Tourism is a Factor in African Development

             In all the calculations for how African nations will achieve maximum development, the tourism sector often gets ignored.  In a fascinating presentation on the business of tourism for the William O. Lockridge Foundation in Washington, D.C., recently, Africa tour operator and travel consultant David Saunders told students learning about opportunities in international affairs how vital a role tourism plays in the gross domestic product of African countries.

Mr. Saunders explained that the travel and tourism industry employs one out of every twelve people and contributes ten percent of global Gross Domestic Product.  He said the sector not only generates cultural wealth but is also one of the most important economic engines for global growth and development.

Unfortunately, too many African government tourism officials see themselves as offering attractions that no one else has.  While that is true in many instances, I have been told that tourists should come to African countries for the beautiful beaches – heedless of the many competing beach attractions elsewhere in the world that are much closer to where potential tourists live.  One African official promoted his country’s beaches because of the hippos you’d find there.  However, hippos are not friendly animals and are a major killer of humans.  It’s not like looking at birds or even encountering monkeys, mischievous though they may be.

 Mr. Saunders described five elements of the travel and tourism industry:

1.      The affordability and level of services.  For tourists coming from the developed world, Africa is a far destination.  The cost must match the experience, part of which is how the tourist is treated from arrival to departure.  Hospitality is recognized in developed countries as vital to attracting first-time and return visitor.  Mr. Saunders has often described tourism as a complete system that must be put into place, including the flights, the taxis and other ground transportation, the accessibility and quality of tractions, the availability of good food and lodging, etc.  The Cape Coast Castle in Ghana, for example, is a fascinating slice of history of the slave trade, and the nearby Kakum Canopy Walk is exciting (if you don’t mind walking on a shaky rope bridge 300 feet or so above the forest floor).  Unfortunately, when I first visited, there weren’t adequate restaurants or other accommodations, so you had to go back to the capital city of Accra after enjoying the attractions.  I understand that’s no longer the case.

 2.      Destinations: People want to be able to travel anywhere in the world, often to sites on their so-called “bucket list” of dreamed-of destinations.  Getting there, however, must not be such a chore that the tourist doesn’t want to return or recommend that site to friends and colleagues.  That means air and ground travel must be as available and comfortable as possible.  I transited through Gabon once on the way to observe elections in neighboring Equatorial Guinea only to find the short flight had been cancelled at the last minute due to what was described as a shortage of passengers.  Unfortunately, the Gabonese airline and airport officials were unhelpful in providing information on the rescheduled flight or assistance of any kind.  Their dismissive attitude did not encourage return travel to that country.

3.      Right Time and the Right Season: When are the best times of the year to travel?  One must consider religious holidays that could mean attractions are shut down.  The last time I visited Sudan, I desperately wanted to go to the pyramids at Meroë, but it was Ramadan, and the pyramid complex was shut down for this Muslim religious observance.  Africa has rainy seasons, and while we have tropical rains in parts of our country, they are not like the suddenly heavy rains you might encounter on the continent. On my first visit to Guinea-Conakry, I returned to my hotel just ahead of heavy rainfall that obscured my vision completely ten feet ahead while looking back. Due to inadequate infrastructure in many areas, such rains make trying to visit some countries more challenging than many tourists would want.

4.      Experience a Sense of Wonder, Adventure and Fun.  I have been blessed to experience the wonder and splendor of Africa many times, and others have been in awe of Victoria Falls, the Nile River, Mount Kilimanjaro and even wildlife unique to the continent – all quite dazzling.  Yet it is most often the local people who make Africa fun – the tour operators who are good at describing scenes and history, the hotel workers who cater to tourist needs, even those not previously anticipated such as hair braiding or application of henna dye.  The embrace of those people, welcoming strangers to learn their culture and history, can create linkages that continue even after tourists return home with their souvenirs and memories and can encourage return visits.

5.     Memories That Will Last a Lifetime.  The first time I visited the pyramids of Giza in Egypt, I rode a camel into the side entrance, and when I turned the corner from what appeared to be a storage area leading onto the complex grounds, I suddenly was struck by the splendor of the pyramids and the Sphinx.  I took pictures of myself riding a camel and standing near the pyramids and even brought back stones from the pyramids that had been left in the sands surrounding them for mementos.  In Africa, you can encounter history not present anywhere else in the world, and if you capture it on film, through mementos or just in your memory, the visits can be life-changing.

Mr. Saunders said the tourism sector must be people-oriented from start to finish with the best customer service possible.  Adequate research must be done by everyone in the tourism sector, including not just knowledge of what the country has to offer, but also what the tourist would be most interested in experiencing.  Marketing skills can use this information to attract tourists globally though effective television, radio and print advertisements, as well as word of mouth on social media.  Communication skills are critical as well.  Translators and materials in appropriate languages will help ensure that tourists who speak various languages understand everything being communicated to them and can convey that understanding to others upon their return home. Financial management skills are indispensable to designing and sustaining a successful tourism sector in which all stakeholders profit.

According to Mr. Saunders, the travel and tourism industry has immense potential to create global employment opportunities and generate revenue for entrepreneurs despite increased competition in the global travel and tourism industry.  He said there still are tremendous opportunities in African tourism, including for investors.  He described a labor and skills shortage that has to be filled, which provides opportunities in hospitality training and worker recruitment.  The emergence of new technologies can enhance the tourism experience, as in the stunning evening light shows at the pyramids of Giza.  Virtual reality technology currently is being used, for example, by the Vatican in Rome to give potential tourists a sample of what they would see if they visited.

Of course, concerns with public health must be adequately addressed.  Not only must potential tourists be convinced that COVID is no more of a threat when they visit African countries than the locations from which they come, but medical care must be up to the task of correctly diagnosing illness or treating injuries.  Once people understand that Africa can be no more dangerous than any other destination, travel warnings can be eased, and tourists can take advantage of all that Africa has to offer.

Funding for start-up, growth and sustainability of tourism businesses can be realized if all the elements for profitability are put in place.  This must be a public-private effort in which all stakeholders must contribute to make investors comfortable.  There must be business plans in place to describe the opportunities for profitable operations, and as in all such presentations, the pitch must take into account not only what the tourism stakeholders hope to get from the investment, but also takes into account what the investors want to achieve.

It is said that once Africa gets into your spirit, you will never forget it nor ignore it.  The current issue of Africa Magazine describes the bonding as “an illness that affects your heart.” I have been places such as Mauritius that were so beautiful that I thought the authorities were going to have to make me leave.  In Kenya and other countries, I was reluctant to leave friends who treated me like members of their family.

The people, great monuments, history and natural attractions in Africa will endure, but increasing tourism competition globally means all the African tourism sector actors must get busy making themselves more ready to meet that challenge.  Some African tourism sectors understand this and have prepared to stay competitive.  Others, though, must no longer rest on their laurels and believe their physical advantages alone will draw tourists.