Source: UN Tourism

The first Communications, Media and Tourism Training Workshop in Africa (Victoria Falls, Zimbabwe, 13-15 November) recognized the heightened relevance of tourism and the current opportunity to gain greater visibility outside of the sector itself. Based on this premise, the three-day event focused on the opportunities for placing tourism in the mainstream conversation as well as the ongoing challenges facing communities, destinations and Africa as a region.

“Leaning by doing”

Reflecting UNWTO’s collaborative approach to communications, the workshop prioritised active learning among both participants and trainers. To gain a better understanding of why tourism matters and of how this needs to be communicated, the first day began with visits to three case studies in and around Victoria Falls:

  • Tourism for Wildlife Conservation: A visit to the Victoria Falls Wildlife Trust provided an opportunity to see community-led conservation in action, offering a better understanding of where tourism is supporting wildlife protection and where it can do more.
  • Tourism for Development: Face-to-face meetings with the leaders and members of Umuzi Village made clear the challenges small destinations face in gaining access to the benefits tourism can offer, particularly with regards to outreach, communications and promotion.
  • Tourism for Nature: The rainforest inside Victoria Falls National Park served as an example of tourism’s ability to support the preservation of ecosystems, though again making clear how the sector’s full potential is not always realized.

The field trips provided the basis for the interactive learning sessions and workshops of the following two days. The 50 participants, drawn from 20 countries and from communications, destination management and tourism governance, were tasked with addressing three of the key challenges facing tourism communicators today: pitching to the media, building and curating media relations, and focusing the narrative on tourism for development.

The workshop was informed by presentations from experts from UNWTO as well as from across the media spectrum (Meta, Channels TV, TraveMedia Ireland) and from top content creators. The interactive presentations again focused on the most relevant issues, including ways to place tourism in the mainstream media, harnessing the power of social media for tourism for development, working with the media, and effective communications to showcase tourism’s importance for culture, heritage and communities.

Solutions and debates

With the focus of the Field Trips as the foundations, participants were tasked with presenting their solutions to the three main challenges outlined. With the focus again on interactive learning, the different backgrounds and viewpoints informed discussions around how best to pitch tourism to the wider media, how to work with media in an ever-changing landscape, and how to move beyond tourism as just a leisure activity. The discussions both highlighted the shared goals of diverse destinations while also making clear the gaps in knowledge that still need to be filled, with UNWTO standing ready to deliver further media training.

Alongside exploring the solutions to growing tourism as a media topic, the workshop also focused on crisis communications, again utilizing the diverse expertise of participants and the examples of the field trips to identify ways to be more proactive and build readiness.

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About UN Tourism

The World Tourism Organization (UN Tourism) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.

As the leading international organization in the field of tourism, UN Tourism promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide.

Our Priorities

Mainstreaming tourism in the global agenda: Advocating the value of tourism as a driver of socio-economic growth and development, its inclusion as a priority in national and international policies and the need to create a level playing field for the sector to develop and prosper.

Promoting sustainable tourism development: Supporting sustainable tourism policies and practices: policies which make optimal use of environmental resources, respect the socio-cultural authenticity of host communities and provide socio-economic benefits for all.

Fostering knowledge, education and capacity building: Supporting countries to assess and address their needs in education and training, as well as providing networks for knowledge creation and exchange.

Improving tourism competitiveness: Improving UN Tourism Members' competitiveness through knowledge creation and exchange, human resources development and the promotion of excellence in areas such as policy planning, statistics and market trends, sustainable tourism development, marketing and promotion, product development and risk and crisis management.

Advancing tourism's contribution to poverty reduction and development: Maximizing the contribution of tourism to poverty reduction and achieving the SDGs by making tourism work as a tool for development and promoting the inclusion of tourism in the development agenda.

Building partnerships: Engaging with the private sector, regional and local tourism organizations, academia and research institutions, civil society and the UN system to build a more sustainable, responsible and competitive tourism sector.

Our Structure

Members: An intergovernmental organization, UN Tourism has 160 Member States, 6 Associate Members, 2 Observers and over 500 Affiliate Members.

Organs: The General Assembly is the supreme organ of the Organization. The Executive Council take all measures, in consultation with the Secretary-General, for the implementation of the decisions and recommendations of the General Assembly and reports to the Assembly.

Secretariat: UN Tourism headquarters are based in Madrid, Spain. The Secretariat is led by the Secretary-General and organized into departments covering issues such as sustainability, education, tourism trends and marketing, sustainable development, statistics and the Tourism Satellite Account (TSA), destination management, ethics and risk and crisis management. The Technical Cooperation and Silk Road Department carries out development projects in over 100 countries worldwide, while the Regional Departments for Africa, the Americas, Asia and the Pacific, Europe and the Middle East serve as the link between UN Tourism and its 160 Member States. The Affiliate Members Department represents UN Tourism's 500 plus Affiliate members.

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