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Home , 2016 in Africa, Serena Hotels, Tourism in Africa

Africa Monitor The High 5s – Tourism as a Pathway to Industrialization, ­Integration, Quality of Life, Agriculture, and Powering Up

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, 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: 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 Ministry of Tourism and Leisure; Ethiopian Airlines; Francis Tapon for Bestluxurysafaris.com; Gambia Tourism Board; Ministry of Tourism, Arts, and Culture; Horwath HTL; Kanaga Adventure Tours; Tourism Board; Kojo Bentum-Williams; Leonardo Francesco Paoluzzi; Mari Tada; Marriott International; New York African Restaurant Week/PANLA; Development Board; Senegal Tourist Board; TPS Serena Hotels; Tourism Board; 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 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 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 , , , edition of Africa Tourism Monitor, you will see in the statistics and , and 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 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: Ethiopian Airlines, port market in Africa, [utilizing] Euromonitor International, New

AFRICA TOURISM MONITOR 5 HTL Horwath credit: Photo Preface

elcome to the 2018 edition of the Africa Tourism Mon- W itor. The theme of this issue is “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. These include subjects such as hotel pipeline developments and investments, balancing wildlife KEY ­TOURISM and urbanization, intra-Africa travel potentials with the Single African Air Transport Market (SAATM), attracting business FACTS 2016 and city tourism, creating innovative media strategies for African destinations, technology’s role in inclusive tourism growth, and much more. • Africa international tourism arrivals The facts, figures, articles, and case studies in this issue increased slightly to 62.9 million in illustrate how sustainable travel and tourism involve local 2016 – a 0.64% increase. populations and community stakeholders to engage and • International tourism ­receipts in thrive in this dynamic sector in Africa. We would like to thank all of our dedicated partners from ­Africa totaled US$ 36.2 billion in government and the private sector who contributed their 2016, comprising 3% of global tourism data, knowledge, and insights to produce this publication. receipts. Through collaborations such as these, we can highlight ways in which tourism and hospitality can boost socio-economic • Destinations with the strongest growth across the African continent. growth in international arrivals com- pared to 2015 were ­ (+30,000, a 126% increase), Yaw Nyarko (+634,000, a 50.5% increase), Bu- Professor of Economics, rundi (+56,000, a 42.7% increase), Director of New York University (+28,000, a 24.6% ­increase), Africa House Togo (+65,000, a 23.8% increase), and (+49,000, a 20% increase).

• South Africa surpassed 10 million Andrea Papitto ­arrivals for the first time, andMoroc - MSc Tourism Management, Africa co sustained more than 10 million Tourism Development Consultant arrivals for the fourth consecutive year.

• In 2016, Africa held a 5.1% share in worldwide tourism arrivals, and a 3.0% share of worldwide tourism receipts.

• In 2017, direct travel and tourism employment in Africa rose to 9.3 mil- lion (an 11.2% increase from 2016), with 2.5 million jobs in North Africa and 6.8 million jobs in sub-Saharan Africa.­

*Sources: United Nations World Tourism Organization (UNWTO) and World Travel and Tourism Council (WTTC). Based on data available as of January 2018 for UNWTO, and as of March 2018 for WTTC.

6 AFRICA TOURISM MONITOR Africa Tourism: worldwide tourism arrivals, withAsia arrivals. country inthetop five saw anincrease in secutive year. Asidefrom Egypt, each 10 millionarrivals for thefourth con- 2015) and Morocco sustained more than the first time(witha12.8%increase from Africa surpassed 10millionarrivals for can destinations. Notablyin2016, South and Zimbabwe remain thetop five Afri- Morocco, SouthAfrica, Tunisia, Egypt, be closerto priorfigures. arrivals for 2017 have rebounded andwill from theprevious year. However, Egypt’s million tourist arrivals, a42.5%decline which encountered adrop of3.881 arrivals was seenby Egypt in2016, 5.0%, butthemost drastic change in and Tunisia saw sustained growth at countries ofAlgeria,Morocco, , arrivals. Generally, theNorthAfrican saw an8.9%increase ininternational modest, tourism insub-Saharan Africa increase). Althoughthisisseemingly up from 62.5millionin2015 (a0.64% ist arrivals increased to 62.9million, crisis, andtheArab Springuprisings. countries, lingeringeffects oftheEbola In 2016, Africa helda5.1% share in Accounting for tourism arrivals, In 2016, inAfrica asawhole, tour- strains insource market ing from globalfinancial the riseagain–rebound- years, Africa tourism ison increase. Unlike recent billion in2017, at a6.7% anticipated to reach 1.322 global tourist arrivals are According theUNWTO, 3.9% increase from 2015. international arrivals, a 2016, with1.239 billion its growth once againin Global tourism sustained

The Numbers ­ gascar (+49,000, a20%increase). (+65,000, a23.8%increase), andMada- (+28,000, a24.6% increase), Togo (+56,000, a42.7% increase), Eritrea (+634,000, a50.5% increase), (+30,000, a126%increase), Nigeria pared to 2015 were Sierra Leone growth ininternational arrivals com- 7.7% from 2015. receipts. However, thisisadecrease of in 2016, comprising 3%ofglobal tourism receipts inAfrica totaled US$36.2billion US$ 1,225billion.International tourism East. Globaltourism receipts totaled tourism arrivals and4.1% intheMiddle and thePacific comprising 24.7% of Destinations withthestrongest Note: Thisisbasedondata available asofJanuary2018, withnot allcountries reporting. In2013, thecountry inAfrica Zimbabwe Egypt Tunisia South Africa Morocco Top Five AfricanCountries for International Tourist Arrivals in2016 (millions) COUNTRY Middle Caribbean, Central America,SouthAmerica North America Asia andthePacific Europe REGION International Tourist Arrivals (2016) World Source: United Nations World Tourism Organization: UNWTO World Tourism Barometer, Volume Statistical 16, Annex. Source: United Nations World Tourism Organization: UNWTO World Tourism Barometer, Volume Statistical 16, Annex. with thefifthhighest tourist arrivals was Algeriawiththe top four thesameasabove. 14.05 2010 9.29 8.07 2.24 7.83 2013* 10.05 9.54 6.27 1.83 9.17 MILLIONS Note: Thisisbasedondata available asofJanuary2018. AFRICA TOURISM MONITOR 305.8 1,239 130.9 619.3 62.9 69.8 50.3 10.28 2014 9.63 9.55 1.88 7.16 % OFGLOBAL TOURIST ARRIVALS Millions of ­Visitors to Africa 62.9 100.0% 2015 10.18 2.06 5.36 50.0% 24.7% 9.14 10.6% 5.6% 5.1% 4.1% 8.9 M 2016 10.04 10.33 2016 5.26 5.72 2.17 7 17.4 1990 M

Photo credit: Kenya Tourism Board AFRICA TOURISM DATA PORTAL The African Development Bank (AfDB) has developed the “Africa Tourism Data Portal,” a user-friendly tool dedicated to providing professionals with access to tourism-related data from a range of inter- national and national sources. This portal is part of the AfDB’s “Africa Information Highway” initiative aimed at improving data collection, management, and dissemination in Africa. www.tourismdataforafrica.org Photo credit: Mari Tada credit: Photo

8 AFRICA TOURISM MONITOR TOURISM’S ­CONTRIBUTION TO EMPLOYMENT According to the World Travel and Nigeria, Egypt, Morocco, and South Africa featured Tourism Council (WTTC) in 2017, travel the highest direct tourism employment in 2017, ranging and tourism accounted for 10.4% of total from 700,000 to 1.2 million jobs. global GDP and more than 313 million Similar to previous years, Seychelles, Cabo Verde, jobs (including direct, indirect, and , São Tomé and Príncipe, and The Gambia induced employment) at 9.9% of total registered a strong performance for both direct tourism employment globally. employment and direct, indirect, and induced employ- Direct travel and tourism employment ment. in Africa rose to 9.3 million (2.6% of total employment), In 2017, total tourism employment in Africa also with 6.8 million jobs in sub-Saharan Africa and 2.5 mil- experienced a steady rise, where travel and tourism lion jobs in North Africa in 2017. This is an 11.2% increase jobs accounted for 6.5% of total employment or 22.8 from 2016. Globally, tourism accounts for 3.8% of direct million jobs (including direct, indirect, and induced employment as a percentage of total employment, employment); this breaks down to 17.2 million jobs in compared to 2.6% in Africa, 4.4% in North Africa, and sub-Saharan Africa, and 5.6 million jobs in North 2.3% in sub-Saharan Africa. Africa.

Direct employment in the tourism industry Top five African countries for total (direct, indirect, and induced) tourism employment as a % of as a % of total employment (2017) total employment (2017)

% OF TOTAL COUNTRY % OF TOTAL EMPLOYMENT TOTAL ­EMPLOYMENT REGION/COUNTRY EMPLOYMENT Seychelles 66.0% 30,500 World Average 3.8% Cabo Verde 39.3% 93,500 Africa 2.6% São Tomé and Príncipe 23.6% 14,500 North Africa 4.4% Mauritius 22.6% 131,000 Sub-Saharan Africa 2.3% Gambia 17.2% 107,500 South Africa 4.5% Source: World Travel and Tourism Council (WTTC), 2018. Rwanda 4.4% Top ten African countries for direct Top ten African countries for total employ- Tunisia 6.3% ­employment in the tourism industry (2017) ment (direct, indirect, and induced) in the Source: World Travel and Tourism Council (WTTC), 2018. tourism industry (2017) COUNTRY ‘000 JOBS COUNTRY ‘000 JOBS Top five African countries for direct tourism Nigeria 1,219.0 Nigeria 3,316.0 employment as a % of total employment Egypt 1,099.0 (2017) Egypt 2,425.5 Morocco 824.5 % OF TOTAL TOTAL Morocco 1,902.0 COUNTRY EMPLOYMENT EMPLOYMENT South Africa 726.5 1,538.0 Seychelles 26.5% 12,500 Ethiopia 604.0 South Africa 1,530.5 Cabo Verde 15.8% 37,500 446.0 Kenya 1,137.0 São Tomé and Príncipe 10.8% 6,650 Kenya 429.5 Tanzania 1,092.5 Mauritius 7.2% 41,500 320.0 Madagascar 797.0 Morocco 7.1% 824,500 Ghana 307.5 770.0 Source: World Travel and Tourism Council (WTTC), 2018. Madagascar 287.5 Source: World Travel and Tourism Council (WTTC), 2018. Ghana 682.0 Source: World Travel and Tourism Council (WTTC), 2018.

AFRICA TOURISM MONITOR 9 Insights from Africa’s Tourism Leaders and Policymakers

“Governments across the continent are prioritizing tourism in their “The African Airlines Association overarching development agendas, improving the business climate for (AFRAA) applauds the launch tourism, and encouraging investment in infrastructure and hospitality. of the Single African Air Trans- Africa is embracing nature and wildlife tourism, international brands port Market (SAATM), which and technological change, with social media and online has been championed by 23 booking on the rise. Crucially, the continent is also fos- African states in January 2018. tering cooperation in the name of sustainable tourism, The SAATM, a flagship project of especially through public-private partnerships.” the African Union (AU) Agenda 2063, is an initiative of the AU Zurab Pololikashvili, to create a single, unified air Secretary-General, transport market in Africa, the United Nations World Tourism Organization (UNWTO) liberalization of civil aviation in Africa, and is an impetus to the continent’s economic integra- tion agenda.” “Africa boasts a rich and “Africa has much to offer to the diverse cultural heritage, as world – from diverse cultural Abdérahmane well as natural assets in terms heritage and historic features, Berthe, of landscapes, unique flora and to the unique natural attractions Secretary fauna. Its heritage, if properly that charm and amaze travelers ­General, harnessed, should be able to from around the globe. Today, African Airlines position the continent as the Africa is on the rise, inhabiting Association preferred tourism destination. the newly emerging and fast- (AFRAA) In addition, Africa remains one est-growing economies, and the of the fastest-growing regions world’s youngest population, for the travel and tourism sector which could serve as a spring- globally.” board to a better future of the “We are seeing unprecedented region.” traction for our compelling Dr. Ibrahim brands, driving our momentum Assane Mayaki, Tewolde of growth. We have always Chief Executive ­GebreMariam, believed in the potential of Officer, Chief Executive Africa and the opportunities The NEPAD Plan- Officer, the continent has to offer. With ning and Coordi- Ethiopian economic growth, a rising nating Agency ­Airlines middle class and rapid urbaniza- tion, the demand for travel and high-quality lodging is growing, providing us with a significant opportunity to enhance our footprint and play our part in supporting many emerging mar- kets across the continent.”

Alex Kyriakidis, President and Managing ­Director Middle Photo credit: Kenya Tourism Board Tourism Kenya credit: Photo East and Africa, Marriott ­International

10 AFRICA TOURISM MONITOR Insights from Africa’s Tourism Leaders and Policymakers

“Tourism is the biggest foreign exchange earner in Rwanda, contributing over 20% of all foreign exchange. In 2017, Rwanda gained over $400 million in tourism receipts, a number we expect to exceed this year. The Rwandan hospitality and services industry is thus the main beneficiary of this growth, and an important catalyst for consumption of agricultural and manufacturing products.”

