In an important step to support the tourism industry throughout Africa, UN Tourism has brought its Member States together, promoting "Brand Africa" and looking into new opportunities for investment potential and diversification.

This program was a component of the symposium "Encouraging Africa to Unlock Tourism Investments and the Sector's Growth Potential," hosted by the Regional Commission for Africa.

Leaders from the public and commercial sectors came together at the event with the goal of finding fresh approaches and working together to solve the most urgent problems facing the continent. This occasion is a crucial part of UN Tourism's larger plan to enable its members to tell a positive story about the travel industry across Africa.

The high-level attendees were greeted by UN Secretary-General for Tourism Zurab Pololikashvili, who emphasized the value of working with African Member States to showcase the distinctiveness and diversity of the travel industry in the area. In line with his thoughts, Executive Director Natalia Bayona emphasized the critical necessity of boosting sector investments in order to spur innovation and creativity and raise the profile of African travel destinations internationally.

Key UN tourism specialists, the CEO of Zambia Tourism Agency, leaders of Africa Tourism Partners, and prominent members of the local business community and civil society, including Meta, were present at the forum. The focus of the discussions was on enhancing public-private collaboration to strengthen Brand Africa. While media experts contributed to Think Tank sessions on "shifting the narrative" of African tourism, delegates exchanged ideas on how to improve Africa's image in order to increase its competitiveness in the tourism industry.

In addition to showcasing the vital role that investments play in promoting Brand Africa, the occasion served as the launchpad for the most recent edition of UN Tourism's Investment Guidelines. This edition, which focuses on Zambia, provides crucial details for foreign investors by highlighting potential growth regions and areas within Zambia's burgeoning tourism industry.

UN Tourism seeks to propel notable progress in the African tourism sector by bringing together stakeholders and promoting cooperation, guaranteeing that the continent's distinct and varied products are acknowledged and honored worldwide.