At the UN World Tourism Organization (UNWTO) Regional Conference for Africa in Windhoek, Namibia, this week, African member states agreed to work together to establish a new narrative for tourism across the continent. UNWTO and its members will work closely with the AU and the private sector to promote the continent to “new global audiences through positive, people-centred storytelling and effective branding”. The member states also endorsed the Windhoek Pledge on Advocating Brand Africa, vowing to engage both public and private sector stakeholders and local communities to build a new, inspiring narrative for tourism across the continent. UNWTO secretary-general Zurab Pololikashvili said African destinations needed to take the lead in celebrating and promoting the continent’s vibrant culture, youthful energy and entrepreneurial spirit, and rich gastronomy.

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