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Africa Tourism Monitor Africa Tourism Monitor VOLUME 1 · ISSUE 1 SEPTEMBER 2013 Designations employed in this publication do not imply the expression of any opinion on the part of the African Development Bank Group (AfDB), the Africa House at NYU and the Africa Travel Association concerning the legal status of any country or territory, or the delimitation of its frontiers. While effort has been made to present reliable information, the three organiza- tions accept no responsibility whatsoever for any consequences of its use. Statistics Department New York University-Africa House Africa Travel Association Chief Economist Complex New York University 152 Madison Avenue, Suite 1702 African Development Bank Group 44 Washington Mews New York, NY, 10016, USA Temporary Relocation Agency (TRA) New York, NY, 10003, USA Tel: +1- 212-447-1357 13 Avenue du Ghana BP 323, 1002 Tel: +1- 212-992-6584 Fax: +1-212-213-4890 Tunis Email: [email protected] Email: [email protected] Belvédère Tunis, Tunisia www.nyuafricahouse.org www.africatravelassociation.org Tel : +216-71-103-325 Fax : +216-71-832-409 Email : [email protected] www.afdb.org Africa Tourism Monitor VOLUME 1 · ISSUE 1 SEPTEMBER 2013 CONTENTS Acknowledgements 4 Foreword 5 Preface and Key Tourism Facts 6 Africa Tourism: the Numbers 7-8 Africa Tourism Data Portal 8 Tourism’s Contribution to Employment 9 The Role of Tourism in Expanding Economic Opportunities for Youth 9 Niche Tourism: Building a Sustainable Future Adventure Tourism on the Rise 10 Developing a Food Tourism Strategy 11 AFROEATS: A New International African Food Festival 11 Rural Tourism Growth 12 What it Takes to be a Sustainable Destination 12 Family and Multi generational Travel 13 Tapping the Diaspora in Developing Tourism Markets & Products 14 Impact of Visa Restrictions on the Tourism Sector 14 Africa’s Air Routes: Increasing Destination Access 15 Examples of Airlines Operating out of the U.S., Europe and Africa 16 Africa: Hotel Boom 17 Emerging Travel and Tourism Markets 18 U.S-Africa Travel and Tourism 19 China-Africa Travel & Tourism 20 Top 5 African Nations for Chinese Arrivals 20 Going Digital 21 Tracking On-line Bookings for Africa 21 Growing Africa Tourism Through Social Media 21 Join Us in Cameroon: A Microcosm of Africa 22 NYU Gallatin School and NYU Africa House Summer Fellowships 22 ACKNOWLEDGEMENTS The Africa Tourism Monitor is a joint publication of the African Development Bank (AfDB), the Africa House at New York University (NYU) and the Africa Travel Association (ATA). Statistics Department African Development Bank Team: C. Lufumpa, Chief Economist Complex Director, Statistics Department; B. Kokil, Manager, African Development Bank Group Economic and Social Statistics Division; N. Letsara Temporary Relocation Agency (TRA) and K.L. Kouakou, Statisticians, Statistics Department 13 Avenue du Ghana BP 323, 1002 Tunis Africa House, New York University Team: Prof. Yaw Belvédère Tunis, Tunisia Nyarko, Director; Eddie Mandhry, Associate Director Tel : +216-71-103-325 Fax : +216-71-103-743 Africa Travel Association Team: Edward Bergman, Email : [email protected] Executive Director; Angela Gerrow, Membership www.afdb.org/statistics Services; Sharon Roling, Media, Communications and Research; Mariya Argirova, Intern New York University-Africa House New York University Contributors: Martine Bakker, Sarita Dan, Georgette 44 Washington Mews James, Dr. Hannah Messerli New York, NY, 10003, USA Tel: +1- 212-992-6584 Email: [email protected] www.nyuafricahouse.org Africa Travel Association 152 Madison Avenue, Suite 1702 New York, NY, 10016, USA Tel: +1- 212-447-1357 Fax: +1-212-213-4890 Email: [email protected] www.africatravelassociation.org 4 AFRICA TOURISM MONITOR Foreword he African Development Bank as an employment-intensive sector, on average, African citizens require (AfDB) is pleased to present the cuts across a spectrum of skills, as visas to visit 60% of African countries. Tfirst Africa Tourism Monitor, pro- well as creating opportunities for Loosening of visa restrictions would go duced in partnership with New York greater regional trade and integration. a long way towards boosting business University Africa House and the Africa Tourism has the capacity to contribute and leisure traveler flows, thereby Travel Association (ATA). We hope this significantly to the agenda for social contributing to the economic and will be the beginning of even greater inclusion, as cultural endowments social development of local economies collaboration in our efforts to increase and natural assets can be leveraged to and communities. information and awareness about the create opportunities for local commu- In 2012, the AfDB produced tourism sector in Africa. nities. The abundant natural resources the Rio+20 discussion paper on Africa is presently home to some of can also be harnessed for a transition “Facilitating Green Growth in Africa.” the fastest-growing economies in the to green growth. The green growth model provides world, with several countries experi- So far, the potential of Africa’s tour- a pathway for achieving growth encing growth rates of 