{"id":2697,"date":"2025-06-05T17:19:38","date_gmt":"2025-06-05T10:19:38","guid":{"rendered":"https:\/\/riat.vn\/the-african-brand-a-journey-of-recovery-and-reimagining-tourism-in-the-post-covid-19-era\/"},"modified":"2025-07-24T22:27:04","modified_gmt":"2025-07-24T15:27:04","slug":"the-african-brand-a-journey-of-recovery-and-reimagining-tourism-in-the-post-covid-19-era","status":"publish","type":"post","link":"https:\/\/riat.vn\/en\/the-african-brand-a-journey-of-recovery-and-reimagining-tourism-in-the-post-covid-19-era\/","title":{"rendered":"The African Brand: A Journey of Recovery and Reimagining Tourism in the Post-COVID-19 Era"},"content":{"rendered":"<p data-start=\"269\" data-end=\"348\"><em><strong>Explore how Africa is reimagining its tourism sector in the post-COVID-19 era through a strong branding strategy, digital transformation, and creative community engagement.<\/strong><\/em><\/p>\n<h2 data-start=\"269\" data-end=\"348\">Reimagining the \u201cAfrican Brand\u201d: More than Just a Communication Campaign<\/h2>\n<p data-start=\"350\" data-end=\"698\">The World Tourism Organization (UNWTO) has played a central role in supporting Africa\u2019s tourism recovery in the aftermath of the COVID-19 pandemic through the \u201cAfrican Brand\u201d initiative. This is not merely a communication campaign, but a comprehensive strategy aimed at strengthening Africa\u2019s positioning as an attractive, safe, and sustainable tourism destination.<\/p>\n<p data-start=\"700\" data-end=\"730\">Key initiatives include:<\/p>\n<ul data-start=\"732\" data-end=\"1418\">\n<li data-start=\"732\" data-end=\"902\">\n<p data-start=\"734\" data-end=\"902\">Virtual training with Google and Facebook: Focused on sharing digital promotion know-how, destination branding, storytelling techniques, and data-driven insights.<\/p>\n<\/li>\n<li data-start=\"903\" data-end=\"1073\">\n<p data-start=\"905\" data-end=\"1073\">African Gastronomy Publication: Showcasing unique culinary culture, accompanied by webinars inviting local chefs to share value chains from farm to table.<\/p>\n<\/li>\n<li data-start=\"1074\" data-end=\"1250\">\n<p data-start=\"1076\" data-end=\"1250\">#MyAfrica Campaign: Encouraging local communities and travelers to share positive and authentic stories, helping reshape Africa\u2019s image in digital media.<\/p>\n<\/li>\n<li data-start=\"1251\" data-end=\"1418\">\n<p data-start=\"1253\" data-end=\"1418\">Competitiveness Enhancement Toolkit: Providing strategic guidance, best practices, and roadmaps to help destinations enhance their market performance.<\/p>\n<\/li>\n<\/ul>\n<p><iframe title=\"Strengthening Brand Africa - UNWTO Insights &amp; Facebook Social Media tools\" width=\"1020\" height=\"574\" src=\"https:\/\/www.youtube.com\/embed\/gpSGAqoBBPs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2 data-start=\"1420\" data-end=\"1486\">The COVID-19 Pandemic \u2013 An Unprecedented Shock to African Tourism<\/h2>\n<p data-start=\"1488\" data-end=\"1608\">No industry was hit harder by the pandemic than tourism. In Africa, the consequences were especially severe:<\/p>\n<ul data-start=\"1610\" data-end=\"2155\">\n<li data-start=\"1610\" data-end=\"1692\">\n<p data-start=\"1612\" data-end=\"1692\">A 74% decline in international arrivals in 2020 (from 70 million to 18 million).<\/p>\n<\/li>\n<li data-start=\"1693\" data-end=\"1801\">\n<p data-start=\"1695\" data-end=\"1801\">Global tourism revenue losses reached USD 1.1 trillion, setting the industry back to 1990s levels.<\/p>\n<\/li>\n<li data-start=\"1802\" data-end=\"1929\">\n<p data-start=\"1804\" data-end=\"1929\">Africa\u2019s economic loss totaled USD 120 billion, directly affecting millions employed in related sectors.<\/p>\n<\/li>\n<li data-start=\"1930\" data-end=\"2038\">\n<p data-start=\"1932\" data-end=\"2038\">Job losses: An estimated 100\u2013120 million global tourism jobs were lost or placed at risk.