African travel advances at 6th ATLF

 The Africa Tourism Leadership Forum (ATLF) has been at the forefront of promoting tourism development across the continent since its inception in 2018 in Accra, Ghana. Over the years, the forum has emphasized key objectives such as advocating for a borderless Africa, facilitating seamless intra-African travel and exchanges, and fostering collaborative initiatives within the tourism sector. These efforts are aimed at positioning Africa's tourism industry on par with global counterparts. The ATLF has continually evolved and rotated its host countries, with recent editions taking place in South Africa, Rwanda, and now Botswana. The forum aims to address industry challenges, provide solutions, and encourage collaboration, particularly with organizations such as the African Continental Free Trade Area (AfCFTA), the University of South Africa (UNISA), and the Botswana government. The 6th edition of the ATLF, hosted in Gaborone, Botswana, saw increased participation, a richer program agenda, a stronger focus on industry-related issues, solutions, and collaborations. With over 600 delegates from more than 40 African nations in attendance, the forum was a vibrant and influential gathering.

The forum commenced with a dynamic day of trade and training at the Gaborone International Convention Centre, centered around the theme of "Transformational Entrepreneurship and Intra-Africa Business to Business Networking Sessions." Notable industry experts, including Hamza Farooqui and Wambugu Wa Gichohi, shared insights on tourism entrepreneurship and franchising in the sector. Women in Tourism Entrepreneurship also contributed with a presentation on sustainable tourism businesses through agritourism initiatives, led by the University of South Africa (UNISA). A significant highlight of the event was the inauguration of the African Continental Free Trade Area (AfCFTA) Forum on Tourism, Creatives, and Cultural Industries. The AfCFTA partnership with ATLF was officially launched, dedicating the opening day to exploring AfCFTA's role in promoting tourism through culture and the creative industries. This day featured five sessions that delved into various aspects of the AfCFTA Secretariat's approach to harnessing opportunities in tourism, culture, and creative industries in alignment with Africa's development agenda.Key discussions included the importance of Africans collectively marketing "Brand Africa," the need for enhanced collaboration to transform cultural events into tourism attractions, and the necessity for supportive policies from individual African nations. Emily Mburu-Ndoria, Director of the Directorate of Trade in Services, Investment, Intellectual Property Rights, and Digital Trade (DTIID) at the AfCFTA Secretariat, emphasized the simplification of trade regimes to advocate, promote, and invest in tourism as a priority for the continent.Patricia de Lille, South Africa's Minister of Tourism, stressed the importance of genuinely promoting "Brand Africa" and accelerating the revitalization of the tourism industry. She also highlighted the role of governments in incentivizing the private sector and facilitating interaction between governments and businesses. In conclusion, the panelists recommended the establishment of Public-Private Partnerships (PPPs) as vital for the growth and development of Africa's tourism industry, underscoring the collaborative and multifaceted approach needed to propel the continent's tourism sector forward.