IN a powerful address at the 2nd Global Summit of the World Travel and Tourism Council in Kigali last week, Tanzanian President Samia Suluhu Hasan urged African nations to take charge of their own stories, redefining the continent’s narrative from unique perspectives.
Emphasising the pivotal role of strategic marketing, branding, research, and conservation in tourism’s advancement, the President stressed the urgency of changing the global perception of Africa.
‘Africa should present its own story and shape a positive narrative about the continent. Remaining silent amidst the era of misinformation is not an option. It’s time to assert the truth: Africa is not just the future, it is the present,’ President Samia remarked.
Encouraging the development of compelling narratives and a distinctive brand identity that showcases Africa’s rich cultural heritage, breathtaking natural beauty, and diverse experiences, President Samia advocated for embracing ecotourism and launching robust marketing campaigns on diverse global platforms.
Highlighting the necessity of prioritising conservation efforts to safeguard cultural sites, artefacts, and traditions, the Tanzanian Head of State stressed the significance of research on tourism trends, visitor preferences, and environmental impacts for the sustainability of the continent’s tourism sector.
President Samia emphasised collaboration among the government, private sector, and non-profit organisations as crucial for the tourism industry’s growth. Tourism plays a pivotal role in Tanzania’s economy, contributing 17 percent to the country’s GDP and accounting for 25 percent of its foreign exchange earnings.
