On July 22-23, UN Tourism held the second edition of its Brand Africa conference at the Avani Victoria Falls Resort in Livingstone, Zambia.  

Brand Africa, a UN Tourism initiative that was first established in 2015, seeks to unite African member states in their marketing the continent as a preferred and diverse tourism destination.

Under the Brand Africa umbrella, each country highlights its unique offerings, while collectively emphasizing Africa’s diversity and challenging the stereotypes often seen in global media.

Think of it as a similar concept to Brand USA, which markets the United States’ 50 diverse territories internationally. 

The central theme of this year’s Brand Africa conference was clear: A brand’s image is key to enhancing tourism competitiveness. With this in mind, there is no better time for Africa to elevate its tourism ambitions, attract investments, create jobs and extend economic benefits to more communities. In the first quarter of 2024, Africa surpassed its pre-pandemic tourism arrival levels; Zambia itself saw a 26% increase over Q1 2023.

More than 30 ministers of tourism and tourism board executives were in attendance in Livingstone, from Angola to Cameroon and Ghana—an impressive showing. There was also a healthy representation from the private sector.

A closed think tank discussion took place on day one of the conference, during which Matongo Matmawandi, chief executive officer at Zambia Tourism Agency, delivered a poignant presentation about the state of Africa’s tourism competitiveness as well as data on the continent’s human and natural resources. We then split into working groups to identify key challenges facing Africa’s tourism industry, brainstorm solutions and propose actionable steps.

Africa receives just a 5% share of global tourism (2019) — UN Tourism

The second day featured open discussions, including a fireside chat with Moky Makura, executive director of Africa No Filter, on “Shifting the Narrative of Africa.”

The day concluded with a panel on Africa’s tourism competitiveness, where I had the honor of speaking.

Prompted by our moderator Sandra Carvao, director of market intelligence at UN Tourism, I shared insights on travel storytelling in global media—specifically, the types of stories I choose to pitch and the factors that determine whether they get published. I also discussed how African destinations can improve their chances of being featured in top media outlets.

It starts with better communicating their updates and news, being responsive to queries, and collaborating with travel journalists, particularly those who are African-born or of African descent.

In addition, there is a need to decolonize the prevailing tourism narratives, particularly the overemphasis on safari destinations. I reiterated that Africa is not just a wild savannah teeming with animals—we have vibrant cultures and brilliant entrepreneurs, and by highlighting the latter we can move beyond the “Disneyfication” of tourism on the continent.

I’m not naive enough to think that safaris won’t remain a primary tourism draw for the countries that have relied on them. Nor do I expect that western tourists will stop seeking to live their Lion King dreams. After all, seeing majestic animals in their natural habitat is a once-in-a-lifetime experience.

However, diversifying travel experiences across the continent is crucial if tourism is to truly benefit Africans rather than multinationals.

It’s also essential for shifting the perception of Africa as an exciting and multifaceted international tourism destination.

For my part, I commend UN Tourism for shaping the Brand Africa initiative and for continuing to bring together member states as well as diverse perspectives in one space. Now, it is up to the decision-makers in each destination to take the reins and build on the momentum generated by this conference and the discussions that took place.

Indeed significant challenges face the further growth of Africa’s tourism industry, namely with respect to airlift and visa access.

But there are viable paths and solutions that tourism boards on the continent, particularly those focused primarily on safaris, can pursue more aggressively, starting now. I share three below, based on my observations and tourism experiences during my week in Livingstone, Zambia, coupled with my years of covering sustainable travel.

1. Bolster Cultural Experiences—and Uplift Tourism Entrepreneurs

Aside from the conference activities organized by Zambia’s tourism staff, I was able to stay four additional days to experience Livingstone.

Of course, I visited Victoria Falls and took an excursion to the Devil’s Pool, where I felt the raw power of Mother Nature. But I also dug into cultural experiences to see what I could find—as I always do when visiting destinations, even if it takes more effort because they’re not as widely advertised.

Thanks to a Zambian friend in Washington DC who tipped me to a number of lesser-known options, what I found in Livingstone for the short time I was there was the promise of enriching, people-to-people activities that could draw more visitors.

One of my stops was Sishemo Studio—”sishemo” means mercy—a social enterprise owned by a group of seven Zambian women who upcycle glass bottles from a nearby luxury resort into beautiful glass beaded jewelry. They create the beads using a traditional artisanal method that includes the use of an outdoor fire hearth.

The Sishemo stand alone studio was built with a grant from the Abercrombie and Kent Philanthropy; which also provided the women with training in jewelry making from recycled glass. Since then, the business has remained financially self-sufficient through sales (US$30 for a bracelet; $50 for a necklace), as well as workshops for visitors.

“This is our business, we don’t work for anyone, we work for ourselves,” says Audrey, one of the Sishemo Studio owners, after showing me around the workshop in Nakatindi. This is a community located a short drive from Avani Resort in Livingstone, and bordering the Mosi-oa-Tunya National Park.

