Africa is a region rich in natural beauty, cultural heritage, and entrepreneurial energy. However, the global competitiveness of African tourism destinations is often limited by fragmented branding, underdeveloped positioning strategies, and inconsistent marketing. Destination branding is about communities, since the reputation of a destination is built by the people who feel connected to it and this starts with understanding the shared sense of identity, belonging and purpose. As climate change accelerates and travelers increasingly seek authentic, sustainable, and socially conscious experiences, Africa must adopt a unified and future-oriented destination branding approach. It is about destination stakeholders doing imaginative things, because reputations are built by creating relevant buzz, which is done by reinforcing and showcasing identity in original, creative, innovative, captivating and inspiring initiatives that show the world what the destination is about in order to build a distinctive, relevant, authentic, consistent and memorable reputation needed for successful tourism development, investment promotion, talent attraction and export marketing.
This comprehensive programme to position Africa as a top-tier, sustainable tourism destination, aligned with the Africa Tourism Agenda
VISION
To position Africa as a premier, sustainable, and climate-resilient tourism destination that delivers unforgettable experiences while empowering communities and preserving the environment.
Programme Objectives
By the end of the training the Tourism Leaders and Executives will:
- Develop a unified, inclusive, and sustainability-driven brand identity for African destinations.
- Enhance global visibility and competitiveness of African countries, cities/counties, and regions.
- Build capacity among tourism stakeholders in strategic branding, positioning, and marketing.
- Integrate climate action and social equity into destination promotion strategies.
- Establish frameworks for digital destination branding, stakeholder co-creation, and impact measurement.
Expected Outcomes; By the end of the programme, participants will be able to:
- Enhanced global brand equity for African destinations
- Promote the destinations for Increased arrivals
- Promote strengthened regional integration and transboundary tourism
- Improved stakeholder capacity in destination marketing
- Acquire tangible contribution to climate goals through tourism
Key Modules
- Context & Foundations:Nations, Regions, and Cities as Brands
- Destination Brand Analysis and Identity Development
- Strategic Destination Brand Positioning
- Destination brand implementation
- Destination Marketing & Promotion Strategy
- Digital Destination Branding Masterclass a Focus on Emerging Markets
- Climate-smart destination planning
- Destination Brand Equity Measurement & Tracking
Mode of delivery
The programme will be interactive sessions taught face to face, Virtual guided personal/group action projects and Virtual masterclasses post the physical sessions.
The trainers will use the aid of PowerPoint presentations, case studies, group discussions, role plays, exercises, individual minitasks using tools that stimulate independent reflection by participants.
Strathmore University will provide the trainees with all training materials and meals.
For whom?
- Travel, Tours and Hospitality Practitioners and statutory bodies for tourism, travel and hospitality promotion and their partners.
- County and National government employees i.e CEC’S responsible tourism,marketing officers in counties,ministry of tourism officials
- Marketing and Communications Practitioners, bearing in mind the need for strategic and action communication;
- Economists and statutory bodies for export and investment considering intended brand equity impact and policy objectives required for investment and export promotion;
- Media Practitioners in need of research for consumer, stakeholder and media information. Public policy professionals, as destination branding requires imaginative policy making;
- International Relations Practitioners, due to the importance of both local and international public diplomacy;
- Anyone else interested in learning about Destination Branding, Destination Marketing and Destination Implementation and Management
Training Schedule:
Destination Branding and Marketing Masterclass, a 2-week immersive executive programme designed specifically for leaders shaping the future of our tourism destinations and landscapes across East Africa, who are seeking to elevate their destination strategy through:
- Authentic place-based product development
- Strategic branding & storytelling
- Digital marketing and experience design
Participants will explore how to transform destinations into strong, differentiated brands that unlock both economic value and sustainable impact. This programme is suitable for tourism boards, marketing officers, travel & hospitality professionals, county executives and anyone involved in destination development and promotion. The programme details are as follows
- Dates: 8th to 22nd September 2025
- Venue: Strathmore University, Nairobi, Kenya
Programme Structure:
- Week 1: In-person sessions running over an intensive 5 days from 8th to 12th September.
- Week 2: Off campus Guided individual Action Projects – 15th to 22nd September
- Post-programme engagement: Three joint virtual sessions.
Investment: USD 895 or KES 115,000 + your time (this cost is inclusive of the training, training materials, conference package, and certification)
Important Note: The programme cost does not include excursion costs, accommodation, subsistence, or logistical arrangements.
How to apply
- Complete the attached form
- Scan and email it back
- Receive invoice & proceed with payment
Qualifications of Trainers and Facilitators:
- Our team comprises experienced facilitators, executive-certified professional coaches, and organizational development professionals.
- We carefully select trainers based on their industry expertise, coaching experience, and passion for marketing, Tourism and Destination branding and promotion
Contact Details:
For more information about this programme and to make your application please write to sth@strathmore.edu