South African official calls on Africa to create strong African brand

African growth

Governments in Africa should work to dispel negative perceptions about the business environment on the continent and create a strong African brand, said Fish Mahlalela, Deputy Minister of the Department of Tourism of South Africa.

Mahlalela made the remarks on Tuesday at United Nations World Tourism Organization (UNWTO) regional conference for Africa, hosted by Namibia.

He said African countries have to understand the current perceptions on the continent and develop and re-position the continent as “a prime destination for investment, work and leisure.”

“We need to highlight our best features and tourism adventures. We need to further position Africa within the minds of consumers and travellers. We need to listen and see what they want. This is Africa’s moment to reclaim its positioning globally,” he said.

Mahlalela said the continent has to use the youth population’s mindset, creativity and innovation to become an economic and social superpower.

He called for the creation of a conducive environment to drive growth in tourism markets. Enditem

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