Public Relations Global Network (PRGN) has partnered with a communications and advisory company, Newmark Group, to unveil Global Expert Panel (GEP) on tourism and travel for Africa to arm tourism and destination management organisations with deep local insights and data from source countries.
The new initiative brings together communications and marketing experts and leaders from across the world and comes at a time when tourism and travel in Africa has experienced impressive growth since the start of the millennium, as highlighted by a World Travel and Tourism Council report.
“To elevate Africa’s tourism sector, destination marketers must harness global capabilities and adopt a holistic approach to branding and marketing,” PRGN President Natacha Clarac, said.
In 2022, the sector contributed nearly 6 per cent to Africa’s Gross Domestic Product – which measures economic activity, playing a vital role in economic stability and supporting 22 million jobs across the continent.
Amid this backdrop, the establishment of the panel is essential for leveraging Africa’s tourism potential for sustainable development and inclusive growth – by addressing key challenges and tapping into the expertise of global communication and marketing professionals, the initiative will hopefully push up Africa’s tourism industry to new heights and boost its visibility as a top travel destination.
According to Gilbert Manirakiza, CEO of the Newmark Group and Co-Chair of PRGN’s Global Expert Panel, data and analyses indicate that many African destinations significantly suffer from negative perceptions among target audiences abroad, mainly due to historically negative headlines in global media.
“We must equip destination marketers with the insights, tools, content, and campaigns that not only capture the attention of potential travellers but also credibly tell the vibrant and diverse stories of our attractions,” said Manirakiza.
Christina Rytter, who is the founder and managing director of Scandinavian Communications in Denmark, Co-Chair of the Global Expert Panel and PRGN’s Vice President for the EMEA (Europe, Middle East and Africa) region, on her part said Africa’s tourism and travel sector is lively, but consumer trends, media consumption behaviour and travellers’ demographics are constantly shifting in source markets.
“This is the reason why we set out to bring together top experts who can design and help implement strategies that will position Africa’s destinations as preferred, relatable, and trusted attractions. This will help promote sustainable growth and enhance the cultural and economic fabric of local communities,” Rytter said.
