Gaborone, the capital of Botswana, is once again at the center of the tourism world as the city hosts the 7th edition of the Africa Tourism Leaders Forum (ATLF) and Awards. The forum, held at the Gaborone International Convention Centre from September 4-6, 2024, has drawn more than 500 participants from 43 countries, reflecting its significance in the continent’s tourism landscape.
Organized by African Tourism Partners with support from Botswana Tourism, the forum is themed “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment.” This year’s event focuses on reducing travel restrictions across Africa to promote business growth and facilitate easier movement of people. The gathering is a key platform for sharing insights, networking, and forging new partnerships aimed at enhancing intra-African travel and tourism.
In his opening remarks, H.E. Slumber Tsogwane, Vice President of Botswana, underscored the importance of the ATLF in positioning tourism as a crucial economic driver for Africa. He emphasized that the forum serves as a Pan-African dialogue platform where stakeholders from the travel, tourism, hospitality, and aviation sectors come together to devise strategies for expanding intra-Africa travel and strengthening Africa’s global tourism brand.
Vice President Tsogwane highlighted Botswana’s strategic goal of becoming a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) as part of its broader economic diversification efforts. He noted that tourism significantly contributes to Botswana’s national economy and holds substantial potential for further development.
This year marks the third consecutive year Botswana has hosted the forum, showcasing the country’s ongoing commitment to advancing the tourism sector. The forum features a series of industry-specific masterclasses, dynamic panel discussions, and high-impact networking sessions designed to spark new collaborations and foster lasting relationships among Africa’s top tourism professionals.
Zurab Pololikashvili, Secretary-General of the United Nations World Tourism Organization (UNWTO), delivered a message via video, commending Africa’s leadership in shaping its tourism future. Pololikashvili praised the forum as an example of Africa’s resilience and proactive approach in boosting connectivity, regional integration, and intra-African travel.
He also highlighted the 5% increase in international arrivals to Africa compared to pre-pandemic levels, noting that the trend is expected to continue. Pololikashvili emphasized the importance of culture and creative industries in driving sustainable growth and enhancing Africa’s image as a competitive global destination.
Botswana’s strong tourism brand was lauded, with Pololikashvili praising the country’s rich cultural heritage, diverse wildlife, and unique landscapes that have established it as a premier global destination. A touching moment of the ceremony was Pololikashvili’s tribute to the late Minister of Environment and Tourism, Hon. Dumezweni Meshack Mthimkhulu, expressing condolences on behalf of the global tourism community. He expressed hope that Minister Mthimkhulu’s legacy in promoting Botswana’s heritage and landscapes would continue.
Elcia Grandcourt, UNWTO’s Regional Director for Africa, also delivered a keynote address, emphasizing the need for strategic investments in intra-Africa travel and tourism. Grandcourt praised Botswana’s resilience and innovation within the tourism sector, noting its significant contributions to the nation’s socio-economic development. She highlighted the growing number of international tourists traveling to Africa, citing the latest UNWTO Barometer which shows impressive growth in countries like Tanzania, Morocco, and Algeria.
Ghana’s Deputy Minister of Tourism, Arts and Culture, Hon. Mark Okraku Mantey, represented Ghana at the forum and participated in a panel discussion on lifting restrictions to enhance intra-Africa travel. His involvement underscores the collaborative spirit of the event and the collective effort to drive economic growth through tourism.
As the ATLF progresses, the focus remains on promoting sustainable and inclusive tourism, enhancing intra-Africa travel, and driving economic development across the continent. The forum not only reinforces Africa’s commitment to building a thriving tourism industry but also sets a forward-looking agenda for tourism and investment in the region.
With its rich cultural and natural assets, Africa is poised to strengthen its position as a leading global tourism destination, and events like the ATLF play a crucial role in advancing this vision.
