Tourism Marketing: What African Countries need to do Urgently

Tourism has been garzetted as one of the Key sectors that will accelerate Africa’s economic growth to middle income status and also empower livelihoods of Africans by attracting more in the money economy. Tourism as a business has one of the biggest multiplier effects and a very extensive value chain that touches directly on both the urban and rural communities. Women in particular are one of the largest beneficiaries of tourism revenues with many directly involved in community tourism projects, sale of crafts and souvenirs, agri-tourism and more.

Tourism has immensely contributed to Africa’s GDP growth reaching almost 8% in recent years and contributing in excess of $50 billion of foreign exchange into Africa’s economy as of 2024. Tourism is largely credited for stability of the Africa’s currencies  against the US Dollar as well as it’s contribution in resolving Africa’s Balance of Payments deficit, and ofcourse enabling economists better manage inflation by stabilizing Africa’s forex reserves.

I applaud African Governments  for prioritizing Tourism as one of the priority sectors and indeed one of the magic bullets to achieve their Visions that among other things  join middle income status.

In this article , allow me offer 3 Strategies that will sustainably spur Tourism business and growth in Africa for Governments to consider.

1. Investment in Luxury Accommodation Facilities

Africa is truly blessed and gifted by nature with vast natural attractions , from wildlife parks , beautiful scenery, lake and rivers, cultures, coastal beaches. However, the missing link has been and still is the limited supply of luxury hotel rooms in most African countries. Tourists are increasingly looking out for destinations that offer premium experiences and luxury accommodation is at the core. Every Tourist including me and you, would wish to have a memorable holiday in 4 star and 5 star facilities albeit affordably. Affordability can only be achieved with ample supply and stock of luxury hotel rooms.

To bridge this gap, Governments in Africa through the Ministry of Tourism and the Investment Authority should carefully garzette tourism investment zones in Tourism hotspots across the country in a model similar to what has been achieved with the industrial parks. Tourism rich hotspots that have failed to pick up largely due to limited high quality accommodation.

Well, the solution lies in a deliberate move by African Governments to garzette tourism investment zones with free land and a host of other incentives. Africa’s Tourism sector will without doubt see a huge surge of interest from investors both local and international and within no time , we will achieve sufficient stock of luxury hotels across the African Continue.

As a Tour Operator for more than 17 years in Uganda and the region , I can assure you that one of the most critical pull factors of high-end tourists to any destination globally is Quality of Accommodation. In Tourism Development, the Chicken ( product Investment) comes first and the Egg ( Tourists) will follow suit.

In addition, Government in Africa  through  the hospitality business arm of Government can consider upscaling it’s internal strategy to directly invest in establishing a few luxury hotels as it seeks to not only bridge this gap and jump start Tourism in Africa but also increase it’s hotel investment portfolio as a profit making institution of Government. By prioritizing Tourism, Governments will literally be saying, Tourism Business is too important to be entirely left to the private sector, so in a nutshell, let’s get the ball rolling.

2. Safari Motor Vehicle Credit to Tour Operation Firms in African Countries.

Many African Countries have recently been recognized and awarded as the world’s best upcoming & promising Tourist destinations at different international expos and media houses . However for this promise to see light of Day and graduate from upcoming to the World’s leading Tourist destinations, Governments needs to consider a deliberate action to improve Africa’s overall tourist experience through the establishment of Tourist Motor Vehicle Credit Scheme for Tour Operations Firms with the aim of enhancing the Quality of Tourist Transportation Services in Africa.

For several years , the control of investment in the Tourist Transport sector in many African countries has largely been left to the indigenous & narsent private sector that is largely dominated by Small and Medium Enterprises whose capacity to procure high quality Tourist Safari Landcruisers and other modes of tourist  transport like luxury Buses is greatly limited . This lack of quality Tourist Transport has hampered tourism growth in Africa to a large extent.

A great opportunity to reverse this trajectory, lies with the African Governments procuring   Luxury high quality Safari Landcruisers and Luxury Tourist Buses. Then the credit and acquisition scheme can be rolled out in partnership with the Tour Operators associations   and Tourism Boards .  Government will then avail each registered and licensed Tour Operator with a Luxury Safari Land Cruiser on a credit scheme and flexible repayment plan of appx 3 – 5 years.

Such a Bold move and strategic investment action by the Government, will see a dramatic improvement in the Tourist experience and eventual boost in luxury tourist arrivals to Africa. Allow me state that much as tourism promotion and advertising in international source markets in crucial but the Hallmark of Tourism Marketing is investment in a good tourism product and experience back Home.

Tour Operators in Africa are the pivot and main distribution channel of Tourism cash flows to the various players and actors across the entire tourism value chain. Whenever a Tour Operator receives a Payment from a Tourist, they immediately disbatch these dollars $$ to various value chain actors including Hotels & Lodges, fuel companies,  wildlife authority, Boat owners, local community groups, restaurants and eateries, among others and eventually pay off taxes to the government too whilst retaining a minimal profit.

However the time is now for the Government in Africa to consider directly empowering this Key Player in Africa’s Tourism ( The Tour Operator).

This will be the ultimate game changer in Africa’s Tourism journey ever.

3. Investment in Skilling and Professionalizing Africa’s Tourism and Hospitality Work Force.

Many of us are familiar with the continuous feedback from tourists and various visitors to Africa , about the friendliness of Africans as a people. No wonder, various bloggers and media outlets have pronounced and branded Africa severally as a Friendly. However, how have we tapped into and taken advantage of such a God- given personality trait and attribute?

The lowest hanging fruit lies with the African Governments their Hotel and Tourism Training Institutes. The institution mandated to sustainably produce a high quality stock of tourism and hospitality labour force. There’s need to re-engineer the strategic direction of this giant institution and realign it’s deliverables to reflect the current and future needs of both Africa’s Tourism sector and the international demands and expectations of the global tourist and traveler.

Harnessing the power of the Internet and benchmarking into e-learning global best practices, the  tourism and tourism Training institute will not only lure a vast majority of young talented Africans into the tourism sector but also enhance the capacity of the existing workforce.

Tourism is a Summation of Food , Lodging, Entertainment and Mobility. One of Africa’s competitive advantage lies in our Culinary Tourism offering. For instance , Africa is internationally unmatched in quantity of food production and availability, We have done tremendously well with our tasty local cuisines , However what has eluded us in the hospitality sector all this long is the Quality of international & Continental Food cuisines served in our hotels, lodges and restaurants. Luxury Tourists are always keen their on their Dining Experiences and therefore we need to up our game in this area by deliberately empowering the Hotel and Training Institute to produce a high a sufficient stock of highly trained and skilled hotel and tourism professionals including chefs, Managers, Service staff, Tourism consultants and more.

Tourism and Hospitality professionals are the Hallmark of sustainable tourism. Tourism that will see it’s benefits transcend generations, Tourism that will be an anchor of Africa’s Tourism growth and Prosperity.

All Said , Tourism remains a strong Pillar of Africa’s economic growth system and all that is needed is a just a little push and deliberate strategic actions to get the sector off the ground.

By Eddy Kirya

The Writer is a recipient of the prestigious Independence Diamond Jubilee Medal, Former Board Member at the Uganda Tourism Board ( UTB) and Managing Director/ Tour Operator at Eyalama Adventures.