The Minister of Environment, Forestry, and Tourism, Pohamba Shifeta, has reminded African youth of their crucial role as true and reflective ambassadors of the continent's society and the tourism economy.

Shifeta emphasised that the youth have the power to shape perceptions, promote cultural diversity, and drive sustainable tourism development in Africa.

The Tourism Minister said this during the opening of the Africa Youth in Tourism Innovation Summit and Challenge at Swakopmund, where about 38 countries from Africa are taking part either physically or virtually.

Shifeta emphasised that fostering creativity and innovation leads to the development of valuable assets and businesses, which are essential for enhancing economic growth, human capital development, and contributing to the gross domestic product of respective countries.

Shifeta further urged the youth to embrace innovative and digitally disruptive changes, as these advancements have the potential to unlock new opportunities and propel their success in the tourism industry.

Shifeta expressed that the participation of young individuals at the summit is crucial, as it demonstrates their passion and love for the tourism industry. Their active engagement in such events signifies their commitment to learning, networking, and contributing to the growth and sustainability of the sector.

"I urge the youth and all industry players to collaborate and form partnerships to place Africa Brands at the centre stage of global dialogue, displaying and expressing the love and warmth of African people, our diverse culture, an abundance of wildlife, natural beauty, and scenery, organic food, and fascinating; there is none like Africa."