UN Branding Africa Conference launched

The Ministry of Tourism, Culture and Creative Arts announced that a United Nations Conference on Branding Africa will be hosted by Ghana from Monday 17^th to 19^th August this year.

The sector Minister, Mrs. Elizabeth Ofosu-Agyare noted that the conference will among other thing analyze the situation of Branding Africa and its impact on tourism on the continent.

She said the conference will draw together the Secretary General of the United Nations World Trade Organization [UNWTO] and so far 24 African Tourism Ministers have confirmed their participation at the upcoming conference.

Discussions at the conference includes positioning, branding, e-communications and media relations as well as crisis communication, public/private partnerships [PPP], resources and capacity building.

Mrs. Ofosu-Agyare indicated that in 2014, Africa received 56 million international tourists up from 26 million in 2000, Ghana had 1 million of the total figure.

She stated that Africa recorded US$36 billion international tourism receipts [7% of all exports on the continent].

According to her, the conference is aimed at setting a common action plan to advance Africa’s image and brand as the preferred tourism destination.

The Minister added that the conference will strike a balance between National Tourism Organizations and private sector operators as tour operators and travel agencies.

She noted that the event will create the required synergies among African countries towards greater co-operation in a common African Tourism Brand.

“The conference will explore how African destinations can successfully build a strong brand in an increasingly competitive market place and changing global business environment,” she stated.

The Minister indicated that the conference will identify key challenges facing African countries as well as exchange national experience on country branding and tourism branding.

She added that the conference is funded by the United Nations [UN] with support from Ghana.

The sector Minister noted that the conference which was slated for last year 2014 failed due to the outbreak of the Ebola.

She said the effects of Ebola epidemic retarded progress in the tourism sector and as a result creating a negative perception of Africa even though only four countries were affected by the Ebola but it has been put up in the media as if the whole of Africa was affected by the Ebola pandemic.

She concluded that the conference will build the capacity in Africa for the realization of a strong image and brand which is fundamental to achieving a resilient tourism sector.

By Abubakari Seidu Ajarfor, [email protected]