<\/p>\n<\/li>\n<li data-start=\"2039\" data-end=\"2155\">\n<p data-start=\"2041\" data-end=\"2155\">Slow recovery: Even in 2021, visitor numbers to Africa remained 77% below pre-pandemic levels.<\/p>\n<\/li>\n<\/ul>\n<p data-start=\"2157\" data-end=\"2272\">These figures underscore the vulnerability of tourism ecosystems and the urgent need for long-term adaptive strategies.<\/p>\n<h2 data-start=\"2274\" data-end=\"2338\">Facebook \u2013 A Digital Launchpad for Africa\u2019s Tourism Industry<\/h2>\n<p data-start=\"2340\" data-end=\"2526\">In the post-COVID recovery context, digital transformation is no longer optional\u2014it is essential. Facebook has emerged as a key partner, supporting tourism businesses across Africa:<\/p>\n<ul data-start=\"2528\" data-end=\"3212\">\n<li data-start=\"2528\" data-end=\"2681\">\n<p data-start=\"2530\" data-end=\"2681\">SMB Training: A series of workshops to help small and medium enterprises develop digital marketing skills, from ad placement to brand building.<\/p>\n<\/li>\n<li data-start=\"2682\" data-end=\"2849\">\n<p data-start=\"2684\" data-end=\"2849\">Economic growth through connectivity: With over 3.5 billion monthly users, Facebook helps expand reach and increase access to international markets.<\/p>\n<\/li>\n<li data-start=\"2850\" data-end=\"3040\">\n<p data-start=\"2852\" data-end=\"3040\">Shifting consumer behavior: 94% of digital consumers acknowledge that their travel behavior changed post-pandemic, prioritizing safety and flexibility.<\/p>\n<\/li>\n<li data-start=\"3041\" data-end=\"3212\">\n<p data-start=\"3043\" data-end=\"3212\">Localized content support: Facebook assists tourism ministries and local businesses in storytelling using native languages, fostering authenticity and community connection.<\/p>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-1823\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Thuong-hieu-Chau-Phi.jpg\" alt=\"The African Brand\" width=\"600\" height=\"463\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Thuong-hieu-Chau-Phi.jpg 600w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Thuong-hieu-Chau-Phi-300x232.jpg 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<h2 data-start=\"3214\" data-end=\"3286\">A Phased Communication Strategy for Tourism Recovery<\/h2>\n<p data-start=\"3288\" data-end=\"3382\">Facebook recommends a three-phase communication strategy to support Africa\u2019s tourism recovery:<\/p>\n<h3 data-start=\"3384\" data-end=\"3419\">a. Local Phase<\/h3>\n<ul data-start=\"3420\" data-end=\"3586\">\n<li data-start=\"3420\" data-end=\"3460\">\n<p data-start=\"3422\" data-end=\"3460\">Targeting residents within nearby radius.<\/p>\n<\/li>\n<li data-start=\"3461\" data-end=\"3532\">\n<p data-start=\"3463\" data-end=\"3532\">Messaging focused on safety, reconnection, and supporting local businesses.<\/p>\n<\/li>\n<li data-start=\"3533\" data-end=\"3586\">\n<p data-start=\"3535\" data-end=\"3586\">Formats: short videos, relatable and authentic content.<\/p>\n<\/li>\n<\/ul>\n<h3 data-start=\"3588\" data-end=\"3623\">b. Regional Phase<\/h3>\n<ul data-start=\"3624\" data-end=\"3775\">\n<li data-start=\"3624\" data-end=\"3658\">\n<p data-start=\"3626\" data-end=\"3658\">Applicable when inter-regional transport resumes.<\/p>\n<\/li>\n<li data-start=\"3659\" data-end=\"3714\">\n<p data-start=\"3661\" data-end=\"3714\">Messages center on rest and family reunions.<\/p>\n<\/li>\n<li data-start=\"3715\" data-end=\"3775\">\n<p data-start=\"3717\" data-end=\"3775\">Leverages influencers to boost credibility and inspiration.<\/p>\n<\/li>\n<\/ul>\n<h3 data-start=\"3777\" data-end=\"3832\">c. National and Global Phase<\/h3>\n<ul data-start=\"3833\" data-end=\"4016\">\n<li data-start=\"3833\" data-end=\"3856\">\n<p data-start=\"3835\" data-end=\"3856\">When international borders reopen.