Africa Tourism Monitor Sustainable Tourism through Innovation, Entrepreneurship, and Technology

VOLUME 4 · ISSUE 1 DECEMBER 2016 Designations employed in this publication do not imply the expression of any opinion on the part of the African Development 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, AfDB accepts no responsibility whatsoever for any consequences of its use.

Statistics Department Complex for Economic Governance and Knowledge Management African Development Bank Group Immeuble du Centre de commerce international d’Abidjan Avenue Jean-Paul II 01 BP 1387 Abidjan 01 Côte d’Ivoire Tel: +225 20 26 33 25 Email: [email protected] www.afdb.org

© Cover page photos: Kenya Airways; Arik Air; Tourists Watch; NYU CTED, Mawuli Tofah; Kenya Tourism Board; and Kanaga Adventure Tours. Africa Tourism Monitor Sustainable Tourism through Innovation, Entrepreneurship, and Technology

VOLUME 4 · ISSUE 1 DECEMBER 2016 Photo credit: Kanaga Adventure Tours Adventure Kanaga credit: Photo

ACKNOWLEDGMENTS The Africa Tourism Monitor is an annual research publication by the African Development Bank (AfDB) that grew out of three-year collaboration with New York University (NYU) Africa House and the Africa Travel Associ- ation (ATA).

Statistics Department African Development Bank Team: Charles Lufumpa, Director, Statistics Chief Economist Complex Department; Maurice Mubila, OIC Manager, Economic & Social Statistics African Development Bank Group Division; Koua L. Kouakou, Senior Statistician and Saidi Slaheddine, Immeuble du Centre de commerce Statistician, Statistics Department. The editor was Sandra Jones international d’Abidjan (Consultant). Avenue Jean-Paul II 01 BP 1387 Editorial Direction by: Yaw Nyarko, Professor of Economics, Director of Abidjan 01, Côte d’Ivoire New York University Africa House; Andrea Papitto, MSc Tourism Man- Tel: +225 20 26 33 25 agement, Africa Tourism Development Consultant. Email: [email protected] www.afdb.org/statistics Special Thanks: Samantha Allenberg, Manny Ansar, Albertus Aochamub, Edward Bergman, Kojo Bentum-Williams, Alastair Curtis, Darryl Erasmus, Ron Erdmann, Marie-Alise Elcia Grandcourt, Karen Hoffman, Georgette James, Katherine Kaczynska, Alisa LaGamma, Rafiu Laguda, Desmond Langkilde, Justa Lujwangana, Vivian Lyazi, Dr. Ibrahim Assane Mayaki, Sibonginkosi Mlalazi, Mukete Daniel Modika, Tshepang Motsekuoa, Wanjiku Mugo, Mbuvi Ngunze, Jacinta Nzioka, Leonardo Francesco Paoluzzi, Bianca Pappas, Fatou Beyai Raji, Taleb Rifai, Lamin Saho, Kaddu Kiwe Sebunya, Tess Serranti, Francis Tapon, Amadou Thiam, Pierre Thiam, Wolfgang Thome, Savane Vaswani, Vinay Vaswani, Estelle Verdier-Watine, Wausi Walya, and Trevor Ward.

Photo Contributions by: African Wildlife Foundation; Arik Air; Kojo Bentum-Williams; Cameroon Ministry of Tourism and Leisure; Curious on Tanzania; Gambia Tourism Board; Jumia Travel; Kanaga Adventure Tours; Kenya Airways; Kenya Tourism Board; Malawi Ministry of Industry, Trade, and Tourism; Mariko S. Tada; The Metropolitan Museum of Art; NYU CTED, Mawuli Tofah; Andrea Papitto; Sheraton Grand Conakry; Senegal Tourist Board; South Africa Tourism; Evan Sung; Francis Tapon for Bestluxurysafaris.com; Pierre Thiam; Tanzania Tourist Board; Uganda Wildlife Authority; Tourists Watch; Tourism Grading Systems of South Africa; and Uber.

