During the international year of tourism, The Corporate Council on Africa (CCA) and Africa Travel Association (ATA) are proud to present the 41st Annual World Tourism Conference in Kigali, Rwanda on August 28th-31st. In collaboration with the Rwanda Development Board, CCA and ATA designed this conference to set the tone for how tourism can be utilized as an engine for economic growth and job creation through innovative business models, new technologies and strategic partnerships. The conference will also provide a platform to network and explore new tourism markets and products including the promotion and preservation of Africa’s rich cultural heritage and wildlife. 


                                                                        Africa Travel Association
                                                           A Division of Corporate Council on Africa
                                                 Annual World Tourism Conference – Kigali, Rwanda

                                                                            28-31 August 2017

                                                                                       (The agenda below is subject to change.)

7:00 am – 5:00 pm | Registration

8:00 am – 5:00 pm | Site Visits

1:00 pm – 5:00 pm | Professional Development & Capacity Building

2:00pm - 5:00 pm | Special Sessions for Tourism Boards & Authorities

2:45 pm – 4:00 pm | Council of Tourism Ministers (By Invitation Only)

6:30 pm – 8:00 pm Reception  

7:30 am – 5:00 pm | Registration/Exhibit hall Open   

9:00 am – 9:45 pm | Opening Ceremony  
Welcome Remarks

Keynote Address       
Plenary: 10:00 am -11:30 am | Unlocking Africa’s Tourism Potential    
What are the challenges and opportunities to unlocking the sector’s economic potential across different regions on the continent?  

11:30 am -11:45 am | Coffee Break          

Breakout: 11:45 am -1:00 pm | The Evolution of Online Travel               
In today’s globally digital world, how do companies and countries put themselves on the online map?
How is online booking changing tourism and trends in the region? How can companies adapt and
take advantage of the rise in online booking, mobile payments etc.?

Breakout: 11:45 am -1:00 pm | Financing Tourism Development
Countries such as Nigeria, Kenya and Morocco have experienced continued economic growth, creating demand from institutional investors as well as major tourism and hospitality brands that see expansion into the region as a source of future growth. This panel will examine how countries are positioning themselves to attract private sector investment in the tourism sector; what alternative sources of funding are available for private sector investors; and how companies and governments can harness funding for human resource development, transportation infrastructure, real estate development and more.  

1:00 pm – 2:00 pm | Lunch
Plenary 2:00 pm – 3:15 pm | On Location! Africa in the Movies        
Discussion with movie production professionals around selecting movie locations in Africa; experiences and challenges; what countries need to do to package/position themselves for location consideration.
Breakout: 3:20 pm – 4:35 pm | The Business of Conservation 
As demand for new and sustainable tourism investment continues to rise, there is also increasing awareness of the need to conserve the natural, social and cultural assets of destinations. A healthy environment upholds the competitive advantage of a destination. Panelists will examine opportunities in conservation investment and how principles of sustainable investment are being applied across capital markets. (Safaris, eco-tourism, biodiversity).

Breakout: 3:20 pm – 4:35 pm | Safety and Risk Management in Tourism                         
What are African governments’ approach to raising security measures to increase tourism? How do companies protect their guests and the industry from safety threats such as Ebola? How do they protect customers, staff, reputation and assets? How do companies manage this risk to their brand and reputation?

Private Roundtable: 3:20 pm – 4:35 pm | (Tourism Boards) 
Roundtable: 4:50 pm – 5:50 pm Spotlight on East Africa
7:30 am – 5:00 pm | Registration/Exhibit hall Open

8:00 am – 9:00 am | Annual ATA Membership Meeting
Plenary: 9:00 am – 10:30 am Connecting the Continent: The Infrastructure of Tourism                 
What significant investments are being made in logistics, transportation and real estate? On the government side, what policies (open skies, visa) are being made to support private sector efforts and tourism infrastructure development?         
Special Presentation: 10:30 am - 10:40 am                
10:40 am – 11:00 am | Coffee Break  
Breakout: 11:00 am – 12:15 pm  | The Business Traveler               
Business travel spending is expected to grow by 2.1% in 2016 to USD$12.6 billion, and rise by 3.6% to USD $18 billion in 2026. Business tourists are less cost-sensitive than leisure tourists, spending on average twice as much per day. Their purchase decisions are influenced primarily by their ability to use time efficiently within business travel schedules. How can destinations attract business travelers? What are the competitive trends and how can countries meet business travelers’ needs for both efficiency and relaxation?
Breakout: 11:00 am – 12:15 pm | Bridging the Hospitality Skills Gap 
Tourism and hospitality education is key in fueling the growth of the Tourism sector in Africa. Currently, the sector faces a major skills gap in business management and operations and customer service. How are schools partnering with the private sector to ensure a well-trained hospitality workforce? How are some major players in the industry utilizing in-house training to bridge the gap? How can African governments create an enabling environment for strengthening the workforce in the tourism industry by setting high standards for the industry?

Special Presentation: 12:15 pm – 1:15 pm 
1:00 pm – 2:00 pm | Lunch
Breakout: 2:00 pm – 3:15 pm | Education: A Sizeable Market for Tourism
Educational tourism is one of the fastest growing areas of the travel and tourism and one that is too often overlooked by tourism professionals and marketers is “educational tourism.” Often educational tourism is called by other names, such as career enhancement, studying abroad, job development or self-actualization experiences. In India, education tourism accounts for 1/3 of its total revenue. How are African countries and universities positioning themselves to attract consumers in higher education?
Breakout: 2:00 pm – 3:15 pm | Lifestyle Tourism: Leveraging Africa’s Diversity 
Outside of traditional tour packages, what can countries offer to increase traffic? How can African destinations attract music festivals, culinary festivals, fashion events and Diaspora travel?     
Roundtable: 3:30pm – 4:45 pm Spotlight on Southern Africa

6:00 pm – 8:00 pm | Seated Dinner

7:30 am – 5:00 pm | Registration/Exhibit hall Open   
Plenary: 9:00 am – 10:30 am | Marketing Africa               
Panelists will share best practices on how to sell Africa to foreign markets. What are the mechanisms needed to increase tourism in various regions on the continent? How do you fund such efforts? Plenary will include new media voices including digital influencers.
10:30 am – 11:00 am | Coffee Break 
Breakout: 11:00 am – 12:15 pm Business Models Transforming the Tourism Industry          
How are companies and entrepreneur’s new business models shaping the future of tourism on the continent and worldwide?  

Roundtable: 11:00 am – 12:15 pm | Spotlight on North Africa 
Closing Luncheon: 12:15 pm – 2:00 pm | Destination Rwanda
Facilitated by: Rwanda Development Board

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