The Africa Tourism Leadership Forum (ATLF), scheduled from September 3-6, 2024 in Gaborone, Botswana, promises to be a pivotal gathering for shaping the future of African tourism. This annual event, held at the prestigious Exhibition Hall and Grand Palm Hotel, will attract a diverse group of key industry figures, including executives, policymakers, and stakeholders, all united in their commitment to advancing the growth of Africa’s tourism, creative arts, and cultural sectors.
The forum’s meticulously crafted agenda is designed to foster synergy, inspire innovative solutions, and stimulate investment across the continent. Over four days, participants will engage in dynamic discussions, explore emerging trends, and collaborate on strategies to unlock the full potential of Africa’s tourism landscape.
Day 1: Commerce and Skill Development
Tuesday, September 3, will kick off with an engaging B2B & B2G Networking Session, featuring the Intra-Africa Road Show, Speed Marketing, and an exhibition. This event, orchestrated by the Africa Tourism Private Sector Alliance, will showcase leading brands like Marriott International and highlight regional contributions from Southern, Western, and Eastern Africa, as well as the Ocean Islands.
Concurrently, the Grand Palm Hotel will host a series of Entrepreneurial Training and Coaching sessions. Industry leaders like Devota Mdachi, Co-chair of the Africa Tourism Leadership Awards, and Dr. Richmond Kwame Frimpong, Managing Director of Industrial Zone in Ghana, will provide invaluable insights into crafting compelling sales pitches, building effective relationships, and mastering entrepreneurial fundamentals. Professor Nellie Swart, a Certified Meeting Professional (CMP) and Associate Professor of Tourism Management at the University of South Africa, will lead a session on innovative approaches to empowering youth entrepreneurship within the tourism sector.
Day 2: AfCFTA Summit on Tourism, Creative Arts, and Cultural Sectors
On Wednesday, September 4, the AfCFTA Forum will officially commence with keynote addresses from distinguished speakers, including Keitumetse Setlang, CEO of the Botswana Tourism Organisation; Hon. Dumezdweni Mthimkhulu, Minister of Environment and Tourism for the Republic of Botswana; and Emily Mburu-Ndoria, Director of Trade in Services, Investment, Intellectual Property Rights, and Digital Trade at the AfCFTA Secretariat.
The day’s agenda will feature a series of high-profile panels exploring the integration of AfCFTA into the tourism, creative, and cultural sectors, with a particular focus on the Pan African Tourism Fund and its role in boosting investments in tourism infrastructure and lodging.
Day 3: Embracing Digital Transformation and Innovation
Thursday, September 5, will shine a spotlight on the profound impact of digital disruption on the tourism landscape. The day’s discussions will cover emerging trends in short-term rentals and traditional accommodations, the intersection of community engagement with forward-thinking policies, and the roles of conservation and heritage in boosting tourism demand and creating jobs. A dedicated segment on Sports Tourism will explore innovative product diversification within Africa’s tourism sector, while the Blue Economy discussion will unveil new avenues for tourism growth through untapped resources. The day will conclude with a presentation on the transformative potential of AI in tourism, featuring groundbreaking insights from Professor Benjamin Rosman of the University of the Witwatersrand.
Day 4: Africa Tourism Excellence Awards
The final day, Friday, September 6, will focus on harmonizing Africa’s rich tourism accommodation heritage with its vibrant culture. Industry experts from Pam Golding Hospitality and ICCA will lead discussions on this theme. The Ministerial & Executives Dialogue will tackle actionable strategies to lower intra-Africa travel expenses and improve connectivity.
The day will culminate in the prestigious Africa Tourism Leadership Awards, recognizing exceptional achievements and innovations in the tourism sector. The ceremony will highlight the top three contenders for the Africa Youth in Tourism Innovative Challenge and include a keynote address from the Minister of Environment, Natural Resources Conservation, and Tourism.
The ATLF is an annual gathering that brings together tourism leaders and stakeholders from across Africa to address and strategize on critical industry issues. The forum’s mission is to advance sustainable tourism, enhance regional integration, and stimulate economic growth through tourism, creative arts, and cultural sectors.