2 AFRICA TOURISM MONITOR CONTENTS

Acknowledgments 2 Photo credit: Kanaga Adventure Tours Adventure Kanaga credit: Photo Foreword 4 Preface & Key Tourism Facts 6 Africa Tourism: The Numbers 7 Africa Tourism Data Portal 8 Tourism’s Contribution to Employment 9 Insights from Africa’s Tourism Leaders and Policymakers 10 Africa Common Passport as a Catalyst to Boost Intra-Africa Travel and Trade 13 Tourism for All – Promoting Universal Accessibility in Africa 16 President Geingob Meets U.S. Investors to Boost Investments in Namibia Tourism Sector 18 Photo credit: Curious on Tanzania credit: Photo Strengthening Africa’s Travel and Tourism Sector 20 Africa’s Aviation Outlook 2017 22 Arik Air: The Pride of Nigeria 24 The Role of Kenya Airways in Africa’s Tourism 26 Applying Technology in Tracking and Conserving Africa’s Wildlife 28 Uber: Connecting and Empowering Transport Entrepreneurs in Africa 30 Photo credit: Senegal Tourist Board Senegal Tourist credit: Photo Expanding E-Commerce and Impact in Africa Travel 32 Social Media: Creating Africa’s New Narratives with Influencers and Millennials 34 Climate Resilience and Coastal Tourism in The Gambia: ­Building Resilient Tourism Products, Coastal Protection, and Heritage Preservation 36 Liberalizing Travel for a Borderless Africa 38 Kenya’s e-Visa System is Revolutionizing Travel 40 Improving Quality and Accountability: Tourism Grading Council of South Africa 42 Hotel Chain Development Pipelines in Africa 2016 44 U.S.–Africa Travel and Tourism Trends 50 Exploring Africa’s Historic, Cultural, and Artistic Diversity 52 Cultivating African Culinary Tourism Products and Trade 54 Mindfulness in the Wilderness: Africa’s Wellness Travel ­Products 56 Developing Africa’s Medical Tourism Potential 58 Photo credit: Senegal Tourist Board Senegal Tourist credit: Photo Foreword

he African Development Bank Africa’s international tourism receipts technology play a vital role in making Group (AfDB) is delighted to also fell to US$ 39.2 billion from US$ these aspirations a reality. T present this edition of the Africa 43.3 billion during the same period. A Regional organizations such as the Tourism Monitor, which highlights the more positive outcome was witnessed AfDB and the African Union Commis- importance of developing a sustain- in the employment sector for Africa, sion (AUC) have long called for greater able and resilient tourism industry which grew in line with global trends. regional integration and the free through innovation, entrepreneurship, Direct travel and tourism employment movement of persons across borders. and technology. Tourism is one of the in Africa in 2015 totaled 9.1 million, The AUC’s Agenda 2063 proposes the fastest-growing and most intercon- rising to 21.9 million jobs if we creation of an African passport and an nected sectors in the global economy include direct, indirect, and induced end to visa requirements for all African with vast potential to boost GDP and employment. citizens. Specifically,Visa Openness investment, spur regional integra- In light of the tourism decline is seen as having great potential to tion, create employment and reduce in Africa in 2015, it is now more improve interconnectivity, boost poverty. important than ever to draw on the economic growth and trade, and spur This volume focuses on the latest collaboration and expertise of public investment, bringing massive benefits data relating to 2015, which globally and private sector practitioners to for the travel and tourism industry. saw the highest level of tourism foster a resilient travel and tourism Visa Openness also chimes with the arrivals to date. In 2015 there were sector. In this respect, it is heartening AfDB’s High 5s Regional Integration 1.186 billion international arrivals – a that the United Nations General Agenda, which seeks to make 4.6% increase over the previous year. Assembly has declared 2017 the Africa more open, prosperous, and Worldwide, the travel and tourism International Year of Sustainable interconnected. As the AfDB President, industry creates 107.8 million jobs Tourism for Development. With this Akinwumi Adesina has urged, “Let us through direct employment and a total renewed global focus on sustainable help Africans to move freely and make of 283.6 million jobs through direct, tourism, now is the time for all African Africa a more open, prosperous and indirect, and induced employment – countries to craft economic and trade truly connected continent.” that is one in 11 jobs. policies that will foster inclusive and In response to this imperative, the Yet in 2015, Africa’s tourism sector green tourism growth, intra-Africa AfDB in partnership with McKinsey faced numerous challenges that led to trade, and contribute to visa openness & Company and the World Economic a fall in tourist arrivals and receipts. In for a borderless and interconnected Forum (WEF) Global Agenda Council that year, Africa international tourist continent. As this edition of the on Africa, has developed The Africa arrivals decreased to 62.5 million from Africa Tourism Monitor highlights, Visa Openness Index, which it 64.8 million in 2014 – a drop of 3.5%. innovation, entrepreneurship, and launched in February 2016. The

