Gaborone, Botswana’s capital, is once again in the spotlight as it hosts the 7th Africa Tourism Leaders Forum (ATLF) and Awards. The event officially commenced at the Gaborone International Convention Centre on Wednesday, marking a key moment in the continent’s efforts to enhance intra-African travel and tourism.
Organized by African Tourism Partners with backing from Botswana Tourism, the forum runs from September 4-6, 2024, and has attracted over 500 participants from 43 countries.
This year’s theme, “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment,” focuses on reducing travel restrictions within Africa to foster business growth and facilitate smoother movement of people.
The forum has brought together prominent stakeholders from the tourism sector across Africa and beyond, providing a crucial platform for exchanging insights, networking, and building new collaborations.
In his opening address, Botswana’s Vice President, H.E. Slumber Tsogwane, underscored the forum’s importance in elevating tourism as a key economic pillar for African economies.
“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 said.
He also highlighted Botswana’s strategic initiatives to establish itself as a leading destination for MICE (Meetings, Incentives, Conferences, and Exhibitions) as part of its broader economic diversification goals. Tourism, he noted, remains a significant contributor to Botswana’s economy with ample room for growth.
The forum, hosted by Botswana for the third consecutive year, serves as a hub of innovative ideas and opportunities. It features industry-specific masterclasses, dynamic panel discussions, and high-impact speed networking sessions aimed at fostering new collaborations among Africa’s top service providers.
Zurab Pololikashvili, Secretary-General of the United Nations World Tourism Organization (UNWTO), delivered a video message praising Africa’s leadership in tourism.
“This Forum is a great example of Africa shaping its tourism future,” Pololikashvili remarked. “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 noted a 5% increase in international arrivals to Africa compared to pre-pandemic levels, with expectations of continued growth. He emphasized the crucial role of culture and creative industries in driving sustainable growth, supporting livelihoods, and enhancing Africa’s global appeal.
Botswana was commended for its strong tourism brand, with Pololikashvili highlighting the country’s rich cultural heritage, diverse wildlife, and stunning natural landscapes.
During the launch ceremony, Pololikashvili also extended condolences to the government and people of Botswana following the passing of Minister of Environment and Tourism, Hon. Dumezweni Meshack Mthimkhulu.
“The late Minister loved his country and was passionate about promoting its heritage and landscapes,” Pololikashvili noted, expressing hope that Minister Mthimkhulu’s legacy would endure.
Elcia Grandcourt, UNWTO’s Regional Director for Africa, delivered a keynote address on the importance of strategic investments in intra-Africa travel and tourism. She praised Botswana’s resilience and innovation within the tourism sector, highlighting 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,” Grandcourt said.
She also noted the growth in international tourist arrivals to Africa, referencing the latest UNWTO Barometer, and highlighted impressive tourism growth in countries such as Tanzania, Morocco, and Algeria.
Ghana’s Deputy Minister of Tourism, Arts and Culture, Hon. Mark Okraku Mantey, represented his country at the forum and participated in a panel discussion on overcoming restrictions to enhance intra-Africa travel.
As the ATLF progresses, the focus remains on promoting sustainable and inclusive tourism, boosting intra-Africa travel, and driving economic growth across the continent.
