Later he advised governments of the two African countries to immediately improve their infrastructure [roads, lodges and hotel accommodation and security] if they are to lure more tourists to their common heritage.

“ The African continent has vast potential to generate revenue from its tourism endowments, much more than it is currently doing but that it needs to put more effort in infrastructure and human resource development, “ he said.

Mr Rifai observed that for them to collect more revenue from tourism, African countries will need to make it easy for tourists from around the world to come to the continent and see [their natural attractions].

“I do not think Africa needs to speak for itself. The world is eager and excited to come but the challenge is for African countries to make it easy for tourists to come,” he said.

The two leaders of Zambia (Michael Sata) and Zimbabwe (Robert Mugabe) were at hand to assure Rifai that all will be done turn their countries into good tourism destinations.

The two leaders when they met to sign a deal to co-host the all important conference expressed optimism that the conference was going to benefit their citizens, economically and socially.

Sata on his part hailed the signing of the agreement as a historic milestone. He said the co-hosting of the U.N WTO General assembly brings hope of prosperity to the people of Zambia and Zimbabwe.

He said the successful hosting of the general assembly will be dependent on the collective efforts of the two countries.

Sata has also directed his then Tourism Minister Given Lubinda to increase the effort to resolve issue of yellow fever travel restriction imposed on Zambia as quickly as possible.

His Zimbabwean counterpart said the signing of the co-hosting agreement confirms the readiness of the two countries to work together in the promotion of tourism.
Mugabe further stated that this is also a demonstration of long established relations between Zambia and Zimbabwe.

And UNWTO secretary general Taleb Rifai described travel and tourism as a powerful driving force to social economic development and growth.

Indeed the two countries need to pull up their socks and jack up standards because according to Rifai global tourism is big business and he told the two leaders that the Niagara Falls in the US was so well marketed that it had an annual revenue of (can you please insert the exact revenues of the Niagara because Rifai mentioned the figure in US$?).

[the last paragraph can talk of how many delegates are expected to attend the coming conference and how much business is anticipated by hotel owners, taxi drivers, national airlines etc.]

UNWTO is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism. As the leading international organization in the field of tourism, UNWTO promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the
sector in advancing knowledge and tourism policies worldwide.

UNWTO generates market knowledge, promotes competitive and sustainable tourism policies and instruments, fosters tourism education and training, and works to make tourism an effective tool for development through technical assistance projects in over 100 countries around the world.