UN Tourism Initiative Aims to Boost Investment in Africa

N Tourism has united its Member States to focus on promoting "Brand Africa" and exploring new opportunities for growth and diversification across the region. This initiative was highlighted at the Regional Commission for Africa forum, themed "Promoting Africa to Unlock Tourism Investments and the Sector’s Growth Potential." The event brought together public and private sector leaders to identify new opportunities and find shared solutions to the most pressing challenges.

Celebrating the Uniqueness of African Tourism

UN Tourism Secretary-General Zurab Pololikashvili welcomed high-level participants, emphasizing the importance of working closely with African Member States to promote the uniqueness and diversity of tourism in the region. Executive Director Natalia Bayona echoed these sentiments, highlighting the urgent need to grow investments to fuel innovation and creativity, thereby elevating African destinations on the global tourism map.

Key stakeholders, including the CEO of Zambia Tourism Agency, heads of Africa Tourism Partners, and representatives from leading civil society actors and businesses like Meta, participated in the discussions. The focus was on strengthening Brand Africa through greater public-private collaboration. Delegates shared insights on revolutionizing the image of Africa to enhance tourism competitiveness, while top media thinkers provided perspectives during Think Tank discussions on shifting the narrative of African tourism.

Investments to Advance Brand Africa

The forum also marked the launch of the latest in UN Tourism’s series of Investment Guidelines, with a focus on Zambia. This publication provides vital information for international investors, identifying key areas of growth and opportunities within Zambia’s burgeoning tourism sector. The guidelines aim to attract more investments to advance Brand Africa and drive sustainable growth in the region's tourism industry.

UN Tourism’s efforts to promote Brand Africa underscore the need for a new, positive narrative that highlights the continent's unique tourism offerings and investment potential. By fostering collaboration between public and private sectors and providing clear investment guidelines, UN Tourism aims to unlock significant opportunities for growth and innovation across Africa.