Africa’s Tourism Renaissance: UN Tourism Unveils “Brand Africa” Initiative

In a bold move to reshape global perceptions, UN Tourism has rallied its Member States to champion “Brand Africa”, a visionary initiative aimed at unlocking the continent’s tourism investment opportunities and growth potential. The recent forum, “Promoting Africa to Unlock Tourism Investments and the Sector’s Growth Potential”, brought together a powerhouse of public and private sector leaders to craft a new narrative for African tourism.
UN Tourism Secretary-General Zurab Pololikashvili emphasised the importance of showcasing Africa’s unique tourism offerings. “We’re not just promoting destinations; we’re inviting the world to experience Africa’s rich tapestry of cultures, wildlife, and breathtaking scenery,” he remarked.
The initiative is set to revolutionise Africa’s tourism landscape through increased public-private collaboration and innovative marketing strategies. Key stakeholders, including the CEO of Zambia Tourism Agency and representatives from Meta, shared insights on enhancing Africa’s tourism competitiveness.
Executive Director Natalia Bayona highlighted the urgent need for investment to fuel innovation. “By investing in Africa’s tourism sector, we’re not just creating jobs; we’re crafting unforgettable experiences that will put African destinations at the forefront of global travel,” she stated.
With “Brand Africa”, UN Tourism isn’t just changing perceptions; it’s inviting the world to be part of Africa’s exciting tourism journey.