“Before Sishemo officially launched, 50% of our artisans reported regularly being unable to pay school fees for their children, and just 2 of the members completed their own secondary education. Each of the Sishemo Studio members are now the breadwinners in their families.”—Abanya.com

The women split their revenue at the end of the month; the more tourists come and sign up for workshops or buy their creations, the better off they are. Tourists only come to Zambia when it’s cold, Audrey says, such as during the month of July.  When it’s hot, she adds, they don’t come—they stick to the falls.

On my second stop, I met Zambian women who taught me to tie-dye fabric. They were in the middle of moving the Pure Skills studio, which is owned by long-time British expat Rachel Greenwood, who collaborates with the women to bring them visitors. But despite the lack of furnishings due to the move, they were still willing to offer me a short version of their workshop, which I appreciated.

A third stop: Kubu Cafe, in town. Past the outdoor dining terrace, there’s a shop inside where you’ll find a variety of locally sourced items, handmade by various women’s groups and social enterprises, from soaps to jewelry and textiles.

Ultimately, what I saw was potential for more: What if these entrepreneurs and cultural activities received even broader support and marketing?

What if, when walking into your resort shop or a conference room, your first encounter with a sculpture, a bracelet, or a painting offers an introduction to the culture and people of the destination you’re visiting?

What if women in tourism received the same level of support from the travel industry as the wildlife and nature areas? Or as much as the “dinner and dance show” experiences that resorts often offer to their guests?

Cultural tourism is the future of this industry, and other segments are already tapping into this growing shift—from luxury lodges on the continent adjusting their wall art collections to say, tour operators offering ultra-private World Heritage Site-focused itineraries. 

Heritage and cultural riches abound on the continent—the kind no one else can duplicate or offer and all of which tourism can help preserve, while benefiting those who uphold and share those traditions with visitors.  

2. Build Relationships with Sustainability-Focused Journalists and Creators

Like any industry, building bridges in tourism is essential for shifting narratives and growing sustainable travel. Amid climate change’s impact on global tourism as well as the ensuing inequities, it’s crucial for destinations to engage with travel journalists and creators who advocate for conscious tourism. These experts can help shape the narrative and enhance the visibility of African destinations by highlighting their unique tourism experiences and improving their overall perception.

It’s not just about paying influencers with large followings or flying in journalists from prestigious outlets.

It’s about fostering relationships with those who genuinely care for the continent and bring a mindful approach to their tourism coverage, especially those experienced in sustainable or regenerative tourism principles.

Yes, this requires tourism leaders and their public relations representatives to collaborate closely with journalists on their itineraries, rather than simply pursuing views and short-term gains. Promoting the same attractions over and over, and the same safari stories will not lead to growth of tourism.

3. Capitalize on Current Travel Trends—and Woes 

One question that emerged after our panel was about the recent overtourism protests in Spain and how the country appears to be overwhelmed with tourists, while Africa receives relatively few visitors on a global scale.

“What are we doing wrong? Is it that we are not effectively marketing ourselves?” the individual asked.

One response was that it relates to European air access and affordable fares on low cost carriers.

Another suggestion, from me, was to dig deeper and examine what many African destinations might be missing: Prioritizing the showcasing of their culture and people beyond tribal dance performances inside the walls of a resort.

For example, I struggled to find and book a cooking class with a Zambian in Livingstone or the surrounding area, and it wasn’t easy to locate someone offering a history walk of Livingstone, despite its wealth of preserved historical architecture.

By contrast, Europeans have successfully celebrated their history, cuisine, and cultural triumphs, as well as confronting their darker pasts. This emphasis on cultural promotion has translated into tourism, with numerous tours and accessible ways to experience their heritage and identity.

The better question is: What can African destinations do right now to capitalize on Western Europe’s growing anti-tourist stance?

Granted, there are logistical challenges on the continent, but these are not insurmountable. In fact, we don’t need to look as far as Europe to witness how cultural tourism and embracing one’s identity, coupled with the right tourism policies can boost visitor numbers. A perfect example of the latter: Morocco.

Travel trends are influential. Tourism leaders must actively seek out opportunities to capitalize on these. Consider the growing “coolcation” trend in Europe and the US. Due to extreme temperatures, travelers are increasingly choosing destinations with cooler climates during the summer months.

This shift is proving advantageous for places like Denmark or Alaska, which enjoy pleasant weather from June to August. So why can’t African destinations, which also offer delightful spring-like temperatures when it’s unbearably hot in Europe or North America, capitalize on this trend as well?

I remember the day I arrived in Zambia for the conference: as I stepped outside the international airport in Lusaka to walk over to the domestic terminal, I was greeted by a chilly, crisp morning air at around 70F. What a delightful surprise, especially after weeks of heat alerts in the Washington, DC area that had kept us mostly indoors.

My immediate thought: How about a coolcation on the continent next summer?