The Conference on Rethinking Africa: Rethinking Tourism for Africa: Addressing global challenges; Promoting investment and partnerships brought expert African perspectives to global challenges, highlighting the need of investments towards a greener tourism sector and access to finance within the sector and the need to further strengthen public-private collaboration at every level.
In line with UNWTO's priorities for the sector, the second session put the focus on the importance of building strategic relations and partnerships as well as the vital need for more and better-targeted investments in tourism, building tourism intelligence particularly in projects with the potential to deliver greater sustainability, resilience and inclusivity. UNWTO Executive Director Natalia Bayona opened the session with an overview of the tourism investment climate followed by presentations by Mr. Kevin Ramkaloan CEO Business Mauritius and messages from Chileshe Mpundu Kapwepwe, Secretary General of The Common Market for Eastern and Southern Africa (COMESA) and Leila Farah Mokaddenm, Director General, Southern Africa Region, African Development Bank.
Botswana's Minister of Environment and Natural Resources, Conservation and Tourism Philda Kereng, and Hon. Siandou Fofana, Minister of Tourism, Republic of Côte d´Ivoire, also contributed their unique, expert insights into rethinking tourism investments and partnerships. They were joined by Ms. Amanda Serumaga – Resident Representative, United Nations Development Programme for Mauritius and Seychelles, Ms. Michaella Rugwizangoga, Chief Tourism Officer, Rwanda Development Board and Mr. Mamadu Serifo Jaquite, Mamadu Serifo Jaquite, Commissioner in charge of the Department of Human Development of the West African Monetary and Economic Union
The conference culminated with the presentation of the Mauritius Declaration by the host country and UNWTO. The program of actions proposed in the Mauritius Declaration, aims to promote sustainable and resilient tourism ecosystems through multi-sectoral partnerships, ethical practices, investment promotion, nature-based solutions, decarbonization, coordination of public health, policy alignment and data-driven decision-making. This program includes a range of measures, including:
To enable this programme to be carried out under the best possible conditions, the Declaration also calls for the support, in accordance with their respective mandates, of the Member States of the UNWTO, the African Union Commission, the regional economic communities organizations, regional aviation institutions, banking institutions, the African Development Bank, international aid partners, donor communities and financial institutions.
UNWTO has recognized the most influential innovators reshaping tourism in the Kingdom of Morocco. The finalists of the first Moroccan Tourism Startup Competition showcase the power of the sector for driving post-pandemic recovery, protecting cultural and natural heritage and providing opportunities for both rural and urban communities.
After being announced in November 2022, the competition attracted 135 applications from across the Kingdom. The competition focused on identifying solutions to advance the development of the Moroccan tourism, reaching out to startups with a focus on five pillars:
The Kingdom of Morocco is a true leader in tourism, with innovation being a crucial aspect in its rapid recovery from the impacts of the pandemic
The startups were judged on their solutions and on their commitment to tourism as a pillar of the Sustainable Development Goals. Of the 135 startups that entered the competition, 60% look forward to achieving sustainable SDG8, focused on decent work and economic growth, and 54% wish to achieve SDG17, focused on partnerships.
The ten finalists reflect the diverse talent of the Moroccan national tourism sector.
The collaboration between UNWTO and the Moroccan Agency for Tourism Development has two key aims. Firstly, to invigorate the tourism sector by infusing it with fresh ideas and creative solutions. And secondly, to create a sustainable framework that benefits both the environment and the local communities.
UNWTO Secretary-General, Zurab Pololikashvil says: "The Kingdom of Morocco is a true leader in tourism, with innovation being a crucial aspect in its rapid recovery from the impacts of the pandemic".
Her excellency Fatim- Zahra Ammor emphasized that "Through our start-up contest with UNWTO, we have unwavering confidence in the creativity and potential of Moroccan tourism start-ups. Today, I am incredibly proud of the 10 winning start-ups. They will receive invaluable mentorship, personalized support, and global access to venture capitalists. This will not only help them grow but also enhance our tourists' experiences and create new job opportunities."
Imad Barrakad, CEO of SMIT adds: "I am proud to see so many innovative projects in a promising sector looking for new creative ideas. Together we can make the difference!"
Natalia Bayona, Executive Director of the UNWTO mentioned how "tourism needs the power of startups and sustainable driven companies to start again".
SMIT guides the growth and planning of Moroccan tourism and aims to support groundbreaking ideas to fulfill the needs of startups and SMEs. UNWTO has collaborated with Huawei, Plug and Play, Cercle de l'innovation, Accelab, Hospitality Web Services, Emerging Business Factory who will be supporting the finalists with mentorship and acceleration programmes, and will participate in the Tourism Tech Adventures edition where the winners will be announced.
