President John Mahama has challenged stakeholders in the tourism industry to project the African values to help change the continent’s negative image.
The president was speaking at the opening ceremony of the World Tourism Organization, UNWTO, summit in Accra, on Monday.
It aims at discussing the image of Africa and also providing workable roadmap to enhancing the Brand Africa project.
Addressing the gathering, President Mahama urged particpants to use innovative ways to change Africa’s narrative.
He indicated, “for many years the narrative of Africa has been negative. This has been promoted in the mindset of many that the continent was a backward under developed disease ridden jungle where if people were not starving then they were busy killing each other in tribal wars. Africa has great potential, and Africa has a lot going for it, nature, culture, animals, great food and friendly people.”
President Mahama added that “our professional brand expert must explore as many innovative ways to sell Africa to the world. We must all work hard to change the negative perception that has been built over the years.”
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Kojo Agyeman/citifmonline/com/Ghana