"Africa and the Global Economy: The Future of Nation Branding, Tourism and International Investment on the African Continent"
(Berlin, March 9th - 12th, 2011, Held Parallel to the ITB Berlin in conjunction with the Berlin International Economics Congress 2011)
As the world slowly recovers from the global financial crisis, international economists and politicians are looking once again to the future. Whilst the emergence of new economic powerhouses in Asia and Latin America is widely agreed upon, however, the influence of the African continent on the global political economy remains unclear. The year 2011 therefore represents an important opportunity to consider this role, and to examine strategies that will strengthen development and foster growth within Africa.
The economic challenge facing Africa is unique. Despite a wealth of natural resources, large parts of the continent are underdeveloped and face severe obstacles on their path to growth. Efforts by the international community to support economic and societal development have had, at best, mixed results: A lack of infrastructure, brain drain, political instability, and corrupt practices by actors on both sides have weakened the impact of these efforts. In addition to these challenges, African governments and companies are faced with a changing playing field brought about by the digital revolution, the 24-hour news cycle, the financial crises, and international pressure to combat climate change.
Despite these challenges, progress is well being made. The hosting of the 2010 World Cup in South Africa, through controversial, was a symbol of the continent’s growing prominence and should have a positive long-term impact on tourism and investment. Micro-finance schemes have provided a unique way of combining philanthropy with profit, and there success can be seen by their recent introduction in developed countries. The changing playing field outlined above also has its benefits, allowing the continent to ‘skip’ technological development stages - such as wired telecommunications.
In their efforts to foster stable economic growth, African countries will rely heavily on their ability to attract tourists and external investment. The image of a country abroad, its national brand, is therefore of paramount importance. As was apparent in the run-up to the South African World Cup, African countries will have to work hard to convince of their security and stability. The ICD will therefore hold “The Rise of Africa” to explore the concept of nation branding, and how African governments, companies, and other stakeholders can engage with it.
The program is open to applications from young professionals, students and scholars, civil society practitioners, private sector representatives, journalists, and other interested stakeholders from across the world.
For further information about this event please visit www.biec.de
To apply please visit:
For further information, contact:
General Director & Founder
Institute for Cultural Diplomacy (ICD)
Ku´damm Karree (3rd Floor/Hochhaus)
Kurfürstendamm 207-8 Berlin, Germany-10719
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