The city of Livingstone in Zambia will host the 67th Meeting of the UN Tourism Regional Commission for Africa (CAF) and the 2nd UN Tourism Regional Conference on Brand Africa from July 22 to 24, 2024. Themed “Promoting Africa to unlock tourism investments and the Sector’s growth potential,” this pivotal event aims to position Africa as a leading tourist destination and enhance the continent’s global competitiveness.
The UN Tourism Regional Commission for Africa is the major institutional platform where ministries in charge of tourism discuss the latest trends of the sector at the continental and global level and the implementation of their program of work. The Commission of Africa Meeting is held every year as part of UN Tourism statutory events.
Attendees will include UN Tourism Member States, Affiliate Members, invited delegations, tourism experts, and representatives from funding institutions and financial services. Key stakeholders from both the public and private sectors, who play vital roles in transforming Africa’s tourism industry, will also participate.
The Brand Africa and Tourism Think Tank will be a major highlight of the conference. The CEOs and General Managers of the National Tourism Organisations (NTOs) in Africa, as well as Marketing Directors from various Ministries of Tourism and key players in the corporate sector, are invited to attend this closed-session think tank. The discussions will centre on branding, marketing, and communication tactics that work to create a strong, unified image of Africa. Restoring market trust and reviving Africa’s tourism industry after the pandemic is the ultimate objective.
Additionally, the conference will include an Investment Session, which will delve into global tourism investment trends with a particular emphasis on Zambia’s tourism investment landscape. This session will also see the official launch of the UN Tourism Doing Business Guidebook for Zambia, offering crucial insights for prospective investors.
In 2021, during the first Brand Africa conference in Windhoek, Namibia UN African Tourism Member states unanimously endorsed the Windhoek Pledge on Advocating Brand Africa. Under the terms of the Windhoek Pledge, Members will engage both public and private sector stakeholders as well as local communities to build a new, inspiring narrative for tourism across the continent.
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