Sunday, August 3, 2025
In a landmark move to amplify Africa’s voice on the global tourism and investment stage, the World Tourism Forum Institute (WTFI) has appointed Her Excellency Catherine Ablema Afeku. She is the former Minister of Tourism, Arts, and Culture of Ghana, as its Brand Ambassador for Africa.
This strategic decision underscores the organization’s commitment to unlocking Africa’s vast tourism potential and positioning the continent as a leading destination for global investors.
The appointment of H.E. Afeku is a significant step for the World Tourism Forum Institute in its efforts to elevate Africa’s profile in the international tourism sector. Through this collaboration, WTFI aims to spearhead initiatives that foster sustainable economic development, advocate for cultural exchange, and promote the African continent as an investment-ready hub for the tourism and hospitality industries.
The former Minister of Tourism, Arts, and Culture of Ghana, who has been recognized for her pivotal role in enhancing Ghana’s global tourism standing, now takes on a continental leadership role. H.E. Afeku’s appointment will see her actively advocating for the inclusion of Africa in high-level tourism discussions and driving investment to support the growth of the region’s tourism sector.
As the Brand Ambassador for Africa, H.E. Afeku will play a crucial role in strengthening the ties between Africa and global investors. Her work will focus on attracting investments to the continent, fostering public-private sector collaborations, and promoting Africa as a premier destination for travelers. With her extensive diplomatic experience, she will ensure that Africa’s tourism industry gains the attention and investment it deserves.
Through this strategic role, the World Tourism Forum Institute aims to position tourism as a catalyst for economic transformation in Africa, focusing on enhancing job creation, empowering local communities, and increasing the region’s competitiveness on the global tourism map. By focusing on tourism-driven investment, the collaboration promises to unlock new avenues for growth, infrastructure development, and job opportunities for local populations.
The World Tourism Forum Institute, headquartered in Dubai, continues to advocate for sustainable tourism development across the globe. By appointing H.E. Afeku as Brand Ambassador for Africa, the institute hopes to align its mission with Africa’s goals of economic growth, tourism development, and environmental sustainability. This partnership is poised to serve as a platform for reshaping the tourism landscape of Africa, ensuring it is recognized for its diverse cultural heritage and abundant investment opportunities.
The appointment of H.E. Afeku comes at a critical juncture for the African tourism industry. With the support of the World Tourism Forum Institute, the African continent can expect greater visibility in global tourism and investment discussions. The efforts will likely draw more international attention to Africa’s rich cultural and natural resources, positioning it as a key player in the global tourism economy.
As a seasoned leader in African tourism, H.E. Afeku brings an invaluable perspective on how to integrate the region’s cultural heritage with modern tourism practices. Her leadership will focus on ensuring that African countries benefit from increased international tourism while preserving the authenticity and sustainability of their local cultures and environments.
The upcoming Global Tourism Forum Annual Meeting, set to take place in Brussels on October 20-21, 2025, will serve as an important milestone for the World Tourism Forum Institute. The event will gather leaders from over 60 countries to discuss innovations, regional strategies, and the critical role of tourism in global economic recovery. It will provide a key opportunity for Africa to showcase its tourism potential and attract further investments, guided by H.E. Afeku’s expertise.
The meeting will also highlight the progress made through collaborations between governments, the private sector, and international organizations to promote sustainable tourism and investment. This event will set the stage for greater global engagement with Africa’s tourism sector and open new pathways for economic collaboration.
With the appointment of H.E. Catherine Ablema Afeku, the future of African tourism looks exceptionally promising. Africa is poised to strengthen its tourism and investment infrastructure, positioning itself as a prime destination for travelers and investors. The collaboration with the World Tourism Forum Institute will enhance the visibility of Africa’s tourism offerings and create lasting economic benefits for the continent, empowering local communities and driving sustainable development.
This new chapter for African tourism reflects the continent’s readiness to lead and inspire the global tourism community. With H.E. Afeku at the helm of this transformative initiative, Africa is set to become a cornerstone of the global tourism industry, attracting travelers and investors alike to experience its unparalleled beauty, culture, and economic potential.
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