South Africa, Sept. 19 -- Tourism is a major driver of Africa's economic growth, contributing to GDP, employment, and cultural exchange. Yet the sector faces challenges, including fragmented marketing efforts, weak branding strategies, and limited expertise.

The AMC's Tourism Chapter seeks to address these gaps by providing a platform for marketers and tourism professionals to collaborate, share knowledge, and implement best practices.

* Strengthening marketing capabilities across the continent

* Promoting intra-African tourism

* Advocating sustainable and responsible tourism practices

* Recognising excellence through an annual awards programme

The initiative will deliver capacity-building workshops, research-based reports, and part...