With former US President Barack Obama’s visit to Africa progressing, the expansion of ‘Brand Africa’ across media worldwide is raising hopes of enhanced tourism interest for the continent. 

'Brand Africa' was created as "an inter-generational movement to create a positive image of Africa, celebrate its diversity, and drive its competitiveness". With visits by Heads of State to other countries always making global news, targeted and incidental coverage of the destinations, countries, and much of the time, the broader continents, have the power to achieve a reach that would otherwise be very difficult to attain. And not only has Africa received exposure following Obama’s visit to Kenya and shortly, South Africa, this month – but in June, French President Emmanuel Macron visited a number of African countries, opening the eyes of the world to the tourism potential of these destinations.

On Monday, July 16, Obama visited his father's ancestral village in Kenya's south-western Siaya county, and danced with his grandmother to traditional music – his first visit to the country since leaving office. Social media lit up in the wake of this event, as did international coverage. And with Obama heading to South Africa to deliver his 2018 Nelson Mandela Annual Lecture, in partnership with the Motsepe Foundation, even more exposure will be enjoyed by the region and the African continent.

Over 9 000 people are expected to attend the lecture in Johannesburg, with this year’s theme being “Renewing the Mandela Legacy and Promoting Active Citizenship in a Changing World”. The lecture will focus on creating conditions for bridging divides, working across ideological lines, and resisting oppression and inequality.

For those unable to attend, the lecture can be live-streamed – opening up further opportunities for destination marketing to South Africa and the African continent.