7% per year or ism is far from tapped —while Africa targets and development objectives higher. This is particularly noteworthy accounts for about 15% of the world in a more efficient, sustainable and given the overall economic slowdown population, it receives only about 3% resilient manner. The underlying in other developing and emerging of world tourism receipts and 5% of connection between tourism and the regions of the world. tourist arrivals. To maximize Africa’s natural environment provides ample The tourism industry constitutes tourism potential, critical investments opportunity to foster Green Growth an important pillar in the realization are needed in key infrastructure in Africa. This can be achieved in part of Africa’s economic potential. The sectors (e.g., transport, energy, water through the promotion of eco-tourism, revenues from tourism in Africa and telecommunications). Indeed, the conservation of wildlife, and represent more than double the total one priority area for the African protection of the continent’s natural given in donor aid. To make African Development Bank is the promotion of habitats. In this way, Africa’s unique tourism more inclusive and beneficial tourism through the development of natural endowments will benefit local to all segments of the population, cross-border infrastructure. The AfDB communities and be appreciated by corporate and government practice has strongly supported investment in tourists from within and outside the must change. While high growth regional transport corridors, which continent for decades to come. has been achieved and sustained can stimulate intra-regional and global even in the aftermath of the global trade as well as foster intra-African financial crisis, Africa’s challenge now tourism. Professor is to embark on inclusive and green Tremendous opportunities also Mthuli Ncube, growth. In this regard, tourism can exist for expanded intra-African Chief Economist make an important contribution, tourism and travel by reducing & Vice President, given Africa’s abundant natural beauty barriers to the movement of people. African Development and rich cultural heritage. Tourism, In this respect, it is significant that Bank Group AFRICA TOURISM MONITOR 5 Preface elcome to the first issue of Africa We would like to thank all of our Tourism Monitor, a joint pub- partners who contributed to this issue. KEY W lication of the African Development We look forward to continuing to work Bank (AfDB), Africa House at New York with you as we aim to make a clear and TOURISM University, and the Africa Travel Asso- compelling case for investment and FACTS ciation (ATA). This report is inspired by spending in Africa’s tourism sector. the first two issues of State of Tourism Together, we can ensure that Africa is • Africa’s international in Africa, which were prepared with both benefiting from and participating our partners at the World Bank, who in one of the world’s fastest growing tourism arrivals grew from have also contributed content to this and changing sectors. 37 million in 2003 to report. 63.6 million in 2012. This report presents some of the • International tourism major opportunities and challenges facing the diversification of the travel receipts in Africa totaled and tourism industry in Africa – from Professor US $43.6 billion in 2012. generating revenue and creating jobs Yaw Nyarko • In 2012, Morocco, Egypt, to attracting new travel and tourism Director, Africa House Madagascar, Seychelles, markets; from developing niche New York University tourism products to sustaining hotel South Africa and Egypt and airline growth; and from leverag- showed double-digit ing social media to utilizing on-line growth in arrivals. travel engines. Edward Bergman The facts, figures, commentaries Executive Director • Other destinations with and case studies in this issue show Africa Travel strong growth in arrivals how travel and tourism stakeholders Association in 2012 were Cameroon across Africa and around the world (35%), Tanzania (24%), are taking an innovative approach to Sierra Leone (14%), Cape growing and sustaining the industry. Verde (13%) and Seychelles (7%). • Direct travel and tourism employment in Africa totaled 8.2 million in 2012. SOURCES: United Nations World Tourism Organization (UNWTO) and The World Travel and Tourism Council (WTTC) 6 AFRICA TOURISM MONITOR Africa Tourism: the Numbers According to the United Nations World Tourism Organization (UNWTO), world- wide arrivals in 2012 exceeded the 1 billion mark for the first time in history with 1,032 billion tourists crossing borders and staying overnight, up from 995 million in 2011. Many of these visitors arrived from emerging markets in Asia, Africa, Central and Eastern Europe that lead growth in tourism demand. While Europe continues to be the most popular destination worldwide, Asia 63.6 and the Pacific recorded the strongest growth in arrivals, followed by Africa. In Millions of Million 17.4 fact, in 2012, Africa recovered well from its setback of the previous year when M arrivals declined, largely due to a reduction in tourists traveling to North Africa.
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