UNWTO supports digital innovation for Africa's tourism attractions

The Ubuntu: Africa Invites You To Live campaign, developed by ATREVIA, a global communication and strategic positioning company, won the Inspiration Africa Branding Challenge organised by the UN World Tourism Organisation (UNWTO). Its proposal was selected from more than 200 entries received.

The international call invited agencies, creative firms and entrepreneurs to present an innovative and original brand strategy with the aim of positioning the diversity of Africa and its destinations in the minds of travellers in the post-COVID era.

The challenge was to highlight the continent's strengths, thus fostering a positive image and enhancing the efforts of individual countries and organisations to boost the sustainable growth of the region with tourism as a driver of development.

"It is certainly rewarding to have been chosen to take on a project as special as this. We are excited to be, in some way, ambassadors of such a spectacular region as Africa, with its infinite possibilities that often escape general knowledge. It's time to rediscover destinations and maximise the use of innovation and digital technology for a mission as important as revitalising tourism. This approach has guided the work of a fantastic team that has shown, once again, that by integrating talent and multi-disciplinary knowledge, it is possible to overcome the challenges of communication," said Núria Vilanova, president and founder of the consultancy.