Pan-Africanism’s contribution to globalisation of tourism branding

PAN-AFRICANISM is an ideology that advocates the unity, solidarity and empowerment of people of African descent worldwide. It seeks to promote the interests and rights of Africans and diaspora communities, while working towards the liberation and development of Africa.

Pan-Africanism emerged as a response to the historical injustices inflicted upon Africans during the transatlantic slave trade, colonisation and racial discrimination. It seeks to challenge and dismantle oppressive and racist systems that have marginalised Africans throughout history.

The Pan-Africanist ideology in tourism branding challenges negative stereotypes and perceptions about Africa, promoting a more accurate and positive image of the continent. Pan-Africanism seeks to foster a sense of collective identity and pride among the people of African descent, highlighting their contributions to various fields such as art, literature, music, science and politics.

The major aim is to attract tourists who are interested in experiencing the vibrant and dynamic aspects of African cultures in tourism branding through emphasis on the shared cultural heritage, history and struggles of Africans across the globe.

Pan-Africanism promotes economic self-reliance and political autonomy for African nations, advocating the end of neo-colonialism and exploitation by foreign powers. It calls for the establishment of strong political institutions, economic cooperation and regional integration among African countries.

Prominent figures in the Pan-African movement include Marcus Garvey, W.E.B. Du Bois, Kwame Nkrumah, Patrice Lumumba, Robert Mugabe and Nelson Mandela.

In Zimbabwe, the following, among others, need special mention: ◆ Joshua Nkomo: He was a Zimbabwean nationalist leader and founding member of the Zimbabwe African People’s Union (ZAPU). He fought for the independence of Zimbabwe and was a key figure in

Pan-Africanism emphasises the preservation and celebration of African cultures, traditions and heritage. This can be achieved by challenging stereotypes and misconceptions that were created by colonialists to distort the history of African people

the Pan-Africanist movement. emphasises the preservation ◆ Herbert Chitepo: He was a Zimbabwean and celebration of African cultures, nationalist leader and traditions and heritage. This can be founding member of the Zimbabwe achieved by challenging stereotypes African National Union (ZANU). He and misconceptions that were created played a crucial role in the liberation by colonialists to distort the history struggle and advocated Pan-Africanism of African people. There are many and African unity. tourism destinations in Zimbabwe that ◆ Josiah Tongogara: He was a military were culturally destroyed by colonialists, strategist and commander of and they include the following: the Zimbabwe African National ◆ The Great Zimbabwe National Liberation Army (ZANLA). He was Monument: This is an ancient city instrumental in the armed struggle complex that was built by the Shona against colonial rule and promoted between the 11th and 15th centuries. Pan-Africanism as a means to It was a significant political, economic achieve liberation and self-determination. and cultural centre of Shona civilisation. During the colonial Pan-Africanism has influenced period, the Great Zimbabwe was various political movements, namely, looted and vandalised by European ZANU PF, SWAPO (Namibia), ANC explorers and settlers. Many artefacts (South Africa), FRELIMO (Mozamand treasures were stolen and bique) and UNIP (Zambia), civil rights taken out of the country. The colonialists struggles and cultural expressions in also damaged some of the Africa and the diaspora, shaping the structures and attempted to erase fight against racial injustice, and the the cultural significance of the site. pursuit of equality. However, through the Pan-Africanist

In tourism branding, Pan-Africanism ideology, efforts have been made seeks to restore the African legacy to restore and preserve the Great that was vandalised by colonialists during Zimbabwe as a symbol of Zimbabwe’s their reign of more than a century. rich cultural heritage. Today, The whole idea is to create a sense of it is recognised as a UNESCO World unity and solidarity among African Heritage Site, and attracts tourists nations, encouraging collaboration from around the world, who come and cooperation in the development to admire its impressive stone architecture of tourism infrastructure and services. and learn about the history The contribution of Pan-Africanism of the Shona. to tourism branding is defined by the ◆ Khami Ruins, located near Bulawayo: following critical issues: The site was once the capital

1. Cultural preservation: Pan-Africanism of the Kingdom of Butua, a powerful state in pre-colonial Zimbabwe. The ruins feature stone walls, terraces and platforms that were built by the Torwa dynasty between the 14th and 16th centuries. During the colonial era, the Khami Ruins were also subjected to looting and destruction by European settlers. Many artefacts were taken away and some structures were damaged or demolished. However, Pan-Africanists have made efforts to preserve and restore the site. It is now recognised as a UNESCO World Heritage Site.

These examples highlight the destructive impact of colonialism on Zimbabwe’s cultural heritage. However, through the Pan-Africanist ideology, preservation and restoration efforts have been made to save the sites from extinction.

2. Economic empowerment: Pan-Africanism pushes for economic self-reliance and empowerment of African nations. In the tourism sector, this means promoting local participation in tourism activities in Zimbabwe. The ideology encourages the establishment of locally owned tourism businesses, training and capacity-building for local communities, and ensuring fair distribution of tourism benefits and creation of economic opportunities for all Zimbabweans.

3. Sustainable development: Pan-Africanism promotes sustainable development practices that prioritise the long-term well-being of African nations. In the context of tourism branding in Zimbabwe, this ideology encourages Zimbabweans to adopt sustainable tourism practices that minimise negative environmental impacts, protect wildlife habitats and conserve natural resources.

This means the tourism business in Zimbabwe is positioned to be responsible and eco-friendly, and can attract environmentally conscious tourists who value sustainable travel experiences. Sustainable tourism also ensures that the experiences and attractions offered to tourists are genuine and reflective of the local communities’ traditions, customs and heritage. This authenticity enhances the overall tourism experience and attracts travellers seeking unique and immersive encounters.

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