PRGN and Newmark Group form global initiative to accelerate growth in Africa’s tourism and travel sectors

The Public Relations Global Network (PRGN) has announced the launch of the Global Expert Panel on tourism and travel for Africa, led by its member agency, the Newmark Group, a strategic communications and advisory firm headquartered in Nairobi, Kenya. The pioneering initiative brings together top communications and marketing experts and leaders from across the world to arm tourism and destination management organisations with deep local insights and data from source countries. It underscores the importance of understanding cultural nuances to significantly enhance the market presence and reimagine Africa’s tourism narrative globally.

Tourism and Travel in Africa has experienced impressive growth since the start of the millennium, as highlighted by a World Travel & Tourism Council report. In 2022, the sector contributed nearly 6% to Africa’s GDP, playing a vital role in economic stability and supporting 22 million jobs across the continent.

Amid this backdrop, the establishment of PRGN’s Global Expert Panel in tandem with Newmark Group is essential for leveraging Africa’s tourism potential for sustainable development and inclusive growth. By addressing key challenges and tapping into the expertise of global communication and marketing professionals, the panel aims to push Africa’s tourism industry to new heights and boost its visibility as a top travel destination.

“To elevate Africa’s tourism sector, destination marketers must harness global capabilities and adopt a holistic approach to branding and marketing. PRGN provides unparalleled global resources and local expertise, delivering a unique insight to meet new needs and thus capture market shares,” said PRGN President Natacha Clarac at the formation of the Global Expert Panel for tourism and emphasised the competitive nature of global tourism.

“Data and analyses that our team has carried out indicate that many African destinations significantly suffer from negative perceptions among target audiences abroad, mainly due to historically negative headlines in global media,” said Gilbert Manirakiza, CEO of the Newmark Group and co-chair of PRGN’s Global Expert Panel. “We must equip destination marketers with the insights, tools, content, and campaigns that not only capture the attention of potential travellers but also credibly tell the vibrant and diverse stories of our attractions.”

“Africa’s tourism and travel sector is lively, but consumer trends, media consumption behaviour and travellers’ demographics are constantly shifting in source markets. This is the reason why we set out to bring together top experts who can design and help implement strategies that will position Africa’s destinations as preferred, relatable, and trusted attractions. This will help promote sustainable growth and enhance the cultural and economic fabric of local communities,” said Christina Rytter, the founder and MD of Scandinavian Communications in Denmark, co-chair of the Global Expert Panel and PRGN’s VP for the EMEA (Europe, Middle East and Africa) region.

The Global Expert Panel for Tourism and Travel in Africa is committed to a long-term partnership aimed at driving positive change and improving this sector. The members of the Global Expert Panel include:

Newmark Group is a specialised communication, advisory and technology management firm that enables brands to mobilise their internal and external stakeholders to achieve their goals. With a footprint in over 30 African countries and global scalability through PRGN, The Newmark Group brings a multicultural and authentically localised approach to messaging, outreach and engagement.

Founded in 1992 by visionary public relations leaders, PRGN is one of the world’s largest international networks of independent public relations and communications agencies, with approximately 900 professionals in more than 70 locations. PRGN members are independent, local, owner-operated public relations and marketing communications firms that share expertise and resources while providing broad-based comprehensive communications strategies to clients worldwide. Companies or organisations interested in PRGN’s local agency network services can visit its Agency Directory section for more information. Independent agencies interested in joining the network can visit the member recruitment section of the PRGN website for more information.



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