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NewsTranscript
00:00 President of the Republic of Rwanda, Your Excellency Prosper Bazombanza, Vice
00:08 President of the Republic of Burundi, Miss Julia Simpson, President of the
00:13 World Tourism and Travel, WTTC, Mr. Arnold Donald, Chairperson WTTC, Ministers
00:28 of Tourism here present, CEOs of travel and tourism companies, WTTC members,
00:40 distinguished delegates, ladies and gentlemen, good morning to you all. Let me
00:49 begin my remarks by thanking my brother President Paul Kagame for the warm
00:55 welcome and hospitality. According to me and my delegation since our arrival in
01:01 this beautiful city of Kigali, we felt home and of course Rwanda is our second
01:09 home.
01:14 I'm also delighted to meet my friends Arnold, Julia, Manfredi, Peter Greenberg
01:26 and the wife Hande. Welcome to Kigali, welcome to Africa.
01:33 The choice of Africa and in particular Kigali as a venue for this important
01:42 event was deliberate because Africa and tourism are inseparable and so it is in
01:51 order for those in tourism ecosystem to meet in Africa and discuss the future of
01:59 tourism. I also wish to thank and commend Miss Julia Simpson and her team for the
02:07 job well done and for putting all the necessary arrangements for this summit
02:13 together. Thank you for your time and dedication.
02:18 Distinguished delegates, ladies and gentlemen, it is a fact that Africa is
02:27 endowed with rich and abundant natural and cultural touristic attractions. To
02:33 give my own country as an example, Tanzania has 21 national parks including
02:41 the Serengeti and Gorongoro crater, more than 40 game controlled and game
02:48 reserved areas, more than 400 forest reserves and over 120 tribes with
02:56 diverse cultures. Above all we have beautiful Zanzibar Islands.
03:05 This is just one country out of 54 countries of Africa. We have heard about
03:15 Burundi, we heard about Rwanda and we'll soon hear from President Kagame what
03:22 Rwanda has to offer. Tourism contributes considerably in most of African
03:28 economies. In Tanzania for example, tourism sector contributes up to
03:35 17.2% of our GDP and 25% of our total export earnings. While this is a
03:44 massive contribution from one single source, it entails that Africa can
03:50 leverage tourism to drive economic growth and create employment
03:55 opportunities. Thus the sector, if well utilized, can be of great use to most of
04:05 African countries in terms of repositioning the continent in other
04:11 connected sectors and henceforth attracting more foreign currencies. So in
04:19 order for a tourism industry to make expected and required strides, there are
04:26 however some serious questions for African governments to ask ourselves and
04:32 some considerations to undertake.
04:37 Number one, the strategic branding and marketing. Africa should develop
04:47 compelling narratives and a brand identity that highlights Africa's unique
04:54 natural heritage, natural beauty and diverse experiences. We must invest in
05:02 targeted marketing campaigns across various platforms to reach the global
05:07 audience. In my country for example, we are experiencing a lot of new arrivals
05:15 following the global watched film, The Royal Tour, produced by CBS editor Peter
05:24 Greenberg, whom I'm happy to learn is amongst the WTTC brand ambassadors.
05:31 Linked to this, Africa should ensure wider access to information resources
05:38 about local customs, traditions and cultural practices. Africa should tell
05:45 its own story in its own terms and set a positive narrative about our continent.
05:52 We cannot afford to continue remaining silent in this era of fake news. We
06:00 should stand up and put the record straight.
06:04 Africa is not only the future, it is now.
06:10 [Applause]
06:15 Number two is an issue of conservation and preservation, that Africa is regarded
06:21 as a guardian of nature because our forefathers played their part in
06:27 protecting the same. If Africa is to rely on natural attractions, it is imperative
06:34 that we should prioritize conservation and support efforts to preserve
06:40 cultural sites, artifacts and traditions and to ensure they remain accessible for
06:48 generations to come. In Tanzania, we have the motto by our dedicated
06:57 tourism television which says, "To Merithishwa, to Arithishi."
07:04 Loosely translated, what we inherited we should also pass it on to the next
07:11 generation. In view of this, distinguished delegates, Africa should continue to
07:18 prioritize sustainable tourism practices by minimizing the environmental
07:23 footprint of tourism activities, promoting the conservation of natural
07:29 resources and supporting community-based tourism initiatives. We in Africa should
07:37 emphasize on eco-tourism which promotes responsible travel to natural areas,
07:48 contributing to conservation efforts and providing sustainable economic benefits
07:53 to local communities.
07:56 My last point for consideration but not least is research and data analysis. For
08:04 tourism sector to continue being relevant, we should endeavor to undertake
08:09 research on tourism trends, visitors' preferences and environmental
08:15 impacts. This will allow us to make informed decisions and refine strategies
08:24 for sustainable growth across the continent. In my view, it is or this is an
08:33 area where the WTTC and other partners can also come in. Linked to this is
08:41 enhancing the capacity of professionals to understand and respond effectively to
08:48 the challenges facing the sector. I'm insisting on research and data analysis
08:54 because some of us identify the sector as tourism sector and we lose some
09:01 constituents of travel. We put them aside and this may have effect on the
09:08 calculations of the percentage of contributions to our GDPs and economies.
09:15 So that's why I'm insisting on research and data analysis. Excellencies,
09:22 distinguished delegates, it would be a miss on my part if I conclude without
09:28 acknowledging the role of private sector in the tourism ecosystem. We in Tanzania
09:35 believe that a coordinated and well-regulated private sector is an
09:41 engine to our economic growth. It is important therefore to note that the
09:48 private sector has a big role to play in our endeavors. I have indicated one
09:56 example, the film by Peter Greenberg, The Royal Tour, which was fully funded by the
10:05 private sector of Tanzania. So this is just one example but the list can be
10:12 long. So collaboration with government, private sector and non-profit
10:18 organization cannot be overemphasized. I will at this juncture end my remarks by
10:28 inviting the private sector to come and join our efforts in making travel and
10:34 tourism more vibrant in our economies in a win-win relationship. In Tanzania our
10:42 doors are wide open, opportunities are endless. If you keep on waiting you will
10:49 be missing out. I thank you very much for listening.
10:55 you
10:57 (upbeat music)