Meta has unveiled a dedicated four-month Tourism Upskill programme for Sub-Saharan Africa, a series of monthly online trainings aimed squarely at government ministries, tourism boards and institutional stakeholders across the region.
The programme — running from September to December 2025 — will deliver four 2-hour online sessions (one per month) beginning 29 September 2025. Each session is tailored to practical, tourism-specific uses of Meta’s family of platforms, with a focus on helping public and quasi-public tourism institutions modernise their digital approach and raise the competitiveness of their destinations.
Session themes have been designed around core digital priorities for the sector and include:
- Organic best practices for audience building and content that converts
- Brand advertising and creative diversification to reach new markets
- Performance optimisation and measurement to demonstrate ROI
- Tourism use cases on Meta platforms to translate strategy into action
Meta says the initiative is intended to help participants “upskill and reskill” teams responsible for marketing, product development and stakeholder engagement — equipping them to use digital tools to attract visitors, measure impact and develop more effective campaigns.
Judith Mongala, Head, Government and Social Impact Partners, Sub-Saharan Africa at Meta, underlined the programme’s strategic aim: “Empowering Sub-Saharan Africa’s tourism sector through digital transformation is crucial for economic growth. Join the Tourism Upskill Program and discover how Meta technologies can boost your industry, from digital capacity training to innovative solutions, and unlock new opportunities for tourism ecosystem stakeholders across the region.”
Organisers say the four-part format is intentionally compact and practical: short, monthly two-hour modules that allow busy officials and boards to participate without long absences from office, while providing time between sessions for participants to apply learnings and bring real questions back to subsequent meetings.
Registration is open now. Interested ministries, tourism boards and institutions can secure their place at: https://events.atmeta.com/tourismssa
As destinations across Sub-Saharan Africa compete for a growing and more digitally savvy traveller, the programme offers a timely opportunity for public-sector stakeholders to refresh their digital toolkits and sharpen how they promote place, measure success and collaborate with private-sector partners.
