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UNWTO and Ojimah Partner
Around Branding and Innovation

Zurab Pololikashvili, Secretary General, UNWTO

UNWTO is to work with Omijah 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. 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.

UNWTO Supports the Promotion
of Tourism in Tenerife


One of the Canary Islands, Tenerife is one of Europe’s most popular destinations, welcoming 2.7 million tourists in 2021 alone. The destination has significant touristic potential, and it is aiming to develop its sector in line with the values and priorities of UNWTO.

The official visit of Affiliate Member SPET to the UNWTO headquarters provided an opportunity to clarify the benefits of resources already available to the Affiliate Members, network and discuss institutional cooperation in the preparation of events.

Among the topics discussed, Turismo de Tenerife presented its plans for “Global Summit Turismo” scheduled for 2024, while UNWTO presented the initiative “Best Tourism Villages” recognizing outstanding examples of rural tourism destinations with recognized cultural & natural assets, preserving and promoting community-based values, products and lifestyle in order to encourage the participation of Tenerife. Tenerife offers a wide variety of attractions ranging from sports tourism, including hiking, climbing, biking routes and surfing, to astrotourism & gastrotourism.

African Tourism United to Transform Sector

(L-R) His Excellency Kassim Majaliwa, Prime Minister, United Republic of Tanzania; Pindi Hazara Chana, Natural Resources and Tourism Minister, Tanzania

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.

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.”

Tourism recovery underway 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.

Short-term recovery and long-term transformation

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.


(For full story read SAFARI INDIA)