Delegates to the recently held 2018 Tourism Investment and Business Forum for Africa Investour have challenged the African continent to tell its own story and invest in the promotion of brand Africa.

For too long the continent has failed to take control of the conversation and have left the international media to tell Africa’s story.

Africa should wake up and tell its own story was the key message from the 2018 Tourism Investment and Business Forum for Africa held concurrently with the Madrid International Tourism Fair.

Delegates to the meeting identified negative perceptions as one of the obstacles to enhancing brand Africa and stressed the urgent need for the continent to take control of the conversations.

Tourism and Hospitality Industry Minister Cde Priscah Mupfumira challenged the media to play an important role in correcting the misconceptions about the continent and to positively project brand Africa.

Apart from the need to promote brand Africa, calls were made during the meeting for the continent enhance intra-Africa travel, improve infrastructure and expedite the implementation of Univisa project.

Despite being rich in biodiversity and having some of the spectacular attractions, poor infrastructure, negative perceptions, limited funding and low intra-Africa travel have remained some of the major hurdles which the continent must overcome.