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Brand Africa will place an emphasis on people as the continent attempts to lure visitors with new narratives and a new unified tourism approach
Tom Anstey | Planet Attractions | 24 Jun 2021
Brand Africa will promote the continent to new global audiences through positive, people-centred storytelling and effective branding Credit: Mpumelelo Macu on Unsplash
African members of the United Nations World Tourism Organisation (UNWTO) are set to team up in an effort to establish a new narrative for promoting tourism across the entire continent.
Working with UNWTO members, the African Union and the private sector, the plan will see Africa promoted globally under a single banner through positive, people-centred storytelling and effective branding.
“African destinations must take the lead in celebrating and promoting the continent’s vibrant culture, youthful energy and entrepreneur spirit, and its rich gastronomy”, said UNWTO secretary-general Zurab Pololikashvili, who added that there was a determination to rethink, as well as restart tourism following a tough year related to COVID-19.
Called the Windhoek Pledge, members have agreed to 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-centred stories, and through strengthened partnerships with the media, showcase them to the world, reaching new and diverse tourism source markets.
Known as Brand Africa, the overarching tourism drive for the continent will see UNWTO work with all signatories to create a common roadmap towards establishing the people-focused tourism drive.
The roadmap will include establishing 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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