News / UNWTO and African Member States will work together to promote Brand Africa

UNWTO and African Member States will work together to promote Brand Africa

🕔 June 16, 2021
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The World Tourism Organization and its Members will work with the African Union and the private sector to promote Brand Africa with the aim to establish a new narrative for tourism across the continent through positive, people-centered storytelling and effective branding.

With tourism recognized as an essential pillar of sustainable and inclusive development for the continent, UNWTO welcomed high-level delegates to the first Regional Conference on Strengthening Brand Africa. The conference featured the participation of the political leadership of Namibia, alongside public and private sector leaders from across the continent.

Zurab Pololikashvili, UNWTO Secretary-General, said:

“African destinations must take the lead in celebrating and promoting the continent’s vibrant culture, youthful energy and entrepreneur spirit, and its rich gastronomy”.

As a result of the conference, UNWTO’s African Member States endorsed the Windhoek Pledge on Advocating Brand Africa, under the terms of which 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. They will identify positive, human-centered stories and showcase them to the world via media, reaching new and diverse tourism source markets.

Over the coming weeks, The World Tourism Organization will work with all signatories to create a common roadmap towards establishing Brand Africa. This will include creating common values and goals and identifying funding needs and opportunities as well as providing branding toolkits for destinations, including guidelines and recommendations and training and capacity building in market intelligence, digital marketing and data management.


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