Introduction:
Botswana, primarily inhabited by the Tswana people who make up nearly 80 percent of the population, is one of the most sparsely populated countries in the world. It garnered global attention for African tourism when it hosted the 7th Africa Tourism Leadership Forum (ATLF) from September 3rd to 6th, 2024. Organized by African Tourism Partners for the past seven years, Botswana secured the hosting rights for three consecutive years in 2022. Thus, for the third time in a row, Gaborone, the capital city, served as the venue for this prestigious forum and awards ceremony.
Trading and Trading Day:
As a frequent traveler across Africa, I have encountered numerous immigration officers throughout the continent, and I cannot say that they are often friendly—especially those in my home country, Nigeria. Therefore, I was pleasantly surprised by the warm welcome I received from the immigration officers at Sir Seretse Khama International Airport, Gaborone Botswana. Their uncommon kindness left a lasting impression on me. However, the true highlight of my first visit to Botswana was witnessing how professionally the nation handled the passing of their Minister of Environment, Natural Resources, and Tourism, Dumezweni Mthimkhulu, who was meant to be the chief host of the ATLF 2024. Mthimkhulu, aged 46, passed away on the evening of September 2nd after battling an undisclosed illness since February. Despite the tragic news, Botswana successfully hosted the 7th Africa Tourism Leadership Forum and Awards. Registration for delegates, hosted buyers, media, tour operators, and travel agents began promptly at 9:00 AM. Following registration, a series of entrepreneurial training sessions, a Masterclass on Entrepreneurship & MICE, destination speed marketing, and exhibitions took place concurrently in two different halls, interspersed with tea and lunch breaks throughout the day.
Official Opening Ceremony and AFCFTA Forum on Tourism Creative and Cultural Industries:
The official opening ceremony of the 7th ATLF was held at the Grand Palm Hotel Casino Convention Resort in Gaborone on September 4, 2024. This event marks a key milestone in the continent’s efforts to boost intra-African travel and tourism. Supported by Botswana Tourism, the forum, organized by African Tourism Partners, has consistently attracted over 500 participants from 43 countries. The 2024 theme, “Charting a New Path Forward for Intra-Africa Travel, Tourism, and Investment,” focused on reducing travel restrictions across the continent to drive business growth and enhance the ease of movement for people.
The opening ceremony was led by His Excellency Slumber Tsogwane, Vice President and Acting President of Botswana, alongside Acting Minister of Tourism and Environment, Honourable Nnaniki Wilhelmina Tebogo Makwinja, Acting CEO of Botswana Tourism Organisation (BTO), Keitumetse Setlang, CEO of African Tourism Partners, Kwakye Donkor, and Emily Mburu-Ndoria, Director of Trade in Services, Investment, IPR, and Digital Trade at the AfCFTA Secretariat. Their remarks emphasized the critical role tourism and environmental sustainability play in Africa’s economic development. The Vice President called for greater collaboration across sectors to fully realize the African Continental Free Trade Area (AfCFTA) agreement’s potential, setting the tone for deeper discussions throughout the forum. Following the opening, four insightful panel sessions explored key topics: (a) accelerating AfCFTA implementation through tourism, creative, and cultural industries, (b) the Pan African Tourism Fund and its implications for infrastructure and accommodation investment, (c) leveraging Africa’s creative and cultural industries in global tourism, and (d) unlocking business growth opportunities for both small and large enterprises in the travel and tourism sectors.
Africa’s Travel, Tourism, and Aviation CEOs & Executives Forum:
The first panel session on September 5th focused on the state of Africa’s visa openness and its impact on the “Destination Africa 2030” initiative. Moderated by Mr. Tshifthiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, the session provided crucial insights. The second session, led by Mr. Aaron Munetsi, CEO of the Airlines Association of Southern Africa, offered hard-hitting observations and solutions regarding the lack of intra-Africa travel and connectivity, highlighting how airport charges and taxes dissuade travel. Following this, a discussion titled “Beyond the Pitch” addressed what hotel and hospital investors seek, moderated by Robyn Williams, Head of Strategy at Valor Hospitality.
After a tea break, a panel discussion on digital disruption in tourist accommodation examined the convergence between short-term rentals, traditional accommodations, community support, and smart policies, moderated by Keletsositse Olebile, CEO of the Botswana Investment and Trade Center. An intriguing session focused on the preservation of African heritage within the context of “Africa Tourist Experience 2030,” emphasizing the importance of environmental and heritage conservation as key tourism demand generators and employment creators in Africa. This was moderated by Olayinka Bandele, Chief/Senior Economist at UNECA’s Sub-regional Office for Southern Africa. After lunch, a session on sports tourism as a means to diversify Africa’s tourism sector was moderated by Natalia Rosa, CEO of Big Ambitions and Project Lead for the SADC Business Council Tourism Alliance, South Africa.
Subsequent discussions revolved around the blue economy and the potential role of artificial intelligence in shaping the future of tourism, led by representatives from South African Tourism and Plugin Digital Ghana. The outcomes and synthesis of the day’s discussions were compiled and read by Professor Nelile Swart, a Certified Meeting Professional (CMP) and Associate Professor of Tourism Management at the University of South Africa. The day’s events concluded with a delightful Botswana Cultural Night, featuring local drinks, meals, and performances by cultural musicians at the Three Dikgosi Monument, hosted by the Botswana Tourism Organisation (BTO) and its partners.
The Closing, Gaborone City Tour, and Africa Tourism Leadership Awards:
As has been tradition for the past seven years, the Africa Tourism Leadership Forum culminated in a glamorous awards ceremony on September 6, 2024, at the luxurious Grand Palm Convention Centre (GICC) in Gaborone. The day began with presentations on harnessing innovations, education, and investment opportunities to enhance tourism competitiveness in Africa. This included discussions on balancing Africa’s tourism accommodation heritage and culture, as well as pursuing association meetings as catalysts for MICE tourism development.
The highlight of the day for me was the Gaborone city tour, albeit brief, which allowed us to learn about the city. The tour commenced at the Central Business District and featured the Three Dikgosi Monument, a bronze sculpture depicting the three tribal chiefs—Khama III of the Bangwato, Sebele I of the Bakwena, and Bathoen I of the Bangwaketse—who are regarded as the founding fathers of Botswana. The tour concluded on an exhilarating note, as we joined energetic cultural dancers at a township bar.
About African Tourism Partners
African Tourism Partners is dedicated to promoting intra-Africa travel and tourism by creating platforms such as the Africa Tourism Leadership Forum. This initiative fosters dialogue, collaboration, and innovation within the continent’s tourism industry.
About Botswana Tourism Organisation (BTO)
The Botswana Tourism Organisation was established by the government to market tourist products, as well as to grade and classify tourist accommodations, while promoting investment in the tourism sector. The organization has successfully focused on achieving high standards and developing tourism strategies that exceed customer expectations, thereby building international confidence in Botswana’s tourism offerings.
Its primary objective is to position Botswana as a uniquely preferred tourism destination, enhancing the sector’s contribution to the nation’s economic growth. To achieve this goal, the organization is continually working to expand and promote Botswana’s international image.
In addition, the Botswana Tourism Organisation is committed to preserving the nation’s heritage and environment. It has implemented conservation policies and ecotourism strategies to ensure that tourism remains sustainable for local communities and future generations, while also making a meaningful contribution to the national economy.