MEETING OF THE MINISTERIAL WORKING GROUP ON THE TOURISM SECTOR DEVELOPMENT
STRATEGY FOR AFRICA.
AU AGENDA 2063
13 – 14 MARCH 2014 -- SEYCHELLES
THE ECONOMIC CONTRIBUTION OF TRAVEL & TOURISM
•
Performance
•
Africa’s share of world arrivals, though still small, is growing. From a small base of just
6.4 million visitors in 1990, Sub-Saharan Africa attracted 30.7 million visitors in 2010.
Between 2008 and 2009, tourist arrivals to SSA increased by 4.4 percent while arrivals
worldwide dropped by 3.8 percent.
•
Between 2009 and 2010, tourist arrivals to SSA increased by 8 percent; the world
average was 6.6 percent. Africa was the only region whose tourism sector grew
during the world economic crisis. The sector is expected to keep growing.
SUB SAHARAN AFRICA – STATE OF THE TOURISM INDUSTRY (PAST & PRESENT)
The first ever World Bank Case study on Sub-Saharan Africa tourism comprehensively examine this
sector and made some recommendation, so that Africa can compete with the rest of the world.
It advises government to make alliances with the private sector, and stake holders at regional,
national and local levels.
Together they have the power to plan, advance tourism infrastructure, improve transparency
and develop business friendly settings for the travel and tourism stakeholders.
When well managed, tourism spurs economic transformation, triggers infrastructural growth,
accelerate social reforms and empowers minority group throughout Africa.
It went on to say that Tourism can be a powerful development path for Africa. In fact, a
welcome key finding of new research suggests that with effective planning and development,
Africa’s tourism industry could create 3.8 million jobs over the next 10 years.
Already, one in every 20 jobs in Africa involves tourism and the travel industry.
SUB – SAHARAN AFRICA – STATE OF THE TOURISM INDUSTRY (PAST & PRESENT)
•
What have we done and where are we now in tourism development?
For some African countries looking to sustain and increase their unprecedented
growth rates of recent years, the potential of tourism has not yet been fully
recognized as a vital source of economic and development power that can
strengthen and expand the continents economies.
According to a world bank report of October 2013, Cape Verde, Kenya, Mauritius,
Namibia, Rwanda, Seychelles, South Africa and Tanzania are cited as examples of
success. The report said these countries had simplified their tourism policies, liberalized
air transport and diversified tourism while protecting their communities and
environments, which created a positive investment climate for tourism development.
SUB – SAHARAN AFRICA – STATE OF THE TOURISM INDUSTRY (PAST & PRESENT)
•
What needs to be done ?
•
( Recommendation )
•
Need strong political desire to develop the industry
•
Government to render support to the industry and work with private sector
•
Attracting private investment to help finance and sustain the industry.
•
Facilitate for Air Access, proper infrastructure and manpower
•
Tourism to be integrated into every part of the society and both government and
population in general with a role to play.
•
Address all Constraints and Challenges.
THE CONTINENT IS AN INHERENTLY CHALLENGING PLACE TO DO BUSINESS
•
Constraints & Challenges…
•
Bureaucracy
•
Heavy tourism investment taxes
•
Proper communications
•
Few direct air routes between Africa and the rest of the world.
•
Visas
•
Security and underdeveloped healthcare infrastructure
Airline and land transport limitation Cost, frequency and routing of airline.
Insufficient Infrastructure, such as reliable road and railroad networks, -
•
Airport facilities
THE CONTINENT IS AN INHERENTLY CHALLENGING PLACE TO DO BUSINESS
•
What are the lessons to be learned (success & failures)
In Africa,
In Mozambique, it took legislative reform, the development of a tourism strategic plan, and
eliminating unnecessary visas. benefits both the United States and the nations of Africa.
Elsewhere in the world,
Thailand barely existed in the 1960s and yet 40 years later, it employs 15–20 per cent of the
country’s workforce; Cancun in Mexico grew from an uninhabited peninsula into one of
the most visited resorts in the world in just 35 years.
•
Failures
Though tourism is generally viewed as the exclusive domain of the private sector, it is
directly affected by government policies and will flourish in Africa only where there is strong
leadership at the highest levels and a commitment to partnership between the public and
private sectors in the African tourism countries.
WHAT ARE THE LESSONS TO BE LEARNED ( SUCCESS & FAILURES )
•
Success / Performance
•
Africa’s share of world arrivals, though still small, is growing.
•
From a small base of just 6.4 million visitors in 1990, Sub-Saharan Africa attracted
30.7 million visitors in 2010.
•
Between 2008 and 2009, tourist arrivals to SSA increased by 4.4 percent while arrivals
worldwide dropped by 3.8 percent.
•
Between 2009 and 2010, tourist arrivals to SSA increased by 8 percent; the world
average was 6.6 percent.
•
Africa was the only region whose tourism sector grew during the world economic
crisis. The sector is expected to keep growing.
•
There are already 5.3 million direct tourism jobs across SSA (WTTC 2012).
•
By 2021, the WTTC forecasts 6.7 million direct jobs in tourism in SSA.
WHAT ARE THE LESSONS TO BE LEARNED ( SUCCESS & FAILURES )
•
•
•
Lessons from the African Continent.
Country
Rwanda
Project name
Silverback Lodge
Project category
features of tourism development
- Protection of mountain gorillas
- Community partnerships with private sector
- Biodiversity protection
•
-
Namibia
Wilderness travel Public-private partnerships
Concession of community land to private sector
- Improved wildlife management through conservancies
WHAT ARE THE LESSONS TO BE LEARNED (SUCCESS & FAILURES)
•
Lessons from outside the African continent.
•
Country
Project name
Project category Salient features of tourism development
•
Costa Rica
Lapa Rios
Ecotourism
- Environmental conservation
- Tourism certification, including ethics code
•
Dominican Republic
Puerto Plata
Coastal estate resort -Political support for tourism
•
- Transition from public to private investment
•
- Model widely replicated in country
•
- Sanitation requirements
WHAT ARE THE LESSONS TO BE LEARNED (SUCCESS & FAILURES)
•
Failure
•
In countries initiating tourism development, failure derives from basic concerns with
security and health issues associated with political instability and underdeveloped
health care infrastructure.
•
Problematic and costly tourism visa policies
•
Mismanagement by the government of key tourism assets
•
Failure to ensure public safety (against malaria or crime, for example)
•
Overly restrictive zoning laws, preventing the exploitation of natural tourism assets
•
RECOMMENDATION

