Tourism is
one of the Africa’s most promising sectors in terms of development, and
represents a major opportunity to foster inclusive development, increase the
region’s participation in the global economy and generate revenues for
investment in other activities, including environmental preservation.
Today, the
capacity of the African tourism sector to contribute to socio-economic
development across the continent is often hindered by the negative perception
of Africa and the generalization of crises situations in specific locations to
the whole of a country or the region. Building capacity in Africa to build and
manage a strong image and brand, including crises communications, is
fundamental to build resilience in the tourism sector and foster its further
growth and thus a pre-condition to promote development through tourism in
Africa.
- Against this backdrop, the UNWTO Regional Conference on the Image of Africa aims to:
- Analyse the situation of Brand Africa and its impact on tourism in the region
- Identify the key challenges facing Brand Africa and that of African countries
- Exchange national experiences on country branding and tourism branding
- Explore how African destinations can successfully build
a strong brand in
an increasingly competitive marketplace and a constantly changing
business environment - Create synergies among African countries towards
greater cooperation in
the promotion and positioning of a common African Tourism Brand
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