The 67th Meeting of the UN Tourism Regional Commission for Africa and the 2nd UN Tourism Regional Conference on Brand Africa under the theme: ‘Promoting Africa to unlock tourism investments and the sector’s growth potential’ will be held in Livingstone, Zambia, from July 22-24.
This initiative underscores Zambia's strategic push to become a leading MICE destination, attracting business travellers and buyers to spur economic development and visitor expenditure.
Zambian Minister of Tourism, Rodney Sikumba, said the UN Tourism Regional Commission for Africa would convene African tourism ministers and stakeholders to discuss regional tourism development and UN Tourism priorities.
Concurrently, the 2nd UN Tourism Brand Africa Regional Conference aims to unite stakeholders in strategising on enhancing Africa's tourism profile through branding and attracting Foreign Direct Investments (FDIs).
The Zambian Ministry of Tourism will also launch the UN Tourism Doing Business Guidebook for Zambia, aimed at stimulating credible FDIs across various tourism sectors.
Further plans include laying the foundation for a Tourism Centre of Excellence in Zambia to enhance skills development in tourism and hospitality.
Additionally, the conference will host the Brand Africa and Tourism Think Tank. The CEOs and GMs of Africa’s National Tourism Organisations, Marketing Directors at the Ministries of Tourism as well as key tourism private-sector stakeholders will discuss effective communication, marketing and branding strategies to be implemented in order to build a solid and consistent image of the continent, with the ultimate goal of rebuilding market confidence and reigniting Africa’s tourism sector in the post-pandemic phase.
Finally, an Investment Session will also be held in this framework to deep dive into global tourism investment trends with a specific focus on the perspectives of the African context namely on the tourism investment outlook and climate of Zambia.
These events are anticipated to attract over 300 delegates and will foster networking and knowledge-sharing on tourism trends, promoting Africa as a competitive global tourism destination.
Participants will include UN Tourism Member States, affiliate members, invited delegations, tourism professionals, technical experts, and stakeholders from public and private sectors driving tourism sector management and transformation in Africa.
Sikumba concluded by encouraging local tourism professionals, private sectors, and both domestic and international investors to register for this opportunity to exchange best practices and contribute to the growth of Africa's tourism industry.
Interested participants can click here to register.
