The WTO and Casa África will produce a publication to reflect on “Brand Africa” in the tourism sector

Today in Madrid, the Secretary General of the World Tourism Organisation, Taleb Rifai, and the director general of Casa África, Luis Padrón, signed a collaboration agreement whereby both institutions will jointly produce a document called Brand Africa: promoting tourism development in the continent.

The joint document, which will be written in English and French, is intended to be of interest not only to African governments and ministries of tourism, but also to companies in the tourism sector, destinations and the media, whose role in the narrative and sometimes the abuse of stereotypes about the continent are key to understanding the movement of tourists and the development of destinations.

Brand Africa will be the second joint publication edited by the WTO and Casa África, after Tourism in Africa: a tool for development, was published last year outlining a methodology for the development of new tourism products in Africa.