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 around 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.
The event, which takes place from September 4-6, 2024, and is organized by African Tourism Partners with assistance from Botswana Tourism, has attracted about 500 participants from 43 nations.
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.
The event, which takes place from September 4-6, 2024, and is organized by African Tourism Partners with assistance from Botswana Tourism, has attracted about 500 participants from 43 nations.
The goal of this year’s event, “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment,” is to lessen travel restrictions throughout Africa in order to promote corporate expansion and enable smooth human mobility.
Since the event has brought together important players in the tourist industry from all around the continent, it serves as a crucial forum for information exchange, networking, and the development of new partnerships.
H.E. Slumber Tsogwane, the vice president of Botswana, stressed the importance of the ATLF in establishing tourism as a vital economic pillar for diversifying African economies in his opening remarks.
“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,’” he said.
As part of its attempt to diversify its economy, Vice President Tsogwane went on to emphasize Botswana’s strategic efforts to position itself as a top location for MICE (Meetings, Incentives, Conferences, and Exhibitions). He pointed out that Botswana’s national economy depends heavily on tourism, which has enormous room to grow.
Now in its third year running, Botswana is hosting the forum, which is a mashup of possibilities and ideas. It includes exciting panel discussions, industry-specific masterclasses, and high-impact speed networking sessions aimed at igniting fresh partnerships and establishing enduring connections amongst Africa’s top service providers.
In a video message, United Tourism Secretary-General Zurab Pololikashvili praised Africa’s initiative in determining its tourism destiny. Pololikashvili remarked, “This Forum is a great example of Africa shaping its own tourism future.” “The region’s resilience has been highlighted by such lucid and focused leadership. By promoting intra-African travel and bolstering cooperation, you have labored to increase connectivity and regional integration.”
The head of UNWTO also emphasized the encouraging trend of foreign visitors in Africa, which have risen by 5% since the start of the pandemic and are predicted to continue growing. He underlined how important it is for culture and the creative industries to propel sustainable growth, sustain livelihoods, and improve Africa’s standing as a competitive and alluring travel destination worldwide.
The host country, Botswana, was praised for having a great tourist brand image. Pololikashvili highlighted the nation’s varied fauna, rich cultural heritage, and distinctive natural landscapes, all of which have made it a top travel destination in the globe.
Following the loss of Hon. Dumezweni Meshack Mthimkhulu, Minister of Environment and tourist, Pololikashvili’s condolences on behalf of the international tourist community to the government and people of Botswana marked a poignant moment during the launch ceremony. “The late Minister was deeply devoted to promoting his country’s heritage and landscapes,” he said, expressing optimism that Minister Mthimkhulu’s efforts will continue.
Elcia Grandcourt, the Regional Director for Africa at UNWTO, also gave a keynote speech in which she emphasized the importance of making calculated investments in intra-African travel and tourism. She commended Botswana’s tourist industry for its inventiveness and tenacity and highlighted its important contributions to the socioeconomic advancement of the country. “In the tourism industry, Botswana is a bright example of resiliency and creativity. Botswana has broadened its reach and responded to new difficulties by branching out its tourism products and investigating new markets, the spokesperson stated.
Grandcourt also emphasized, citing the most recent UNWTO Barometer, the rise in foreign visitor arrivals to Africa. She stated, “Africa’s increasing visibility and attractiveness within the global tourism marketplace is proof of the continent’s growing number of international tourists traveling there,” citing the impressive tourism growth that nations like Tanzania, Morocco, and Algeria have demonstrated 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.