A clarion call has been dished out to the African Tourism Board Ambassadors to market and build ATB with brand equity, knowledge and African experience for the benefit of the organisation.

This call was made by Cuthbert Ncube, Chairman African Tourism Board while making his opening remarks at the inaugural ATB Ambassadors’ Dialogue recently.

The dialogue which had as its theme ” Tourism Recovery, A Collective Affair” was a virtual discussion aimed at engaging the Ambassadors on the pro-active steps being taken within their various destinations on how tourism would bounce back.

”As we expand on opportunities for marketing, public relations, investments drives , branding, promoting destinations, establishing niche markets which are our primary objectives, and also function as individuals, as consortium, as ATB Ambassadors, as family and friends, we need to build brand awareness which is essential to build brand equity to help consumers become more familiar and be knowledgeable with African experiences of the organisation. It is therefore not by accident that we sacrifice our time and energy to brand ourselves in line with the objectives of the organization. May I hasten to convey my deepest gratitude to our champions, who have worked hard behind the scenes to make this organization relevant and still standing today and warmly welcoming our honourable Ambassadors who have joined a team of visionary Ambassadors of ATB as we reshape the status of our continent”, Ncube said.

He further extends a profound appreciation to those that remained resolute about the success of ATB despite the challenges and encouraged them not to waiver in their decision.

”In the darkest hour that’s when you can see the stars shining from the sky and the admiration of the milky way that mesmerises the beholder.
It brings me greater joy that the rest of you honourable members took advantage during the times of uncertainty of the direction of this organisation, you did not dwell and channel your energy, your attention on the darkest hour of our movement, but you took advantage of beholding what ATB could be irrespective of the situation. You beheld the progressive beauty that laid beyond the darkest hour, you saw stars of success growth and the beauty of the milky way that gave you hope and courage to carry on, I passionately appreciate you all”, Ncube expressed.

In conclusion, ATB Chairman seized the opportunity to also appreciate Hon. Moses Vilakati, Minister of Tourism and Environmental Affairs, Kingdom of Eswatini for accepting ATB in the kingdom and also for the plans to host a cultural festival of Africa in the kingdom by 2022 alongside Mozambique.

”It is my great pleasure to welcome Hon. Minister Vilakati, the Minister of Tourism and Environmental Affairs in the Kingdom of Eswatini who has accommodated ATB wholeheartedly in the kingdom. He has been very instrumental in the development of driving tourism by planning to hosting in 2022 a continental cultural festival to be hosted by two member States Eswatini and Mozambique, this is a great initiative and a pivotal synergy that ATB preaches.
We appreciate your vision, your unwavering efforts and sacrifices, you have done it for Africa you have done it for our communities, you have done it for the global tourism community”, he further said. Other Guest Speakers present were, Dr. Taleb Rifai, ATB Patron, Hon. Alain St.Ange, ATB President, Mr. Juergen Steinmetz, WTN President and the Speaking Ambassadors included Amb. Abigail Olagbaye from Nigeria, Amb. Dine Bouraima from Benin Republic, Amb. Celestine Ngirabakuzi from Rwanda, Amb. Michelina Sanquest from Italy, Ambassador Linda Fernando from Mozambique who all spoke inteligently about taking African tourism Board to through the recovery action plans of their various countries.

By Kazeem Balogun

Kazeem Balogun is the Managing Editor of Kalo Africa News.

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