Honorable Clare Akamanzi, Chief Executive Officer, Rwanda Development Board

“ has been ranked as #1 “We are increasingly living in a world in which tourism is acting as a in Africa and #3 in the world as catalyst for change. As it continues to grow in stature as one of the the best tourism destination and most important industries driving the global economy, we can see the must not be missed in 2018 for ripple effect on the industry which supplies so many of the services several reasons. Malawi’s people that tourists rely on during the course of their holidays as they interact are warm-hearted; it is a secure with different sectors. There exists an inextricable link country, where tourist safety is between the two that must continue to evolve in a mutu- guaranteed; and tourism logis- ally-enforcing fashion.” tics to our main destinations are reliable and well-coordinated Ambassador Maurice Loustau-Lalanne, through trained tour operators Minister for Tourism, Civil Aviation, Ports and Marine, and guides. Malawi boasts fresh Republic of Seychelles waters, like the magnificent Lake Malawi, and many game reserves featuring the Big 5. Tourism is a priority sector for “Cameroon is a country natu- “With a current portfolio of 24 Malawi because it contributes rally blessed with tremendous properties in Africa, Serena to both the social and economic tourism potentials. Every natural Hotels was founded with the development of our country. It attraction in the continent of strategy that very few locations generates foreign currency and Africa is found in our country are unsuitable for tourism activ- creates employment opportuni- Cameroon. This is why we say ities and that it is often possible ties in hospitality, logistics, and Cameroon is “Africa in Minia- to combine developmental tour industries.” ture” or “All of Africa in One objectives with real economic Country.” The importance of sustainability and profitability Honorable Henry tourism to the Cameroonian for multiple stakeholders and Mussa, M.P., economy cannot be underes- destinations. We strive to bring Minister of Indus- timated because the tourism best practices in social, cultural, try, Trade, and industry is one of the main environmental, and economic Tourism, sources of national income and development to some of the Republic of foreign exchange earnings for most deprived, remote and yet Malawi our country. Our government is alluring, but most fragile areas determined to develop tourism in the world.” in all ten regions of the country and improve the performance of Mahmud Jan Mohamed, the tourism industry.” Managing Direc- tor, TPS Serena Honorable Bello Hotels, Africa Bouba Maigari, Tourism Promo- Minister of Tour- tion Services ism and Leisure, (TPS), Serena Republic of Hotels Cameroon

AFRICA TOURISM MONITOR 11 Insights from Africa’s Tourism Leaders and Policymakers

“To support the sustenance of the tourism industry, the Zimbabwe “Ghana is like no other country

Photo credit: Senegal Tourist Board Senegal Tourist credit: Photo government commits itself to offering tourism investment incentives in terms of nature, history, and such as duty exemptions and rebates on capital goods for tourism culture. Ghana offers a unique development zones, as well as the provision of the tourism fund. With cultural heritage, featuring a these developments, we appeal to the international market to consider calendar of festivals in ancient Zimbabwe as your next destination for investment and tourism business. traditions, and a tropical rainfor- We need you more than ever and we hope that you will be part of the est with beaches and sanctuar- transition, as we strive to reposition Zimbabwe to the glory of yester- ies for unique birds, butterflies, years. Together, we can make Zimbabwe the favorable and monkeys. Ghana boasts destination to visit, a destination of choice, and, above many of Africa’s ancient slave all, a favorable economic playing field for all.” forts and castles built by eight different European empires. Honorable Priscah Mupfumira, Ghana is an oasis of peace and Minister of Tourism and Hospitality Industry, security. has Republic of Zimbabwe come of age and we are incred- ibly optimistic about the growth of the sector.” “Sub-Saharan Africa is seen “Located in West Africa, Togo as one of the most promising is a modestly small country and Honorable Catherine­ ­Abelema emerging markets worldwide. yet has a lot to offer visitors Afeku, M.P., The African continent has thanks to its range of sceneries Minister for recently become a new ground and the variety and vibrancy of Tourism, Arts, of opportunities whereas it cultural traditions. I am inviting and Culture, was rejected by most hoteliers you to Togo, a country with Republic of during the previous decade.” human face for an excellent stay, Ghana in friendship and conviviality.” Philippe ­Doizelet, Honorable Yaovi Managing Attigbé Ihou, ­Partner, Ministry of Indus- “Illegal wildlife trade and Horwath HTL try and Tourism, regional conflict has contrib- Togolese uted to a rapid loss of wildlife ­Republic and endangered the survival of many species in Africa. As such, elephant and rhino pop- ulations have been depleted because of ivory, and rhino horn international trade. A new development paradigm is nec- essary to strengthen the global partnerships, regulations, and public consciousness to address these challenges to the benefit of communities and Africa’s tourism industry.”

Honorable Professor Ephraim Kamuntu, Minister of Tour- ism, Wildlife, and Antiquities, Republic of Uganda 12 AFRICA TOURISM MONITOR Harnessing Africa’s Engine of Growth: The Role of NEPAD’s Tourism Action Plan

Tourism is a dynamic landscapes, unique flora and fauna. Its 9.3 million jobs, which is 2.6% of sector, which has been heritage, if properly harnessed, should total employment in the conti- dubbed a “sunrise” be able to position the continent as nent in 2017 (WTTC, 2018); this sector that can rapidly the preferred tourism destination. is equivalent to 1 in 11 jobs in switch on for inclu- In addition, Africa remains one of the continent’s economy. Africa’s sive socio-economic the fastest-growing regions for the aviation industry alone supports growth. It also cuts travel and tourism sector globally. 6.9 million jobs and contributes across societal chal- For instance, in 2016, international US$ 80 billion to GDP on the lenges and upheavals. tourist arrivals grew by 8% with a total continent. The African Union (AU) of 62 million international tourists, • In 2017, Africa’s share of invest- Agenda 2063 and the according to the United Nations World ment in travel and tourism was 2030 United Nations Tourism Organization (UNWTO). US$ 28.2 billion, or 5.7% of total (UN) Agenda for Sus- The recent socio-economic impact investment in the continent tainable Development of tourism in Africa is summarized as (WTTC, 2018). took special recogni- follows: tion of tourism as one of the engines More so, a comparative analysis of of inclusive growth and development, • According to the World Travel tourism contribution to Africa’s GDP including positive impacts on job crea- and Tourism Council (WTTC, with other sectors shows that the tion, environmental preservation, and 2018), the continent’s total foreign importance of sustainable tourism effective resource management. receipts in 2017 amounted to US$ cannot be over-emphasized. For Despite increases and unpredict- 177.6 billion, contributing 8.1% example, agriculture used to be the able shocks from global terrorism and of total Gross Domestic Product heartbeat of the continent. But, its political instability, health pandemics, (GDP). trickle-down effects are becoming and natural disasters, travel and tour- • In the employment bearish. According to the World ism continue to grow. Africa boasts sector, the tourism Bank national accounts data, a rich and diverse cultural heritage, sector directly and Organisation for Economic as well as natural assets in terms of supported about Co-operation and Development

AFRICA TOURISM MONITOR 13 Tours Adventure Paoluzzi-Kanaga L.F. credit: Photo (OECD) national accounts data rose to 8.1% of total GDP (WTTC, continent, there is need for a condu- of 2017, the decline in agriculture 2018). cive environment that would facilitate production, export and crash in the With growing unemployment in infrastructure development, invest- prices of agriculture products, mainly Africa, especially amongst the youth, ment in human capacity development, primary commodity, has seen the tourism has the ability to accommo- and growth in the African market, to value added net output of the agri- date a wide range of job opportunities promote sustainable tourism, and culture sector decreasing. The GDP from technical to soft, to unskilled, regional integration. contribution in forestry, hunting, and rural, semi-urban, and urban. From the creation of the Organi- fishing, as well as cultivation of crops Therefore, it is pertinent to enhance zation of African Unity (OAU) to the and livestock production from 2007 to the existing policies and frameworks, NEPAD, Africa’s regional integration 2016 in sub-Saharan Africa has been to leverage its diverse natural capital agenda for the economic transforma- on the decline. In 2007, agriculture and cultural heritage. The UNWTO tion of the continent has been on the contribution was about 20% and rose 2016 report predicts that tourism cards, with emphasis on the ideals of to 21.3% two years later. Since 2010, arrivals in Africa will reach 134 million regionalism and corridor approach. the contribution of agriculture to the by 2030, from the present-day level of The continent’s programmatic continent’s GDP dwindled to about 62 million. This significant expansion intervention in the tourism sector is 18% in 2016. could significantly contribute to the implemented through the NEPAD In contrast, from 2007 to 2016, GDP, job creation, and transformation Tourism Action Plan (TAP) – a frame- tourism’s contribution to the conti- of African countries and the continent work to foster sustainable tourism on nent’s GDP has been in the upward at large. However, for this projection the continent. The trend, with growth of around 4.5% per to become a reality year. In 2017, tourism’s contribution for the

Photo credit: L.F. Paoluzzi-Kanaga Adventure Tours Adventure Paoluzzi-Kanaga L.F. credit: Photo 14 AFRICA TOURISM MONITOR NEPAD’s TAP was developed under In response to the decision of public-private partnerships and to the guidance of African ministers of the heads of state, the updated TAP dovetail the operationalization and tourism, who meet annually under the will seek to link the implementation domestication of the Open Skies for UNWTO Commission for Africa (CAF) of relevant regional frameworks Africa, the African Common Passport, and was adopted at the third General and programs, to optimize visibility the AU Agenda 2063, and the UN Assembly of the African Union in July of the tourism sector, as well as to Sustainable Development Goals 2004, in Addis Ababa, Ethiopia. enhance the growth of the sector. (SDGs), on the other hand. Cognizant that tourism is one of These frameworks include: the 2012 the Africa’s engines of growth and adoption of a Framework, Roadmap, Dr. Ibrahim Assane Mayaki, development, during the recent Afri- and Architecture for fast-tracking Chief Executive Officer, can Union Assembly in January 2018, the establishment of the Continental The NEPAD Planning and Africa’s heads of state and government Free Trade Area (CFTA); action plan Coordinating­ Agency appreciated the efforts and contri- for Boosting Intra-African Trade www.nepad.org butions of the NEPAD Agency and its (BIAT); and a Program for partners, through the implementation Infrastructure Development of the NEPAD TAP. The AU further in Africa (PIDA). On requested the NEPAD Agency and its one hand, it will aim to partners to update the action plan to encourage state-business address the contemporary industry. relationships, through

AFRICA TOURISM MONITOR 15 Sustainable Tourism for Development in Africa

On behalf of the United Nations the shift towards tourism in government policy and World Tourism Organization priorities, and invest in the sector’s potential. (UNWTO), it is my great pleasure to Targeted investments in infrastructure and th Photo credit: Kenya Tourism Board Tourism Kenya credit: Photo contribute to the 5 Africa Tourism connectivity, combined with sustainable tourism Monitor. I express my appreciation management, can also ensure that African tourism to the African Development Bank makes the best use of its resplendent natural and (AfDB) for this publication, which cultural assets, while helping to safeguard environ- continues to raise awareness amongst ments and communities for future generations and global stakeholders of the potential ensuring local community participation along the of tourism in Africa as a tool of eco- entire value chain. nomic transformation. Many African destinations face challenges in 2017 was a year of immense preserving their biodiversity and environment, growth for African tourism. Interna- which may affect visitors’ satisfaction and tional tourist arrivals were up around ultimately result in smaller revenues from tour- 8% on 2016, as around 62 million people crossed ist-related activities, beside the impact on natural borders for tourism purposes, making the sector resources. In these destinations, it is critical to more important than ever for African economies raise awareness among the local population on the and societies. importance of biodiversity conservation, and how Governments across the continent are prioritiz- to address environmental issues while undertaking ing tourism in their overarching development agen- tourism activities. das, improving the business climate for tourism, Furthermore, regional and multi-stakeholder and encouraging investment in infrastructure and cooperation is essential to addressing key labor-re- hospitality. Africa is embracing nature and wildlife lated challenges: building capacity for human tourism, international brands and technological capital development, improving gender equality at change, with social media and online booking on work, providing opportunities for youth, supporting the rise. Crucially, the continent is also fostering cooperation in the name of sustainable tourism, especially through public-private partnerships. During the 2017 celebrations of the International Year of Sustainable Tourism for Development, UNWTO and the Government of organized a conference promoting sustainable tourism as an important tool for inclusive growth and community engagement that helps to achieve the seventeen SDGs and generates benefits for African societies. The conference made very clear the substantial increase in investment needed in sustainable tourism development in Africa, in order for tourism to reach its potential to contribute to achieving the SDGs across the continent. The Lusaka Declaration that was adopted at the conference further empha- sizes the key role of sustainable tourism to reduce poverty, act as a driver for change, and to further engage all stakeholders to implement policies and strategies to give a prominent role of sustainable tourism in their political and economic agendas. The global donor community, investors, and financial institutions have an opportunity to follow

16 AFRICA TOURISM MONITOR Sustainable Tourism for Development in Africa

innovation and the private sector through small and seminar, to be held in Abuja, Nigeria in June medium-sized enterprises (SMEs), and responding 2018. The seminar will provide the opportunity to to global changes driven by technology and highlight the relevance of tourism statistics, which collaborative business models. enable countries to measure and to efficiently UNWTO collaborates closely with the African manage the sector in view of developing sound Union (AU) to advocate on the role of sustainable marketing tourism strategies. tourism in Africa and its positioning on the AU The advances made in technology, innovation, Agenda 2063. The launch of the Single African and human capital development can be incor- Air Transport Market (SAATM) earlier this year is porated into the sustainable tourism plans and a milestone achieved toward Open Skies policies practices of all stakeholders towards positioning a and the implementation of the 1999 Yamoussoukro strong “African Tourism Brand” that will address the Decision. Twenty-three African countries have perception issues that many African countries face. adhered to the SAATM and it will be necessary for This is a huge opportunity for Africa to capitalize on more countries to join. new technologies to share positive stories, encour- Air transport is key to tourism development and age new start-ups, and develop tourism initiatives we have identified it as one of our priority areas at grassroots levels around the continent. for UNWTO’s agenda for Africa for the coming With each of these issues addressed, tourism years. This agenda will be discussed this year with can be a true driver for African nations as they African tourism ministers on the occasion of the strive to reach the 2030 Sustainable Development 61st UNWTO Regional Commission for Africa and Agenda. UNWTO projects that Africa’s international “Tourism Statistics: A Catalyst for Development” tourist arrivals will reach 134 million in 2030. Africa’s tourism potential is undeniable, and I see a very bright future for tourism across the continent if we all work together to make tourism a pillar of development in Africa.

Zurab Pololikashvili, Secretary-General, United Nations World Tourism Organization (UNWTO) http://africa.unwto.org

AFRICA TOURISM MONITOR 17 Marriott International Bets Big on Africa

Marriott International is the leading Marriott, Element, Residence Inn by Marriott, and W international hotel operator in Africa Hotels into Africa. and Indian Ocean, currently operat- Africa makes a very compelling story for us. Photo credit: Marriott International credit: Photo ing more than 135 hotels with close Marriott International was the first global chain to to 24,000 rooms across 12 lifestyle make a significant investment in the continent with brands, including: JW Marriott, Luxury the acquisition of Protea Hotels in 2014. This was a Collection, St. Regis, The Ritz Carlton, significant milestone in the history of Marriott Inter- Four Points by Sheraton, Le Meridien, national in the region. The acquisition turbocharged Marriott Executive Apartments, Marri- Marriott International’s presence on the continent and ott Hotels, Protea Hotels by Marriott, bolstered the company into emerging as the largest Renaissance Hotels, Sheraton, and international operator in Africa. Westin. We are seeing unprecedented traction for our With a legacy that dates back to compelling brands, driving our momentum of growth. over 4 decades of operating hotels in We have always believed in Africa’s potentials, and Africa, today Marriott International is present in 20 the opportunities the continent has to offer. With countries on the continent, including: Algeria, , economic growth, a rising middle class, and rapid Egypt, Ethiopia, , Ghana, , Kenya, urbanization, the demand for travel and high-quality Malawi, Mauritius, Morocco, , Nigeria, Rwanda, lodging is growing, providing us with a significant Seychelles, South Africa, Tanzania, Tunisia, Uganda, opportunity to enhance our footprint and play our and Zambia. While strengthening our footprint in part in supporting many emerging markets across the existing countries, we are gearing up to foray into continent. new countries like , , , The hotel market in Africa is still under-represented , , and Senegal. We with under-capacity in most cities. As an international will also debut new brands, hotel operator, Marriott International has brought including: AC Hotels by quality lodging into the continent. Our compelling Marriott, Aloft, Auto- lifestyle brands resonate with the aspirational and fast graph Collection, growing middle class. African economies have sus- Courtyard by tained unprecedented rates of growth, driven mainly

18 AFRICA TOURISM MONITOR Marriott International Bets Big on Africa

by strong domestic demand, improved macroeco- Signings and openings form the cornerstone of nomic management, and increased political stability. our aggressive growth strategy. Our history and This is coupled with the continent’s emerging and legacy on the continent and the strong foundations rapidly growing middle class, a young demographic, we have built over the years serve as a springboard and increased connectivity with the rest of the world, for our future growth. Our brands are resonating with all of which reinforce the enormous opportunities that the aspirational and fast-growing middle class in the exist on the continent. region. Pan-African integration has given an impetus to Today, we have a robust and rapidly growing pipe- regional travel driven inbound tourism, while increased line and are confident of reaching our target of over foreign investments and improved infrastructure 200 hotels with 37,000 rooms open or in the pipeline in some countries is driving business travel. The by 2026, reinforcing our continued commitment to continent’s vast, diverse, and rich natural endowments expansion in Africa and solidifying our leadership make it an attractive destination for the leisure on the continent. Our aggressive growth plans are traveler from around the world to explore. expected to generate substantial economic activity Our portfolio and distribution in the market and and around 50,000 direct and indirect jobs once the the combined power of our brands underpinned by hotels open. We are committed to Africa, and, in fact, our award-winning loyalty programs, gives us a com- are betting big on it. petitive edge. Africa is a continent of opportunities with untapped potentials that are core to our strategy. Alex Kyriakidis, As a company, we have invested more than US$ 13 President and Managing Director billion globally on the Starwood acquisition. We now Middle East and Africa, have the world’s best portfolio of brands, the most Marriott International comprehensive global footprint, and the most exten- www.marriott.com sive loyalty programs, providing an unparalleled guest experience, which makes us much more attractive to investors across the region, more than ever before.

