The Africa Tourism Leadership Forum (ATLF) 2024 kicked off with a vibrant start, setting a high-energy tone that promises to shape the future of African tourism. Day one of the forum was marked by insightful sessions and significant networking opportunities, underscoring the continent’s potential in the global tourism landscape.
The opening session, led by Botswana Tourism Organization CEO Ms. Keitumetse Setlang, highlighted the importance of fostering intra-African travel. Setlang emphasized the necessity of encouraging Africans to explore their own continent, stressing that Botswana’s resources will play a crucial role in this endeavor. This focus on self-reliance and regional collaboration set the stage for the discussions that followed.
The B2B segment was a central feature of the day, with Africa Tourism Partners CEO Mr. Kwakye Donkor emphasizing the need for collective action to shape the narrative of Destination Africa. He called for accelerated efforts in intra-African travel, addressing youth unemployment, and increasing tourism investment across the continent. Donkor’s vision resonated with the delegates, who recognized the importance of unity in driving the tourism sector forward.
A key moment of the day was the discussion led by Emily Mburu-Ndoria, Director of Trade in Services at the AfCFTA Secretariat. Her presentation focused on the AfCFTA Agreement’s role in economic integration and its impact on tourism. Mburu-Ndoria outlined how this unified approach can lead to shared prosperity, making the continent a more attractive destination for both tourists and investors.
Industry challenges and the need for a supportive business environment were addressed by Lily Rakorong, CEO of the Hospitality and Tourism Association of Botswana (HATAB). Rakorong stressed that improving the ease of doing business is essential for the sector’s growth, a sentiment that echoed throughout the forum.
The forum also featured masterclasses that provided practical insights into the sustainability of tourism-based small and medium-sized enterprises (SMMEs), technology’s role in modern tourism, and pathways for youth entrepreneurship. Experts like Dr. Brian Mahosi and Nosiphiwo Mahlangu from the University of South Africa shared strategies for accessing larger markets and leveraging digital transformation to enhance connectivity within the tourism industry.
Prof. Nellie Swart’s presentation on the importance of Meetings, Incentives, Conferences, and Exhibitions (MICE) highlighted the need for continuous professional development, particularly in creating opportunities for women and youth. Her call for collaboration between event associations was a crucial takeaway for many in attendance.
The day concluded with a comprehensive overview of the AfCFTA Protocol on Trade in Services by Daphine Natacha Lekipaik from the AfCFTA Secretariat. Her insights into the Single African Tourism Market and cross-border collaboration opportunities provided a forward-looking perspective that will be instrumental in shaping the forum’s discussions in the coming days.
As ATLF 2024 progresses, the momentum and learnings from day one promise to drive further innovation and collaboration for the next two days in Gaborone, Botswana where the 7th edition of ATLF is taking place.
