured at the conference.
UNWTO secretary general, Zurab Pololikashvili, greeted the shared determination to restart and rethink tourism.
“African destinations must take the lead in celebrating and promoting the continent’s vibrant culture, youthful energy and entrepreneur spirit, and its rich gastronomy,” said Pololikashvili.
After a series of workshops, the Windhoek Pledge on Advocating Brand Africa was unanimously endorsed by member states from Africa.
Under the terms of the agreement, members will engage both public and private sector investors as well as local communities to establish a new, inspiring narrative for tourism across the continent.
Members will recognize positive, human-centered stories, and will showcase them to the world through reinforced partnerships with the media. This is aimed at reaching new and diverse tourism source markets.
Over the next few weeks, the organization will work with all participants to create a common roadmap aimed at establishing Brand Africa.
This will include setting up common values and goals and identifying funding needs and opportunities. The UNTWO will also look into providing branding toolkits for destinations, including guidelines and recommendations, as well as training and capacity building in market intelligence, digital marketing, and data management.
and goals and identifying funding needs and opportunities. The UNTWO will also look into providing branding toolkits for destinations, including guidelines and recommendations, as well as training and capacity building in market intelligence, digital marketing and data management.