Registration of delegates

Update on the State of Sustainable Tourism in Africa and Future Trends to Watch

Opening Remarks

Remarks from the Principal Secretary, State Department for Tourism

Topic: The role of policy and governance in addressing Africa’s tourism deficits

Sustainability in tourism is more than just an environmental effort—it’s a powerful brand asset that can drive consumer loyalty, market growth, and long-term profitability. Yet, many African tourism businesses struggle to translate their cultural heritage and sustainability initiatives into a compelling brand story that attracts high-value travelers, particularly from the Black Diaspora. This session will explore how sustainable tourism brands can enhance their visibility, consumer engagement, and financial success by leveraging strategic branding, storytelling, and impact measurement. We will discuss the key factors that drive Black American and global Diaspora tourism trends, emphasizing why authenticity, inclusivity, and emotional connection are crucial for attracting this growing market.

Attendees will gain insights on:

How to position sustainability as a competitive advantage that strengthens brand loyalty and business growth.

The psychology of Black travelers and what makes them feel welcome and inspired to invest in Africa.

A framework for impact storytelling and measurement to communicate sustainability efforts effectively.

Strategies to elevate Kenya’s tourism brand by showcasing its strength, vibrancy, and cultural pride.

Through interactive exercises and real-world examples, participants will leave with clear, actionable strategies to build a sustainable tourism brand that makes both sense and cents in today’s evolving travel landscape.

Coffee/Tea
Signing Glasgow Declaration on Climate Action in Tourism
Sign-up for STTA Climate Action Hub Action
Exhibition Visits