Mozambique Tourism Summit 2025: Experts outline strategy to transform the country into a global tourism brand.

National and international experts gathered at the Mozambique Tourism Summit 2025 to discuss the future of the sector and outline a robust strategy for strengthening the Mozambique brand. The panel, which became the focus of discussions, centered on five fundamental pillars: job creation, sustainability, competitiveness, culture, and the country's reputation abroad.

Laurent opened the discussions by positioning tourism as a sector with high potential for job creation and economic impact, with positive effects on areas such as hospitality, transport, agriculture, and handicrafts. Crucially, he emphasized the need for a sustainable and inclusive tourism model that values ​​local communities and environmental conservation as the basis for long-term growth.

 Cultural Symbols and Structuring Policies

Subsequently, Paul Milton brought an international perspective to the debate, presenting iconic examples such as the Eiffel Tower and the Burj Al Arab to illustrate how cultural symbols can transform a destination into a global brand. Milton emphasized Mozambique's rich biodiversity and cultural identity as primary assets. To capitalize on this potential, he recommended the implementation of mobility and accessibility policies, as well as the creation of economic and tourism development zones, coupled with a review of visa systems and tax incentives.

The Brand as Reputation and National Unity

In turn, Gary addressed the issue of branding from a strategic perspective, arguing that a brand is, above all, a reputation and not simply a logo. For him, strategic, coherent, and authentically Mozambican communication is imperative. Gary proposed centralizing all branding efforts in an “all-in-one foundation” and argued that the Mozambique Brand should be used as a tool to promote national unity, attract investment, and foster internal pride.

 From the discussions, some general, consensual observations emerged:

The Government's leadership in tourism strategy and country branding is essential.

- Modernizing visas and establishing stable policies are essential conditions for attracting both tourists and investors.

Strategic investments in the sector have the potential to generate up to 300,000 new jobs.

Concepts such as Afroleadership and migration are important elements to integrate into the national tourism narrative.