AFRICA TOURISM MONITOR 19 HOSPITALITY’S ROLE IN IMPROVING QUALITY OF LIFE: SERENA HOTELS

Tourism promotion services, trading under the brand name Serena Hotels, pioneered a new form of tourism over 40 years ago.

Photo credit: TPS Serena Hotels TPS Serena credit: Photo The company, with a current portfolio of 24 properties in Africa, was founded with the strategy that very few locations are unsuitable for tourism activities and that it is often possible to combine developmental objectives with real economic sustainability and profitability for multiple stakeholders and destinations. We strive to bring best practices in social, cultural, environmental, and economic development to some of the most deprived, remote, and yet alluring, but most fragile areas in the world. Serena Hotels focuses on SERENA TREE PLANTING INITIATIVES UNDER THE ADOPT A SCHOOL PROGRAM programs that respond to the needs of the environment, economy, society/communities, and aligns its programs towards achieving the SDGs set out by the United Nations Serena’s significant achievement in the recent past Development Programme (UNDP). has been to assist in reducing the gender entrepreneurial gap by not only training and creating employment, but RESPONSIBLE BUSINESS enhancing access to sustainable markets for vulnerable Responsible business and the broad spectrum of its small-scale women farmers under a “fair trade tourism eco-practices exist in Serena’s activities along the value certificate” with the end objective of reducing poverty and chain to create shared value between our business and the enhancing quality of life. Serena’s support towards 2 HIV+ communities/eco-system in which we operate. women farmer groups (comprised of 50 women) based at Serena Hotels gives priority to the local communities the Amboseli National Park has resulted in purchases of living around our areas of operation to ensure economic over $40,000 in 2 years. Our support has benefitted their independence with the end goal to better navigate household (250 individuals), and allowed them to purchase uncertainty and thrive towards a sustainable livelihood in and operate on 2 acres of land. the future. Our properties focus on providing opportunity Serena works with over 24 schools around its properties to the local community through: purchasing fresh food to ensure that children have a conducive environment for stuff, selling artifacts and handicrafts in our gift shops, learning. This is achieved through a number of initiatives engaging local performers for theatrical displays, and skills that influence positive attributes on development and employment through work-training a child, thus having a holistic opportunities that allow the youth to gain marketable positive impact on a child’s skills leading to meaningful work. Other support initiatives upbringing and development include provision of free medical consultation, health that will, hopefully, in the outreach programs, and support through a broad range of medium to long-term assist charitable/community programs.

TURTLE HATCHLING AT THE SERENA BEACH RESORT & SPA

20 AFRICA TOURISM MONITOR HOSPITALITY’S ROLE IN IMPROVING QUALITY OF LIFE: SERENA HOTELS

to gradually transform the quality of life for generations to sea. One of the successes has been to turn individuals/fish- come. ermen, who may have previously been poachers of turtles and their eggs, into their protectors through monetary RECRUITMENT, TRAINING, incentives. We have built a butterfly conservation sanctuary, AND ­DEVELOPMENT and, to date, 65 species are bred and over 275,000 butterflies Substantial resources are invested in local community have been released in the last 14 years. employment, staff, and management training, develop- Being the hospitality pioneers within “destination East ment, and welfare programs. Thus, the provision of reward- Africa,” Serena Hotels’ sustainable development agenda ing careers, personal growth, quality training, and exposure continues to inspire various stakeholders to take a wider towards advanced leadership roles, as well as capaci- consideration encompassing a long-term view when ty-building, remains a strategic priority for Serena Hotels. making business decisions. We are proud to have been able to play a leading role in the growth and development of the PROTECTING A FRAGILE ECOSYSTEM East African region. Responsible management of natural resources in our oper- ations has been core of our business since the construction Mahmud Jan Mohamed, of our first hotel. Our actions are focused on programs Managing Director, TPS Serena Hotels, Africa related to climate change; water, and energy conservation; Tourism Promotion Services (TPS), Serena Hotels reducing and recycling waste to the extent possible; con- serving biodiversity; restoring natural habitats; and respect- ing local tradition, culture, and heritage. On the tree planting front, our major success stories have been in the Hombe Forest in the Mount Kenya National Park, a United Nations Educational, Scientific, and Cultural Organization (UNESCO) World Heritage Site, and at Amboseli National Park, where the deforestation is being reversed. Over the last decade, over 10 million trees have been planted through companies’ various re-afforestation programs. We have been working for over 20 years to protect sea turtles and have released about 45,000 hatchlings into the

SERENA HOTELS’ READING FOR CHILDREN SERENA KIMANA’S PRODUCE OFFLOADED PROGRAM AT THE HOTEL

AFRICA TOURISM MONITOR 21 Photo credit: Serena Hotels Serena credit: Photo

Hotel Chain Development Pipelines in Africa 2017

Here, I am pleased to present a summary of the 9th edition of W Hospitality Group’s annual survey of the hotel chains’ development activity in Africa. We first produced the survey in 2009, with contributions from 19 international and regional hotel chains, which reported between them, a pipeline of almost 30,000 rooms in 144 hotels. In this 2017 study, we are reporting on 36 international and regional contributors, with a total of over 73,000 rooms in 417 hotels as shown in Table 1 below. That is an increase of 13 percent from the 2016 pipeline, continuing the year-to-year rise as the contributing hotel chains increase their pipelines, and also, as we gather responses from more chains such as aha Hotel and Lodges, Pefaco, and Sarovar.

Table 1: Hotel Chain Development Pipelines in Africa 2017 – Regional Summary 2013 2014 2015 2016 2017 Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms North Africa 73 18,065 73 16,449 79 18,565 87 19,971 107 23,836 Sub-Saharan Africa 115 18,191 142 23,283 191 31,150 278 44,260 310 48,980 TOTAL 188 36,256 215 39,732 270 49,715 365 64,231 417 72,816

22 AFRICA TOURISM MONITOR Hotel Chain Development Pipelines in Africa 2017

AFRICA TOURISM MONITOR 23 Photo credit: Horwath HTL 24 AFRICA TOURISM MONITOR AFRICA TOURISM MONITOR

Photo credit: Serena Hotels Photo credit: Kenya Tourism Board Photo credit: Marriott International schedule in2014,to47percent in2016. ontime–from only26percentto fruition openingtheirdoorson 13 percent. In addition,anincreasing numberofdealsare coming there wasgrowth inthenumberofrooms inthepipelineofover and early2017),initialfigures indicatethat from our2018survey (bothheavilyreliant onoil,andbothinrecession in2016 suchasNigeria incountries with theeconomystillstruggling and massively under-provided withrooms. ment officesonthecontinenttoaddress isstill thefactthatAfrica Inand EastAfrica. addition, more hotelchainsestablished develop- andtherecheaper oilimports wasincreased activityinSouthern 2015. But, despitetheslowdown, benefitedfrom somecountries and thenumberofdealssignedwasonly86,down from 121in other negative factors. That affectedconfidenceintheshort-term, foroil,andothercommodities,prices devalued currencies, and IN AFRICA2017 –REGIONALBREAKDOWN (ROOMS) CHART 1.HOTEL CHAINDEVELOPMENT PIPELINES those insub-Saharan Africa. average size ofhotelsinNorth tendstobemuchhigherthan Africa but iscloselyfollowed by West It Africa. shouldbenotedthatthe the region withthe largest numberofinvestments inthepipeline, Whilst we hadexpectedgrowth in2017to besomewhatmuted, hadachallenging2016,withlowerMany countries African As inprevious years, North continuestotaketheleadas Africa Southern Africa West Africa 29% 20% 4% Central Africa 15% East Africa 32 % North Africa 2016. seventh place, asonlyonenewdealwassignedthere in cities, whileSharm elSheikh moves from third placeto and Kampala are twonewentrants into this year’s topten on-site construction. hasstillnotprogressed2014, butasignificantproportion to cent ofthedealsinNigeria were signedbetween 2009and most rooms inthedevelopment pipeline. Around 40per 2016, including12inEgypt. are countries African there, withseveral dealssignedin byten countries numberofrooms, fourofthefive North 2, whenthepipelineisanalyzed according tothetop suchasEgypt and in countries Tunisia. Asshown in Table North afterseveral Africa anduncertainty years ofturmoil Top ten countries by numberofrooms Table 2:Hotel ChainDevelopment PipelinesinAfrica 2017 – Rank 10 6 4 9 8 2 5 Lagos continuestoleadthetopten.Sousse (Tunisia) As in2016,andforseveral pastyears, Nigeria hasthe At thesametime, investor confidenceis to returning 3 7 1 Country Morocco Angola Egypt Nigeria Tunisia South Africa Ethiopia Algeria Kenya Hotels 20 54 34 35 33 19 61 17 17 11 Rooms 10,313 4,484 6,939 3,852 3,478 3,453 3,819 9,851 5,271 3,771 Average size 222 227 169 129 136 281 316 182 155 191

- 16,393 rooms in2017. 2016 (whichfigure includes then independent)to Starwood, Marriott’s pipelinerose 21.9percent, from 13,448rooms in the table, by far, in2017. The numberofplannedrooms in with Starwood, moves from third placein2016totopof (Table 3),Marriott International, boostedby itsmerger PLANNED ROOMS IN AFRICA2017 –TOP TENCITIESBY NUMBEROF CHART 2.HOTEL CHAINDEVELOPMENT PIPELINES 4,000 2,000 5,000 3,000 1,000 Top ten chainsby numberofplannedrooms Table 3:Hotel ChainDevelopment PipelinesinAfrica 2017 – Rank 10 6 9 4 8 5 2 7 3 0 1 Looking atthedevelopment activityofthehotelchains Lagos 4,014 Intercontinental Hotel Group Best Western Hotels &Resorts Deutsche Hospitality Meliã Hotels International Mangalis Hotel Group Hyatt International Marriott International Hotel Chains Carlson Rezidor Hotel Group Hilton AccorHotels Photo credit: Marriott International Cair 3,7 51 oA Rank by rooms 3,7 uaAlgier buja 26 Ababa Addi ,4 ,6 2,897 2,965 3,344 s AFRICA TOURISM MONITOR AFRICA TOURISM MONITOR Rooms 13,286 16,393 9,098 2,340 2,437 7,862 1,564 1,349 1,652 1,632 NairobiS El Sheikh 2,559 harm on 2016 Change 158.6% 213.6% -42.1% 26.0% 56.3% 47.4% 21.9% 51.1% 7.0% 7.1% oseKampalaDakarSousse 1,822

1,69 Average size (rooms) 21

390 202 222 233 196 198 158 271 135 92 ,604

25

Photo credit: Horwath HTL 26 AFRICA TOURISM MONITOR

Photo credit: Horwath HTL Photo credit: Marriott International Photo credit: Serena Hotels Photo credit: Horwath HTL

Photo credit: Serena Hotels in theirpipelinerepresenting a16percent increase from 2016. The ibisStyles and income potential. they retain ofnumberrooms, topslotsinterms theultimatemeasure offuture for aRadisson Blu orHilton brand, muchlarger thanibisandMercure, ensures that Hilton thisyear takingthethird positionin2017.However, theaverage size ofa hotel and theHilton formany years. Mercure, anotherAccorHotels brand, hasdisplaced ing Carlson Rezidor’s Radisson Blu, whichhascontinuedtocompetewithibisStyles Table 4. The toptenbrands by numberofhotelsandrooms intheirpipelinesare shown in Top ten brands by numberofplannedhotels androoms Table 4. Hotel ChainDevelopment PipelinesinAfrica 2017 Rank 8= 8= 6= 6= 10 4 5 2 3 1 Hilton occupies thefirstplace ranking by numberof rooms, with5,697 rooms By numberof hotels, ibisStyles, anAccor brand, isranked numberone, displac- Hilton Garden Inn Marriott Hilton Four Points by Sheraton Mantis Meliã Hotels &Resorts Park Innby Radisson Grand Mercure Radisson Blu ibis Styles Brand Rank by Hotels Hotels 26 24 23 21 12 15 12 13 13 9 Rooms 3,005 2,350 3,642 5,697 2,437 5,373 2,189 2,147 1,701 537 Rank 10 4 8 9 6 5 7 2 3 1 Meliã Hotels &Resorts Marriott JW Marriott Grand Mercure Fairmont Hilton Garden Inn Four Points by Sheraton ibis Styles Brand Radisson Blu Hilton Rank by Rooms

Rooms 3,005 2,350 3,642 5,697 2,437 5,373 2,189 1,788 1,877 2,147 on 2016 Change 214% -16% 40% 22% 27% -6% -5% 17% 5% 3% (Rooms) Average Size 200 228 224 255 140 102 165 182 271 313 AccorHotels’ 50-hoteldeal. hotels in2016to6,939rooms in54hotels, tothe2016openingof3 dueinpart tion. The numberofplannedrooms inAngoladecreased from 7,560rooms in56 inthetopten,only28percentother countries ofitstotalrooms are- underconstruc totalon-site,country andtherefore toopen. (almost)certain with7,355rooms,has themostrooms underconstruction, almost75percent ofthe large hotels.very dramatic 200percent increase inthenumberofplannedrooms from 2016,withsome to 2016. Whilst theyhave only9hotelsinthepipeline, Meliã Hotels &Resorts hasa Radisson Blu brands a5and6percent experienced decrease respectively compared Top ten countries by pipeline status Table 5.Hotel ChainDevelopment PipelinesinAfrica 2017 Rank 10 4 8 9 6 5 2 7 3 1 As shown in Table 5,even thoughSouth hasalarger pipelinethanseveral Africa Nigeria hasthemosthotelsandrooms inthedevelopment pipeline, butEgypt Cape Verde Algeria Angola Tunisia Nigeria Egypt Country Morocco South Africa Ethiopia Kenya Hotels 20 54 34 35 33 19 61 17 17 11 10,313 4,484 6,939 3,852 3,478 3,453 Total 3,819 9,851 5,271 3,771

