The World Tourism Organization (UNWTO) launched its ‘Inspiring Africa – Branding Challenge’ at the 63rd Regional Commission for Africa (CAF) meeting earlier this month.
The initiative, unveiled during the virtual meeting by the Secretary General of UNWTO, Zurab Pololikashvili, is to help market the African continent as a preferred tourist destination.
The challenge invites key role-players in the marketing and branding sector of the tourism industry to present their proposals for a campaign that positions Africa as a primary destination in the minds of travellers.
Looking beyond COVID-19, the campaign aims to create a positive image of Africa as a tourism destination and supports the efforts of individual countries and companies, tells the many positive stories about Africa and makes tourism a driver of development.
For details on the application process, please click here. The deadline for submission of proposals is August 8.
At the CAF virtual meeting, recovery and resilience were central themes as members addressed the immediate challenges posed by COVID-19. The meeting was attended by 140 participants from 30 countries including 24 Ministers of Tourism from across the continent.
The key areas of UNWTO’s Agenda for Africa, a roadmap designed to guide the sector in sustainable growth up to 2030, include enhancing Africa’s tourism infrastructure, boosting air connectivity, easing visa facilitation and ensuring the safety and security of tourists.