For more information on UNWTO initiatives, finalists and winner's announcement, visit the organization website, and also the accounts @unwto and @unwtoacademy in social media platforms.
More information on specific challenges https://www.unwto.org/unwto-challenges
For contacting the United Nations World Tourism Organization (UNWTO) on Innovation: innovation@unwto.org iei@unwto.org
Tourism leaders from across Africa have met to rethink and realign the sector’s role as a driver of development and opportunity across the region.
At the 66th meeting of the UNWTO Regional Commission for Africa, Member States joined representatives from international organizations and the private sector to focus on opportunities around tourism jobs and investments while also recognizing the vital need to address challenges including the climate crisis.
The UNWTO Agenda for Africa has been adapted. Our vision for African tourism is also one of strong governance, more education and more and better jobs
According to the latest UNWTO data, tourism across Africa is returning to strength following the unprecedented crisis caused by the pandemic:
Welcoming delegates, UNWTO Secretary-General Zurab Pololikashvili said: "The UNWTO Agenda for Africa has been adapted. Our vision for African tourism is also one of strong governance, more education and more and better jobs. To achieve it, we aim to promote innovation, advocate for Brand Africa, facilitate travel, and unlock growth through investment and public-private partnerships.
UNWTO welcomed delegations from 33 countries, including 22 Ministers of Tourism, two Deputy Ministers and four Ambassadors to the meeting, the most important annual event for the region's Member States.
Reflecting the high level of political support for the event, and for UNWTO's mission to guide tourism development across Africa, the meeting welcomed the attendance of the Prime Minister Republic of Mauritius Pravind Kumar Jugnauth, as well as Deputy Prime Minister, Minister of Housing and Land Use Planning, Minister of Tourism, Republic of Mauritius, and Vice-Chair of the UNWTO Executive Council Steven Obeegadoo. Also in attendance were the African Union Commissioner for Trade and Development, Albert Muchanga, the Secretary-General of the Common Market for Eastern and Southern Africa (COMESA), Chileshe Mpundu Kapwepwe, the Secretary-General of the Commonweath, Patricia Scotland KC, Special Advisor to the UNWTO Secretary-General Lai Mohammed, UN Resident Coordinator for Mauritius and Seychelles Lisa S. Singh, the Resident Representative of the UN Development Programme (UNDP) Amanda Seumaga, and representatives from the African Development Bank, the World Bank, and from IFEMA and the Tui Care Foundation.
Members were provided with an overview of UNWTO's achievements over the past year, with a particular focus on core priorities for tourism in Africa:
In close collaboration with its Member States from across the region, UNWTO has also updated its Agenda for Africa – Tourism for Inclusive Growth. The revised roadmap reflects the new challenges of post-pandemic tourism and the priorities outlined by Members.
UNWTO continues to lead tourism's shift to greater sustainability, recognizing the impact of extreme weather events, including the potential for heat waves to cut off the lifeline the sector offers for destinations worldwide. In Mauritius, Members were given an update of UNWTO's work around sustainability, most notably its leadership of the One Planet Tourism Network and the progress of the Glasgow Declaration on Climate Action in Tourism.
Against the backdrop of the Regional Commission meeting, Secretary-General Zurab Pololikashvili enjoyed an official visit to Le Morne, recognized by UNWTO as one of its Best Tourism Villages. The Mauritian village of Old Grand Port was also awarded the accolade.
Africa is home to the world's youngest population, as well as to a rapidly expanding middle class. It is a vast and diverse continent, with vibrant cities and rich cultures. Africa is also a hub of entrepreneurship and innovation and boasts some of the most exciting tourism destinations on the planet.
For many millions of people across the continent, tourism is a real lifeline. But the sector’s potential is still to be truly realized. Managed properly, tourism can accelerate socio-economic recovery and growth. It can spur wealth creation and inclusive development.
The removal of tariff barriers and the implementation of the African Continental Free Trade Area undoubtedly brings new opportunities for Africa. Facilitating the free movement of individuals for business, for work or for studies, will help reduce economic disparities between regions, and deliver more opportunities, particularly for the most vulnerable, including women, who form the majority of the tourism workforce. At the same time, regional collaboration and harmonized aviation policies in line with the Single African Air Transport Market will help us achieve the objectives of the African Union's Agenda 2063 and the UN Agenda 2030.
We have also realigned our UNWTO Agenda for Africa: Tourism for Inclusive Growth. It aims to directly support our Member States responding to the current challenges of tourism, particularly the need for more trained workers, more decent jobs and more and better-targeted tourism investments. Above all, we will continue to advocate for tourism as driver for positive change and a pillar of economic growth for the continent.
On behalf of everyone at UNWTO, I wish you all a happy Africa Day.
UNWTO is stepping up its commitment to make Micro, Small and Medium-Enterprises agents of transformation for the tourism sector.