Rooms 3,060 3,660 4,296 3,204 2,782 3,073 7,355 1,263 2,717 1,337 On-site Construction 44% 69% 89% 42% 28% 83% 38% 75% 72% 73% Rank –AllDeals 9 10 6 4 8 2 5 3 7 1 27

Photo credit: Horwath HTL Photo credit: Horwath HTL Photo credit: Serena Hotels Marriott, AccorHotels, Hilton, and Carlson Rezidor Group retain their positions Based on the deals signed by the as the top four hotel chains by pipeline status (Table 6): chains at the time of the survey, 117 new hotels with almost 20,000 rooms Table 6. Hotel Chain Development Pipelines in Africa 2017 – Top ten chains by pipeline status are expected to open their doors in 2018, although expectations are often

Photo credit: Horwath HTL Horwath credit: Photo Rooms Rank Brands Hotels Rank – All Deals over-optimistic. Having said that, Total On-site Construction we noted above that the percentage 1 Marriott International 83 16,393 7,844 48% 1 of supply opening as scheduled is 2 Accor Hotels 84 13,286 7,630 57% 2 increasing, reaching 47 percent in 2016; we can, therefore, look at some 3 Hilton 41 9,098 5,767 63% 3 10,000 rooms opening in 2018, if not Carlson Rezidor Hotel Group 39 7,862 5,526 70% 4 4 more. 5 Meliã Hotels International 9 2,437 1,837 75% 5 The world today is a very different 6 Deutsche Hospitality 6 2,340 1,640 70% 6 place to when we started this survey in 2009. I cannot remember a time when 7 Best Western Hotels & Resorts 18 1,652 1,507 91% 7 there was so much political change 8 Louvre Hotels Group 13 1,325 1,325 100% ­— in the world. Africa is a big continent, 9 IHG 7 1,632 989 61% 8 with 54 countries, so it is inevitable 10 Mangalis Hotel Group 10 1,349 829 61% 10 that there will be change, but today seems so much more rapid, or perhaps more unexpected, than when Harold Macmillan talked about the “Winds of Change” in 1960.

28 AFRICA TOURISM MONITOR Table 7. Hotel Chain Development Pipelines in Africa 2017 – Anticipated opening years of pipeline deals Year Hotels Rooms Cumulative New Rooms Open 2018 117 19,670 34,091 2019 87 17,295 51,386 2020 55 10,332 61,718 2021 20 3,671 65,389 2022 23 4,143 69,532 The W Hospitality Group, a 15 3,284 2024 and ongoing 72,816 member of Hotel Partners Africa, specializes in the In 2017 and 2018, there have been significant changes in the political environment in Zimba- provision of advisory ser- bwe, South Africa, and Angola, where leaders have relinquished power in a peaceful transition. vices to the hotel, tourism, Then, there was the quite sudden resignation of Ethiopian Prime Minister Hailemariam Desalegn, and leisure industries, the defeat of Yahya Jammeh in The Gambia, and John Mahama in Ghana, both incumbent presi- providing a full range of dents, and a short while ago the departure of Ellen Sirleaf in Liberia. services to clients who have According to Wikipedia, 16 African countries will have presidential and/or general elections in investments in the sector, 2018, and a further 15 in 2019. Elections are very important for the hospitality industry in Africa, as or who are looking to enter political power tends to be more centralized than in more mature democracies, and major shifts them through develop- are not uncommon. Investors – those who stay in hotels, and those who invest in them – need ment, acquisition, or other stability, which breeds confidence, and that means economic growth, a virtuous circle from which means. In sub-Saharan hotel owners benefit through increased demand. Africa, the W Hospitality We live in an era of change, and in many respects, Africa needs that change, to continue the Group is regarded as the story of “Africa Rising.” The hotel chains are certainly a significant part of that story. market leader due to the market and financial Trevor Ward, expertise of its staff, its Managing Director, W Hospitality Group worldwide knowledge, www.w-hospitalitygroup.com and its commitment to its clients. The W Hospitality Group has worked in 39 countries on the continent, and is acknowledged as the most authoritative source on the African hotel sector’s growth and performance.

AFRICA TOURISM MONITOR 29 Photo credits: Horwath HTL Horwath credits: Photo

UNDERSTANDING THE AFRICAN HOTEL MARKET

Sub-Saharan Africa 19th century. After the WW II, France with Meridien, or Sabena is seen as one of new hotels were developed by Belgian Airlines with Sabena the most promising entrepreneurs originating from Hotels. This moment coincides with emerging markets French or British colonial empires. the accession to independence of worldwide. The Initially, they developed affordable many countries and the construc- African continent lodging and then larger capacity tion of trophy hotel units aimed has recently become hotels with modern comfort for at reflecting the pride of new a new ground businesspeople and traders mainly independent states. Several large for opportunities originating from Lebanon and Syria capacity hotels are still today the whereas it was in Western Africa and from India reflection of this initial ambition rejected by most in Eastern Africa, which remain including the Sofitel Ivoire Abidjan, hoteliers during the influential in the African hotel com- the Intercontinental , or the previous decade. To munity. The Akwa Palace in Douala, Hilton Abuja. better understand built in 1952, is a good example of After three decades of opera- the increasing level of interest for hotels from this period. tions and profound changes of the Africa, it is important to review the Major change came with the airline sector, African hotels have historical development of hotels on development of air traffic and the seen difficulties emerging at the the continent. introduction of intercontinental turn of the 90s, as a result of a lack Iconic hotels such as the Hotel jet planes from 1960. At the same of investment from owners and de la Poste in Saint-Louis, Sen- time, airline companies started to of a gradual loss of interest from egal or Mount Nelson in Cape develop hotel subsidiaries such as: operators. At the same time, new Town were built as early as the Pan Am with Intercontinental, Air entrants have started to penetrate

30 AFRICA TOURISM MONITOR UNDERSTANDING THE AFRICAN HOTEL MARKET

the market including Laïco, Möven- hotel developers know the factors Marriott, and Radisson Group in pick, Serena, Kempinski, Radisson affecting emerging markets includ- Morocco and Algeria) or to bet on Hotel Group (formerly Rezidor). At ing economic and socio-political a boom of tourism in the region the dawn of the 2000’s, the African risks, but they are also conscious as Club Med, which is planning on hotel business had developed over that they should expect higher opening a second unit in Senegal. a wider range of products includ- yields as a reward of the risk taken. In regards to developing hotels ing midrange (Novotel, Holiday With the exception of the most in Africa or in the rest of the world, Inn) and economy (Ibis) but overall, unstable countries and those the key takeaway is to build a it had entered into a deep crisis. affected by monetary crises, most robust financing scheme deriving For the last ten years, the sub-Saharan African countries from a clear positioning aimed at continent’s economic growth has offer opportunities for 3 and 4-star matching material demand. been sustained by the rise in oil business hotels. On the other hand, prices and China’s appetite for only a handful of destinations are Philippe Doizelet, commodities. In parallel, the return suitable for 5-star hotel develop- Managing Partner, of international lenders allowed ment and, as of today, two coun- Horwath HTL the development of modernized tries offer enough potential for www.horwathhtl.com infrastructures. If the privatization developing a network of domestic processes of state-owned hotels hotels: Nigeria and South Africa. A remain complicated as observed way to widen this potential could in Cameroon, , or Togo, the be to extend the territory of devel- opportunity to develop organically opment by including Northern in Africa remains material. In fact, Africa (already started by Accor,

AFRICA TOURISM MONITOR 31 Launching the Single ­African Air Transport Market (SAATM)

The African Airlines (YD). The momentum of full liberaliza- air services by eligible airlines. With Association (AFRAA) tion of African skies picked up in 2015, operationalization of the SAATM, applauds the launch when 11 African heads of states at 24th intra-African connectivity will develop of the Single African Ordinary Session of the African Union and in turn, aviation’s role as an Air Transport Market Assembly made a solemn commitment economic driver will grow significantly. (SAATM), which has to the implementation of the YD The SAATM will further spur more been championed by towards the establishment of a single opportunities to promote intra-African 23 African states in Jan- African air transport market by 2017. trade, cross-border investments in the uary 2018. The SAATM, Thereafter, the number of countries production, and service industries, “a flagship project of increased from 11 to 24 in March including tourism resulting in the the African Union (AU) 2018, as a result of advocacy activities creation of additional jobs. Agenda 2063, is an of the International Air Transport The benefits of the SAATM will initiative of the AU to Association (IATA), AFRAA, African be realized through its effective create a single, unified Union Commission (AUC), the African implementation by the states that have air transport market in Africa, the Civil Aviation Commission (AFCAC), committed themselves to it, and by the liberalization of civil aviation in Africa, and other industry stakeholders. remaining states signing up. AFRAA, in and is an impetus to the continent’s The YD provides for the full collaboration with other stakeholders, economic integration agenda.” liberalization of intra-African such as IATA, AUC, AFCAC, and The SAATM launch is a historic and air transport services in terms of Regional Economic Communities, a vital milestone towards the continen- market access, the free exercise of first, is at the forefront of advocacy on tal effort to start the implementation second, third, fourth, and fifth freedom the effective implementation of the

Photo credit: Ethiopian Airlines credit: Photo of the 1999 Yamoussoukro Decision traffic rights for scheduled and freight SAATM. A detailed action plan has

32 AFRICA TOURISM MONITOR been developed that focuses on key equal opportunity to all the actors in that they create an enabling operating pillars to ensure that the industry the liberalized intra-African aviation environment for airlines so that they achieves this major milestone for the market. This will promote healthy may realize the maximum potential prosperity of African aviation. competition and protect the rights of of the SAATM and take advantage One of the main pillars is on the the consumers. of the benefits that aviation brings. SAATM regulatory framework. In order Another key pillar is on safety. While it is important to note that the to have a smooth implementation Meeting safety and security standards 24 states that have signed the solemn of the SAATM, it is important to is critical to the success of the SAATM. commitment offer a significant single finalize the adoption of the complete There is need to improve civil aviation air transport market space in terms of set of appropriate regulations for safety in Africa through the attainment traffic volumes, the remaining African the oversight of the SAATM. The of the Abuja Safety Targets by African states are called upon to sign up. This regulatory texts include: the powers states, as well as the Windhoek Security will help in the realization of the far- and functions of the executing agency, and Facilitation Targets for the con- sighted vision of a SAATM to spur the the competition rules, consumer tinent. This will ensure that member development of African aviation. protection regulations, and the states and airlines meet the minimum dispute settlement mechanism. The standards of safety and security as Abdérahmane Berthe, appropriate regulatory framework will recommended by the International Secretary General, ensure the enforcement of the compe- Civil Aviation Commission (ICAO). African Airlines Association (AFRAA) tition rules and consumer protection AFRAA urges the states that have http://afraa.org regulations in order to give fair and signed up to go a step further to ensure

AFRICA TOURISM MONITOR 33 ETHIOPIAN AIRLINES IS DEVELOPING AFRICA’S AVIATION HUB

In the 1940s, the Imperial Government of Ethiopia, under Emperor Haile Selassie I, saw aviation as a critical infrastructure in its modernization drive. When the country emerged from the war against fascist Italy in 1941, it did not have any road network to speak of, and given the mainly moun- tainous nature of the country, aviation was rightly seen as an indispensable vehicle for integrating the country and for its economic development by linking it with the rest of the world. Two decades later, in the 1960s, when many African countries freed themselves from the yoke of colonialization, aviation was an indispensable instrument for uniting the continent. That is why in many African and cargo terminals with a capacity of 1 million tons countries, Ethiopian Airlines was the first annual capacity; airline to start operations, and the first to • Aircraft maintenance, with 6 aircraft maintenance establish East and West Africa connections. hangars with full capability in airframe maintenance, Recognizing the need to secure the engine maintenance, component maintenance, line necessary support from an experienced strategic partner in maintenance, and aircraft paint in all the fleet type order to launch the national carrier on a solid footing, the operated; Imperial Government approached the U.S. Government, • Training with the largest academy in the continent which in turn arranged the partnership between Ethiopian with 4,000 trainees annual in-take capacity in pilot, Airlines and Trans World Airlines (TWA). Through this aircraft maintenance, marketing and finance, cabin agreement, TWA provided technical, management, and crew, and leadership development; and operational support. • Catering with a facility capable of producing 100,000 With the airline established in December 1945, Ethio- meals daily. pian Airlines started operations with the first 5 C-47 aircraft, scraps of World War II, back in April 1946 with a debut flight This phenomenal growth was achieved, thanks to the from Addis to Cairo via Asmara. Since this date, Ethiopian implementation starting in 2010 of Vision 2025, the airline’s Airlines has been growing leaps and bounds and has fast, profitable, and sustainable growth strategic roadmap. remained an aviation technology leader in Africa, supported Vision 2025 saw the airline transform into an aviation group by a strong training center that remains the backbone of the initially with 7 independent business units or profit centers: airline since its inception. With many firsts in the history Ethiopian Domestic and Regional Passenger Airline; Ethi- of African aviation, Ethiopian Airlines introduced the first opian International (intercontinental) Passenger Airline; jet service in the continent in the 1960s, the first African Ethiopian Cargo and Logistics; Ethiopian Maintenance, B767 in , the first African B777-200LR in 2010, the first Repair, and Overhaul (MRO); Ethiopian Aviation Acad- African and second only to Japan B787 Dreamliner in 2012, emy; Ethiopian Catering Services; and Ethiopian Ground and the first African Airbus A350 XWB in 2016. In 2016, Ethiopian Airlines became the largest African aviation group in:

• Number of destinations served, which now covers more than 112 international points, across 5 con- tinents, 55 destinations in Africa, and 20 domestic stations; • Fleet with 97 of the most modern and technologically sophisticated aircraft, such as the B787 and the A350; • Cargo with 44 freighter dedicated destinations across

Photo credits: Ethiopian Airlines credits: Photo 5 continents, using 8 cargo aircraft, including 6 B777F

