The 2nd UN Tourism Regional Conference on Brand Africa, themed “Promoting Africa to unlock tourism investments and the sector’s growth potential,” will be held from July 22-24, 2024, in Livingstone, Zambia.

Open to the participation of UN Tourism Member States, UN Tourism Affiliate Members, invited delegations, tourism professionals and technical experts, representatives of funding institutions and financial services, and stakeholders from public and private sectors, the Conference aims to drive the management and transformation of the tourism sector in Africa.

The goal is to promote the continent as an attractive and competitive destination worldwide.

Brand Africa and Tourism Think Tank

Following the Conference, the UN Tourism will host the Brand Africa and Tourism Think Tank. This closed forum is reserved for the Chief Executive Officers and General Managers of Africa’s National Tourism Organizations (NTOs), Marketing Directors at the Ministries of Tourism, and key tourism private sector stakeholders.

They will discuss effective communication, marketing, and branding strategies to build a solid and consistent image of the continent. The ultimate goal is to rebuild market confidence and reignite Africa’s tourism sector in the post-pandemic phase.