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The High 5S – Tourism As a Pathway to Industrialization, Integration, Quality of Life, Agriculture, and Powering up Africa,” Where We Examine a Wide Range of Topics

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The High 5S – Tourism As a Pathway to Industrialization, Integration, Quality of Life, Agriculture, and Powering up Africa,” Where We Examine a Wide Range of Topics Africa Tourism Monitor The High 5s – Tourism as a Pathway to Industrialization, Integration, Quality of Life, Agriculture, and Powering Up Africa VOLUME 5 · ISSUE 1 JULY 2018 Designations employed in this publication do not imply the expression of any opinion on the part of the African Devel- opment Bank Group (AfDB) 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 AfDB accepts no responsibility whatsoever for any consequences of its use. Statistics Department African Development Bank Group Immeuble du Centre de commerce international d’Abidjan Avenue Joseph Anoma 01 BP 1387 Abidjan 01 Côte d’Ivoire Tel: +225 20 26 33 25 Email: [email protected] www.afdb.org Cover page photos (top to bottom): Mari Tada, Senegal Tourist Board, Horwath HTL Africa Tourism Monitor The High 5s – Tourism as a Pathway to Industrialization, Integration, Quality of Life, Agriculture, and Powering Up Africa VOLUME 5 · ISSUE 1 JULY 2018 Photo credit: Uganda Tourism Board ACKNOWLEDGMENTS The Africa Tourism Monitor is an annual research publication by the African Development Bank (AfDB). Statistics Department African Development Bank Team: Charles Lufumpa, Director, Statistics African Development Bank Group Department; Koua L. Kouakou, Manager, Economic and Social Statistics Immeuble du Centre de commerce Division; and Saidi Slaheddine, Statistician, Statistics Department. international d’Abidjan Avenue Joseph Anoma Editorial Direction by: Yaw Nyarko, Professor of Economics, Director 01 BP 1387 of New York University Africa House; and Andrea Papitto, MSc Tourism Abidjan 01 Management, Africa Tourism Development Consultant. Côte d’Ivoire Tel: +225 20 26 33 25 Photo Contributions by: Airbnb; AirlinePros Inc.; Amadou Thiam; Email: [email protected] Andrea Papitto; Association of Uganda Tour Operators (AUTO); www.afdb.org Cameroon Ministry of Tourism and Leisure; Ethiopian Airlines; Francis Tapon for Bestluxurysafaris.com; Gambia Tourism Board; Ghana Ministry of Tourism, Arts, and Culture; Horwath HTL; Kanaga Adventure Tours; Kenya Tourism Board; Kojo Bentum-Williams; Leonardo Francesco Paoluzzi; Mari Tada; Marriott International; New York African Restaurant Week/PANLA; Rwanda Development Board; Senegal Tourist Board; TPS Serena Hotels; Seychelles Tourism Board; Togo Ministry of Industry and Tourism; Uganda Ministry of Tourism, Wildlife, and Antiquities; Uganda Tourism Board; Voyages Afriq Media Limited. 2 AFRICA TOURISM MONITOR CONTENTS Acknowledgements 2 Foreword 4 Preface & Key Tourism Facts 6 Africa Tourism: The Numbers 7 Photo credit: I. Fornasiero – Kanaga Adventure Tours Adventure – Kanaga I. Fornasiero credit: Photo Africa Tourism Data Portal 8 Tourism’s Contribution to Employment 9 Insights from Africa’s Tourism Leaders and Policymakers 10 Harnessing Africa’s Engine of Growth: The Role of NEPAD’s Tourism Action Plan 13 Sustainable Tourism for Development in Africa 16 Marriott International Bets Big on Africa 18 Hospitality’s Role in Improving Quality of Life: Serena Hotels 20 Hotel Chain Development Pipelines in Africa 2017 22 Understanding the African Hotel Market 30 Launching the Single African Air Transport Market (SAATM) 32 Mari Tada credit: Photo Ethiopian Airlines is Developing Africa’s Aviation Hub 34 Facilitating Intra-Africa Travel 36 Euromonitor: African Cities at the Forefront of Tourism Growth and Innovation 38 Accelerating Inclusive Tourism Growth through Technology: Airbnb 40 Attracting Business Tourism: Rwanda Case Study 42 Media Strategies for African Destinations 44 Animal Welfare in the Tourism Industry 46 Balancing Industrialization and Wildlife Conservation 48 Connecting the Diaspora through Food, Culture, and Arts 50 Tours Adventure I. Fornasiero-Kanaga credit: Photo Yolele Foods: Subsistence Becomes Cash for Smallholder Communities 52 The Role of Tourism in Supporting Improvement of Quality of Life in The Gambia 54 Where Hospitality is Engrained in Local Culture: Welcome to Togo 56 Cameroon’s Investments in Tourism Infrastructure and Growth 58 Uganda Addresses Wildlife Protection and Climate Change 60 Building Capacity and Professional Collaborations: Association of Uganda Tour Operators 62 Reaching Ghana’s Full Tourism Potential 64 Developing Unique Travel Products and Authentic Experiences in Magical Kenya 66 Board Gambia Tourism credit: Photo Foreword he African Development growth, innovation, and develop- 5.1% share in worldwide tourism Bank Group (AfDB) is ment for Africa’s growing, youthful, arrivals. T delighted to present the 5th diverse, and vibrant population. As