African members of the United Nations World Tourism Organisation (UNWTO) have agreed to work together to establish a new narrative for tourism across the continent.
To better realise the potential of tourism to drive recovery, UNWTO and its members will also work with the African Union and the private sector to promote the continent to new global audiences.
With tourism recognised as an essential pillar of sustainable and inclusive development for the continent, UNWTO welcomed high-level delegates to the first Regional Conference on Strengthening Brand Africa.
The conference featured the participation of the political leadership of host country Namibia, alongside public and private sector leaders from across the continent.
UNWTO secretary general, Zurab Pololikashvili, welcomed the common determination to rethink as well as restart tourism.
“African destinations must take the lead in celebrating and promoting the continent’s vibrant culture, youthful energy and entrepreneur spirit, and its rich gastronomy,” he said.
On the back of a series of workshops, members states from Africa unanimously endorsed the Windhoek Pledge on Advocating Brand Africa.
Under the terms of the pledge, members will engage both public and private sector stakeh
Source : Breakingtravelnews