Monitor VOLUME 2 · ISSUE 1 NOVEMBER 2014 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 Immeuble du Centre de commerce 44 Washington Mews New York, NY, 10016, USA international d'Abidjan New York, NY, 10003, USA Tel: +1- 212-447-1357 Avenue Jean-Paul II Tel: +1- 212-992-6584 Fax: +1-212-213-4890 01 BP 1387 Email: [email protected] Email: [email protected] Abidjan 01 www.nyuafricahouse.org www.africatravelassociation.org Côte d'Ivoire Tel: +225 20 26 33 25 Email : [email protected] www.afdb.org Africa Tourism Monitor VOLUME 2 · ISSUE 1 NOVEMBER 2014 CONTENTS Acknowledgements 5 Foreword 6 Preface and Key Tourism Facts 8 Africa Tourism: The Numbers 9 Africa Tourism Data Portal 10 Tourism’s Contribution to Employment 1 1 Building Infrastructure to Spur Intra-Africa Trade and Tourism 12 Hotel Chain Development Pipelines in Africa, 2014 14 Africa Aviation Outlook 17 Flying for the Global Good: Spotlight on Delta Air Lines CSR 19 Connecting the Continent: Air Links in Africa 20 U.S.-Africa Travel and Tourism 21 Human Development: Tourism Sector Capacity Building in Africa 22 Citizen Diplomacy: Fostering People-to-People Exchange 23 Rural Tourism & Greening as Drivers for Economic Transformation 24 Turning the Tide: Kenya Tourism Recovery Task Force 26 10 Questions to Ask When Developing Cultural Tourism Products 27 Social Inclusion & Sustainable Tourism Development 28 Engaging Rural Farmers in Tourism: Spotlight on “Crop to Cup” in Uganda 29 Experience Uganda, the Pearl of Africa 30 Africa Travel Association Statement on the Ebola Crisis 31 4 AFRICA TOURISM MONITOR 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 Chief Economist Complex African Development Bank Team: African Development Bank Group Charles Lufumpa, Director, Statistics Department; Immeuble du Centre de commerce Beejaye Kokil, Manager, Economic & Social Statistics international d'Abidjan Division; Nirina Letsara and Koua L. Kouakou, Avenue Jean-Paul II Statisticians, Statistics Department. The editor for 01 BP 1387 this issue was Sandra Jones (Consultant). Abidjan 01, Côte d'Ivoire Tel: +225 20 26 33 25 Africa House, New York University Team: Prof. Yaw Email : [email protected] Nyarko, Director; Eddie Mandhry, Associate Director www.afdb.org/statistics Africa Travel Association Team: Edward Bergman, New York University-Africa House Executive Director; Angela Gerrow, Membership New York University Services; Andrea Papitto, Trade Relations and 44 Washington Mews Communications; Declan Galvin, Intern New York, NY, 10003, USA Tel: +1- 212-992-6584 Contributors and Special Thanks: Martine Bakker, Email: [email protected] Georgette James, Dr. Hannah Messerli, Sharon Roling www.nyuafricahouse.org Photo Contributions by: Africa Travel Association Egyptian Tourism Authority, Gambia Tourism Board, 152 Madison Avenue, Suite 1702 Magical Kenya, Tanzania Tourist Board, Uganda New York, NY, 10016, USA Tourism Board, Uganda Wildlife Authority, Zimbabwe Tel: +1- 212-447-1357 Tourism Authority, Delta Air Lines, New York Fax: +1-212-213-4890 University – Africa House, Crop to Cup, Marie Claire Email: [email protected] Andrea, Mathias Mugisha, Andrea Papitto www.africatravelassociation.org AFRICA TOURISM MONITOR 5 Foreword he African Development Bank regions and income groupings. Growth that still confront the region. I have (AfDB) is pleased to present this in sub-Saharan Africa was 5% in 2013 already touched on social exclusion T second edition of the Africa Tour- and is projected to rise to around and income inequality, but must also ism Monitor, produced in partnership 5.8% in 2014. Excluding South Africa, mention the lack of infrastructure, as with Africa House - New York Univer- the GDP growth figures for SSA are well as vulnerability to social, political, sity and the Africa Travel Association estimated at 6.1% for 2013 and 6.8% and environmental risks. (ATA). for 2014. West and East Africa recorded The recent Ebola epidemic in Tourism, as one of the fastest- the fastest expansion at over 6%. West Africa has drawn into sharp growing and most dynamic sectors, Low-income countries also recorded focus critical national and regional has tremendous potential to boost growth of above 6%, while the upper- infrastructural challenges in the health inclusive economic growth across the middle-income countries in North and and transportation sector, as well as continent and reduce poverty, which