Rome –
Easy Diplomacy, the international organization renowned for advancing country branding and institutional diplomacy, played a leading role at the main day of the Africa-Europe Tourism Exchange Forum 2025, advocating for an Intentional branfing for the 54 African countries in an engaging presentation. Held at The Hive Hotel in Rome, ltaly recently on the theme “Bridging Africa and Europe Through Tourism Exchanges”, the forum served as a high-level meeting point for stakeholders across Africa and Europe, addressing tourism as a strategic driver of economic growth, cultural exchange, and sustainable development.
Easy Diplomacy used the platform to present its Countries Promotion and Development Strategies, which are specifically tailored to elevate emerging destinations in the global travel markets. With a dual mission to generate consistent tourist flows and boost national reputations abroad, the organization reaffirmed its commitment to sustainable and inclusive development.
Eloisa Piermaria making her presentation at the event in Rome
Delivering a compelling presentation, Eloisa Piermaria, founder of Easy Diplomacy, called for a shift in the global narrative around Africa:
“We cannot talk about Africa as if it were a single country. We are speaking about 54 diverse nations, more than 3,000 ethnic groups, and over 2,000 languages across 30 million square kilometers — an immense cultural and identity richness that must be explored and appreciated.”
Piermaria proposed a three-tiered strategy for territorial marketing that institutions and governments can adopt to reposition their countries effectively:
- Establishing Authentic National Identities: Dismantling outdated stereotypes and fostering recognition of each country’s unique heritage and tourism offering.
- Preparing Destination Readiness: Strengthening infrastructure, hospitality services, and experiences to meet European tourist expectations.
- Deploying Strategic Communication and Emotional Storytelling: Promoting not just wildlife and safaris, but also vibrant cultures, dynamic cities, historical depth, and contemporary innovations.
To illustrate these concepts in action, Easy Diplomacy shared successful case studies from Côte d’Ivoire, Iraq, and Honduras — countries actively reimagining their global positioning through strategic branding.
The Rise of Diaspora Tourism
The forum also featured a powerful keynote address by Cav. Sen. Tony Iwobi, former Vice President of Italy’s Extraordinary Commission on Human Rights and member of ltalian Legislature (XVIII) who spoke about the growing significance of diaspora tourism. He emphasized that beyond leisure, such travel represents a reconnection with identity, a contribution to development, and a profound emotional journey.
As Charles Gyamfi, President of the Ghana Tourism Federation, as a Guest Speaker noted in his opening message, countries like Ghana, Nigeria, and Senegal have become prominent destinations for diaspora communities in the U.S. and Caribbean seeking to rediscover their roots — part of a broader homecoming movement that is reshaping tourism dynamics, while Mr. Dine Bouraima, the second keynote speaker echoed the African tourism potential and the need to synergise with Europe for mutual development. Mr. Carlo De Romanis, Responsible for Tourism Department at Forza Italia expressed concerned in the low issuance of visa for Africa which he explained has to do with European policy and not necessarily that of Italy, hoping that review of policies might be necessary to allow more genuine travellers access to visa.
A Forum of Excellence and Exchange
AETEF 2025 featured an engaging agenda of plenary sessions, expert panels, and cultural showcases, with participation from tourism professionals and institutions across Italy, Germany, Nigeria, Zambia, Rwanda, Lesotho, and Ethiopia. Carriers such as Ethiopian Airlines and RwandAir joined the discussions, reinforcing the importance of connectivity in advancing intercontinental tourism.
The event culminated in the AfrI-Euro Tourism Awards 2025 Gala, celebrating excellence, innovation, and impact within the tourism sector.
Gratitude and Commitment
Easy Diplomacy extended heartfelt thanks to Global Ambassador Michelina Sanquest, Director of Globetrotters SA Ltd., and Amb. Kazeem Balogun, CEO of Kalo Africa Media, the Conveners of the forum and all the speakers and partners whose dedication made the forum a success.
Easy Diplomacy: Building Bridges Between Nations
With a steadfast focus on diplomacy, branding, and international cooperation, Easy Diplomacy continues to support governments and institutions ready to embrace change and innovation. Through its work, it fosters cross-continental partnerships, promotes authentic representation, and champions sustainable tourism as a tool for shared progress.
As Piermaria emphasized, “It’s not about imposing a narrative. It’s about empowering countries to tell their own stories — and ensuring those stories are heard.”