Africa is home to some of the world’s fastest growing destinations for overseas
inbound tourism, Now is the time to come together and work in unity to drive the
volume of arrivals. There is much work to do before us…………
and these recommendations are an important step toward that larger goal.

Financial sustainability

Economic sustainability

Social sustainability

Environmental sustainability.
•
Without any one of these four conditions, the sector will falter.
TOURISM SHOWS PARTICULAR PROMISE FOR REMOTE REGIONS AND DEVELOPING REGIONS.
TOURISM GROWING FASTER IN THE WORLD’S EMERGING AND DEVELOPING REGIONS THAN REST OF THE WORLD
THE SHARE OF INTERNATIONAL TOURIST ARRIVALS RECEIVED BY EMERGING AND DEVELOPING REGIONS
INCREASED FROM 32 PERCENT IN 1990 TO 47 PERCENT IN 2010 (UNWTO 2010).
•
Potential for Success
VISA
GLOBAL TRAVEL INTENTIONS 2013
•
The first time travelers
The rise of the emerging economies and their middle classes means that there will be
many new travelers embarking on their first trip in the next few years.
First time traveler seek culture and attractions as much as seasoned traveler, aspiring
to visit destinations with Cultural Cache.
•
How Travel Patterns differ across regions
That East Africa is increasingly drawing the attention of future travelers. Despite safety
and health issues, which were cited as top concern for the region, the attraction of
safaris, ecotourism and a rich cultural experience are key magnets for tourism.
TOURISM GROWTH STRATEGY
( STEP 1 )
Growing tourism to Sub-Saharan Africa region....
•
To be successful, Sub-Saharan Africa needs a fully integrated marketing strategy to
partner with the International Travel trade.
•
A Marketing Campaign to Introduce SSA as a desirable travel destination to the consumers
and travel trade worldwide, lay the groundwork for an increasing stream of tourism to SSA by
2016.
•
Create a Distinct Brand positioning for SSA in the International Market Place + develop a tag
line.
•
Provide the Consumer and Travel Industry with meaningful reasons to visit Sub-Saharan Africa
TOURISM GROWTH STRATEGY ……….
( STEP 2 )
•
Critical Success Factors
•
Determine each country’s capacity for visitors (accommodation, international and
domestic flights and the country’s most popular attractions.
•
Each country/destination will need to determine collaboratively what it wants to be
known for to immediately capture the appeal of the destination for potential
visitors.
•
Each country to determine where they want to be, set goals for arrivals and length
of stay.
•
Placing and positioning the tourism products in the International travel distribution
network.
TOURISM GROWTH STRATEGY ……….
( STEP 3 )
•
Opportunity / Strength
•
Consumers worldwide choose to visit Africa because of it’s wildlife, history,
geography and people.
•
Promote this message, via an integrated media mix, to a cross-section of
international audiences: to the consumers with a passion for international travel and
the travel suppliers who serve them.
•
Offer Sub-Saharan Africa as a stand alone destination, or as an add-on option with
other African countries for African travel as well as the Indian Ocean Islands.
•
The bottom line is to feature Sub-Saharan Africa on the tourism map internationally
as a major “ tourism attraction” for the international traveler.
INTRODUCING SUB-SAHARAN AFRICA IN THE INTERNATIONAL MARKET PLACE
•
Creating and sustaining demand for the destination.
•
An Integrated marketing programs – from a wide range of complementary tactics
•
Target Audiences…..i.e.…Airlines, Consumers, Media etc….
•
Tactics ….Public Relations, Tour Operators, Travel Agents.
•
Tour Operator Outreach
•
Industry Outreach
•
Product Launch
•
Approve Marketing Activities
( Approve Budget )
Ready to go…….
Thank you