Wednesday, August 14, 2024 The Africa Tourism Leadership Forum (ATLF), taking place from September 3-6, 2024, in Gaborone, Botswana, will gather key industry figures to advance the growth of African tourism and cultural sectors. The Africa Tourism Leadership Forum (ATLF) is scheduled to occur from September 3 to 6, 2024, offering a pivotal platform for industry executives, policy makers, and key stakeholders to converge and deliberate on strategies aimed at propelling the expansion and evolution of Africa’s tourism, creative arts, and cultural sectors. The event will be held at the prestigious Exhibition Hall and Grand Palm Hotel in Gaborone, Botswana.
The forum’s agenda is meticulously crafted to promote synergy, inspire innovative solutions, and stimulate investment throughout the African continent, providing a robust framework for meaningful engagement and development. Day 1: Commerce and Skill Development Day The forum will kick off on Tuesday, September 3, with an engaging B2B & B2G Networking Session featuring the Intra-Africa Road Show, Speed Marketing, and an Exhibition. This event, orchestrated by the Africa Tourism Private Sector Alliance, will highlight trailblazing brands such as Marriott International and regional contributions from Southern, Western, and Eastern Africa, as well as the Ocean Islands.
Concurrently, the Grand Palm Hotel will host a series of Entrepreneurial Training and Coaching sessions. Industry luminaries like Devota Mdachi, Co-chair of the Africa Tourism Leadership Awards, and Dr. Richmond Kwame Frimpong, Managing Director of Industrial Zone in Ghana, will offer valuable insights into crafting compelling sales pitches, building effective relationships, and mastering entrepreneurial fundamentals.
Additionally, Prof. Nellie Swart, a Certified Meeting Professional (CMP) and Associate Professor of Tourism Management at the University of South Africa, will lead a session on pioneering approaches to empowering youth entrepreneurship within the tourism sector. Day 2: AfCFTA Summit on Tourism, Creative Arts, and Cultural Sectors On Wednesday, September 4, the AfCFTA Forum will officially open with keynote addresses from distinguished speakers, including Keitumetse Setlang, CEO of the Botswana Tourism Organisation; Hon.
Dumezdweni Mthimkhulu, Minister of Environment and Tourism for the Republic of Botswana; and Emily Mburu-Ndoria, Director of Trade in Services, Investment, Intellectual Property Rights, and Digital Trade at the AfCFTA Secretariat. The day’s agenda will feature a series of high-profile panels exploring the integration of AfCFTA into the tourism, creative, and cultural sectors, with a particular focus on the Pan African Tourism Fund and its role in boosting investments in tourism infrastructure and lodging. Day 3: Embracing Digital Transformation and Innovation On Thursday, September 5, the spotlight will be on how digital disruption is reshaping the tourism landscape.
The day will cover emerging trends in short-term rentals and traditional accommodations, as well as the intersection of community engagement with forward-thinking policies. Key sessions will delve into the roles of conservation and heritage in boosting tourism demand and creating jobs. A special segment on Sports Tourism will explore innovative product diversification within Africa’s tourism sector, while the Blue Economy discussion will reveal new avenues for tourism growth through untapped resources.
The day will conclude with an eye-opening presentation on the transformative potential of AI in tourism, featuring groundbreaking insights from Prof. Benjamin Rosman of the University of the Witwatersrand. Day 4: Africa Tourism Excellence Awards On the final day, Friday, September 6, the focus will shift to harmonizing Africa’s rich tourism accommodation heritage with its vibrant culture.
Industry experts from Pam Golding Hospitality and ICCA will lead discussions on this theme. The Ministerial & Executives Dialogue will tackle actionable strategies to lower intra-Africa travel expenses and improve connectivity. The day will culminate in the prestigious Africa Tourism Leadership Awards, which will honor exceptional achievements and innovations in the tourism sector.
The ceremony will highlight the top three contenders for the Africa Youth in Tourism Innovative Challenge and include a keynote address from the Minister of Environment, Natural Resources Conservation, and Tourism. The ATLF is a yearly gathering that convenes tourism leaders and stakeholders from across Africa to address and strategize on critical industry issues. The forum’s mission is to advance sustainable tourism, enhance regional integration, and stimulate economic growth through tourism, creative arts, and cultural sectors.
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