Leaders in travel and tourism sector across the globe recently converged in Washington D.C. to discuss US and Africa Partnerships, New Media Marketing Channels for Africa, and Tourism Product Development, such as the need to set up a West Africa Tourism Radio program that will market Africa’s tourism products to audiences in Africa and the USA; engage African Diaspora in tourism promotion in Africa as well as to shift focus on Africa’s culinary products development.

The synergy also availed the two continents’ tourism leaders to focus on new strategies that will increase arrivals, tourism revenues, and tourism partnerships between USA and Africa marketplaces.

In an interview with Tourisphere after her return from the seminar, the Minister of Tourism and Culture Fatou Mass Jobe-Njie, who doubles as the President of the Africa Travel Association (ATA), said the seminar which is the fifth one held in Washington has brought together some government officials and dignitaries in tourism industry to discuss device means of how to expose Africa's tourism market potential in the USA. She said the forum accorded her the opportunity to address the delegates as she used the medium to call on all African diplomatic representatives at the event to work with ATA in order to promote and advance Destination Africa. 

Reference to her speech delivered at the seminar, minister Jobe-Njie made it clear that “ATA has connected us with key industry leaders and provided us with tools to overcome the challenges Africa faces as a continental destination. It is up to us now to take action and work together to increase tourism arrivals and revenue to our continent.”

The US Deputy Assistant Secretary of State Dr. Reuben E. Brigety, II, Bureau of African Affairs, US Department of State, spoke about the importance of investing in the growth of Africa’s economic development and in engaging the US private sector in the process.

Dr Reuben who was quoted as per his statement delivered at the event said: “Strong growing economies help stabilize democracies, promote peace and improve social and health conditions” adding that many countries in Africa are transitioning into a new phase of economic opportunity that, if managed well, could solidly launch individual economies on a path towards prosperity, peace and open up new areas for US business.

At the plenary opening, according to minister Jobe-Njie, Edward Bergman, ATA Executive Director, reflected on the current climate for tourism promotion to Africa from the US.

He said: “With President Barack Obama’s announcement on the role tourism can play in driving economic growth and job creation in the USA and Africa’s they will continue growth as a travel destination of choice among US travelers, the momentum of the tourism industry as an economic driver and the pace of US travel to Africa are clear,” adding that, the knowledge of the power of tourism as an economic driver exists and the demand for product and service in Africa is there, which is where ATA has a critical role to play by ensuring that the supply meets the demand.

According to Minister Jobe-Njie, ambassador Amina Ali, African Union Permanent Representative to the USA, participated in the opening and highlighted on Africa’s impressive economic performance over the last decade and its future potential. “She noted ‘Africa’s economic growth could have been even more pronounced and impressive if it had vigorously harnessed its inherent tourism potential. The world tourism industry is booming and tourism, to quote the recent Brent Hurst Foundation discussion paper, tourism has gone global in the 21st century, no continent stands to benefit more from the 21st century tourism boom than Africa notwithstanding the global economic crisis” Minister Jobe quoted ambassador Ali.

It was however confirmed by minister Jobe-Njie that 2012 event in US attracted the highest number of African country’s representatives to date. “Almost twenty countries were present,” she revealed. And the list of the present Africa country’s representatives include Angola, Burundi, Cameroon, Cape Verde, Chad, Egypt, Ethiopia, Gabon, Kenya, Lesotho, Malawi, Mozambique, Namibia, Nigeria, South Africa, Tanzania, Zambia, and Zimbabwe among others. According to her, a record number of 150 participants attended the event, and The Gambia was highly represented and respected at the high-level tourism seminar.

Peter Tichansky, President and CEO of the Business Council joined Minister Jobe-Njie, Dr. Brigety and Mr. Bergman at the opening session for International Understanding (BCIU) and Steven Hayes, President of the Corporate Council on Africa, as well as John Goliath, CEO of UNICOMM Travel & Adventure Show.

About ATA

The Africa Travel Association (ATA) is the leading global trade association promoting travel and tourism to Africa and strengthening intra-Africa partnerships. It also serves both the public and private sectors of the international travel and tourism industry, with membership comprising African governments, their tourism ministers, tourism bureaus and boards, airlines, cruise lines, hotels, resorts, front-line travel sellers and providers, tour operators and travel agents, and affiliate industries.