34 AFRICA TOURISM MONITOR Services. In July 2017, Ethiopian Airports merged into the Ethiopian Airlines Group. Over the last 7 years, the airline has grown threefold by transporting 9 million passengers in 2017 (up from 3 million in 2010), and generating US$ 3 billion in revenue in 2017 (up from US$ 1 billion in 2010). Leveraging its strategic location at the heart of the fastest growing trade lane in the world (China-India-Afri- ca-South America) and premised on the phenomenal GDP growth of Ethiopia over the last 15 years (+11%), and of Africa in general, Ethiopian Airlines has invested in aviation skills and leadership development; fleets with the most modern aircraft that have been in use for with less than 5 years (the youngest in the industry); network expansion; customer service enhancement with the airline officially recognized as a 4-star carrier by SKYTRAX, the most reputed name a few. These impediments are making it difficult for global airline customer service ranking organization; African airlines to survive, much less to grow, and avail the infrastructure with expansion of academy, cargo, main- critical air connectivity for the growth of the tourism sector. tenance repair, and overhaul hangars; and systems with Progress is slow and African governments, recognizing a fully paperless and automated environment whether in the critical role of aviation should accelerate the creation of the operational, commercial, or back office areas using the the SAATM. African airlines should be able to operate freely latest IT software and applications. within the continent and avail essential air connectivity for Ethiopian Airports are also implementing huge the flow of tourism, trade, and investment. expansion projects in line with Vision 2025. The Addis Ethiopian Airlines is doing its part with cross border Ababa Airport, Ethiopian Airlines’ main hub, is undergoing partnerships and setting-up hubs in the different regions of a major expansion, which will be completed at the end of Africa in line with its Vision 2025 multiple hubs strategy in 2018, and will triple its capacity so that it can accommodate Africa. In 2010, it partnered in the launch of ASKY Airlines, more than 22 million passengers annually. It will offer all a community airline based in Lomé (Togo) to serve the the facilities, amenities, and services comparable to the best West and Central Africa region. Prior to ASKY and after the airport hubs in the world. Similarly, in addition to Ethiopian demise of Air Afrique, travelers in West and Central African Airlines’ 20 domestic airports, 7 new domestic airports are countries had to go through Europe to visit their neighbors. in the pipeline with a view to serve the country’s booming Similarly, Ethiopian Airlines launched another hub in economy’s needs, and to facilitate the flow of tourism, trade, Lilongwe, Malawi with the establishment of Malawian and investment. Airlines. Other projects are in the pipeline for hubs in , Africa has much to offer to the world – from diverse Zambia, Mozambique, Guinea, and . cultural heritage and historic features, to the unique natural As a truly indigenous Pan-African airline, Ethiopian attractions that charm and amaze travelers from around Airlines is playing a pivotal role in bringing Africa together the globe. Today, Africa is on the rise, inhabiting the newly and connecting the continent to the rest of the world emerging and fastest-growing economies, and the world’s through an extensive global network covering more than youngest population, which could serve as a springboard to 112 international destinations spanning 5 continents. At a better future of the region. last, I would like to call upon fellow African carriers to join Despite Africa’s enormous potential for tourism, given hands together and take Africa’s untapped tourism potential the many riches the continent holds, its development, and to a higher level. contribution, the overall growth of the continent’s economy has not risen to the desired level. Currently, aviation Tewolde GebreMariam, contributes around US$ 70 billion and is responsible for Chief Executive Officer, 7 million jobs across the continent, but this could easily Ethiopian Airlines be doubled or tripled if the right policy framework and www.ethiopianairlines.com conditions were to be put in place. Firstly, unlocking the continent’s potential requires creating a conducive environment for the growth of the African airline industry. Unfortunately, African airlines are suffering under the weight of excessive taxes and airport charges, high fuel costs (much higher than in the rest of the world), poor airport infrastructure and facilities, and restrictive immigration policies and market access, just to

AFRICA TOURISM MONITOR 35 FACILITATING INTRA- AFRICA TRAVEL

Aviation is an integral Aviation is an essential means regionally from Togo. Rwandair part of the tourism of transportation of people and connects London and Brussels industry. Any strat- goods across the continent. to Kigali. Kenya Airways will be egy to use tourism as National ownership of airlines and flying to the U.S. shortly. Precision a “Pathway to Indus- national identities are important Air flies regionally in East Africa. trialization, Integra- to most countries for economic LAM Mozambique flies regionally tion, Quality of Life, Agriculture, reasons, including: in Southern Africa, while South and Powering Up Africa,” needs to • Airlines are capital intensive; African Airways connects New

Photo credits: AirlinePros Inc. and Kenya Tourism Board Tourism Inc. and Kenya AirlinePros credits: Photo address aviation as a major com- • Aviation provides the only York and D.C. to South Africa, and ponent and means to that end. worldwide rapid transporta- onwards. Air Namibia flies from In January 2018, the first phase tion system which makes it Frankfurt to Namibia, and onwards. of the SAATM was unveiled, which essential for global business TAAG Angola flies from Europe the potential to unleash the enor- and tourism; and South America to Angola, mous possibilities of aviation in • Aviation’s total global eco- and onwards. Air Botswana flies Africa, the second largest conti- nomic impact is US$ 2.7 tril- regionally in Southern Africa. nent after Asia. lion, including direct, indirect, Proflight Zambia flies domestically induced, and the catalytic in Zambia and regionally in South- ATTRIBUTES OF effects of tourism; and ern Africa. Air Seychelles flies from ­AFRICAN AVIATION • 54% of international tourists Johannesburg to Seychelles, and Africa is a continent spanning travel by air. onwards. Air Mauritius flies from 11,668,599 sq. miles (30,221,532 sq. European cities and South Africa to km), a horizontal width of 4,355 Africa has many functioning Mauritius, and onwards. Air Austral miles (7,009 km) from Dakar to airlines across the continent. Royal flies from Paris to the Reunion Mogadishu, and vertical length of Air Maroc flies from New York. Air Island, and onwards. Air Mada- 4,504 miles (7,248 km) from Cape Algérie flies from Montreal. Tunis gascar flies regionally in Southern Town to Tripoli. Combined with the Air flies from Montreal. Egypt Africa, and Air Zimbabwe and Air major African islands, intra-Africa Air flies from New York and Nile Tanzania are regrouping to start travel is challenging. Working with Air flies regionally from Cairo. operations again. airlines, connecting destinations Ethiopian Airlines connects many African aviation is maturing across Africa, is what we do at U.S. and Canadian cities to the well, however, with political will AirlinePros. continent. Asky Airlines now flies and structural support, it can

36 AFRICA TOURISM MONITOR FACILITATING INTRA- AFRICA TRAVEL

grow into providing a well-organ- are enormous in terms of cost could be perceived risks based on ized intra-Africa travel network. sharing and the possibly of hav- some simulation models, which Intra-Africa travel is available today, ing a reciprocal code-share flight may not be accurate or specific but lacks frequencies making it operated by the other airline. This but the airlines have no choice challenging to get from one coun- will enable addition of frequencies but to accept it. Often, airlines are try or city to another and onwards on any and all routes to facilitate forced to acquire aircraft which do to another city if you have limited intra-Africa travel. not match the mission for which time available. One of the key success factors it is being bought, creating costs African governments have for intra-Africa travel and tourism without the revenue. realized the economic benefits is the need to match the aircraft The potential of African avia- of an airline, in which it has some capacity with actual demand and tion and intra-Africa travel can be measure of control to reduce its increase the frequencies between spurred by creating a joint African dependency on foreign carriers countries. aircraft leasing company to over- for the country’s long-term growth For example, the demand can come the many aircraft acquisi- and survival. This is apparent as support two flights a day between tion-related challenges faced by you see some of the governments Windhoek and Maun using a 30-40 African airlines. African aviation working to rebuild Air Tanzania, Air seater aircraft – one in the morning, can also be advanced with the Zimbabwe, and Zambia Airways, which can be an Air Namibia flight sharing of expertise (labor pool) which had previously failed and and the one in the afternoon which across borders. disappeared. can be an Air Botswana flight. Both Finally, if the SAATM is imple- African airlines can compete Air Namibia and Air Botswana mented wisely, it will attract effectively against the big foreign could code-share on the route and investment into the continent, and airlines if they can harness econo- reduce costs for themselves and enhance intra-Africa travel. mies of scale enjoyed by the bigger provide better connectivity, and airlines, by joining forces in terms service for the tourists and other Achma Asokan, of joint ventures or commercial clients. President and CEO, agreements like code-sharing. African airlines face very high AirlinePros Inc. Each African airline that flies into lease costs for aircrafts arising www.airlinepros.com another African country, which has from the high-risk profiles of an airline, should ideally code-share the airlines and their respective with the other airline. The benefits countries. Sometimes, these risks

AFRICA TOURISM MONITOR 37 EUROMONITOR: AFRICAN CITIES AT THE FOREFRONT OF TOURISM GROWTH AND INNOVATION

When compared sense of uniqueness. Benefiting report by Hotel Partners Africa to mature markets from favorable demographics indicates that Nigeria has the most like Europe, there and urbanization, many of these significant hotel market in the West Photo credit: Gambia Tourism Board Board Gambia Tourism credit: Photo are many untapped cities play a vital role in sub-Sa- African region with over 41 hotels economic potentials haran Africa’s travel and tourism spread out across 9 cities, oper- in the sub-Saha- landscape. These cities host key ated by 14 hotel companies. Peer- ran Africa region, infrastructure assets and facilities, to-peer brands such as Airbnb are presenting great which feed into increased invest- also shaking up the lodging space, opportunities for the ments across various industries. especially in markets such as South travel and tourism New travel trends are also being Africa. Apart from major cities industry. Despite born out of the opportunities and areas, hosts from outlying areas various countries in challenges that these sub-Saharan such as townships in South Africa the region going through tough African cities face. are also listing on Airbnb, which is socio-economic periods, travel and a major boost to previously disad- tourism remained a strong con- CITY ATTRACTIONS vantaged areas such as townships. tributor to the region’s GDP. Data Overall, city attractions such as from the World Travel and Tourism retailing, landscape, restaurants, MEETINGS, INCENTIVES, Council (WTTC) indicate that travel conferences, meetings and exhi- ­CONFERENCES, AND EX- and tourism accounted for 8.1% of bitions, and sporting and cultural HIBITIONS (MICE) total GDP in sub-Saharan Africa in events are some of the key tourist The Meetings, Incentives, Con- 2017. As an emerging market, solid attractions attracting visitors to ferences, and Exhibitions (MICE) economic growth for the region major cities in the region. Accord- sector is also helping the hotels has seen arrivals and receipts ing to Euromonitor’s International category to expand. MICE is increasing, with both leisure, and Top 100 City Destinations rankings, emerging as a new growth frontier business travel prospering. Johannesburg was the 37th most and is one of the fastest growing Globally, many cities are visited city in the world in 2016. tourism categories in the region. increasingly becoming competitive In 2017, Johannesburg accounted Many countries are tapping into and are positioning themselves for over 80% of total inbound trips this area and hoping to develop it as attractive destinations, as taken in South Africa. further. South Africa is the number opposed to depending on national one destination for hosting inter- branding. This trend is also fueled LODGING national and regional meetings by increasing demand from South Africa, Nigeria, and Kenya and conferences in Africa and the travelers seeking unique, engaging, are expected to register strong Middle East. Conference facilities and authentic experiences. growth in luxury hotels due to are being built across the region in Sub-Saharan African cities are not their popularity with luxury trave- major cities such as Nairobi, Abuja, being left behind in this regard. lers. Many global hotel chains are Lagos, Cape Town, and Johannes- City destinations, particularly seeking to tap into the growing burg. Countries such as Rwanda major hubs such as Cape Town, number of these luxury tourists. aim to earn US$ 150 million Nairobi, Cairo, Johannesburg, and Nigeria’s Lagos city is expected Lagos are being positioned at the to see substantial investment in forefront of tourism growth and the lodging category, particularly innovation, whilst maintaining a in the luxury hotels segment. A

38 AFRICA TOURISM MONITOR EUROMONITOR: AFRICAN CITIES AT THE FOREFRONT OF TOURISM

GROWTH AND INNOVATION annually from the MICE sector, to technologically. In South Africa, continued growth of mobile travel boost its tourism earnings. cities such as Johannesburg have is expected to continue, owing to established a Smart Access Pro- increasing and affordable mobile AIR CONNECTIVITY gramme, which is aimed at giving devices. Despite many city and international free Wi-Fi to the city by 2020. Overall, travel and tourism in airports in the region ranking low Mobile connectivity and cheap the cities is expected to continue on the global air network due to mobile data is also increasingly growing. Many cities are expected limited capacity, air travel in the becoming a crucial asset to the to focus on individualized city region has been on the rise. Inter- region, particularly with the branding in order to position them- national, domestic, and regional support of the digital economy. In selves for opportunities in various networks are being expanded with Kenya, the use of products such as travel and tourism sectors such services offered to and from less M-Pesa has turned the country into as lodging, niche tourism, airlines, popular destinations. Cities such as a mobile payment paradise. As a meetings, incentives, conferences, Johannesburg, Cape Town, Nairobi, result, mobile online platforms and and exhibitions sectors. Cairo, and Durban have developed payments are creating a revolution relatively good international air in terms of travel bookings. Many Euromonitor International connectivity, and are integrated travel and tourism industry players www.euromonitor.com into the global transnational net- are tapping into using mobile work. phone based payments such as M-pesa to pay for flights, lodging, SMART AND ­ and other tourism-related services. CONNECTED CITIES As a result, mobile travel sales Many cities in the region are posi- to residents in Kenya recorded tioning themselves as smart cities a growth of 14% in 2017. The and focusing on being developed

AFRICA TOURISM MONITOR 39 Accelerating Inclusive

Photo credit: Airbnb credit: Photo ­Tourism Growth through Technology: Airbnb

According to the 11 – 14, 2018. This summit will bring World Travel and leaders from across the continent Tourism Council together to share, discuss, and (WTTC), one in every debate how technology can be ten jobs globally is used to accelerate inclusive and in travel and tourism. sustainable economic growth These industries, in through tourism in underserved fact, account for 10% communities in Africa. of global GDP. Former Secretary-General of The WTTC also the United Nations World Tourism predicts that the Organization (WTO), Taleb Rifai, total contribution of said the Airbnb initiative was tourism to Africa’s welcomed as “an effective means GDP will amount to to promote development in Africa.” US$ 269 billion by The Airbnb platform itself 2026. On top of this, allows for anyone to get involved it is also expected in tourism and travel by offering up that 29 million new their home, a room in their house, tourism-related jobs or by creating a local experience in will be generated in their area that can be listed on the Africa. site. By leveraging technology to It is clear that tourism is big boost people-to-people tourism in business in Africa, and now, more Africa, Airbnb can help build a new than ever, it is easy for everyone economic engine for local families to get involved on various levels and their communities, while and benefit from tourism thanks helping more guests enjoy travel to technological innovations like experiences through the eyes of Airbnb. locals. Airbnb is committed to seeing Airbnb currently has more than economic growth through tourism 100,000 accommodation listings on the continent. At the end of across Africa, and hosts have 2017, the Head of Global Policy welcomed more than 2 million and Communications for Airbnb guests in the past five years. From announced a US$1 million invest- September 2016 to the same time ment to support this commitment. in 2017, host income totaled US$ This investment will go towards 139 million. To date, it is estimated funding tourism led projects such that the total economic activity as the upcoming African Travel generated by hosts and guests Summit which will take place on Airbnb in South Africa alone is in Cape Town from September around US$ 247 million.