4 AFRICA TOURISM MONITOR Index aims to be a tool for change, to Interconnectivity though requires (IATA). We are also pleased to collab- inform and motivate policymakers to more than common passports and orate with some of Africa’s top private simplify visa processes and initiative more open borders. What is equally sector trailblazers. reforms, thereby spurring the free important is investment in Africa’s It is our hope that this publication movement of African people whether infrastructure. The AfDB has for many will highlight the catalyzing impact for business or leisure and improving years highlighted infrastructure devel- that travel and tourism have on competitiveness. opment as one of its focal priorities to sustaining economic growth and job The first findings of the Index are facilitate accessibility and trade across creation, including crucially for youth, presented in the Africa Visa Openness the continent. The Bank’s assistance has across our magnificent continent. Report 2016, which concludes that ranged from modernizing air transport African countries are generally more systems in Morocco to supporting the closed off to each other than open, Nairobi-Addis road corridor to improve making travel within the continent dif- access between Kenya and Ethiopia, to ficult. It cites data to substantiate this cite just two examples. Dr. Charles Leyeka Lufumpa claim, for example, that (i) Africans The AfDB also seeks, through the Director, Statistics Department, need visas to travel to 55% of other Africa Tourism Monitor in particular, to African Development Bank Group African countries and (ii) that Africans provide a forum for all stakeholders in can get visas on arrival in only 25% of Africa’s tourism and travel industry to other African countries. The index also come together and present new ideas looks at subregional performance, and and initiatives that can revolutionize highlights that 75% of countries in the the sector and make it an engine of top most visa-open countries are in progress for Africa’s socioeconomic West and East Africa. transformation. In its steps towards realizing a more In this volume we are delighted to open continent, in July 2016 at the 27th welcome contributions from public Ordinary Session of the African Union and private sector partners. In partic- (AU) Assembly of Heads of State and ular, we recognize the contributions Government in Kigali, the AU unveiled made by more than a quarter of the first electronic, biometric common African countries and by world bodies passport for Africa, thereby laying the such as the United Nations World foundation for achieving pan-African Tourism Organization (UNWTO) and connectivity and trade. International Air Transport Association

AFRICA TOURISM MONITOR 5 Bestluxurysafaris.com for Tapon Francis credit: Photo Preface

elcome to the 2016 edition of the Africa Tourism Mon- W itor. The theme of this issue is “Sustainable Tourism through Innovation, Entrepreneurship, and Technology,” where we examine a range of timely topics. These include implementing policies to drive intra-Africa trade and tourism, creating a borderless Africa, tracking wildlife through the lat- KEY TOURISM­ est technology, mobile apps for travel, building resilience to climate change, enhancing connectivity, increasing universal FACTS 2015 accessibility, developing eCommerce tools, drawing inspira- tion from African art, exploring the possibilities of medical • Africa international tourism arriv- and wellness tourism, and much more. als fell to 62.5 million in 2015 – a The facts, figures, articles, and case studies in this issue 3.5% decrease from 2014. illustrate how sustainable travel and tourism involve local populations and community stakeholders to engage and • International tourism ­receipts in thrive in this dynamic sector in Africa. ­Africa totaled US$ 39.2 billion in We would like to thank all of our dedicated partners from 2015 – a decrease of 9.5% from Government and the private sector who contributed their 2014. data, knowledge, and insights to produce this publication. We especially thank the Africa Travel Association (ATA), whose • Destinations with the strong- members have contributed many articles, as well as New est growth in international ar- York University. Through collaborations such as these we rivals compared to 2014 were can explore ways in which innovation, entrepreneurship, and Zimbabwe­ (+177,000), Mauritius technology will boost sustainable socio-economic growth on (+112,000), Ghana (+109,000), the continent to its fullest potential. Sudan (+57,000), and Seychelles (+43,000).

