The Public Relations Global Network (PRGN) has emphasized the need for destination marketers in Africa to adopt a holistic approach to branding and marketing in order to elevate the continent’s tourism sector.
PRGN President Natacha Clarac explained that destination marketers must harness global capabilities and take a comprehensive approach to effectively promote Africa as a top travel destination.
She said this during the launch of the Global Expert Panel on tourism and travel for Africa, led by PRGN member agency Newmark Group.
The panel aims to provide tourism and destination management organisations with deep local insights and data from source countries, in order to enhance the market presence and reimagine Africa’s tourism narrative globally.
The initiative underscores the importance of understanding cultural nuances to significantly boost Africa’s tourism industry and visibility.
Newmark Group CEO and Co-Chair of PRGN’s Global Expert Panel, Gilbert Manirakiza, emphasised the need to equip destination marketers with the necessary insights, tools, content, and campaigns to capture the attention of potential travellers and authentically showcase the diverse attractions across the continent.
Meanwhile, Christina Rytter, Founder and Managing Director of Scandinavian Communications in Denmark, Co-Chair of the Global Expert Panel and PRGN’s Vice President for the EMEA (Europe, Middle East and Africa) region said the initiative will help promote sustainable growth and enhance the cultural and economic fabric of local communities.
Tourism and Travel in Africa has experienced impressive growth since the start of the millennium, as highlighted by a World Travel & Tourism Council report.
In 2022, the tourism sector contributed nearly 6% to Africa’s Gross Domestic Product (GDP) and supported 22 million jobs across the continent, highlighting its vital role in the region’s economic stability.