The 7th Africa Tourism Leadership Forum is held in Botswana.

At the 7th edition of the Africa Tourism Leaders Forum (ATLF) and Awards, Africa’s leading tourism practitioners, government officials, and media will gather in Gaborone, Botswana, to discuss tourism once more.

The forum, which was officially opened on Wednesday at the Gaborone International Convention Centre, is another significant step forward in the continent’s effort to improve travel and tourism within Africa.

The event, which will take place from September 4 to 6, 2024, is being organized by African Tourism Partners with support from Botswana Tourism. It has attracted nearly 500 participants from 43 different nations.

“Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment” is the theme of this year’s forum, which aims to ease people’s ability to travel throughout Africa and boost business expansion.

The event has brought together important players in the tourism industry from across the continent and beyond, making it an important venue for learning from one another, networking, and developing new partnerships.

H.E. Slumber Tsogwane, the Vice President of Botswana, emphasized the significance of the ATLF in positioning tourism as an essential economic pillar for diversifying African economies in his opening remarks.

He stated, “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-African travel and tourism while improving the brand equity of our “Destination Africa.”

As part of Botswana’s effort to diversify its economy, Vice President Tsogwane emphasized Botswana’s strategic efforts to become a premier location for MICE (meetings, incentives, conferences, and exhibitions). He said that Botswana’s national economy relies heavily on tourism, which has a lot of room for expansion.

Botswana is hosting the forum for the third year in a row, which is a melting pot of ideas and opportunities. It includes dynamic panel discussions, high-impact speed networking sessions, and industry-specific masterclasses with the goal of igniting new collaborations and establishing long-term connections among Africa’s leading service providers.

In a video message, Zurab Pololikashvili, Secretary-General of United Tourism, praised Africa’s leadership in determining its tourism future. Pololikashvili stated, “This Forum is a great example of Africa shaping its own tourism future.” The region’s resilience has been underscored by such clear and focused leadership. You have worked to improve connectivity, strengthen cooperation, and integrate the region by promoting travel within Africa.

The UNWTO chief also emphasized the positive trajectory of international arrivals in Africa, which are expected to continue growing and have increased by 5% compared to pre-pandemic levels. He emphasized the significance of culture and creative industries in promoting Africa’s competitiveness and attractiveness as a global destination, supporting livelihoods, and driving sustainable growth.

Botswana, as the host country, was commended for areas of strength for its picture in the travel industry, with Pololikashvili lauding the country’s rich social legacy, various untamed life, and exceptional regular scenes, which have situated it as a head objective around the world.

Pololikashvili’s expression of condolences to the government and people of Botswana on behalf of the global tourism community following the passing of Hon. Botswana’s Minister of Environment and Tourism was a moving part of the launch ceremony. Meshack Mthimkhulu Dumezweni He noted, expressing optimism that Minister Mthimkhulu’s work would be continued. “The late Minister loved his country and was passionate about promoting its heritage and landscapes,” he said.

In her keynote address, UNWTO Regional Director for Africa Elcia Grandcourt emphasized the significance of strategic investments in intra-African travel and tourism. She noted Botswana’s tourism industry’s significant contributions to the nation’s socioeconomic development and praised its resilience and innovation. In the tourism industry, Botswana stands out as a shining example of resilience and innovation. Botswana has not only adapted to new challenges but also expanded its reach by diversifying its tourism offerings and exploring new markets,” she stated.

Using the most recent UNWTO Barometer, Grandcourt also talked about the rise in international tourists visiting Africa. She remarked, pointing out that countries like Tanzania, Morocco, and Algeria have demonstrated impressive tourism growth in 2024. “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 said.

The Honourable Deputy Minister of Tourism, Arts, and Culture Mark Okraku Mantey attended the forum on behalf of Ghana and participated as a panellist in one of the discussions about lifting retractions to broaden intra-African travel.

The ATLF will continue to focus on sustainable and inclusive tourism, expanding travel within Africa, and driving economic expansion throughout the continent. The event not only lays out a new course for investment and tourism in the region but also reaffirms Africa’s commitment to developing a thriving tourism industry.