• Morocco surpassed 10 million arrivals­ for the 3rd consecutive Yaw Nyarko year. Professor of Economics, Director of New York University • Africa in 2015 held a 5.3% share in Africa House worldwide tourism arrivals, and a 3.1% share of worldwide tourism receipts, which represent a 0.4% and 0.2% decrease from the pre­ vious year. Andrea Papitto MSc Tourism Management, Africa • Direct travel and tourism employ- Tourism Development Consultant ment in Africa rose to 9.1 million (a 4.6% increase from 2014), with 2.4 million jobs in North Africa­ and 6.7 million jobs in Sub-­ Saharan Africa.

*Sources: United Nations World Tourism Organization: UNWTO “World Tourism Barometer”, Volume 14, Statistical Annex, and World Travel and Tourism Council (WTTC). **Based on available data, November 2016.

6 AFRICA TOURISM MONITOR Zimbabwe (+177,000), Mauritius (based onnumberofarrivals): strong growth. These included countries experienced exceptionally tourism ingeneral, someAfrican in contrast to Africa’s 3.5%decrease. Pacific (+5.6%),andEurope (+4.6%) the Americas(+6.0%), Asiaandthe a higherthanaverage increase were Outside Africa, theregions that saw a strong market for Africa tourism. that have traditionally represented in anumberofEurozone countries and depressed economic conditions stigma from theEbolaepidemic; threats ofterrorism; lingering ity insomeNorthAfrican countries; tourist destinations; politicalinstabil petitiveness from emerging global number ofevents: increased com may bedueto theconfluence ofa growth. The reasons for thisdecline especially after years ofincreased performance for thetourism sector, marked fall of9.5%. 43.3 billiontheprevious year –a to US$39.2 billionin2015 from US$ tional tourism receipts alsodeclined 2014. Consequently, Africa’s interna from 5.7% and3.3%respectively in worldwide tourism receipts, down tourism arrivals anda3.1% share of 2015 alsofell to 5.3%ofworldwide in 2014. Africa’s market share in million, down from 64.8million tourist arrivals decreased to 62.5 the previous year. In2015, Africa continent registered adeclinefrom arrivals andreceipts ontheAfrican level to date. By contrast, tourism tourism activitysurged to itshighest 4.6% increase over 2014, worldwide 1.186 billioninternational arrivals, a international tourism generally. With 2015 was anotherrobust year for Africa Tourism: Despite thechallengesfor African This was adisappointing - - - ­ The Numbers a 5.1% decrease from 2014. with a6.8%decline, andEgypt with arrivals), followed by SouthAfrica 25.2% from 2014 (down by 1.8million registering thehighest declineof year-on-year declines,withTunisia top four countries experienced destinations. However, eachofthe remain thefive most popular African South Africa, Tunisia, andZimbabwe on tourist arrivals, Morocco, Egypt, for thethird consecutive year. Based the 10milliontourist arrivals mark 106,000 arrivals, Morocco surpassed Even factoring inadeclineof (+57,000), andSeychelles (+43,000). (+112,000), Ghana (+109,000), Sudan Total Middle East Africa Caribbean, Central America,SouthAmerica North America Asia &ThePacific Europe REGION International Tourist Arrivals (2015)* Zimbabwe Tunisia South Africa Egypt Morocco COUNTRY Top Five AfricanCountries for International Tourist Arrivals in2015 (millions)* Source: United Nations World Tourism Organization: UNWTO “World Tourism Barometer”, Volume Statistical 14, Annex. Source: United Nations World Tourism Organization: UNWTO “World Tourism Barometer”, Volume Statistical 14, Annex. Note: In2014, 2013, 2012, and2011, the5thcountry inAfricaranked by thehighest tourist arrivals was Algeria. 14.05 2010 9.29 8.07 2.24 7.83 9.50 2011 9.34 4.79 8.34 2.42 MILLIONS 1,185.8 279.2 607.2 127.6 62.5 44.2 65.1 2012* 11.20 9.38 5.95 9.19 1.79 AFRICA TOURISM MONITOR PERCENTAGE OFGLOBAL TOURIST ARRIVALS 10.05 2013 9.54 6.27 1.83 9.17 *Based onavailable*Based data, November 2016. onavailable*Based data, November 2016. Millions of ­Visitors to Africa 64.8 100.0% 23.5% 10.8% 51.2% 5.3% 5.5% 3.7% M 10.28 9.63 2014 9.55 1.88 7.16 2014 2015 10.18 2.06 5.36 9.14 62.5 8.9 M

