Gaborone, the capital of Botswana, will be the focal point of tourism conversation once again as Africa’s leading tourism practitioners, government officials and media gather at the 7th edition of the Africa Tourism Leaders Forum (ATLF) and Awards.
The forum which was officially opened at the Gaborone International Convention Centre on Wednesday, marks another significant milestone in the continent’s drive to boost intra-African travel and tourism.
Organized by African Tourism Partners with the support of Botswana Tourism, the event runs from September 4-6, 2024, and has brought together nearly over 500 participants from 43 countries.
This year’s forum, themed “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment,” is dedicated to reducing travel restrictions across Africa to enhance business growth and facilitate the seamless movement of people.
The event has gathered key stakeholders from the tourism sector across the continent and beyond, making it a pivotal platform for sharing insights, networking, and fostering new collaborations.
In his opening remarks, the Vice President of Botswana, H.E. Slumber Tsogwane, emphasized the significance of the ATLF in positioning tourism as a critical economic pillar for diversifying 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,’” he stated.
Vice President Tsogwane further highlighted Botswana’s strategic efforts to establish itself as a premier destination for hosting MICE (Meetings, Incentives, Conferences, and Exhibitions) as part of its economic diversification drive. He noted that tourism is a major contributor to Botswana’s national economy, with significant potential for further growth.
The forum, now in its third consecutive year of being hosted by Botswana, is a melting pot of ideas and opportunities. It features industry-specific masterclasses, dynamic panel discussions, and high-impact speed networking sessions designed to spark new collaborations and foster lasting relationships among Africa’s leading service providers.
Zurab Pololikashvili, Secretary-General of the United Tourism) delivered a message via video, commending Africa’s leadership in shaping its tourism future.
“This Forum is a great example of Africa shaping its tourism future,” Pololikashvili said. “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 highlighted the positive trajectory of international arrivals to Africa, which have increased by 5% compared to pre-pandemic levels, with expectations of continued growth.
He emphasized the critical role that culture and creative industries play in driving sustainable growth, supporting livelihoods, and enhancing Africa’s image as a competitive and attractive destination on the global stage.
Botswana, as the host nation, was lauded for its strong brand image in tourism, with Pololikashvili praising the country’s rich cultural heritage, diverse wildlife, and unique natural landscapes, which have positioned it as a premier destination worldwide.
A poignant moment during the launch ceremony was Pololikashvili’s expression of condolences on behalf of the global tourism community to the government and people of Botswana, following the passing of the Minister of Environment and Tourism, Hon. Dumezweni Meshack Mthimkhulu.
“The late Minister loved his country and was passionate about promoting its heritage and landscapes,” he noted, expressing hope that Minister Mthimkhulu’s work would be carried forward.
Elcia Grandcourt, UNWTO’s Regional Director for Africa, also delivered a keynote address, underscoring the need for strategic investments in intra-Africa travel and tourism. She praised the resilience and innovation of Botswana’s tourism sector, noting 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,” she said.
Grandcourt also highlighted the growth in international tourist arrivals to Africa, referencing the latest UNWTO Barometer.
“The growing number of international tourists travelling to Africa is proof of the continent’s expanding visibility and attractiveness within the global tourism marketplace,” she remarked, pointing out that countries like Tanzania, Morocco, and Algeria have shown impressive tourism growth in 2024.
The Deputy Minister of Tourism, Arts and Culture, Hon. Mark Okraku Mantey represented Ghana at the forum and also served as a panel member on one of the panel discussions on lifting retractions to deepen intra-Africa travel.
As the ATLF continues, the focus remains on sustainable and inclusive tourism, boosting intra-Africa travel, and driving economic growth across the continent.
The event not only reinforces Africa’s commitment to building a thriving tourism industry but also sets a new path forward for tourism and investment in the region.