Against the backdrop of its Executive Council in Marrakesh, the United Nations specialized agency outlined plans to support 10,000 Moroccan MSMEs benefit from digitalization. The joint action plan, developed alongside the Moroccan Ministry of Tourism, was announced at the start of a special Thematic Session on “SMEs and Talent: Transforming Tourism”.
“Micro, Small and Medium Enterprises are the backbone of the global tourism sector”, said UNWTO Secretary-General Zurab Pololikashvili, welcoming the cooperation agreement. These “were hit hardest of all by the pandemic”, he added. “With the right support, they can grow to become true agents of change and help build a more inclusive and sustainable sector. UNWTO is proud to be supporting thousands of small businesses, in Morocco and across the world, make the shift to digital and so become more innovative and competitive.”
The Thematic Session brought together leaders from the public sector, including Fatim-Zahra Ammor, Minister of Tourism for Morocco, Siandou Fofana, Minister of Tourism for Côte d'Ivoire, and Özgül Özkan Yavuz, Deputy Minister, Ministry of Culture and Tourism of Türkiye. Joining them for panel discussions focused on nurturing human capital and empowering small businesses were private sector leaders from Radisson Hotel Group, Mastercard, Spain’s tourism promotion agency Tourespaña, Eloha, Livali Europe, Pikala, Hosco and Les Roches Global. Also providing insights were tourism leaders representing the Moroccan Agency for Tourism Development, the Mediterranean Tourism Foundation and Bahrain Tourism and Exhibition Authority, as well as the International Labor Organization.
The commitment to supporting Moroccan MSMEs represents the first pilot project of the UNWTO Digital Futures Programme to be launched in Africa. In Morocco, small enterprises account for around 98% of all tourism businesses and UNWTO has identified the country as a hub of innovation and entrepreneurship. Overall, the Digital Futures Programme aims to reach 2 million SMEs globally, giving them support to make the shift to digitalization, including through tailored training and mentorship initiatives with key big tech partners.
Fatim-Zahra Ammor, Minister of Tourism for Morocco, said: “SMEs hold a strategic importance as a major lever for social-economic development in our country. Therefore, supporting SMEs is a key priority for our country and a major element in the Kingdom’s development strategies.”
Also in Marrakesh, UNWTO announced plans to partner with the Ministry of Tourism to launch a National Startup Competition: “Invest in the development of Moroccan Tourism”, alongside advancing the creation of an enhanced innovation framework to support tech-driven businesses in the country.
UNWTO brought together leaders and some of Africa’s best creative minds around a shared vision for advancing sustainable development and opportunity across the continent.
Held in Lagos, Nigeria, the first UNWTO Global Conference on Linking Tourism, Culture and Creative Industries, celebrated the close ties between the two major sectors. Around 40% of all tourists cite culture as the main motivation for travelling, and UNWTO is leading the way in bridging the two areas, including through strategic partnerships with Affiliate Members such as Netflix.
Opening the event, UNWTO Secretary-General Zurab Pololikashvili told delegates: “The fortunes of tourism and culture are closely linked. When one thrives, the other does too.” He urged the public and private sectors to work together to create decent jobs, grow investments and embrace innovation and digital transformation.
The fortunes of tourism and culture are closely linked. When one thrives, the other does too.
Representing the Government of Nigeria, Vice President Professor Yemi Osinbajo addressed the Conference, stating: “Our desire to diversify our economy and explore other sustainable sources of revenue has led us to rank the tourism, culture and the creative sector among the priority sectors of the economy. Specifically, tourism has been recognized for its resilience and dynamism.” The vice President also highlighted the ability of music to serve as a “global language”, bringing people together and allowing them to learn more about the “culture and ideas” of others.
Nigeria’s Minister of Tourism, Lai Mohammed, added: “Today, more than ever, tourism and the creative industry, due to their economic viability, are in the global spotlight and have their place at the forefront of national and international development agenda.”
As well as meeting with the Vice President and the Minister of Tourism, UNWTO Secretary-General Pololikashvili met with the Governor of Lagos, Babajide Olusola Sanwo-Olu, to explore new ways of harnessing the power of culture and tourism to create jobs and business opportunities and to drive inclusive development, both in Nigeria and across Africa. On the sidelines of the Conference, the Secretary-General also met with Aliko Dangote, a Nigerian businessman and philanthropist who has served as a UNWTO Ambassador since 2018.
The two-day Conference focused on several of UNWTO’s key strategic objectives, most notably youth empowerment and boosting investments in tourism. On the first day, UNWTO hosted a special interactive session with youth from across Nigeria, fulfilling the commitments made in the Sorrento Call to Action to make young people active participants in decision-making in the sector. Also in Lagos, a panel discussion on Stimulating the Creative Industries for Social Entrepreneurship focused on the importance of supporting MSMEs and innovators in order to enhance competitiveness across the tourism sector.