Southern Africa grew more moderately a profound shortage of resources, are two of the African Development at 3%. The African Development both financial and human, to tackle Bank’s overarching objectives. The Bank recognizes, however, that it is the disease. The Bank has long been a World Tourism Organization (UNWTO) not enough simply to sustain these proponent in all its programs and pro- projects Africa’s international tourist growth levels, commendable though jects of close collaboration between all arrivals will rise to 134 million in they are. What is equally important is stakeholders – governments, regional 2030 – that is an increase of 106% from for this growth to be socially inclusive, economic communities, development the 2013 level of 65 million arrivals. green, and sustainable. In this, the agencies and the international com- One reason for this rise is an influx of tourism sector has a vital role to play, munity generally – for better results, new visitors from emerging economies opening up lesser developed rural whatever the crisis and whatever the in Asia, Central and Eastern Europe, areas, creating job opportunities, and sector. And the Ebola crisis is certainly all seeking to experience the cultural engaging local communities to enlist no exception. This devastating heritage, extraordinary wildlife, and their participation. humanitarian crisis is of especial dramatic landscapes unique to our While we acknowledge the progress concern for the tourism sector, as beautiful region. that has been made by many African the risk perception will deter many In 2013 African economies grew at nations, and as we look to the future travelers to the Western subregion, approximately 4% on average, com- and work toward a more equitable and possibly even to the continent as pared to 3% for the world economy, distribution of wealth, yet we must a whole, thereby impacting foreign with broad variations across different acknowledge the serious challenges exchange earnings and investment. 6 AFRICA TOURISM MONITOR Peace and security breakdowns in of lifting travel and visa restrictions. Given a conducive enabling the Central African Republic, South Whereas the majority of North environment, tourism can serve as Sudan, and most recently Burkina Faso Americans and Europeans enjoy liberal a prime catalyst to spur inclusive, also threaten socioeconomic progress access to the continent, at least two- green and sustainable growth across and hard-won gains from the past. thirds of African countries demand the continent. The steady influx of A strong commitment from Africa visas from Africans traveling outside new international travelers from and the international community is their native land. Greater cooperation Eastern and Central Europe, South required to help address these crises. is needed between governments to America and Asia – as well as from While risks remain heightened in some facilitate the transborder movement of the traditional heartlands of the regions, a number of conflicts on the persons within Africa. Several regional United States and Europe – attests to continent have been heading towards economic communities have made Africa’s enduring appeal as an exciting resolution. Today, most of Africa is at some headway in this area. ECOWAS, tourist destination which needs to peace and moving toward democracy. for example, is developing a common be harnessed for the socioeconomic In 2014-15, 600 million Africans, migration policy, while the recently advancement of all its people in the including many first-time voters, will launched single visa scheme between long term. go to the polls to elect their leaders. Kenya, Rwanda, and Uganda is a Progress is still needed to promote welcome move in the right direction. greater regional integration in terms Dr. Charles Leyeka Lufumpa Director Statistics Department African Development Bank Group AFRICA TOURISM MONITOR 7 Preface elcome to the second edition of diplomacy; cultural heritage; tourism KEY 2013 W Africa Tourism Monitor, a joint product development; hotel chain publication of the African Develop- development pipelines; connecting ment Bank (AfDB), New York Uni- the continent via air access; inclusive TOURIsm versity – Africa House, and the Africa growth and sustainable tourism Travel Association (ATA). This report strategies; and engaging rural com- Facts is inspired by the first two issues of