UNWTO's African Member State will collaborate to create a new narrative about tourism across Africa.
UNWTO and its Member countries will work together with the African Union (African Union) and the private sector in order to better realize the potential of tourism to drive recovery.
UNWTO hosted the first Regional Conference on Strengthening Africa Brand. Tourism is a key pillar for inclusive and sustainable development on the continent. This conference saw the participation of Namibia's political leadership and leaders from both the public and private sectors across Africa.
Zurab Pololikashvili, UNWTO Secretary General, welcomed the shared determination to rethink and restart tourism. He said that African destinations should be the ones to promote and celebrate the continent's vibrant culture, its youthful energy, entrepreneurial spirit, and rich gastronomy.
Windhoek pledge puts people first
After a series workshops and a ministerial think tank, UNWTOs African member states unanimously supported the Windhoek Pledge to Advocating Brand Africa. The Windhoek Pledge stipulates that members will work with both the public and private sectors as well as local communities in order to create a new, inspiring narrative about tourism on the continent.
They will find positive stories that are human-centred and, through stronger partnerships with media, present them to the world. This will allow for new and varied tourism sources markets.
UNWTO and all signatories will collaborate over the next weeks to develop a common road map towards creating Brand Africa. This will include the establishment of common values and goals, identifying funding opportunities and funding needs, as well as providing branding toolskits for destinations. These toolkits will include guidelines, recommendations, training, and capacity building in digital marketing, market intelligence, and data management.
Support for tourism is shown through bilateral meetings
Neben der Konferenz, UNWTO Secretary General Zurab Pololikashvili held high-level talks about the restarting of tourism with President Hage Geingob and the country's Deputy Prime Minister Netumbo Nandi–Ndaitwah. He also met with Albert Muchanga, the African Union Commissioner of Trade and Industry.