<\/p>\n<\/li>\n<li data-start=\"3857\" data-end=\"3933\">\n<p data-start=\"3859\" data-end=\"3933\">Utilizes mixed-media ad formats (video, image, Messenger chatbot).<\/p>\n<\/li>\n<li data-start=\"3934\" data-end=\"4016\">\n<p data-start=\"3936\" data-end=\"4016\">Emphasizes flexible bookings, free cancellation policies, and clear entry regulations.<\/p>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-1824\" src=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Thuong-hieu-Chau-Phi-3.jpg\" alt=\"Th\u01b0\u01a1ng hi\u1ec7u Ch\u00e2u Phi 3\" width=\"550\" height=\"541\" srcset=\"https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Thuong-hieu-Chau-Phi-3.jpg 550w, https:\/\/riat.vn\/wp-content\/uploads\/2025\/06\/Thuong-hieu-Chau-Phi-3-300x295.jpg 300w\" sizes=\"(max-width: 550px) 100vw, 550px\" \/><\/p>\n<h2 data-start=\"4018\" data-end=\"4075\">Personalizing Messaging for Different Traveler Segments<\/h2>\n<p data-start=\"4077\" data-end=\"4161\">Content strategies must clearly segment target audiences and tailor appropriate messages:<\/p>\n<div class=\"_tableContainer_16hzy_1\">\n<div class=\"_tableWrapper_16hzy_14 group flex w-fit flex-col-reverse\" tabindex=\"-1\">\n<table class=\"w-fit min-w-(--thread-content-width)\" data-start=\"4163\" data-end=\"4669\">\n<thead data-start=\"4163\" data-end=\"4208\">\n<tr data-start=\"4163\" data-end=\"4208\">\n<th data-start=\"4163\" data-end=\"4175\" data-col-size=\"sm\">Audience Segment<\/th>\n<th data-start=\"4175\" data-end=\"4186\" data-col-size=\"sm\">Characteristics<\/th>\n<th data-start=\"4186\" data-end=\"4208\" data-col-size=\"md\">Tailored Messaging<\/th>\n<\/tr>\n<\/thead>\n<tbody data-start=\"4252\" data-end=\"4669\">\n<tr data-start=\"4252\" data-end=\"4354\">\n<td data-start=\"4252\" data-end=\"4287\" data-col-size=\"sm\"><strong data-start=\"4254\" data-end=\"4266\">Visitors <\/strong><\/td>\n<td data-col-size=\"sm\" data-start=\"4287\" data-end=\"4307\">Longing for connection<\/td>\n<td data-col-size=\"md\" data-start=\"4307\" data-end=\"4354\">Emphasize safety and meaningful bonding experiences<\/td>\n<\/tr>\n<tr data-start=\"4355\" data-end=\"4440\">\n<td data-start=\"4355\" data-end=\"4387\" data-col-size=\"sm\"><strong data-start=\"4357\" data-end=\"4373\">Deal Seekers<\/strong><\/td>\n<td data-col-size=\"sm\" data-start=\"4387\" data-end=\"4402\">Price-sensitive<\/td>\n<td data-col-size=\"md\" data-start=\"4402\" data-end=\"4440\">Attractive offers, flexible refunds\/cancellations<\/td>\n<\/tr>\n<tr data-start=\"4441\" data-end=\"4550\">\n<td data-start=\"4441\" data-end=\"4484\" data-col-size=\"sm\"><strong data-start=\"4443\" data-end=\"4461\">Bucket Listers<\/strong><\/td>\n<td data-col-size=\"sm\" data-start=\"4484\" data-end=\"4507\">High willingness to pay<\/td>\n<td data-col-size=\"md\" data-start=\"4507\" data-end=\"4550\">Suggest unique and less-crowded destinations<\/td>\n<\/tr>\n<tr data-start=\"4551\" data-end=\"4669\">\n<td data-start=\"4551\" data-end=\"4591\" data-col-size=\"sm\"><strong data-start=\"4553\" data-end=\"4569\">Reschedulers<\/strong><\/td>\n<td data-col-size=\"sm\" data-start=\"4591\" data-end=\"4618\">Postponed prior plans<\/td>\n<td data-col-size=\"md\" data-start=\"4618\" data-end=\"4669\">Offer flexibility, transparent safety information<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<div class=\"sticky end-(--thread-content-margin) h-0 self-end select-none\">\n<div class=\"absolute end-0 flex items-end\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 data-start=\"4671\" data-end=\"4711\">Data and Tools Provided by UNWTO<\/h2>\n<p data-start=\"4713\" data-end=\"4818\">UNWTO offers powerful digital tools to enable governments and tourism businesses to make informed decisions:<\/p>\n<ul data-start=\"4820\" data-end=\"5191\">\n<li data-start=\"4820\" data-end=\"4918\">\n<p data-start=\"4822\" data-end=\"4918\">Tourism Recovery Tracker: Monitors real-time data on bookings, accommodation, and flights.