The 7th edition of the Africa Tourism Leaders Forum (ATLF) and Awards, which brings together top tourism practitioners, policymakers, and media from throughout Africa, will once again center tourism discourse at Gaborone, the capital of Botswana.
In the continent’s effort to promote intra-African travel and tourism, the forum, which was formally opened at the Gaborone International Convention Centre on Wednesday, represents another important turning point.
Organized by African Tourism Partners with the support of Botswana Tourism, the event runs from September 4-6, 2024, and has brought together nearly over 500 participants from 43 countries. This year’s forum, themed “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment,” is dedicated to reducing travel restrictions across Africa to enhance business growth and facilitate seamless movement of people.
Major stakeholders in tourism from all around the continent have assembled for the event, which makes it a vital forum for exchanging ideas, connecting with others, and developing new partnerships.
In his opening remarks, the Vice President of Botswana, H.E. Slumber Tsogwane stated “The Africa Tourism Leadership Forum is a Pan-African dialogue platform that unites key stakeholders from Africa’s travel, tourism, hospitality, and aviation sectors to network, share insights, and devise strategies for growing intra-Africa travel and tourism while enhancing the brand equity of our ‘Destination Africa”
Vice President Tsogwane further highlighted Botswana’s strategic efforts to establish itself as a premier destination for hosting MICE (Meetings, Incentives, Conferences, and Exhibitions) as part of its economic diversification drive. He noted that tourism is a major contributor to Botswana’s national economy, with significant potential for further growth.
Now in its third year running, Botswana is hosting the forum, which is a mashup of possibilities and ideas. It offers engaging panel discussions, industry-specific masterclasses, and high-impact speed networking sessions with the aim of igniting new partnerships and creating enduring relationships amongst Africa’s top service providers.
Zurab Pololikashvili, Secretary-General of the United Tourism) delivered a message via video, commending Africa’s leadership in shaping its tourism future. “This Forum is a great example of Africa shaping its own tourism future,” Pololikashvili said. “Such clear and focused leadership has underscored the region’s resilience. You have worked to boost connectivity and regional integration, encouraging intra-African travel and strengthening cooperation.”
The UNWTO chief also highlighted the positive trajectory of international arrivals to Africa, which have increased by 5% compared to pre-pandemic levels, with expectations of continued growth. He emphasized the critical role that culture and creative industries play in driving sustainable growth, supporting livelihoods, and enhancing Africa’s image as a competitive and attractive destination on the global stage.
The host country, Botswana, was recognized for having a great tourist brand image. Pololikashvili highlighted the country’s varied wildlife, rich cultural heritage, and distinctive natural landscapes, all of which have made it a top travel destination in the globe.
A poignant moment during the launch ceremony was Pololikashvili’s expression of condolences on behalf of the global tourism community to the government and people of Botswana, following the passing of the Minister of Environment and Tourism, Hon. Dumezweni Meshack Mthimkhulu. “The late Minister loved his country and was passionate about promoting its heritage and landscapes,” he noted, expressing hope that Minister Mthimkhulu’s work would be carried forward.
Elcia Grandcourt, UNWTO’s Regional Director for Africa, also delivered a keynote address, underscoring the need for strategic investments in intra-Africa travel and tourism. She praised the resilience and innovation of Botswana’s tourism sector, noting its significant contributions to the nation’s socio-economic development. “Botswana stands out as a shining example of resilience and innovation within the tourism sector. By diversifying its tourism offerings and exploring new markets, Botswana has not only adapted to emerging challenges but also expanded its reach,” she said.
Grandcourt also highlighted the growth in international tourist arrivals to Africa, referencing the latest UNWTO Barometer. “The growing number of international tourists traveling to Africa is proof of the continent’s expanding visibility and attractiveness within the global tourism marketplace,” she remarked, pointing out that countries like Tanzania, Morocco, and Algeria have shown impressive tourism growth in 2024.
Ghana was represented at the meeting by Hon. Mark Okraku Mantey, Deputy Minister of Tourism, Arts, and Culture, who also participated in a panel debate on lifting retractions to promote intra-African travel.
As the ATLF continues, the focus remains on sustainable and inclusive tourism, boosting intra-Africa travel, and driving economic growth across the continent. The event not only reinforces Africa’s commitment to building a thriving tourism industry but also sets a new path forward for tourism and investment in the region.
SOURCE: http://3news.com
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