UNWTO and Ojimah partners to enrich its vision around branding and innovation for tourism in Africa

Ojimah will promote ‘Brand Africa’ enriching its vision concept in the global arena

Building on UNWTO Agenda for Africa – Tourism for Inclusive Growth, the new agreement will see the two allies work collectively around shared objectives and significances. As a multichannel platform extending through the continent, Ojimah will promote ‘Brand Africa’ enriching its vision concept in the global arena through positive stories from across the tourism sector.

The agreement would also look at UNWTO and Ojimah collaboration in underpinning the digital transformation of African tourism, with the purpose of both enhancing the tourist experience and serving destinations to become more competitive and resilient as they recover from the impressions of the Covid-19 pandemic. Furthermore, identifying the sector’s potential to advance sustainable advancement and growth, the partnership would emphasize maintaining local communities, including through the creation of job prospects.

UNWTO and Ojimah embark on strategies to work with African governments

Focusing beyond the short-term recovery of African tourism, the Memorandum of Understanding signed by UNWTO and Ojimah also embarks on strategies to work with African governments to increase connectivity throughout the continent. Significances involve adopting innovation to enhance visa facilitation policies, directly above all over the expansion of e-visas, setting aside for efficient and seamless journeys between destinations. To move on with all of these objectives, the collaboration would also focus on capacity building, with key shareholders from both private and public sectors, to be backed in their swing to digital and branding initiatives.

The MoU between UNWTO and Ojimah was signed within the framework of the 65^th UNWTO Regional Commission for Africa, Arusha, and would continue to be prevalent until the end of 2024.

About UNWTO

UNWTO’s leadership vision acknowledges the highly critical challenges facing tourism and recognizes the sector’s capability to overcome them and drive broader positive transformation, including the opportunities tourism extends for the advancement of the 17 Sustainable Development Goals (SDGs).

UNWTO members have endorsed the Management vision of the Secretary-General which pursues to locate tourism as a ‘policy precedence’, principal in knowledge creation, increase the Organization’s capacity through building new and stronger partnerships, and offering improved value for existing members while also expanding membership.

To realize the Management Vision, UNWTO’s work is centered across five distinct pillars:

1. creating tourism smarter through honoring innovation and leading the digital transformation of the sector
2. building tourism to be more competitive at every single level by way of promoting investment and entrepreneurship
3. creating more and better jobs and providing relevant training.
4. build up resilience and promote safe and seamless travel; and
5. channel tourism’s unique potential to protect cultural and natural heritage and to support communities both economically and socially.

6. As the leading international organization in the field of tourism, UNWTO fosters tourism as a driver of inclusive development, economic growth, and environmental sustainability and extends leadership and support to the sector in expanding knowledge and tourism policies globally.
7. UNWTO heartens the application of the Global Code of Ethics for Tourism, to maximize tourism’s socio-economic contribution while minimizing its possible adverse impressions and is dedicated to promoting tourism as an instrument in achieving the Sustainable Development Goals (SDGs), pitched towards reducing poverty and fostering sustainable development worldwide.
8. UNWTO generates market knowledge, promotes competitive and sustainable tourism policies and instruments, fosters tourism education and training, and drives to make tourism an effective tool for development through technical assistance projects in more than 100 countries across the globe.
9. UNWTO’s membership includes 160 Member States, 6 Associate Members, and over 500 Affiliate Members constituting the educational institutions, the private sector, local tourism authorities, and tourism associations.