In this episode of Kusa Cast, host Graeme Watson interviews Jillian Blackbeard, the CEO and founder of Africa's Eden. Jillian is based in Gaborone and has an extensive background in tourism, having worked for Peermont Hotels, Botswana Tourism, and as the Africa director for the World Travel and Tourism Council. She founded Africa's Eden with the vision of improving destination marketing by focusing on the needs of travellers and promoting regional collaboration.

Africa's Eden was established in early 2020 with the aim of improving regional tourism marketing. The organisation was created to address the lack of consumer-focused marketing and the need for regional collaboration in Southern Africa. Despite the challenges posed by the COVID-19 pandemic, Africa's Eden has grown from 15 members to over 400.

The pandemic provided an opportunity for the tourism industry to reassess and collaborate more effectively. Africa's Eden held its first major conference in February 2022, which was a significant success despite initial uncertainties about border openings. The event highlighted the industry's resilience and the importance of face-to-face interactions. Jillian emphasised the need to break down silos within the tourism industry, including those between regions, business practices, and sectors such as aviation and tourism. Collaboration across these areas is essential for sustainable growth and development.

Africa's Eden aims to expand its reach by including new countries like Mozambique, Malawi, and Angola. The organisation continues to promote in-destination events to provide immersive experiences and foster deeper relationships between buyers and the destinations.

Tune in to hear Jillian Blackbeard share her insights on the importance of regional collaboration, sustainable tourism, and the evolving landscape of the travel industry. For more information on Africa's Eden, log onto https://africaseden.travel.

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