The Public Relations Global Network (PRGN) on Tuesday announced the creation of the Global Expert Panel on Tourism and Travel for Africa.

Led by the Nairobi-based Newmark Group, this groundbreaking initiative aims to provide tourism and destination management organisations with crucial insights and data to boost Africa's market presence globally.

Africa's tourism industry has seen remarkable growth since the start of the millennium.

According to the World Travel & Tourism Council, the sector contributed almost 6 per cent to the continent’s GDP in 2022 and supported 22 million jobs, underlining its economic importance.

The formation of the Global Expert Panel is timely, given the sector's potential for sustainable and inclusive development.

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By leveraging the expertise of global communication and marketing professionals, the panel seeks to elevate Africa’s standing as a premier travel destination.

PRGN President Natacha Clarac highlighted the strategic vision behind this initiative:.

"To elevate Africa’s tourism sector, destination marketers must harness global capabilities and adopt a holistic approach to branding and marketing," Clarac remarked.

"PRGN provides unparalleled global resources and local expertise, delivering a unique insight to meet new needs and thus capture market shares.”

Gilbert Manirakiza, CEO of the Newmark Group and Co-Chair of the panel, pointed out the challenges posed by negative perceptions.

“Data and analyses that our team has carried out indicate that many African destinations significantly suffer from negative perceptions among target audiences abroad, mainly due to historically negative headlines in global media," Manirakiza said.

"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."

Christina Rytter, Co-Chair of the panel and PRGN’s Vice President for the EMEA region, noted the dynamic nature of the tourism sector: “Africa’s tourism and travel sector is lively, but consumer trends, media consumption behaviour and travellers’ demographics are constantly shifting in source markets.

She added, "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."

The panel includes notable figures from around the world:

- Christina Rytter – Founder, Scandinavian Communications (Copenhagen, Denmark)

- Gilbert Manirakiza – CEO, The Newmark Group (Nairobi, Kenya)

- Bill Southard – CEO, Southard Communications (New York, USA)

- Shawn Jiang Xiaofeng – Managing Director, China Advocate (Beijing, China)

- Bradly Howland – CEO, Alkemi Collective (Cape Town, South Africa)

- Sara Pearson – Founder and Chairman, Spider (London, United Kingdom)

- Uwe Schmidt – Managing Partner, Industrie-Contact AG (Hamburg, Germany)

- Stephane Billiet – Vice President, We Change (Paris, France)

- Valentina Giacaman Hazboun – Founder, RumboCierto Comunicaciones (Santiago, Chile)

- Dominique Biquard – Founder & Partner, Identia PR (Buenos Aires, Argentina)

- Loreley Maldonado – CEO & Founder, Eje Comunicación (Mexico City, Mexico)

- Susan McNair – Partner, Currie (Melbourne, Australia)

- Lovelyn Okafor - Newmark Country Lead (Nigeria)

This collaborative effort promises to reshape Africa’s tourism sector by providing innovative solutions and strategic marketing insights, ensuring the continent’s destinations are recognised and appreciated globally.