40 AFRICA TOURISM MONITOR The Airbnb platform in Africa empowers a far more diverse range of places and people, well beyond typical hotel districts and the traditional hospitality industry, to create their own opportunities for economic stability, thereby democratizing tourism. South Africa was the first African country represented on the Airbnb platform, and now boasts more than 43,000 active listings. In Nigeria, the latest African new- comer to the site, there are already more than 700 listings. The typical Africa host on Airbnb earns around US$ 1,500 a year with more than half of hosts being women. Through technological innova- tion, the benefits of tourism can impact many lives. Companies like Airbnb give more people the opportunity to get in on the action, including those who would not ordinarily have the means to start a fully-fledged tourism business. It is encouraging to see the growth of new hosts in so many countries across the continent, giving travelers the chance to explore, and hosts to become part of a booming tourism economy.

Airbnb www.airbnb.com

AFRICA TOURISM MONITOR 41 Photo credit: Rwanda Development Board Development Rwanda credit: Photo

42 AFRICA TOURISM MONITOR ATTRACTING BUSINESS ­TOURISM: RWANDA CASE STUDY

Kigali, the green, safe, and modern cap- country as a premier business tourism destination. ital city of Rwanda, was voted the third The RCB markets the country globally as a destination best conference destination in Africa by with all the prerequisite infrastructure, and modern the International Congress and Conven- facilities needed to host a world class event. tion Association for good reason. The Flying to 27 destinations in Africa, Europe, and city, bested only by Marrakech and Cape Asia, the national carrier, RwandAir, has ensured Town, is seen more and more as one of that business tourists can enjoy seamless flights into the premier conference destinations in Kigali. Furthermore, Meeting Planners Guides and the the world. Incentive Planners Guides can be found right inside Furthermore, in April 2017, the the aircrafts. These are very important marketing World Economic Forum published the collateral for conference/event organizers looking to “Travel and Tourism Competitiveness venture into the local market. Report” after analyzing 136 economies Rwanda’s presence in international trade fairs from around the world. Unsurprisingly, and tourism expos such as the ITB Berlin, Outbound Rwanda was ranked the safest country in Africa and Travel Mart, New York Times Travel Show, World Travel ninth safest country on the globe for tourists. Markets, and the Global Conference Exhibition has As a result, in 2017 alone, Rwanda hosted a total been more noticeable than ever before. Rwanda’s number of 169 international conferences and events, participation in these fairs and expos played a positive bringing in over US$ 41 million to the local economy. role in positioning the country as a business tourism Among the policies and initiatives that the Govern- destination to the global tourism industry. ment of Rwanda did to encourage business tourism To further support business tourism, commencing growth were the following: on January 1, 2018, the Government of Rwanda • It ensured safety and security of persons and made visa-on-arrival available to the nationals of any property, country in the world. • Focused strategically on guaranteeing that the right facilities and technical knowhow were pres- Honorable Clare Akamanzi, ent in the country, Chief Executive Officer, • Implemented visa regulations that made travel Rwanda Development Board into the country seamless, and www.rdb.rw • Increased the direct air links into the country.

Established in May 2014, Rwanda Convention Bureau (RCB) is the body charged with marketing the

AFRICA TOURISM MONITOR 43 Media Strategies for African Destinations

Tourism continues to destination managers deploying visiting journalists. This needs be one of the surest smart and effective communication to be done carefully with ways of alleviating plans will grow their market share. specialized writers for certain Photo credit: Kenya Tourism Board Tourism Kenya credit: Photo poverty and also cre- After research and analysis to key markets. Hashtags (#) are ating opportunities decide the objectives of destina- the link that starts the conver- for people, especially tion marketing plans, the next task sation and are created for spe- the vulnerable in for Destination Marketing Organi- cific campaigns. The tourism society. With the zations (DMOs) will be to define boards of Kenya, Seychelles, obvious challenges associated with the appropriate media strategies South Africa, and Uganda tourism on the African continent, that will drive tourist traffic to tar- have utilized FAM trips to their some countries have shown lead- geted destinations. Most national, advantage. ership and become torchbearers regional, and local tourism bodies • Build capacity of travel writ- in this area. They have engaged have limited budgets, which makes ers: African destination man- myriad media strategies to drive it even more important to devise agers and tourism boards usu- the industry to attract numbers to smart approaches of engaging ally do not commit resources their respective countries. Leading media for positive results. to training and capacity-build- African destinations like Kenya, ing of their own travel South Africa, Seychelles, Mauritius, KEY MEDIA STRATEGIES journalists, which Morocco, and Zimbabwe to men- FOR AFRICAN DESTINA- tion a few have succeeded in using TIONS the media well in reaching out to • Host familiarization (FAM) their targeted tourism markets. trips for travel writers and The media is definitely the bloggers: Hosting of selected catalyst in reaching target markets. journalists and bloggers at the It can also be a nightmarish expe- destination is one of the key rience if the marketing campaigns and overt ways to drive the are not well thought out with a message of the destination for compelling brand message to woo onward dissemination to fol- the travelers to the destinations. lowers. It delivers results and Most National Tourism Boards develops the narrative to (NTBs) in Africa vary their brand message, thus distorting the image and information for the traveling public. One underlining point for African destinations in rolling out their media strategies is to be able to control the narrative and ensure the front-line ambassadors such as PR executives, destination ambassadors, and celebrities, among others, understand their brand message. In order for destinations to realize their full potential, there is the need to implement effective media strategies, which seek to address and position destinations in a competitive and dynamic tour- ism world. Travelers have become more sophisticated in researching destinations, and this means

44 AFRICA TOURISM MONITOR Media Strategies for African Destinations

delivers results in the medium media, comes entirely new website should utilize search to long-term and really pays strategies in marketing. New engine optimization to drive off. In today’s interlinked media largely controls today’s traffic to the website via popu- and connected world, global media space, especially in the lar search engines. media companies use local travel industry. Social media • Place targeted advertorials: correspondents to report on platforms now allow travelers An advertorial in a national issues from the destinations. If to give instant feedback and newspaper, international mag- a journalist is given adequate reach larger audiences than azine, or online space does not training on the tourism prod- traditional media. With stra- only appeal to the potential uct and services on what to tegic hashtags (#), the thread traveler, but adds to the pro- write, they become the first of a narrative on a destination filing of the destination, and line ambassadors of the des- can spark conversations and also delivers the much needed tination, thus delivering key also provide instant feedback, brand visibility. messages and communication which can serve to enact cor- from the start, reporting from rectional measures to deliver KENYA CASE STUDY an informed local position. better service. Destination Kenya represents • Create social media presence: • Develop active websites and a fine case study in using the With the advent of social portals: The is media effectively to drive tourism the golden age of the digi- numbers. As a working partner tal world, where everything to Kenya, I have seen the Kenya needed can be found online Tourism Board (KTB) compre- with a click of a button. An hensively take advantage of the interactive website is a must- recommendations above and go have reference point further to introduce sessions and for potential and seminars for business journalists to would-be travelers understand the business side of the to a destina- travel and tourism trade. Engage- tion. Travels ments by the KTB with key media outlets, bloggers, and journalists during major trade shows like ITB, WTM or MKTE have proven to be working for the East African country and even in the wake of unfortunate travel advisories, the resilience of the tourism market is remarkable. Communication plays a crucial role in making tourism a pathway to industrialization as captured in this publication.

Kojo Bentum-Williams, Founder, VoyagesAfriq Media Limited www.voyagesafriq.com

VoyagesAfriq Media Limited is a specialized travel and ­tourism media company, which covers Africa extensively with its ­VoyagesAfriq Travel Magazine and portal.

AFRICA TOURISM MONITOR 45 Animal Welfare in the Tourism Industry Photo credit: Mari Tada credit: Photo

The tide is turning Issues like captive wildlife controversial issues in unethical for animal welfare in interactions are not isolated to African animal tourism on a global scale. While tourism. tourism, but can be found globally a notable move, since then, advocacy Visitors who in many other destinations in Asia, and conservation groups have grown come through the Europe, and the Americas. concerned over some controversial International Arrivals Why are we seeing these shifts in attractions still being offered on both hall in Johannesburg, perspective and what is changing in sites. South Africa, see a the travel industry in terms of how In tandem with their decisions to larger-than-life photograph of the animal welfare is addressed? halt ticket sales for some attractions, majestic African lion sitting in his Trip Advisor and Expedia also natural habitat. A year ago, they would WILDLIFE TOURISM PRO- developed online wildlife tourism have been greeted by a much different MOTION ON LEADING education portals. Launched in early view of a family petting a young lion TRAVEL WEBSITES 2017, Trip Advisor’s portal, linked to cub at an attraction that promotes In 2016, popular travel review website, their main review website, furnishes direct interaction with wildlife. Trip Advisor, announced that the com- information on best practices in After lobbying from conservation pany, alongside their ticket sales arm, animal welfare in tourism and the organizations and animal welfare Viator, would no longer sell tickets to effect that many attractions have on groups, South African Tourism CEO, attractions that offer inhumane direct wildlife conservation initiatives. With Sisa Ntshona, changed the photograph contact with animals. Whether it is a the goal of providing tourists with facts and spoke out against unethical tiger selfie, an elephant ride or a walk that will assist in making better travel animal interactions in tourism, aiming with a lion, certain wildlife tourist decisions, the company collaborated to eradicate the practice throughout attractions provide animal interactions with some of the leading voices in South Africa. that are considered cruel and inhu- tourism, conservation, animal rights, mane by the world’s leading animal and sustainability. advocacy and conservation groups. The rumblings of change, however, In 2017, Expedia issued a statement began a few years earlier when some declaring that they, too, were halting tour companies decided to cut ties sales to tourist attractions that did with controversial attractions. World not align with their new policies on Animal Protection, a leading animal animal welfare. The declarations advocacy organization, identified were an important step forward in a the power and reach of the travel travel industry that had yet to address industry in facilitating meaningful

46 AFRICA TOURISM MONITOR Animal Welfare in the Tourism Industry

change in wildlife tourism practices. identified by leading global conser- lion cub, pet a tiger, or ride an ele- The group influenced Trip Advisor’s vation groups as one of the cruelest phant. World Animal Protection found policy revisions, and in working with attractions in animal tourism, and one that Instagram, in particular, with its well-known global tour operators, that is increasingly in the spotlight, 800 million global users, promoted the they have now grown a list topping given its ties to the canned hunting greatest volume of animal exploita- 190 companies that are committed to industry. Like many destinations, tion on its app. Following months of cruelty-free itineraries. South Africa’s captive wildlife tourism collaboration with advocacy groups, industry is a complex situation where Instagram launched a new alert system GLOBAL ATTRACTIONS, it is difficult to differentiate between that appears on the phone when a user LOCAL RESPONSIBILITY legitimate educational operations, engages in certain hashtags. Tags such Globally, some of the most popu- exploitative entertainment, and as #tigerselfie or #elephantride will lar wildlife attractions that involve conservation-based sanctuaries. notify the user that certain practices interaction with animals include tiger Botswana has addressed the issue by are harmful to the welfare of animals. petting and elephant rides in Asia, lion banning elephant rides, including at The goal is to interrupt the social cub petting, lion walking and elephant popular destination Abu Camp, which media process and ideally encourage rides in Africa, sloth interactions in will adopt a sustainable model used at people to rethink their animal tourism South America, and swimming with many elephant sanctuaries in Asia that decisions. dolphins. Such attractions involve forbids rides and encourages guests inhumane treatment of animals to walk with and observe the animals Mari Tada, and can endanger the public, with engaging in their natural behavior. Sustainable Wildlife Tourism many misleadingly using the draw of Consultant, conservation to help promote their WILDLIFE TOURISM Conservation Wildlife businesses. IN THE AGE OF SOCIAL Photographer In South Africa, Ntshona’s focus on ­MEDIA www.maritada.com eliminating unethical wildlife tourist The rise in popularity of animal-based @bigcatmari attractions could not have come at a tourism in the age of social media has more pivotal time. The controversial contributed to a growing demand for practice of lion cub petting has been experiences where users can hold a

AFRICA TOURISM MONITOR 47 BALANCING INDUSTRIALIZATION AND WILDLIFE CONSERVATION

Discourse abounds on the prior-

Photo credit: Mari Tada credit: Photo itization of wildlife conservation and industrialization. The jury is still open on whether wildlife conservation is an economic sector, system of access and allocation of resources, a set of ethics, or land use. Contention arises from lack of consensus on what wildlife means and how to measure economic value wildlife conservation just as one would measure economic value of industrialization. Should it be measured by what it brings through different forms of utilization or the value of the space it occupies? Or, should it be measured by its intrinsic value, what is commonly referred to as heritage? Should value be measured or compared to compatible land uses on spaces set aside for wildlife conservation? The effect of these varied views is a source of continued conflict between wildlife conservation and developmentalists. For example, Kenya’s annual economic survey, lists wildlife conservation as a system of resource utilization, just like industrialization, agriculture, or mining. Yet tourism, which is highly dependent on wildlife conservation, is listed as an economic sector.

48 AFRICA TOURISM MONITOR BALANCING INDUSTRIALIZATION AND WILDLIFE CONSERVATION

The contradiction and battle of the supposedly There is as much a rationale for wildlife conserva- competing sectors is an everyday lived experience tion as there is for industrialization. However, it should in Kenya as demand for space for “development” never come to choices between the two. It should be intensifies. The hiving off of part of Nairobi National about co-existence. There is evidence all around us Park by the state, first for the building of the Eastern that nature is life. The reality of choosing between bypass to revamp the road network and ease traffic nature and development is evident through climate congestion in the city, and second, the recent building change. In the end, what will count is whether our of the Standard Gauge Railway, are good examples choices are sustainable enough to support thriving of the complexity of balancing wildlife conservation people, a thriving planet, and thriving businesses. That and industrialization. Yet, it is the state that holds the way the two will not be competing but complement- heritage value of the park, in trust, for the people of ing each other. Kenya. Judy Kepher-Gona, Founder and Director, Sustainable Travel and Tourism Agenda www.sttakenya.org

AFRICA TOURISM MONITOR 49 Connecting the Diaspora through Food, Culture, and Arts

When I kicked off our first PANLA Taste According to research conducted by the World of Africa event in June 2008 and the Food Travel Association (WFTA) in 2012, a food New York African Restaurant Week tourism strategy can help increase sales, attract media (NYARW) in October 2013, the vision interest (a vital component in boosting tourism), and was clear – to put African cuisine and increase community engagement. According to the culture on the map and connect the United Nations World Tourism Organization (UNWTO) diaspora, and all lovers of Africa. The 2014 report, Tourism Towards 2030, tourism arrivals in results have been outstanding - we have seen the magic that happens when peo-

Photo credit: New York African Restaurant Week/PANLA Restaurant African York New credit: Photo ple come together, helping to create a space where new partnerships and ideas could be formed. The NYARW platform brings people from all backgrounds to celebrate African cuisine and culture and sets the stage to develop and harness the next generation of cultural ambassadors, African chefs, cooks, and food entrepreneurs. Over the past decade or so we have seen a tremendous growth in interest in Africa. Why this sudden interest in Africa? It is clear that connecting diaspora through food, culture, and art has played a huge part. This period has seen an increased interest in African food, culture, and travel, especially from the diaspora. This interest in Africa has brought about thousands of African cultural ambassa- dors who are proud to show off their African heritage. One of the effects of our work is that chefs and cultural ambassadors help popularize African cuisine. As we know, food is central to any cultural experience as it is directly related to the traditions of the country and people. Food not only allows us to bring people from all over the world to connect to Africa, it has also allowed Africans in the diaspora to learn more about each other and, hence, encourages both tourism from inside and outside Africa. I learned more about Africa and other African people in New York City, inspiring me to visit more African countries. Here in New York, one can try injera, thiebou jen, waakye, bunny chow, matoke, tagines, couscous, and so many more African dishes. Popularizing African cuisine has a direct effect on food tourism, which could have huge positive impact on the continent. Annually during African Restaurant Week, we bring 4-6,000 people to visit various restau- rants and create millions of views from our extensive media coverage from major outlets (including CNN, NBC, Forbes, Sahara Reporters, Africa Channel, many local TV channels, major magazines, and more).