<\/p>\n<\/li>\n<li data-start=\"4919\" data-end=\"5043\">\n<p data-start=\"4921\" data-end=\"5043\">Destination Tracker (in collaboration with IATA): Provides up-to-date destination info, testing requirements, quarantine rules, and entry regulations.<\/p>\n<\/li>\n<li data-start=\"5044\" data-end=\"5191\">\n<p data-start=\"5046\" data-end=\"5191\">Expert Surveys: Forecast international tourism recovery between 2023\u20132024, contingent upon vaccination rates exceeding 75% and the easing of travel restrictions.<\/p>\n<\/li>\n<\/ul>\n<h2 data-start=\"5193\" data-end=\"5243\">Solutions for Small and Medium Tourism Enterprises (SMBs)<\/h2>\n<p data-start=\"5245\" data-end=\"5367\">While small tourism businesses face many challenges, they also have great opportunities if the right strategies are adopted:<\/p>\n<ul data-start=\"5369\" data-end=\"5869\">\n<li data-start=\"5369\" data-end=\"5494\">\n<p data-start=\"5371\" data-end=\"5494\">Low-budget marketing strategies: Facebook enables testing with minimal budget and real-time performance tracking.<\/p>\n<\/li>\n<li data-start=\"5495\" data-end=\"5604\">\n<p data-start=\"5497\" data-end=\"5604\">Influencer marketing is optional: Can be flexibly combined with traditional tactics.<\/p>\n<\/li>\n<li data-start=\"5605\" data-end=\"5738\">\n<p data-start=\"5607\" data-end=\"5738\">Digital nomad outreach: Campaigns can be tailored based on persona profiling\u2014from device usage to inspirational content needs.<\/p>\n<\/li>\n<li data-start=\"5739\" data-end=\"5869\">\n<p data-start=\"5741\" data-end=\"5869\">Building social media credibility: Focus on high-quality content, genuine engagement, and account verification where necessary.<\/p>\n<\/li>\n<\/ul>\n<h2 data-start=\"5876\" data-end=\"5941\">Rebuilding African Tourism Is a Long-Term Endeavor<\/h2>\n<p data-start=\"5943\" data-end=\"6250\">The \u201cAfrican Brand\u201d is not a short-term slogan, but a comprehensive mission toward recovery and sustainability. By integrating UNWTO initiatives, the power of platforms like Facebook, and grassroots innovation, Africa has the opportunity to rise as a global destination in the post-pandemic era.<\/p>\n<p data-start=\"6252\" data-end=\"6438\">Tourism businesses must proactively embrace digital transformation, reframe messaging, understand new consumer behaviors, and deepen partnerships with tech platforms to achieve sustainable growth.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore how Africa is reimagining its tourism sector in the post-COVID-19 era through a strong branding strategy, digital transformation, and creative community engagement. Reimagining the \u201cAfrican Brand\u201d: More than Just a Communication Campaign The World Tourism Organization (UNWTO) has played a central role in supporting Africa\u2019s tourism recovery in the aftermath of the COVID-19 pandemic&#8230;<\/p>\n","protected":false},"author":1,"featured_media":2469,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[346,402,401],"tags":[374],"class_list":["post-2697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-tourism-technologies-en","category-tourism-news","category-webinar-en","tag-the-african-brand"],"_links":{"self":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/2697","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/comments?post=2697"}],"version-history":[{"count":0,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/posts\/2697\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media\/2469"}],"wp:attachment":[{"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/media?parent=2697"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/categories?post=2697"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/riat.vn\/en\/wp-json\/wp\/v2\/tags?post=2697"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}