The initiative is designed to strengthen Africa’s tourism sector by enhancing marketing skills, fostering collaboration, and improving the global positioning of African destinations.

Tourism is a key driver of economic growth across Africa, contributing significantly to gross domestic product, employment, and cultural exchange. Despite its importance, the sector faces challenges including weak branding strategies, limited marketing expertise, and fragmented collaboration among stakeholders.

The Tourism Chapter will address these gaps by creating a platform through which marketers and tourism professionals can work together to advance the industry.

The objectives of the Tourism Chapter include strengthening marketing capabilities, promoting intra-African tourism, facilitating knowledge sharing, and advocating for sustainable and responsible tourism practices.

To achieve these objectives, AMC will host capacity-building workshops, develop research-based reports on best practices, partner with governments and industry bodies, as well as hold an annual awards programme recognising excellence in African tourism marketing.

“Tourism is a vital contributor to Africa’s economies, but we cannot unlock its full potential without marketing excellence,” said Helen McIntee-Carlisle, President of the AMC.

“The Tourism Chapter will provide the structure, expertise, and collaboration necessary to elevate Africa’s destinations, ensuring they compete successfully on the global stage while promoting sustainable growth and cultural exchange.”

By focusing on strategic branding, innovative digital marketing, and stronger regional cooperation, the AMC’s Tourism Chapter aims to improve Africa’s competitiveness in the travel market and increase its visibility worldwide.

The initiative is expected to result in enhanced marketing skills among professionals, greater intra-African travel, and stronger alignment between tourism boards, hospitality businesses, and marketers.