Having successfully hosted the Brand Summit South Africa in Cape Town in May 2018, then in Sandton, South Africa, in June 2019, calls have continued to grow for the event's thematic and strategic reach to expand further to embrace the entire African continent, as destination perception issues at country-level also reappear at continental level, at home and abroad, to inform attitudes about cities, regions, countries, and the entire African continent. In response to calls from past summit delegates, official brand partners and others, we now propose a hybrid 2020 program that places Africa at the centre of our planned discussions at a time when the whole continent and the rest of the world are still pushing back, and winning, against the Covid-19 pandemic.
Ultimately, perceptions inform investor sentiments and attitudes. They can make or break any destination's success in generating goodwill, which is the basis for positive engagements with the outside world. Individual cities, regions, and countries in Africa, at a broad level, continue to come short of using all of their resources and potential to benefit integrated African economic development and to position the continent as a net exporter of food crops, a magnet for key and rare global skills, business and leisure tourists, foreign tertiary students seeking quality higher education whose credentials are respected around the world, as well as a magnet for lucrative foreign exchange earning business in the highly competitive Meetings, Incentives, Conferences, and Events sector. Read more
Africa Brand Summit aims to be recognised as a leading platform for monitoring evolving perceptions about Africa, as well as their impact on Africa's ability to attract goodwill and grow a truly dynamic, inclusive, integrated economy.
Negative perceptions stand in the way of Africa's socio-economic ambitions. The Summit brings together African and global minds and expertise to propose lasting solutions that will help progressively improve Africa's brand image.
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