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African tourism leaders debate the role of the sector as a tool for inclusive growth and community engagement

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The potential of Tourism in poverty alleviation and to induce transformative change has been addressed in Lusaka, capital city of Zambia, in the World Tourism Organization (UNWTO) Conference on Promoting Sustainable Tourism, a Tool for Inclusive Growth and Community Engagement in Africa.

The Conference, a flagship event of the Africa region for the celebration of the International Year of Sustainable Tourism for Development, took place last 16-18 November and was coordinated by the World Tourism Organization (UNWTO) in cooperation with the Government of Zambia. 

According to UNWTO statistical data, the African continent had an increase of international arrivals of 8% in 2016, compared to the previous year. This, together with the increasing commitment of African governments to position tourism in their agenda, reveals the gaining prominence of the sector as well as its strong potential to foster positive change and transformation.

The Conference that was preceded by a technical workshop to revise strategies and approaches to develop sustainable tourism initiatives in the African continent, tackled these issues as well as the potential of sustainable tourism to lead policies to foster communities inclusion.  The summit was attended by more than 200 international and local participants from Angola, Egypt, Jordan, Cabo Verde, Guinea Equatorial Kenya, Mali, Republic of Congo, Sudan, Switzerland, Spain, Union of the Comoros, Malawi, Seychelles, South Africa, Zambia and Zimbabwe.

The event commenced with a Ministerial Dialogue on Tourism, Inclusive Growth and Sustainable Development in the African continent, attended by Charles Banda, Minister of Tourism and Arts of Zambia, Ronald Chitotela, Minister of Housing and Infrastructure Development of Zambia, Taleb Rifai, UNWTO Secretary-General, Fatuma Hirsi Mohamed, Principal Secretary of the Ministry of Tourism of Kenya, Abdelgadir Dmein Hassan Undersecretary of the Ministry of Tourism, Antiquities and Wildlife of Sudan and Dorothy Tembo, Deputy Executive Director at the International Trade Center. The session was moderated by Brownyn Nielsen, Editor-in-Chief at CNBC Africa who invited the attendees to showcase sustainable tourism practices in the region and how the sector could help achieve the SDGs and generate benefits for African societies.

The framework of the Agenda 2030 and the Sustainable Development Goals were defined together with the African Union Agenda 2063 as the best scenario to foster sustainable tourism in the continent.

Precisely to this green, responsible and eco-friendly tourism was dedicated the intervention of Charles Banda, Minister of Tourism and Arts of Zambia who emphasized that “sustainability is believed to be the link between the present and the future. As patrons of the tourism sector our role is to ensure that even our children’s children experience the same nature in the form that it currently is and not in a worse off state.”

As commented by Edgar Chagwa Lungu, President of the Republic of Zambia, the International Year of Sustainable Tourism for Development is a unique opportunity to highlight the importance of the tourism sector and to promote activities to enhance the contribution of the sector for national economies. The President emphasized the capacity of tourism to contribute to local development and stated that “the Lusaka Declaration is an important milestone in the Agenda 2030 and towards achieving the Sustainable Development Goals and in the recognition of tourism as an essential development pillar.”

UNWTO Secretary-General Taleb Rifai, who congratulated Zambia for hosting the Conference as member of the UNWTO Executive Council and Chair for 2019, highlighted that the current world is facing major transformations namely the digital revolution, connecting our minds virtually and globally, the urban revolution, connecting our life style and our livelihoods and the travel revolution connecting us physically and culturally “Today, the world is at a major transformation juncture, rapid and fast change is the essence of our time. The three global forces are leading this transformation”, he added. During his visit, Rifai also declared the South Luangwa National Park of Zambia as a sustainable park.

Partnerships, technology and wildlife conservation at the core

The sessions were organized into four panels tackling Public-Private Partnership, the Role of Technology in the development of tourism, Wildlife conservation and Community Engagement and Air Connectivity in Africa.

The final outcome of the conference was the Lusaka Declaration on Promoting Sustainable Tourism Development, a Tool for Inclusive Growth and Community Engagement in Africa. The document, which places sustainability at the core of tourism development and on national and international development agendas, was adopted unanimously by all participants.

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Tourism

New Report Shows Value of IP to the Tourism Sector

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A new report published jointly by WIPO and the World Tourism Organization (UNWTO) on the value of intellectual property in boosting tourism shows how the IP system creates a favorable ecosystem for innovation, entrepreneurship and investment in the sector.

The publication, entitled “Boosting Tourism Development through Intellectual Property,” highlights good practices, features case studies and recommendations for policymakers and other tourism stakeholders on how to ensure that creativity, innovation, traditions and cultural heritage in tourism are properly protected and commercialized and that the benefits are shared by all.

In a joint Foreword, WIPO Director General Daren Tang and UNWTO Secretary General Zurab Pololikashvili, predict that while the tourism sector has taken a hit during the COVID-19 pandemic, it will recover and “contribute to reigniting hard-hit economies and societies thanks to its capacity to adapt to changes and offer innovative solutions to new challenges.”

“In this context, IP rights are powerful tools that can be used to boost tourism development and competitiveness. The IP system is designed to promote creativity and innovation and support efforts by individuals, businesses and other actors to differentiate themselves and their products and services in the marketplace, whether through trademarks, geographical indications, copyrights or patents,” they added.

