UNWTO workshop on Media and Tourism training in Victoria Falls, Zimbabwe

Thursday, February 1, 2024

The inaugural UNWTO Communication, Media, and Tourism Training in Africa Workshop took place in collaboration with the Ministry of Tourism and Hospitality Industry of Zimbabwe and the Zimbabwe Tourism Authority (ZTA) against the stunning backdrop of Victoria Falls. The event unfolded from November 13 to 15, 2023, gathering professionals in tourism, journalists, and communication specialists from 20 countries across Africa.

During the three-day workshop, the focus was on exploring opportunities to integrate tourism into mainstream discussions and addressing the ongoing challenges faced by communities, destinations, and the African region as a whole.

Despite the increasing media attention on African tourism in recent years, persistent perceptual barriers and stereotypes continue to impact the continent’s image, hindering the tourism sector from realizing its full potential. The workshop emphasized the importance of effective communication campaigns and innovative marketing strategies to reshape the narrative around Africa, showcasing its unique beauty and attractions with the aim of positioning the continent as a premier global destination.

Led by high-level international experts from various media domains and accomplished content creators, the intensive training program equipped participants with valuable tools to enhance their communication and media literacy skills. Emphasis was placed on leveraging digital and social media platforms to better promote and brand their respective destinations.

The workshop blended theoretical discussions with practical group activities, including case studies and field trips. These activities underscored the significance of culture, heritage, wildlife conservation, and community engagement for the sustainable development of tourism.

The culmination of the training session featured a ceremony where certificates were awarded to the attendees, marking the successful completion of the program.

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