Eco-tourism | African Heritage Trails: Unlocking Economic Growth Through Sustainable Tourism

Despite growing recognition, African creatives often face cultural and systemic challenges in achieving global prominence. This panel will explore how African innovators are leveraging the digital space to break free from traditional norms, overcome obstacles, and carve out new opportunities. It will highlight key learnings from their journeys and examine how a fresh narrative of African creativity can inspire global audiences while maintaining authenticity. How can these trailblazers collaborate across borders to build a thriving, interconnected creative ecosystem that redefines Africa’s place in the global cultural landscape?

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For too long, philanthropy and traditional nonprofits have been the primary avenues for empowering communities across Africa. This panel will explore how entrepreneurship can serve as a transformative tool to drive lasting impact without relying on handouts. Bringing together impact investors, entrepreneurs, and VCs, we will discuss strategies to build sustainable, scalable enterprises that transcend borders and create real change across the continent. Attendees will hear firsthand from investors and founders on the trade-offs and synergies between profitability and purpose.

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Research by Brand Africa (www.brand.africa) has revealed that over the past 15 years, while 64% of Africans claim to believe in their continent, only 20% of the brands they admire are actually made in Africa. This disconnect is further highlighted by the mere 15% of intra-Africa trade.  However, a new chapter is unfolding with the ratification of the African Continental Free Trade Area (AfCFTA), opening doors for homegrown brands to flourish.Coupled with a renewed global spotlight on African brands, there has never been a better time for companies to capitalize on this momentum. Strong African brands now have the potential to not only drive economic growth but also reshape narratives about the continent.

The Building Sustainable Global African Brands masterclass will equip participants with insights, knowledge and skill and best practices to build compelling, impactful and differentiated global African brands in Africa; as well as a brand-led approach to reshaping the African narrative and perceptions.  

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