UNWTO Inspiration Africa Branding Challenge

UNWTO Inspiration Africa Branding Challenge


"African governments, like all those around the world, can also use this moment to shape new policies that improve social protection and pursue climate-friendly pathways. Success is possible, but only if we generate more ambition, more mobilization and more solutions."

António Guterres,
UN Secretary-General


The worldwide COVID-19 outbreak has brought the world to a standstill, and tourism has been the worst affected of all major economic sectors. The impact on Africa has been delayed, but the continent will also be severely affected, both economically and socially, by this unprecedented pandemic.

INSPIRATION AFRICA BRANDINGAgainst the current backdrop of heightened uncertainty, tourism´s proven resiliency and dynamic nature needs to be harnessed and reinforced to support livelihoods. In this regard, a strong destination brand will contribute to boosting traveller confidence and promoting new experiences in one of the world’s most vibrant destinations.

UNWTO Inspiring Africa - Branding Challenge invites key actors from the marketing and branding sector to present their proposals for a campaign that positions Africa as a destination in the minds of travellers.

Beyond COVID-19, the campaign aims to create a positive image of Africa as a tourism destination that support the efforts of individual countries and companies, tells the many positive stories about Africa and makes tourism a driver of development.


  • Launch

    8 June 2020

  • Deadline for candidatures

    8 August 2020

  • Announcement of shortlisted proposals

    1 September 2020

  • Presentation of winners

    October 2020