The African continent has been rated a Prime Destination for Sustainable Tourism Investments at the International Tourism and Investment Conference (ITIC) Global Tourism Investment Summit 2024 held at the World Travel Market (WTM) in London on Monday this week.
The Executive Chairman of the African Tourism Board (ATB) Mr. Cuthbert Ncube stressed at the Summit, the significance of the three ESG pillars in addressing the unique challenges the region faces, such as climate change, socio-economic disparities, and governance issues.
Mr. Ncube pointed out the considerable opportunities available for sustainable tourism development, which can benefit both local communities and the environment simultaneously.
A prominent case study featured was Malawi, which has made impressive strides in boosting its global tourism appeal. The Malawian government announced the elimination of visa requirements for citizens from 79 countries and extended the validity of multiple-entry visas.
The Malawian government’s commitment to making access easier for international visitors is viewed as a strategic effort to increase the country’s allure as a destination for both tourism and investment.
The African Tourism Board (ATB) has praised this initiative, recognizing its potential to elevate Malawi’s standing in the global tourism arena, Mr. Ncube said.
Malawian Minister for Tourism Vera Kamtukule had presented various investment projects at the ITIC Global Tourism Investment Summit 2024 targeting creating new pathways for economic growth and cultural exchange programs for Malawi tourism development.
She emphasized the Malawi government’s commitment to balancing these opportunities with sustainable practices and infrastructure development, ensuring that the benefits of tourism were enduring and equitable.
Malawi government’s initiative is currently encompassing North America, Europe, Asia, Africa and the Oceania as the key nations targeted to enhance tourism and investment prospects in Malawi, she said. Summit panelists and executives noted:
Emphasis on sustainable tourism investment was not merely a fleeting trend but an essential strategy for Africa’s future, promising to strengthen the continent’s position as a leading destination for global tourism investment.
The 2024 WTM in London will serve as a pivotal stage for Africa to present its unique tourism potential to a global audience, fostering networking, deal-making, and industry-wide engagement.
The Africa Hall was set to become a focal point of WTM, with representatives from over 30 nations showcasing their distinct travel assets and tourist products, the WTM said through its media report.
From the pristine beaches of the Seychelles to the famed safaris of Tanzania and Kenya, Africa’s extensive range of cultural, historical, and natural attractions will be on display, said the WTM report.
Participating countries span the continent, from established tourism leaders like South Africa, Morocco, and Egypt to emerging destinations including Sierra Leone, Cabo Verde and The Gambia.
“Africa delegation brings forward a compelling vision of the continent’s potential, underscoring its vibrant diversity, strength, and capacity to enrich the world’s tourism landscape”, said the WTM report.
WTM London offers invaluable opportunities to engage directly with Africa’s tourism decision-makers, highlighting prospects for investment across diverse sectors.
With an emphasis on sustainable tourism, cultural heritage conservation, and destination growth, the African delegation aims to attract attention to the continent’s appeal for travelers seeking authentic, responsible tourism experiences.
The global tourism marketing event has been rated an essential occasion for investors, tour operators, and industry professionals interested in Africa’s future within the global tourism arena.
