UN Tourism Summit Focuses on Strengthening Brand Africa and Investment Opportunities
UN Tourism launches Tourism Doing Business Investing in Zambia
The 2nd UNWTO Regional Conference on Brand Africa, held in Livingstone, Zambia, and attended by UNWTO Secretary-General Zurab Pololikashvili and Executive Director Natalia Bayona, has reignited efforts to promote Africa’s unique tourism offerings and unlock the region’s growth potential.
Focus on Collaboration and Investment
The forum convened leaders from the public and private sectors, including the CEO of Zambia Tourism Agency and representatives from Meta and Africa Tourism Partners, to develop strategies for positioning Africa as a more competitive global tourism destination.
Discussions centred on strengthening Brand Africa through greater collaboration and attracting investments.
Shifting the Narrative
The conference emphasised the need to revolutionise the image of Africa and present a more dynamic and multifaceted picture to the global tourism market.
Top media experts and civil society actors participated in these discussions.
Investment Guidelines Launched
Highlighting the importance of investment, the event witnessed the launch of UNWTO’s latest Investment Guidelines.
Focusing on Zambia, the publication offers valuable insights for international investors seeking opportunities in the country’s growing tourism sector.