Morocco, South Africa, Tunisia, edition of Africa Tourism Monitor, you will see in the statistics and Egypt, and Zimbabwe led in tour- which highlights travel and tourism case studies presented throughout ism arrivals as the top five African as one of the fastest -growing and this publication, it is evident that destinations with over 2 to 10 mil- most interconnected sectors in the tourism has the potential to be a lion arrivals. In 2016, South Africa global economy. This year’s theme vital contributor to Africa’s devel- surpassed 10 million arrivals for the centers on AfDB’s High 5s, where opment agenda. first time (with a 12.8% increase we examine “Tourism as a Pathway This publication features the from 2015), joining Morocco for the to Industrialization, Integration, most recent data on tourism’s cata- first time. Quality of Life, Agriculture, and lyzing impact on global and African In 2016, global tourism receipts Powering Up Africa.” economies. In 2016, international totaled US$ 1,225 billion. Interna- In 2015, under the leadership of tourism arrivals reached the high- tional tourism receipts in Africa Dr. Akinwumi Adesina, the newly est levels to date with 1.239 billion totaled US$ 36.2 billion in 2016, elected President of the AfDB, the arrivals, a 3.9% increase from 2015. comprising 3% of global tour- Bank outlined its commitment to According to the United Nations ism receipts. However, this is a five development priorities known World Tourism Organization decrease of 7.7% from 2015. as the “High 5s:” (UNWTO), global tourist arrivals Tourism significantly adds to are on pace to reach 1.322 billion in employment gains on the con- 1. Light Up and Power Africa; 2017, a 6.7% increase. tinent, and also provides tre- 2. Feed Africa; As global tourism increases mendous opportunities for skills 3. Industrialize Africa; year over year, we are delighted development and advancement. 4. Integrate Africa; and to report that Africa tourism is on Direct travel and tourism employ- 5. Improve the Quality of Life for the rise once again, after years in ment in Africa increased to 9.3 the People of Africa. decline. In 2016, Africa’s tourist million (2.6% of total employment), arrivals increased to 62.9 million, with 6.8 million jobs in sub-Sa- Under this agenda, the AfDB out- up modestly from 62.5 million in haran Africa and 2.5 million jobs lined a pathway for transformative 2015 (a 0.64% increase); this is a in North Africa in 2017. Globally, 4 AFRICA TOURISM MONITOR tourism accounts for 3.8% of direct the liberalization of civil aviation Partnership for Africa’s Develop- employment as a percentage of in Africa as an impetus to the ment (NEPAD), UNWTO, W Hos- total employment, compared to continent’s economic integration pitality Group, and many African 2.6% in Africa, 4.4% in North Africa, agenda.” This marks the implemen- Governments. And, we welcome and 2.3% in sub-Saharan Africa. tation of the 1999 Yamoussoukro new contributors to the publica- In 2017, total tourism employ- Decision, which called for full tion: African Airlines Association ment in Africa also experienced liberalization of intra-African air (AFRAA), Airbnb, AirlinePros, Hor- a steady rise, where travel and transport services and greater mar- wath HTL, Marriott International, tourism jobs accounted for 6.5% of ket access. This will surely benefit Serena Hotels, and Voyages Afriq. total employment of 22.8 million Africa’s aviation sector and ancil- We hope that tourism will jobs (including direct, indirect, lary stakeholders for generations to continue to have a catalyzing and induced employment); this come. effect on Africa’s industrialization, includes 17.2 million jobs in sub-Sa- The goal of the Africa Tourism integration, quality of life, agricul- haran Africa, and 5.6 million jobs in Monitor is to make a compelling ture, and power sector – advancing North Africa. case for Africa’s travel and tourism the “High 5s” for the socio-eco- Regional organizations such as industry by providing statistics and nomic growth across our wonderful the AfDB and the African Union real-world case studies on current continent. Commission (AUC) have long and noteworthy topics in Africa called for greater regional inte- tourism. We are extremely grateful gration and the free movement of for the participation of public and persons across borders. This year, private sector industry leaders we celebrate the Single African Air who make this publication a reality Dr. Charles Leyeka Transport Market (SAATM). Signed by sharing their insights with our Lufumpa by 23 African states as of January readers. Director, Statistics 2018, SAATM is “a flagship project This year, we acknowledge Department, of the African Union Agenda 2063, ongoing partners who have con- African Develop- an initiative of the African Union to tributed to the publication year ment Bank Group create a single unified air trans- after year:
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