Brand Africa initiative important to position the continent as tourist destination

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The Brand Africa initiative by the United Nations World Tourism Organisation (UNWTO) is the weapon to rebuild Africa as a tourist destination of choice, Deputy Minister of Environment, Forestry and Tourism Heather Sibungo has said.

Speaking at the opening ceremony of the UNWTO Regional Tourism conference here on Tuesday, Sibungo said the conference will play an important role to position the continent based on its rich cultures, warm hospitality, spectacular scenery and wildlife as well as many other attractions.

She noted that many times, Africa is portrayed in a negative light as a continent that is home to wars, poverty and forced emigration.

“I am confident that this repositioning will assist the continent as the tourism sector reopens and recovers from the impacts of the pandemic,” she noted.

She indicated that the effects of the COVID-19 pandemic on the sector have been profound and unprecedented and require collective minds as well as a common united course of action at the continental level.

Speaking at the same event, UNWTO Secretary-General Zurab Pololikashvili said Namibia has the potential to be a top tourism destination in Africa, however, Africa’s tourism potential is yet to be fully realised.

“One key factor is low brand awareness among global tourists, hence advocating for Brand Africa is a UNWTO focus on the Agenda for Africa. Positive stories will inspire people from all around the world to come to this continent,” he noted.

The conference, held under the theme ‘Strengthening Brand Africa for the Swift Recovery of the Tourism Sector’, is aimed at enhancing the image of Africa as a tourist destination and improve the marketing skills of micro and small and medium tourism enterprises in African countries, with a particular focus on Namibia as a pilot study.

It ends on Wednesday.

Source: Namibia Press Agency