The publication provides practical guidance for non-IP specialists on how to include IP in tourism product development – from destination branding to tourism policies. It shows how different IP rights can be leveraged to raise funds. And it showcases successful experiences and demonstrates how stakeholders around the globe are using IP rights to add value to tourism services and products, as well as to protect and promote local knowledge, traditions and cultural heritage.

Through examples of producing cheese, tea, pepper, wine or other products, the publication shows how geographical indications and appellations of origin can be used to support the growth of rural tourism and provide benefits to local communities.

To leverage the full potential of the IP system, the report recommends inclusion of IP strategies in national tourism plans and tourism policy strategy for regional and local destinations. Not only does good IP knowledge and management help to make use of the protected intangibles, but it also attracts investments and leverages fundraising opportunities.

Finally, tourism authorities are encouraged to raise awareness among tourism and destinations stakeholders on the importance of appropriate IP knowledge and management to foster the sector’s growth  in these challenging times.

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UNWTO and IATA Collaborate on Destination Tracker to Restore Confidence in Travel

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The World Tourism Organization (UNWTO) and the International Air Transport Association (IATA) announce a Destination Tracker in preparation for the restart of international travel. It is the result of both organizations joining efforts to boost confidence and accelerate recovery of the tourism sector when borders reopen. The UNWTO-IATA Destination Tracker is a new free online tool for governments to provide information on COVID-19 requirements for travel and the measures in place at the destination.

The tool is available through the websites of both organizations and will provide information on: 

  • COVID-19 Indicators including infection rates, positivity rates, and vaccination roll out by destination/country.
  • Air Travel Regulations, including test and quarantine requirements, provided by IATA’s Timatic solution.
  • Destination Measures, including general health and safety requirements such as use of masks, transit through a country, curfew, or regulations related to restaurants and attractions, provided by national tourism organizations.  

The Destination Tracker will fulfil a key need by providing clarity on COVID-19 measures affecting tourism. The situation for travelers is complex with UNWTO data showing that one in three destinations remains closed to tourists. Moreover, restrictions and in-country measures are continuously being revised. 

Governments can use the Destination Tracker to post COVID-19 travel information so that potential travelers will know what to expect at their destination. When fully populated with updated destination information, travel stakeholders including Destination Management Organizations (DMOs) and travel agencies, will be able to obtain the latest destination information, enabling travelers to make informed decisions when borders reopen and travel resumes. The development of the Tracker framework is now complete. Up-to-date information on COVID-19 indicators and air travel regulations is available and systematically updated. Destination information is being progressively uploaded, expanded and updated with official sources as the COVID-19 situation evolves.

UNWTO Secretary-General Zurab Pololikashvili says: “UNWTO is pleased to reinforce its partnership with IATA, a UNWTO Affiliate Member, to provide this important tool. Travelers and companies will be able to check requirements in place for air travel, as well as what measures will be in place at the visited destination. We trust this tool is also critical for governments to track existing travel restrictions and support the safe restart of our sector.”

“It has been more than a year since the freedom to travel was lost as COVID-19 measures saw borders close. When governments have the confidence to re-open borders people will be eager to travel. And they will need accurate information to guide them. With the support of national tourism organizations, the UNWTO-IATA Destination Tracker will help travelers and travel companies obtain the latest information for travel planning,” said Willie Walsh, IATA’s Director-General.

The UNWTO-IATA Destination Tracker builds on the existing partnership between the two parties. In October 2020, UNWTO and IATA signed a Memorandum of Understanding to work together to restore confidence in international air travel. The agreement will also see the two agencies partner to foster innovation to drive the restart of tourism, promote greater public-private collaboration in the field of aviation and the tourism sector in general, and advance progress already made towards achieving greater sustainability and resilience.

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UNWTO and Facebook: Leverage Digital Marketing to Restart Tourism

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The World Tourism Organization (UNWTO) and Facebook have partnered to help global destinations make use of the power of digital marketing as they look to welcome tourists back safely.

Over the past year, the United Nations specialized agency for tourism has been supporting its Member States on a series of initiatives relating to market intelligence and marketing. Now, as tourism begins to restart in some parts of the world, a series of special sessions were held jointly with Facebook to deliver a range of key insights into how the effective use of digital marketing can help destinations gain a competitive advantage in the challenging months ahead.

Three sessions, one each in English, Spanish and French, welcomed participants from 30 countries. The sessions focused on Facebook and Instagram Communication Insights and Best Practices, with participants also given an overview of digital tools and tips for communicating with their target audiences, including through Messenger and WhatsApp. Alongside this, the sessions highlighted the importance of metrics and other key tools in measuring the success of digital marketing campaigns, and role of advertising and creativity in reaching new audiences.

Sandra Carvao, UNWTO Chief, Market Intelligence and Competitiveness, says: “We are very happy to have Facebook on board with us to bring the fundamentals and best cases of digital marketing to our Members. Our partnership will help destinations be better prepared for a new market framework and allow them to use data and digital marketing to reach new audiences and restart their tourism sectors.  

Nicolai Gerard, Facebook EMEA Government Politics & NonProfit Marketing Solution Director says: “We are very pleased to work with UNWTO to help global destinations take advantage of all the benefits that digital solutions and tools can offered. In the times we are living, it is key for the travel industry to implement digital marketing strategies to accelerate the road to recovery.  With this partnership, we believe that travel destinations will gain the necessary tools and skills that will allow them to use all the services available through our family of apps”.

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