UNWTO and Ojimah partner on branding and innovation for African tourism

UNWTO will work with Omijah to make positive storytelling and digitalization key drivers for Africa’s tourism recovery.

Building on the UNWTO Agenda for Africa – Tourism for Inclusive Growth, the new agreement will see both parties working together around common goals and priorities. As a multi-channel platform with reach across the continent, Ojimah will advocate for ‘Brand Africa’, enhancing the region’s image on the global stage through positive stories from across the tourism sector.

Ojimah will advocate for ‘Brand Africa’, enhancing the region’s image on the global stage through positive stories from across the tourism sector

The agreement will also see UNWTO and Ojimah collaborate to support the digital transformation of African tourism, with the aim of both improving the tourism experience and helping destinations become more competitive and resilient as they are recovering from the impacts of the pandemic. Furthermore, recognizing the potential of the sector to advance sustainable development and growth, the partnership will focus on supporting local communities, including through job creation.

Beyond the short-term recovery of African tourism, the Memorandum of Understanding signed by UNWTO and Ojimah also plans to work with African governments to improve connectivity across the continent. Priorities include embracing innovation to improve visa facilitation policies, most importantly through the expansion of e-visas, enabling smooth and seamless travel between destinations. To advance all of these goals, the partnership will also focus on capacity building, with key public and private sector stakeholders, to be supported in their transition to digital and branding initiatives.

The Memorandum of Understanding between UNWTO and Ojimah was signed within the framework of the 65th UNWTO Regional Commission for Africa in Arusha and will remain in force until the end of 2024.

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