50 AFRICA TOURISM MONITOR Connecting the Diaspora through Food, Culture, and Arts

Africa will get to as high as 134 million by 2030 from local conditions on the ground better and can better the current level of 62 million - I believe food tourism inform friends, and all those looking to better their will play a major role. knowledge of various travel destinations - the NYARW Cultural ambassadors and influencers in the dias- creates an environment that allows them tell their pora also play a vital role in sharing local perspectives. stories and thus share their local perspectives. I am They help in many ways to balance the sometime not grateful for the opportunity the community has given so flattering coverage from the media. We know the me and my team to be a change agent, and big thanks to all the media houses that have helped us spread the message about African cuisine, and culture. Connecting the diaspora through food, culture and art has the potential to be a big boost to tourism and create massive positive social and economic changes on the continent. Events like NYARW with various partners, chefs, and cultural ambassadors have helped demystify Africa and made it more accessible. Connecting the diaspora is a massive game changer. I am happy that our work with NYARW has been part of helping bring about this change. I am grateful for the opportunity the community has given me and my wonderful team to be change agents and big thanks to all the media houses that have helped us spread the message about African cuisine, and culture. It is my belief that humanity is better served when we learn about each other and our various cultures. Please join us again, help re-energize the continent, and create the change we all crave.

Akin Akinsanya, Founder and CEO, New York African Restaurant Week and PANLA www.nyarw.com

AFRICA TOURISM MONITOR 51 Yolele Foods: Subsistence Becomes Cash for Smallholder Communities

Rural communities who leave only rarely find a better operated ground-breaking restau- across West Africa option elsewhere. rants and published award-winning face the effects of “Surging youth populations cookbooks in the United States, all youth flight. Teens, can fuel tremendous agricultural predicated on framing West Afri-

Photo credit: Senegal Tourist Board Senegal Tourist credit: Photo seeing no opportu- growth that will impact the global can ingredients and traditions for nities at home for economy, but, if underemployed, an engaged American audience. the kind of future they present a risk. By 2050, Now, I’ve started a business they want to live, are Africa’s population will double, called Yolélé to reach an even leaving in droves for with 1 billion projected to be under wider range of people. Yolélé is overcrowded cities. 18 years old. How can we harness centered on fonio, an ancient West Many risk their lives the potential of this promising African grain. Fonio has been and spend their fami- demographic to secure economic grown throughout most of West lies’ scarce resources growth and stability?” (The Chi- Africa for over five thousand years. on perilous desert cago Council on Global Affairs). It is drought resistant and it thrives and ocean crossings in poor sandy soil where most of in search of a better WHAT IS TO BE DONE? the other crops cannot take hold. life in Europe. In For over 20 years, my work has Fonio’s nutritional and culinary addition to leaving focused on sharing West Africa’s profiles address current consumer farming communi- culinary culture with a wider world. preferences in Europe and North ties depleted, those Born and raised in Senegal, I have America. It is relatively high in

52 AFRICA TOURISM MONITOR Yolele Foods: Subsistence Becomes Cash for Smallholder Communities

protein, iron, and fiber, and is reduce the cost of processed fonio Pierre Thiam; strong in methionine and cysteine, so that it is priced more accessibly President, Yolele Foods; two essential amino acids that are for West African consumers. The Chef and Author of “Senegal: deficient in most grains. Fonio is mill will also comply with interna- Modern Senegalese Recipes from served like rice or quinoa, but it tional quality standards so that the Source to the Bowl” and cooks up in just 5 minutes, like fonio can be a viable export crop. “Yolele! Recipes From the Heart couscous. It tastes like couscous This activity is all geared towards of Senegal” too, only it’s gluten free. making the nutritious native grain www.yolelefoods.com Fonio is easy to grow, but very fonio more widely and frequently hard to turn into food. Yolélé is consumed in West Africa. transforming the whole fonio value Yolélé has already started to chain, with the goal of making the build a market for fonio in North Sahel more agriculturally produc- America, spurred on by my recent tive. We have initiated crop trials TED Talk on fonio’s transformative with West African agronomists to potential, which has gained well improve the grain’s yield. Working over a million views as of this with NGO’s, they will then train writing. The hope is to catalyze and equip smallholders. Yolélé is investment in industrial capacity by planning to build the world’s first demonstrating commercial export industrial scale fonio mill, set up to potential.

AFRICA TOURISM MONITOR 53 THE ROLE OF TOURISM IN SUPPORTING ­IMPROVEMENT OF ­

Photo credit: Gambia Tourism Board Gambia Tourism credit: Photo ­QUALITY OF LIFE IN THE GAMBIA

Gambia’s tourism is now the largest indus- try and one of the fastest growing economic sectors in the country. The Gambia is a leader in sustainable tourism ventures and can proudly boast of being the second country in the world to develop a sustainable and responsible tourism policy, thus enabling interventions such as social inclusion, interactive decision-mak- ing, and empowerment of small enterprises in tourism. Therefore, in The Gambia, tourism has been identified as an appropriate development strategy that has enormous positive economic impacts and environmental and social con- sequences. The tourism sector has become an increasingly important industry to our country as a source of revenue, as well as a source of employment. Tourism generates a vital amount of foreign exchange earnings that contributes to the sustainable economic growth and development of The Gam- bia. Furthermore, tourism brings more opportunities to upgrade facilities such as outdoor recreational facilities, parks, and roads, theaters, movies, concerts, and athletic events, which have increased tourism’s contribution to both the national and local economies. Tourism has revitalized our cultures through the numerous local and international festi- vals, such as the Roots International Festival, and contributed to a renaissance as a vehicle for cultural preservation and enrichment. In The Gambia, tourism brings many economic and social benefits, particularly in rural areas where it has provided an alternative livelihood for people in these communities. Studies (PAGE, Inclusive Tourism, TDMP and The Gambia NDP 2018-2021) have indicated that the relationship between the economic impact of tourism, the satisfaction with material well-being, and the relationship between the social impact of tourism and the satisfaction with community well-being, were strongest among residents in communities characterized to be in the maturity stage of tourism development. Therefore, The Gambia realizes the significance of this sector and encourages local communities, being custodians

54 AFRICA TOURISM MONITOR of this culture, to take great steps in the promotion of an inclusive and cultured-centered tourism for sustainable growth. Promoting an inclusive and culture-centered tourism for sustainable growth, the Ministry of Tourism and Culture’s goal is to make tourism a highly competitive and sustainable industry that is focused on people and culture – centered on and contributing to socio-economic development. Key interventions are now focused on policy reforms in enhancing competitiveness, marketing for destina- tion recognition and attractiveness, quality service delivery, enhanced security, product diversity, enhanced community participation, and greater linkages with other sectors, especially agriculture, and natural resources, as well as promotion of The Gambia’s biodiversity and rich culture through opening up the sector to rural, and non-urban based locations. These measures will further boost tourism arrivals, tap high value market segments, and contribute to jobs and economic diversifica- tion, particularly in rural locations. In conclusion, using the triple bottom line of sustainable tourism development (economic, environmental, and socio-cultural impacts), The Gambia’s tourism policy is now realigned to give greater consideration to the role of host communities in tourism development, based on the serious implications that residents perceive tourism development as having on improving their personal and community lives. For 2018, The Gambia tourism board’s work plan includes the development of 5 projects upcountry, and opening 4 Tourism Development Areas (TDAs) away from the urban center. This is a clear indication that the government has realized the great impact this will have on The Gambian people, particularly recogniz- ing its impact on rural youth, and women.

Fatou Beyai Raji, Director, Product Development, Investment and Culture, Gambia Tourism Board www.visitthegambia.gm

AFRICA TOURISM MONITOR 55 WHERE HOSPITALITY IS ENGRAINED IN LOCAL CULTURE: WELCOME TO TOGO

Located in West Africa, Togo is a modestly small country

Photo credit: Andrea Papitto Andrea credit: Photo and yet has a lot to offer visitors thanks to its diverse landscapes and variety of cultural traditions. In this land of year-round sunshine, you can discover the maritime region with sandy beaches with coconut trees, historic slave sites, Lake Togo for swimming and water sports. The plateau region is endowed with an exceptional biodiversity characterized by its refreshing waterfalls, beautiful tropi- cal forests, coffee, cocoa, and fruit tree plantation. Togo’s central region is home to a wildlife reserve and slave sites, and the Kara region is a true melting-pot of cultures with its authentic Koutammakou territory which forms part of UNESCO global assets, and the savanna region that borders the Sahel, with baobab trees, and their thousand-year old traditions. Yet, the legendary hospitality of the Togolese is the thing that makes striking a friendship a possibility at first contact. While open to global change, the Togolese carefully preserve their ancestral traditions, and culture. With a plethora of festivals and rituals such as offering the first fruits of the land to the gods, travelers can experience a range of living traditions. Populations display the wealth of their cul- tural heritage via rituals, songs, and dance in rich colorful ceremonies. The visitor is welcome to share in these moments of fraternal celebration, and gathering. Be it in the city or the countryside, hotels and hostels that exist there meet the tastes and the means of visitors for business and holiday trips. Travelers can enjoy the daytime activities or the infec- tious jubilant ambiance of our cities by night. I invite you to Togo, a county with a human face for an excellent stay rooted in friendship and conviviality.

Honorable Yaovi Attigbé Ihou, Ministry of Industry and Tourism, Togolese Republic www.togo-tourisme.com

56 AFRICA TOURISM MONITOR WHERE HOSPITALITY IS ENGRAINED IN LOCAL CULTURE: WELCOME TO TOGO

AFRICA TOURISM MONITOR 57 CAMEROON’S INVESTMENTS IN TOURISM INFRASTRUCTURE AND GROWTH

Cameroon is a country that is naturally As a result of these, Cameroon has developed “Vision blessed with tremendous tourism poten- 2035,” an economic blueprint for transforming the tials. Every natural attraction in the con- country into a newly industrialized middle-income tinent of Africa is found in our country state. In this blueprint, the government has clearly Photo credit: Francis Tapon for Bestluxurysafaris.com for Tapon Francis credit: Photo Cameroon; this is the reason why we say stated that infrastructure is an important element in Cameroon is “Africa in Miniature” or “All promoting the country as a tourist destination, that of Africa in one Country.” The natural the importance of infrastructure, particularly govern- and cultural diversity, racial harmony, ment financed infrastructure, is crucial to the success and political stability of Cameroon make of our destination. our country an attractive tourist desti- “Vision 2035” provides the overall objectives and nation. strategies necessary to ensure sustainable tourism The government has also made great development in the country. Knowing the potentiality financial efforts to keep our destination of the tourism sector as a strategy for poverty allevi- competitive and visible during the past ation, this strategy document is set to cope with the few years, notwithstanding the difficult economic dynamism of the tourism industry. situation due to the drop in commodities prices, which We are all witnesses to the renewal of our tourism affected our performance both nationally and inter- infrastructure during the past few years by gov- nationally. The activities of the terrorist group Boko ernment and private sector investors. For example, Haram have also contributed to the slowing down airports and airstrips, hotels, and utilities have been of tourism activities, particularly in the far northern given a facelift while new ones have been built, thanks region of our country. to the opportunity offered to Cameroon to host the However, these challenges, no matter how difficult 2017 African Nations Female Football Cup and the they were, did not stop our ambition to maintain the upcoming Male African Nations Football Cup in 2019. status of Cameroon as a tourism destination. The However, much still needs to be done and this combined efforts of our public and private partners year, we shall pursue, among others, the realization kept us visible in tourism markets. Fortunately, calm of the following projects: the drawing up of the text has returned in the far northern region, and tourism of application of the tourism law which was recently activities are rebounding progressively. Reports of voted upon by the national assembly and passed into 2017 activities testify to this fact. law; continuing the renovation, and the upgrading of As we all know, our diversity alone is not enough our hotels; securing of national tourist sites; improving to bring in tourists. The development of tourism capacities of workers in the tourism sector through anywhere very much relies on the development of refresher courses; and creating, and starting construc- appropriate infrastructure, which services the needs tion of a tourism training school. Internationally, we of a tourist and encourages investment in the sector. shall continue to aggressively promote our destination Infrastructure such as accommodations, restaurants, in trade fairs and saloons and explore other tourist built-up attractions, tours, and transport are primarily markets in Asia, and the Americas. developed by the private sector. Private investors In conclusion, the importance of tourism to the would be unwilling to invest in tourism facilities Cameroonian economy cannot be underestimated without good airport and road infrastructure, and the because the tourism industry is one of the main availability of affordable basic services such as power, sources of national income and foreign exchange water, sewerage, electricity, health facilities, and earnings for our country. That is why the government telecommunications, which together make tourism is determined to develop tourism in all the ten regions investments economically viable. of Cameroon, and improve the performance of the This are the reasons why our government has iden- tourism industry each year. tified infrastructure as a major stimulus to economic growth. What affects the economy directly affects Honorable Bello Bouba Maigari, tourism. Poor and, at times total, lack of appropriate Minister of Tourism and Leisure, infrastructure limits the growth of the tourism sector. Republic of Cameroon www.mintour.gov.cm

58 AFRICA TOURISM MONITOR AFRICA TOURISM MONITOR 59 UGANDA ADDRESSES WILDLIFE PROTECTION

Photo credit: Uganda Tourism Board Uganda Tourism credit: Photo AND CLIMATE CHANGE

Uganda joined the rest of the world to celebrate World Wildlife Day on March 3, 2018. The celebrations featured a number of activities ranging from public lectures, school quizzes, exhibitions, and a marathon that week. The annual event was organized under the national theme, “Creating a safe environment for the survival of Uganda’s big cats,” in line with the global theme, “Big cats: Predators under threat.” Uganda’s minister of tourism and wildlife, Honorable Professor Ephraim Kamuntu, referred to the need to protect forests, wetlands, water sources, and other forms of natural resources. He emphasized that mankind has a responsibility to protect nature, referring to the biblical book of Genesis about the story of creation in which God creates the earth and all living things – animals, plants, rivers, lakes, swamps, wetlands, etc. After creating everything, He creates man and assigns to him, the responsibility of taking care of all creation, including protecting it. Increasingly, wildlife is under threat occasioned These challenges have further complicated the settlement by the loss of habitat, poaching, and climate change. patterns of humans, and wildlife. Climate change is real Human–wildlife conflict is born out of a competition for and efforts to address and reverse this trend require a global limited resources, including water to drink, food to eat, and response. space to live. Human settlement is increasingly expanding Illegal wildlife trade and regional conflict has contrib- in areas that have been historically inhabited by wildlife uted to a rapid loss of wildlife and endangered the survival and converted into agricultural plots or grazing areas for of many species. In African countries, elephant and rhino livestock. populations have been depleted because of ivory and rhino Uganda, like many other parts of the world, is experienc- horn international trade. ing rapid deforestation and the resultant effects of floods, A new development paradigm is necessary to landslides, and melting glaciers on top of the mountains. strengthen the global partnerships, regulations, and public

60 AFRICA TOURISM MONITOR consciousness to address these challenges to the benefit of communities, and Africa’s growing tourism industry.

