Tourism industry figures from more than 20 African countries, North America, Europe and Asia, recently met in Addis Ababa, Ethiopia, to examine new methods to brand Africa as a tourist destination at the Africa Travel Association’s (ATA) 32nd Congress.

Ethiopian President Girma Wolde-Giorgis welcomed the delegates, who participated in discussion groups, panels and networking to focus on the challenges that affect tourism growth, such as profitability.

The congress highlighted the need to reach out to the emerging Asian travel market and especially the biggest source market within that region, China.

Delegates also gave the ATA the mandate to lead a global campaign to raise awareness and the visibility of Africa as a travel destination.