“Brand Africa” to Take Centre Stage as UN Tourism Unlocks Region’s Potential
UN Tourism is set to spotlight the importance of collaboration and investment in unlocking Africa's growth potential at the second edition of the Regional Conference on Brand Africa in Livingstone, Zambia, on 22 July 2024. This event will bring together sector leaders, Member States, civil society, and business affiliates to shape the future of African tourism and amplify the voice of “Brand Africa”.
The conference will feature a closed-door Brand Africa Think Tank, gathering top CEOs, National Tourism Organisation general managers, and private sector stakeholders to develop effective marketing and branding strategies. Focused on rebuilding market confidence post-pandemic, the initiative aims to position Africa as a top global destination by showcasing the continent's natural and cultural assets. Additionally, a dedicated session will highlight global tourism investment trends with a special focus on Zambia, offering insights into sustainable development opportunities and strategies to attract tourism investments. The event will culminate in the launch of the “Doing Business Guidebook for Zambia,” providing practical guidelines for sustainable tourism development within the country.
Source: UNWTO
