The Africa Tourism Leadership Forum (ATLF) from September 3-6 at the Grand Palm Hotel in Botswana’s capital, Gaborone, will present a holistic programme of topics and events covering the tourism, cultural, creative and tech industries.
The event will aim to foster collaboration, innovation and investment across Africa.
Day 1: Trading and training day
It will begin with a B2B and business-to-government networking session, featuring the Intra-Africa Road Show and Speed Marketing & Exhibition. Facilitated by the Africa Tourism Private Sector Alliance, the session will showcase brands such as Marriott International and partners as well as regional presentations from Southern Africa, West Africa, East Africa and the Indian Ocean Islands.
Parallel to the networking session, the Grand Palm Hotel will host entrepreneurial training and coaching sessions. Key speakers will include Devota Mdachi, Co-chairperson of the Africa Tourism Leadership Awards and Dr Richmond Kwame Frimpong, Managing Director of Industrial Zone Ghana who will provide insights on effective sales pitches, relationship management and the fundamentals of entrepreneurship. Prof Nellie Swart, a Certified Meeting Professional and Associate Professor: Tourism Management at the University of South Africa, will lead a conversation about innovative pathways for youth entrepreneurship in tourism.
Day 2: AfCFTA Forum on tourism, creative and cultural industries
On the second day, the official opening of the African Continental Free Trade Area (AfCFTA) Forum will feature prominent figures such as Botswana Tourism CEO Keitumetse Setlang and Botswana’s Minister of Environment and Tourism, Dumezdweni Mthimkhulu, alongside Emily Mburu-Ndoria, Director of Trade in Services, Investment, Intellectual Property Rights and Digital Trade of the AfCFTA Secretariat. The day will include discussions on the implementation of AfCFTA through the tourism, creative and cultural industries as well as the Pan African Tourism Fund, focusing on investment in tourism infrastructure and accommodation.
Day 3: Digital transformation and innovation
The third day will emphasise the role of digital disruption in tourism with sessions on short-term rentals, traditional accommodation and the convergence of community support and smart policies. The programme will also highlight the importance of conservation and heritage as key drivers of tourism demand and employment creation.
Other sessions on sports and the blue economy will focus on diversity tourism products in Africa alongside an insightful presentation on AI-driven futures in tourism, featuring experts such as Prof Benjamin Rosman of the University of the Witwatersrand.
Day 4: Africa Tourism Leadership Awards
The final day will focus on creating a balance between Africa’s tourism accommodation heritage and culture with discussions led by industry leaders from Pam Golding Hospitality and ICCA. The Ministerial & Executives Dialogue will address practical measures for reducing intra-Africa travel costs and connectivity bottlenecks.
The event will culminate with the prestigious Africa Tourism Leadership Awards, recognising outstanding contributions and innovations in the sector. It will also celebrate the top three finalists of the Africa Youth in Tourism Innovative Challenge and present other awards.
ATLF is an annual event that gathers tourism leaders and stakeholders from across Africa to discuss and strategise key issues affecting the industry. It aims to promote sustainable tourism development, enhance regional integration and foster economic growth through the tourism, creative and cultural industries.
