The vibrant city of Gaborone has once again become the focal point for Africa’s tourism leaders and key stakeholders as they gather for the 7th edition of the Africa Tourism Leadership Forum (ATLF). The official launch of the forum was held on Wednesday 4th September by the Vice President of Botswana, Mr. Slumber Tsogwane.
Held at the Gaborone International Convention Centre on the same premises as the Grand Palm Hotel, this year’s event has brought together influential figures from across the continent and beyond to discuss and shape the future of Africa’s tourism industry.
A significant highlight of the launch event was the message delivered by Zurab Pololikashvili, Secretary-General of the United Nations Tourism Organization (UN Tourism), noted that Africa is shaping it’s tourism future with such high level forums as ATLF.
In his message delivered via video, Pololikashvili commended the resilience of the African tourism sector, particularly in the wake of the global health crisis. “This Forum is a great example of Africa shaping its own tourism future,” he stated. “Such clear and focused leadership has underscored the region’s resilience. You have worked to boost connectivity and regional integration, encouraging intra-African travel and strengthening cooperation.”
The Secretary-General highlighted the positive trajectory of international arrivals to Africa, which have increased by 5% compared to pre-pandemic levels, with expectations of continued growth. He emphasized the critical role that culture and creative industries play in driving sustainable growth, supporting livelihoods, fostering social cohesion, and enhancing Africa’s image as a competitive and attractive destination on the global stage.
Botswana, the host nation, was recognized as a successful example of a strong brand image in tourism. Pololikashvili praised Botswana’s rich cultural heritage, diverse wildlife, and unique natural landscapes, which have positioned the country as a premier destination worldwide.
A poignant moment of the launch ceremony was the Secretary-General’s expression of condolences on behalf of the global tourism community to the government and people of Botswana, following the passing of the Minister of Environment and Tourism, Hon. Dumezweni Meshack Mthimkhulu. “The late Minister loved his country and was passionate about promoting its heritage and landscapes,” Pololikashvili noted, expressing hope that Minister Mthimkhulu’s work would be carried forward.
This year’s Forum also celebrated a significant partnership with the African Continental Free Trade Area (AfCFTA), a flagship initiative of the African Union that recognizes the essential role of tourism in trade and investment attraction across the continent. Pololikashvili applauded this collaboration, stating, “I commend your joint vision and efforts, and I wish you all a successful event.”
As the Forum continues, participants are expected to engage in masterclasses, panel discussions, and networking sessions, all aimed at driving sustainable tourism growth, boosting intra-African travel, and further integrating Africa’s tourism sector into the global economy.
The Forum, jointly organized by Botswana and Africa Tourism Partners, serves as a vital platform for sharing insights, best practices, and fostering collaborations aimed at advancing Africa’s tourism sector.
The 7th Africa Tourism Leadership Forum reaffirms Africa’s commitment to leveraging its unique cultural and natural assets to build a thriving and resilient tourism industry, setting a new path forward for the continent’s tourism and investment landscape.