Against the backdrop of the Global Conference on Linking Tourism, Culture and Creative Industries, UNWTO celebrated the richness of African gastronomy, a growing force within the continent’s tourism sector. A “Flavors of the World” exhibition showcased the very best culinary talent, and local gastronomy star Chef Coco Reinarhz joined a workshop and panel discussion focused on realizing the potential of gastronomy tourism to grow destinations and drive inclusive and sustainable development.
UNWTO is to work with Ojimah to make positive storytelling and digitalization key drivers of tourism recovery across Africa.
Building on UNWTO Agenda for Africa – Tourism for Inclusive Growth, the new agreement will see the two parties work together around shared goals and priorities. As a multichannel platform with reach across the continent, Ojimah will advocate for ‘Brand Africa’, enhancing the image of the region on the global stage through positive stories from across the tourism sector.
Ojimah will advocate for ‘Brand Africa’, enhancing the image of the region on the global stage through positive stories from across the tourism sector
The agreement will also see UNWTO and Ojimah collaborate in supporting the digital transformation of African tourism, with the aim of both enhancing the tourist experience and helping destinations become more competitive and resilient as they recover from the impacts of the pandemic. Additionally, recognizing the sector’s potential to advance sustainable development and growth, the partnership will focus on supporting local communities, including through the creation of jobs.
Looking beyond the short-term recovery of African tourism, the Memorandum of Understanding signed by UNWTO and Ojimah also sets out plans to work with African governments to enhance connectivity across the continent. Priorities include embracing innovation to improve visa facilitation policies, above all through the expansion of e-visas, allowing for smooth and seamless travel between destinations. To advance all of these goals, the partnership will also focus on capacity building, with key stakeholders from both public and private sectors, to be supported in their shift to digital and branding initiatives.
The MoU between UNWTO and Ojimah was signed within the framework of the 65th UNWTO Regional Commission for Africa, Arusha and will remain in force until the end of 2024.
Tourism leaders from across Africa have come together to rethink the sector and its central role in driving growth and opportunity across the continent.
The 65th meeting of the UNWTO Regional Commission for Africa brought together around 25 Ministers of Tourism and high-level representatives from 35 countries as well as leaders from the private sector. Taking place in Tanzania just days after UNWTO celebrated World Tourism Day, the Commission meeting embraced that day’s theme of ‘Rethinking Tourism’, with a focus on innovation, branding, jobs and education and partnerships.
But we must look beyond just the numbers and rethink how tourism works so that our sector can deliver on its unique potential to transform lives, drive sustainable growth and provide opportunity everywhere in Africa
Welcoming delegates, UNWTO Secretary-General Zurab Pololikashvili provided Members with an update of the Organization’s activities and accomplishments in the 12 months since the previous Commission meeting. He said: “Tourism in Africa has a long history of bouncing back. And it has shown its resilience again. Many destinations are reporting strong arrival numbers. But we must look beyond just the numbers and rethink how tourism works so that our sector can deliver on its unique potential to transform lives, drive sustainable growth and provide opportunity everywhere in Africa.”
The Regional Commission of Africa meeting was held as tourism’s recovery gets underway across the continent. According to the latest UNWTO data, for the first seven months of the year, international arrivals across Africa were 171% up on 2021 levels, driven largely by regional demand. To help Members capitalize on the sector’s return, and to build greater sustainability and resilience, UNWTO is prioritizing jobs and training alongside greater and more-targeted investment in tourism. On the eve of this week’s meeting, UNWTO launched a set of Investment Guidelines focused on Tanzania, designed to support foreign investment in the country.
His Excellency Kassim Majaliwa, Prime minister of the United Republic of Tanzania warmly welcomed all delegates and UNWTO officials, calling on them to “embrace sustainability” and highlighting the work Tanzania has been undertaking to protect the natural habitats and wildlife that help make it a popular destination while also increasing inclusivity in the sector. Tanzania’s Minister for Natural Resources and Tourism, Pindi Hazara Chana, also noted that the country is looking to diversity its tourism sector in order to boost arrival numbers and revenues over the next five years.
Discussions at the the Commission meeting focused on both the immediate and longer-term recovery of tourism across the continent, including through redefining the roadmap of the UNWTO Agenda for Africa 2030. Key topics highlighted by the high-level participants included accelerating tourism for inclusive growth, advancing the sustainability of the sector and the role of public-private partnerships in achieving both of these goals. Alongside this, the heightened relevance of air connectivity, including low-cost air travel within Africa, as well as the pressing need to support small businesses (SMEs) in gaining the digital tools and knowledge they need to compete, was also discussed.
To conclude the meeting, Members came to a consensus to host the meeting in Mauritius in 2023 and Algeria in 2024.
