In his second podcast from his travels in Africa, Matthew Weihs prepares for the UNWTO (United Nations World Tourism Organization) brand exercise in Ghana.
Held in Accra, the UNWTO Brand Africa Conference aims to fight the negative stereotypes associated with the African continent.
In this podcast, Matthew discusses his major findings on why so many business are still sceptical of expanding their business into Africa.
His discoveries show that 71% of individuals that he spoke with are still hugely influenced by the media, citing concerns around security, safety and the negative images portrayed around Africa.
His findings also highlight the importance for African governments to make it easier for the investment community to do business, and implement process that will save time, energy and effort.
There are hopes that, by working collaboratively, the 54 member states of Africa will succeed in convincing those still wary of doing business in the continent to break away from their misguided perceptions of what Africa has to offer.