Thomas Collins recently wrote that Africa has still not penetrated global consciousness as a viable holiday destination and, according to the United Nations World Tourism Organisation (UNWTOs), attracted only 4.2 % of the world’s tourists last year. Interestingly, he asserted, the best way to explain these low figures is by looking less at tangible assets like infrastructure and power and more at intangible assets like perceptions and stereotypes.
Africa’s failure to remarket itself has left the brand overwhelmingly defined by media images of conflict, poverty and disease. Yet for all who regularly engage with the continent, the ‘single story’ characterisation of Africa barely scratches the surface. Thankfully, nuance is slowly being added to the continent’s voice and people like Taleb Rifai, ex secretary-general of UNWTO, remain positive about the future while recognising the issues at hand.
“Tourism in Africa is still very novel but it is catching up quickly,” says Rifai. “The important thing is that the growth rate in Africa is higher than anywhere else in the world.”
Currently Africa attracts between 60-65m tourists per year but Rifai predicts this figure will more than double to 150m by 2030.
A large and often overlooked explanation of this predicted growth is the ever-increasing importance of the Chinese market in all aspects of African affairs. Last year, the UNWTO logged that Chinese tourists spent $258bn globally, almost twice as much as the US in second place, and $70bn more than Germany, France and the UK combined.
Rifai argues that Africa must capitalise on this growing phenomenon and advises a move away from more traditional tourist markets. “All in all, I think African countries do not take the Asian market too seriously,” he says. “The overdependence on the traditional North American and European markets has to be revisited”. Chinese tourists themselves have clearly taken to Africa as a tourist destination. According to Standard Bank, the number of Chinese tourists in Kenya will hit 60, 000 this year; doubling the figure from 2015. The Industrial and Commercial Bank of China has even launched a new credit card, in partnership with Kenya’s Stanbic Bank, specifically for Chinese tourists visiting the East African country.
Another factor to build on is Africa’s growing interconnectivity. The difficulties associated with travelling around the African continent, ranging from visa issues to basic travel infrastructure and flight paths, have traditionally deterred tourists. Rifai points to the African Union’s recent implementation of the single African Air Transport Market as evidence of improvements to travel in the region.
Smaller carriers, he argues, will now be able to fly between more countries, as a de-regulated market reduces some of the financial burdens previously inhibiting local operators. Finally, global tourism trends are aligning nicely with what Africa naturally has to offer.
“It is one of the only places in the world where you have real natural life that is well preserved and taken care of; which is consistent with the new trends,” he says. As tourists push authenticity further up their wish-list, Africa can only stand to gain.
While global market forces are inadvertently working to ensure a boost to the number of tourists in Africa, some negative perceptions nevertheless remain at play. Rifai argues that Africa needs to actively rebrand itself to more successfully attract tourists. “Branding is bringing the best out of what you are,“ he explains. “There is so much energy and goodness but none of it is being shown.“ For Rifai, the way to rebrand is by actively working to overturn or reclaim some of the stereotypes, and also presenting a more nuanced picture of Africa. He explains that the continent can overturn some of this negative clichés and use them to its advantage.
Indeed, in his view, for every negative story about Africa, the continent should respond with a thousand more about success as this would help change public perceptions. “Concentrate on stories of young men and women who are making progress,” he suggests.
At the same time, Rifai warns against the dangers of presenting Africa to the world as a homogeneous bloc. This, he argues, already dictates how much of the world views Africa, and has had a negative impact in the past. We have to be very careful about marketing Africa as a whole” he warns. “When we had Ebola the entire African continent suffered. People were unaware that Portugal and Spain were in fact closer to the epicentre than Kenya and South Africa.” A global umbrella brand can be created but he advises it must also be textured with Africa’s hugely diverse array of 54 countries.
“There are so many cultures and sub-cultures in Africa,” he says. “Mauritius is not Angola, Angola is not Tunisia and Tunisia is not Egypt.
“As the continent’s global brand gradually improves and market forces align with what Africa has to offer, the sector will only go from strength to strength. I am very excited about the future of tourism”, finishes Rifai. These are the views expressed by Collins which require policy makers to take seriously. History is on the side of the oppressed.
Lagos Speaker Pledges Support For Sanwo-Olu
The Speaker Lagos State House of Assembly Rt.Hon. Mudashiru Obasa, has pledged to cooperate with the executive arm of government...
Makinde Mulls Farm Settlements To Boost Economy
Oyo State Governor, Engr. Seyi Makinde said he is considering reviving farm settlements established when Chief Obafemi Awolowo was the...
NEMA To Be Restructured For Better Disaster Management – DG
Alhahi Mustapha Maihaja, the Director-General, National Emergency Management Agency (NEMA), says the agency will be restructured and reengineered for effective...
South Africa To Strengthen Bilateral Relations With Nigeria, Says Envoy
South Africa has pledged to invest in cultural exchange programmes in Nigeria with a view to strengthening bilateral relations between...
Kaduna Gets New NSCDC Commandant
Mr. Babangida Dutsinma, has been appointed the new Commandant of the Kaduna command of the Nigerian Security and Civil Defence...
FG Begins Enrolment For 2020 Retirees
The National Pension Commission (PenCom), on Monday commenced the verification and enrolment of employees of Federal Government Ministries, Departments and Agencies...
Gov. Ortom Swears In 15 Commissioners In Benue
Gov. Samuel Ortom on Monday swore in 15 new Commissioners with a charge to bring their experience to bear on...
POLITICS19 hours ago
I Am Not Bitter Over My Brother’s Loss At Supreme Court, Says Adeleke
COLUMNS12 hours ago
Way Out Of The Bauchi Assembly Logjam
OPINION12 hours ago
The Turf War In Edo State
COVER STORIES13 hours ago
Presidency, PDP At Loggerheads Over $1bn ECA Security Fund
COVER STORIES13 hours ago
APC Insists On Fresh Inauguration Of Bauchi, Edo Assemblies
OPINION12 hours ago
As We Await PMB’s Ministerial List
BUSINESS19 hours ago
Microfinance Banks Kick Against New Minimum Capital
NEWS19 hours ago
Edojobs, Mainone Partner On Data Science, AI Training For 100 Edo Youths