04 Oct 2023

The Africa Tourism Leadership Forum (ATLF) and Awards demonstrates Africa’s commitment to shaping her destiny through intra-Africa travel.

Officially opening the sixth ATFL and awards in Gaborone yesterday, Vice President Mr Slumber Tsogwane said the forum served as a collective commitment to promoting intra-Africa travel and knowledge sharing.

“It represents a collaboration between countries and international agencies such as the United Nations World Tourism Organisation, the secretariat of the Africa Continental Free Trade Area, the International Congress and Convention Association and Botswana government through the auspices of the Botswana Tourism Organisation,” he said.

He said Africa was faced with questions and challenges which could only be tackled and resolved by Africans hence the need for all to apply their minds to devise effective strategies that could solve the problems.

He said the theme of the forum: Shifting Demand Dynamics to Shape the Future of Intra-Africa Travel, resonated with the Africa Continental Free Trade Agreement which sought to promote sustainable tourism, creative and cultural industries in both trade in services and trade in goods. 

Mr Tsogwane said this was intended to enhance Africa’s economic competitiveness, promote cultural diversity, to facilitate the growth and development of the services sector and to improve social and environmental outcomes.

“I am pleased to share that my government has ratified the Protocol on the Africa Continental Free Trade Area, and have also achieved a major milestone in formally establishing the National Arts Council for the Creative Industries,” he said, encouraging other countries to follow in recognition of the importance of the creative arts as a component of the tourism product.

Mr Tsogwane said the creative industries were a business with a primary objective to generate and exploit knowledge and information.

He further said through innovative development of creative industries, more rhythm and vibrancy could be injected to the continent. 

He also said optimising on the economic value of creative industries could enhance the image and visibility of Brand Africa and stimulate its demand at global markets.

However, Mr Tsogwane cautioned against over-commercialisation of African cultural heritage products at international markets, adding that this could lead to the erosion of authenticity in the quest for quick profit. 

He thus emphasised the need to ensure that Africa’s indigenous cultures were protected and preserved. 

“It is therefore, upon us as African states to enact laws and policies geared towards protecting, conserving and preserving our cultural heritage for the sole benefit of our future generations,” he said.

UNWTO secretary general, Mr Zurab Pololikashvili said the creative, cultural industry was a powerful force for sustainable tourism in Africa. 

He said the industry needed to be protected and supported with the right talent and skills.

Meanwhile, Minister of Environment and Tourism, Ms Philda Kereng highlighted some of the key outcomes Botswana achieved from hosting the 2022 ARFL and awards. 

She said the 2022 ATFL and awards led to the partnership with African Continental Free Trade Area (AfCFTA) Secretariat to mainstream the role of tourism, creative and cultural industries through the inaugural AfCTA Forum on Tourism, Creative and Cultural Industries as key contributor to intra-Africa travel.

Ms Kereng said Botswana developed a national Meetings, Incentives and Conferences Exhibition (MICE) strategy for implementation with immediate effect. 

She said the country achieved the establishment of the Africa Tourism Private Sector Alliance to be endorsed by AfCFTA Secretariat. ENDS