from DANIEL JONES in Victoria Falls, Zimbabwe
VICTORIA FALLS, (CAJ News) – THE United Nations World Tourism Organisation (UNWTO) is capaciting journalists and tourism writers from Africa with requisite skills and information to market destinations in the continent.
A three-day workshop attended by journalists and communications officers from 20 countries has opened in Victoria Falls, Zimbabwe.
They are joined by tourism executives from Zimbabwe and abroad.
Elcia Grandcourt, the UNWTO director for Africa, is representing the agency.
Barbara Rwodzi, Zimbabwe Tourism and Hospitality Industry Minister, officially opened the workshop.
She highlighted the importance of media in shaping Africa’s narrative.
“It is only through effective communication that we can showcase the countless opportunities within our sector, to attract tourists and investments in this sector,” Rwodzi said.
“When journalists, writers and photographers are well trained about the best practices in media and communications about the Africa tourism sector, our content will definitely improve and give the world a better understanding of our African destinations and its tourism related products.”
Rwodzi urged tourism sector players to seize the opportunity to build stronger connections, share best practices and embrace new technologies in their communication efforts, working with media.
The workshop aligns with the UNWTO’s ten-point agenda for Africa, which focuses on branding Africa as a destination and emphasising the significance of communication and media in shaping the African tourism narrative.
Its main objective is to create rapport between the tourism industry and media so as to tell the African story and brand the continent as a destination of choice.
This comes as Africa contributes only 5 percent of the global tourism share, which stakeholders say is a cause for concern.
Grandcourt said effective communication plays a crucial role in connecting destinations with new audiences amid the sector’s historic challenges.
“As we gather here, we bring together diverse backgrounds, experiences, and perspectives. It is this richness that will make our time together even more valuable. We are not merely attendees; we are active participants, sharing, learning, and growing together,” she said.
– CAJ News