UNWTO Communication, Media and Tourism Training in Africa Workshop, Victoria Falls, Zimbabwe, 13-15 November 2023

The first UNWTO Communication, Media and Tourism Training in Africa Workshop organized in collaboration with the Ministry of Tourism and Hospitality Industry of Zimbabwe and the Zimbabwe Tourism Authority (ZTA) was in the majestic Victoria Falls, from 13 to 15 November 2023 bringing together tourism professionals, journalists, media and communication specialists drawn from 20 countries in the Africa region.

The three-day event focused on the opportunities for placing tourism in the mainstream conversation as well as the ongoing challenges facing communities, destinations and Africa as a region. 

African tourism has been increasingly attracting media attention in recent years, though persistent perceptual barriers and stereotypes still impact on the image of the continent and prevent the tourism sector of the region from fully unlocking its potential. 

Effective communication campaigns and innovative marketing strategies can shift the narrative around Africa and build a new…