Ministry of Tourism, Wildlife, and Antiquities, Republic of Uganda https://www.tourism.go.ug

AFRICA TOURISM MONITOR 61 Building Capacity and ­Professional Collaborations: Association of Uganda Tour ­Operators

I have served as the Board Chair for the accountability have continued to present AUTO as the Association of Uganda Tour Operators fastest developing association in Uganda. (AUTO) for about 4 years now. During this In general, has also continued to time, I have seen the association grow expo- grow with the increase in tourist arrivals, attraction of more nentially, not only its membership numbers investors, engaging a more vibrant private sector, and but its contribution to Uganda’s tourism increased tourism revenue. But, this has also presented industry. several demands such as the need to improve on the quality AUTO is Uganda’s leading tourism trade of service delivery in the sector. Therefore, AUTO has association representing the interests of prioritized supporting members through capacity-building the country’s most trusted tour companies. trainings, and programs. We have conducted trainings on With over 23 years since its inception in itinerary planning and costing, winning techniques for 1995, AUTO today stands at the helm of the travel expos, digital marketing, first aid, corporate commu- tourism private sector providing an avenue nication, and much more. These programs complement through which tour operators can voice on the job, and classroom learning for the benefit of the their concerns, while concurrently supporting government industry. in tourism development. AUTO has also continued to offer its members the Key among the things we strive to do as an association, opportunity of collaborating on joint promotions, which has been the establishment of support systems, a fine normally come with discounted rates, and benefit the entire and clear structure, the launch of our strategic plan, and sector with Destination Uganda being promoted in single foil. having a secretariat comprised of dedicated staff members. Yet, our initiative to create an enabling environment These four factors have, and will, continue to guide the for our members to carry out business has been the closest association’s path forward. In addition, our corporate to tangible. This has involved signing Memorandums of governance practices, the development of a board charter, Understanding (MoUs) with different agencies like the consistently organizing annual general meetings, and clear Uganda Wildlife Authority and Uganda Tourism Board, through which AUTO members have positively and directly

Photo credit: Uganda Tourism Board Board Uganda Tourism credit: Photo 62 AFRICA TOURISM MONITOR seen an impact. For example, only AUTO members have We are currently in the advanced stages of creating a the opportunity of purchasing discounted gorilla permits, members’ bonding scheme, which will provide basic insur- and they are given preferential treatment when selecting ance coverage for the members and resultantly improve participants for trade shows. We have also signed an MoU bargaining power when engaging with international buyers, with World Travel Market Africa to get better exhibition rates and travel agents. for our members. Knowing that our members’ businesses anchor on a Lobbying for incentives and tax exemptions has been well-conserved environment, we continue to work closely an ongoing agenda item, but the direct engagements with with the Uganda Wildlife Authority in advocating for banks, insurance companies, credit bureaus, and fuel conservation through different events, and through our companies have resulted in better rates for the members communications channels. eventuating in a relatively better business environment. Conclusively, there are exogenous challenges that still Together, with the Presidential Investors’ Round Table face the tourism sector, like negative travel advisories, (PIRT), AUTO managed to lobby for a reduction in the seasonal political disruption, as well as sector-internal tourist visa fee from US$ 100 to the current US$ 50. In challenges like the unregulated tourism industry, inade- the same accord, we were able to push the government quate marketing, poaching, human-wildlife conflicts, and to reconsider refurbishing the tourism training institutes, negative media publicity, among others. Yet, generally, the which the ministry of tourism is currently enhancing as tourism sector in Uganda continues to exhibit the potential a key priority area. We have lobbied for the creation of a to make even greater strides as an even greater foreign proper statistics collection unit at the ministry of tourism to exchange earner, and a larger provider of employment. capture accurate tourist statistics, so that we can measure our growth, and identify trends. Babra A. Vanhelleputte, Through our negotiations, we continue to advocate for a Board Chair, Association of Uganda Tour Operators gender-balanced sector with commitment to equal oppor- (AUTO), tunities to employees of all sexes. This gender-balanced Founder, Asyanut and Incentives model is in line with the Millennium Development Goals http://auto.or.ug (MDGs) set by the UN member states.

AFRICA TOURISM MONITOR 63 Reaching Ghana’s Full Tourism Potential

A Scandinavian travel writer who the new Ghanaian Minister of Tourism, Hon. Cath- toured Africa for five years, wrote erine Abelema Afeku, is optimistic. She said that, this about Ghana: “In African tourism, “tourism in Ghana has come of age” and is quick Ghana is like the most beautiful lady to point out that the sector has risen from 145,780 in the world who is single not by arrivals in 1990, 399,000 in 2000, to 897,000 in choice, but because she either is not 2015. flaunting her beauty enough or does Currently, tourism ranks as the fourth highest

Photo credit: Ghana Ministry of Tourism, Arts, and Culture of Tourism, Ghana Ministry credit: Photo not show up where eligible bachelors foreign exchange earning sector (US$ 2.6 billion) roam.” after mining, cocoa, and foreign remittances, Ghana is an iconic holiday destina- contributing 6.7% to Ghana’s GDP. Hon. Afeku tion in West Africa can be a compet- points out that “while every dollar we earn from the itive destination in Africa; hence, the other sectors comes at a cost to the environment wonder, especially by travel writers, and loss of precious natural resources, it is not is why she is not playing in the big so with tourism. In this sector, a tourism boom is leagues or one of “Africa’s Most characterized by economic growth while preserv- Visited” destinations. ing, and even adding to our resources, culture, and While Ghana is known for its traditions.” hospitality, the country has yet to Ghana has also instituted policies to facilitate invest in the tourism sector, especially capitalizing on the growing tourism market with in marketing the brand. Ghana is like the issuance of visa on arrival to African nationals, no other country in terms of nature, and this is extended to nationals of other races, history, and culture. Ghana offers a unique cultural especially from Ghana’s target markets. To drive heritage, featuring a calendar of festivals rooted in investment into the tourism sector, the current ancient traditions; a tropical rainforest with beaches administration has restored GIPC Act 478 (LI 1817) and sanctuaries for unique birds, butterflies, and of 1994, which provides generous investment monkeys; Ghana boasts most of Africa’s ancient incentives such as free repatriation of profits, slave forts and castles built by eight different remittances by expatriate personnel, and import European empires. For African Americans who are duty exemptions. The corporate tax rate has also tracing their ancestry by DNA tests, Ghana offers been reduced from 22% to 20%. the principal display of history and relics of the Ghana has unveiled its most audacious invest- Trans-. ment project yet – the Marine Drive, a 241-acre Above all, Ghana is an oasis of peace and stretch of seafront tourism of high-rise hotels, security surrounded by nations in various stages casinos, golf courses, a fishing wharf, water sports, of turmoil and insecurity. Yet, Ghana has not an amphitheater, and conference facilities. In been attracting in-bound tourists in the expected December 2017, Ghana’s President Nana Akufo- millions. Addo cut the sod for work to commence on this While the unsatisfactory performance on the project. African league table has been far from impressive,

64 AFRICA TOURISM MONITOR Reaching Ghana’s Full Tourism Potential

To market Ghana as a destination for culinary fly to and out of Accra. Then, upon arrival in Accra, tourism, the administration has created the West the tourist can take thirty-minute to one-hour Africa Hospitality and Food Show to attract flights to domestic destinations in the more remote both chefs and leisure tourists from across West parts of the country where the tourism attractions Africa. This is an offshoot of the “Eat Ghana-Wear are located, including an entire village built on Ghana-See Ghana” campaign launched a year ago. stilts in water, and the Elmina and Cape Coast slave In addition to encouraging what is known in the castles, both UNESCO World Heritage Sites. A total country as “domestication,” this campaign opens of 33 tourist attractions have been earmarked for the market to food crop farmers whose produce upgrades to make tourist sites more accessible will now adorn the kitchens and restaurants of and fully enjoyable. Three attractions in each of the hotels, and seeks to promote the local fashion the eleven regions in Ghana will be provided with industry. facilities to increase visitor comfort. For people around the world who enjoy The Ghanaian Government is demonstrating chocolates and other cocoa products, Ghana is ambitious plans spelled out in its manifesto to make creating a Cocoa Museum. Here, under one roof, the tourism a priority sector. For the first time in Ghana, visitor will be taken on a tour of the upstream and the minister of tourism is a member of the cabinet. downstream processes, including a typical cocoa In 2018, the sector will see its highest budget farm, the unique process of drying, which makes allocation, which went from GHc 48 million in 2017 Ghanaian cocoa beans so delectable. to GHc 75 million in 2018. Three diaspora events have been instituted For the first time in many years, the sigh from in partnership with a private sector operator to stakeholders is audible. There is hope for Ghana maximize benefits from the Pan-African Historical tourism to reach its full potential. Theatre Festival (PANAFEST) and Emancipation which, in times past, attracted many tourists from Ministry of Tourism, Arts, and Culture, the diaspora to retrace their roots and vicariously Republic of Ghana re-live the horrors of the Trans-Atlantic slave trade. http://motac.gov.gh Interest in the two major events, initiated in the to woo African American tourists and other Black diasporans has waned over the years, yet the 2017 version was the nadir. As part of activities celebrating Black History Month, the events will be rebranded as “Back to Africa” and the “Right to Return” to highlight the unique historical encounters. Simultaneously, Ghana’s tourism is aided by an expanding aviation sector which boasts seamless connectivity to Ghana from Europe, Asia, and the Americas. Currently, thirty-six international airlines

AFRICA TOURISM MONITOR 65 Developing Unique ­Travel Products and Authentic ­Experiences in Magical Kenya Photo credit: Kenya Tourism Board Tourism Kenya credit: Photo

66 AFRICA TOURISM MONITOR From the Eastern side of Africa, great winds beckon CONSERVATION AND WILDLIFE travelers to Kenya – a land of endless magical adven- ­EXPERIENCES: HOME OF tures against the backdrop of charming views and Across Kenya, there are national parks and reserves wildlife. Kenya’s travel industry provides a diversity of full of wildlife and birdlife against the backdrop of products for all types of travelers. In Kenya, you find exquisite landscapes. Visiting Kenya’s national parks an assortment of activities that range from leisure and reserves allow travelers to witness throngs of to heart-thumping adventure and sports, trekking or wildlife like no other or marvel at thousands of flamin- horseback safaris, to surreal cultural moments. goes that flock at Lake Nakuru. During the Great Wildebeest migration, wilde- EXPERIENCE THE COAST beests thunder across the savanna to the Maasai Mara. Located along the Indian Ocean, Kenya boasts 500km Travelers can go eye-to-eye with an elephant at the coastline, with tall palm and coconut trees sway wel- David Sheldrick Park or a buffalo in Amboseli, or spot coming visitors to the region and its vast offering of the King of the Jungle at the Nairobi National Park— activities. Travelers who visit the coast can participate the only national park that lies within a city. Kenya’s in water sports, snorkel, or discover Kenya’s secret sea massive wildlife offering showcases the Big Five in life. Then, travelers may dive and scuba in the Malindi their natural habitats. Marine Park to see a splendid variety of marine life thriving in Kenyan waters. CULINARY TOURISM: AUTHENTIC In addition to water activities, Kenya has signifi- ­KENYAN CULTURE AND CUISINE cantly developed adventure travel products. Travelers Kenya is an incredibly diverse country, with forty-four can try sky-diving at the coast, a thrill is beyond what tribes including the Waswahili, Borana, Kalenjin, and words can fully express pure and unmatched. Sky-di- Maasai. Visiting the Maasai Mara, one is able to expe- vers can take in the incredible views of the expansive rience life in harmony with nature, learn handicrafts, coastline from angles never seen before. When not songs, and traditional folklore. With Kenya’s cultural diving or taking in adventure sports, travelers can also diversity comes a rich and delectable display of relax with scenic sunsets along the beautiful white cuisine representing culinary delicacies from tribe to sandy beaches with the majestic sound of splashing tribe. Visitors can try coconut rice from the Waswahili, waves of the sea. saucy tilapia from the Luo, njahi (black beans) from the Kikuyu, and chicken from the Luhya. With for- CULTURAL HERITAGE PRODUCTS: A ty-four tribes to sample from, the offering of culture, SURREAL WALK THROUGH TIME and sumptuous meals is expansive. Rich in history and culture, Kenya provides an oppor- Kenya is a country that is rich in many sites, attrac- tunity for travelers to walk back in time through tions, and diverse travel products to attract visitors historic landmarks such as Fort Jesus, located in from around the world. We welcome guests to magi- Mombasa. Built between 1593 and 1596, Fort Jesus cal Kenya. is highlighted as one of the most outstanding and well-preserved examples of 16th century Portuguese Kenya Tourism Board military fortifications. www.magicalkenya.com Further north, travelers can explore Maralal and visit other historical landmarks such as the Kenyatta House. Built in 1959, the Kenyatta House was famed as a halfway house between freedom and imprisonment for Kenya’s first president, the late Jomo Kenyatta, and is remembered for the suffering of Kenyans who fought for independence. The house is said to possess personal items from its former inhabitants and pre- serving this heritage site in Kenya allows visitors to understand Kenya’s history and people.

AFRICA TOURISM MONITOR 67 Photo credit: Kenya Tourism Board 68 Abidjan, Côte d’Ivoire. d’Ivoire. Côte Abidjan, in is headquarters AfDB The development. social and economic continent’s the for es resourc mobilize and Africans, for conditions living improve poverty, reduce to is help sion mis AfDB’s the continent, the on institution finance development premier the As (NTF). Trust Fund Nigeria the and (ADF) Fund ment Develop African (ADB), the Bank opment Devel African the entities: three comprises AfDB The 1964. 10, September on effective in14, Khartoum, 1963, Sudan, which became (RMCs). Countries Member 4 Regional August on states by member signed ment agree an following founded was AfDB The of its economic development and social progress to the to contribute established institution finance development multilateral aregional is (AfDB) Group Bank Development African The (AFDB) BANK GROUP ­DEVELOPMENT AFRICAN AFRICA TOURISM MONITOR 5 ­ www.afdb.org - - - - - AFRICA TOURISM MONITOR 69 Photo credit: Uganda Tourism Board Design, layout andproduction by PhoenixDesign AidA/S,Denmark.ISO 14001/ISO 9000certified andapproved CO Printed onenvironmentally friendlypaper(without chlorine)withvegetable-based inks.Theprinted matter is recyclable. 2 neutral company –www.phoenixdesignaid.com.