The Global Tourism Resilience and Crisis Management Centre (GTRCMC) has received the “Most Supportive Brand Award” at the Africa Tourism Awards 2025 (The Balearica Awards), held at the Hilton London Canary Wharf on November 2, 2025.
This prestigious recognition celebrates the Centre’s outstanding leadership, innovation, and unwavering commitment to building resilience within the tourism sector across Africa and beyond. Through strategic partnerships, transformative programmes, and consistent advocacy for preparedness and sustainability, GTRCMC has strengthened its position as a global leader in advancing resilience, collaboration, and recovery in tourism.
The Africa Tourism Awards, popularly known as The Balearica Awards, honour excellence and innovation within the tourism industry. The 2025 edition brought together distinguished leaders, changemakers, and brands shaping the future of African and global tourism. The recognition of GTRCMC at this event underscores the Centre’s vital role in promoting sustainable tourism growth and crisis management throughout the region.
At the regional level, GTRCMC–EA was established in 2019 by Hon. Edmund Bartlett, Minister of Tourism for Jamaica, and hosted at Kenyatta University. It serves 14 Eastern African nations, including Kenya, Somalia, Ethiopia, Uganda, Tanzania, and Rwanda. The Centre is chaired by Hon. Rebecca Miano, EGH, Cabinet Secretary for Tourism and Wildlife (Kenya), under the patronage of H.E. President William Ruto, with the Vice-Chancellor of Kenyatta University serving as Secretary to the Board. It operates as a regional hub of the Global Tourism Resilience and Crisis Management Centre headquartered in Jamaica, alongside other centres in the Middle East, North America, and Asia.
The Centre’s work is anchored on six transformative pillars that guide its mission: Internationalization, Inclusiveness, Research and Educational Innovation, Community and Industry Outreach, Regional Integration, and Strategic Workforce Transformation.
Through its internationalization efforts, GTRCMC–EA has built strong global linkages through initiatives such as the Erasmus+ 3is Project, which fosters academic exchange and inclusion across five countries, and collaborations with Youthmakers Hub (Greece) and the University of Girona (Spain) to promote social impact and innovation.
Under the inclusiveness pillar, the Centre has launched the Top Talent Initiative, connecting Eastern African youth to remote global work opportunities, and expanded Placement International Programmes that offer one- to two-year paid internships in leading hotels in the United States. The Centre also runs initiatives that have opened doors for educators and youths from conflict-affected regions, including Kenya, Somalia, and Ethiopia, enabling them to participate in academic and professional exchanges.
In advancing research and educational innovation, the Centre has established Innovation Centers of Excellence (I.C.E.) to equip young people with leadership, strategic thinking, and problem-solving skills. It has also delivered specialized training modules in tourism resilience, crisis management, and aviation workforce development, while working towards establishing an IATA Authorized Training Centre to enhance tourism and aviation training standards across Eastern Africa.
The Centre’s community and industry outreach programmes bridge the gap between academia and practice. Notable achievements include conducting a COVID-19 Impact Study that shaped Kenya’s post-pandemic tourism recovery strategy, leading tourism resource mapping and cultural documentation across Eastern Africa, and strengthening public-private partnerships to promote destination preparedness and community-based tourism. Furthermore, GTRCMC–EA has been instrumental in promoting visitor economies in fragile and conflict zones through partnerships with Kenya, Somalia, Ethiopia, Spain, and Greece.
On regional integration, the Centre has been a key driver of collaboration across Eastern Africa. It coordinates the East Africa Future Leaders Challenge (FLC–EA)—an annual youth leadership platform designed to Empower, Educate, and Elevate emerging talent in hospitality and tourism. The initiative brings together young innovators, educators, and industry leaders from Africa, the Middle East, and beyond. The Centre also works with policymakers to harmonize tourism standards, develop sustainability frameworks, and strengthen regional cooperation in higher education and tourism development.
In addition, GTRCMC–EA is spearheading six Strategic Workforce Transformation Initiatives aimed at enhancing talent development, global mobility, and industry-academia collaboration. These include the Top Talent Initiative, Placement International Programme, Erasmus+ Exchange Programme, Innovation Centers of Excellence (I.C.E.), Future Leaders Challenge – East Africa, and the upcoming IATA Authorized Training Centre for Eastern Africa.
Receiving the Most Supportive Brand Award is a testament to the Centre’s visionary leadership, transformative partnerships, and enduring impact on the tourism landscape in Africa. This recognition reinforces GTRCMC–EA’s position as a catalyst for innovation, collaboration, and resilience in a rapidly changing global environment.
As Eastern Africa continues to navigate evolving challenges and opportunities in the tourism sector, GTRCMC–EA remains steadfast in its mission to build sustainable, inclusive, and future-ready tourism economies. Through its dynamic programmes, strategic alliances, and thought leadership, the Centre continues to empower communities, strengthen institutions, and inspire the next generation of tourism leaders.
Ultimately, this award not only celebrates the milestones achieved but also reaffirms GTRCMC–EA’s unwavering commitment to advancing Africa’s tourism resilience agenda—ensuring the continent remains strong, connected, and competitive on the global stage.
Leave a Comment