A new, multinational-body to promote the hospitality sector in Africa has been unveiled during World Travel Market in London.

Created by the International Coalition of Tourism Partners, itself based in Seychelles, Brussels, Bali, and Hawaii, the Africa Tourism Board will seek to enhance the sustainable growth, value, and quality of travel on the continent.

Speaking in London, ICTP chairman Juergen Steinmetz explained his vision for the African Tourism Board.

He told an industry audience: “There has been an enormous interest in this project, highlighting the need to promote tourism in Africa.

“African needs its own voice in the global industry: with 54 countries, and many more different cultures, it is still a continent that needs to be discovered by many.

“The African Tourism Board is about business, investment and development – all about bringing Africa together.”

World Travel Awards president Graham Cooke said the flow of information was key to the success of the African tourism industry

Africa Tourism Board will partner with the World Travel Awards, with the global body helping to promote the new organisation.

World Travel Awards president Graham Cooke said: “My experience with Africa is the lack of knowledge around the world about the continent – therefore, education is vital.

“There is a tremendous creativity in Africa and people need to hear about that.

“Africa should market itself as a single continent: the people should come together and present a single message.”

In partnership with public and private sector members, the Africa Tourism Board will provide leadership and counsel on an individual and collective basis to its member organisations.

Former United Nations World Tourism Organisation chief executive Taleb Rifai offered his endorsement to the new project

Steinmetz also touched on the process of bringing the African Tourism Board home to Africa and building a global network to promote the continent as the safest, most desirable and cleanest tourism destination in the world.

The aim of African Tourism Board is to have a member in each African state – building an unparalleled network across the continent, he explained.

“We will offer business projects, which are available to members, to which they can subscribe as they see fit,” added Steinmetz.

The first initiatives from the board include opportunities for investments, visibility, security, safety and connectivity.

Some 200 top tourism leaders, including ministers from many African countries, were in attendance at the event at World Travel Market London.

Also present was Taleb Rifai, former secretary general of the United Nations World Tourism Organisation.

More Information

The African Tourism Board is rapidly expanding opportunities for marketing, public relations, investments, branding, promoting and establishing niche markets.

Find out more on the official website.

The official launch of the Africa Tourism Board will follow at World Travel Market Africa, taking place in Cape Town on April 10th-12th.