2015 7

Photo credit: Kenya Tourism Board AFRICA TOURISM DATA PORTAL

The African Development Bank (AfDB) in collaboration with New York University Africa House 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 international 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: Senegal Tourist Board Senegal Tourist credit: Photo

8 AFRICA TOURISM MONITOR TOURISM’S ­CONTRIBUTION TO EMPLOYMENT Even with declining tourist arriv- to one in 11 jobs originating from the and 6.7 million jobs in Sub-Saharan als, the employment figure for the travel and tourism industry. Africa. This is an increase of 0.4 tourism sector in Africa was strong According to the World Travel million jobs over the previous year. in 2015, in line with world market and Tourism Council (WTTC), However, if we take account of jobs trends. Globally, the travel and tour- Africa’s employment opportuni- supporting the travel and tourism ism industry is responsible for creat- ties have grown in line with world industry (including direct, indirect, ing 107.8 million jobs through direct growth. In 2015, direct travel and and induced employment), the employment and 283.6 million jobs tourism employment in Africa as a figure rises to 21.9 million people if we include direct, indirect, and whole totaled 9.1 million, compris- continent-wide. induced employment. That equates ing 2.4 million jobs in North Africa

Egypt, Ethiopia, Morocco, South Top 5 African Countries for Direct Tourism Top 5 African Countries for Total Tourism Africa, Nigeria, and Kenya fea- ­Employment as a % of Total Employment ­Employment as a % of Total Employment tured the highest direct tourism (2015) (2015) employment in 2015, ranging % OF TOTAL TOTAL % OF TOTAL TOTAL from 500,000 to 1.1 million jobs COUNTRY EMPLOYMENT EMPLOYMENT COUNTRY EMPLOYMENT ­EMPLOYMENT in each country. Similarly, the small island states of Seychelles, Seychelles 26.2% 12,000 Seychelles 61.9% 28,000 Cabo Verde, Mauritius, and Cabo Verde 15.0% 33,500 Cabo Verde 38.0% 86,000 São Tomé and Príncipe and the coastal West African state of Mauritius 11.1% 58,500 Mauritius 24.4% 128,500 The Gambia registered a strong São Tomé and Príncipe 8.7% 8,000 São Tomé and Príncipe 19.0% 17,000 performance for both direct tourism employment and direct, The Gambia 6.9% 49,000 The Gambia 17.3% 123,500 indirect, and induced employ- Source: World Travel and Tourism Council (WTTC). Source: World Travel and Tourism Council (WTTC). ment. Top 10 African Countries for Total Top 10 African Countries for Direct ­Employment (Direct, Indirect, Induced) ­Employment in the Tourism Industry (2015) in the Tourism Industry (2015)

COUNTRY ‘000 JOBS COUNTRY ‘000 JOBS Direct Employment in the Tourism Industry Egypt 1,110.5 Egypt 2,620.0 as a % of Total Employment (2015) Ethiopia 1,014.0 Ethiopia 2,326.5 % OF TOTAL COUNTRY EMPLOYMENT Morocco 731.5 Morocco 1,687.5

World Average 3.6% South Africa 703.0 Nigeria 1,628.0

Africa 3.0% Nigeria 651.0 Kenya 1,564.0

North Africa 4.6% Kenya 592.5 South Africa 1,554.0

Sub-Saharan Africa 2.6% Uganda 464.5 Uganda 1,173.0

Egypt 4.4% Tanzania 386.5 Tanzania 1,151.0

Ethiopia 3.6% Algeria 327.5 Mozambique 745.0

Morocco 6.8% Ghana 292.0 Ghana 716.5 Source: World Travel and Tourism Council (WTTC). Source: World Travel and Tourism Council (WTTC). Source: World Travel and Tourism Council (WTTC).

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

“Agenda 2063, ‘The Africa We Want’,” vision was adopted by African “Tourism is an international eco- Heads of States and Government Summit in January 2015 in Addis nomic activity that many coun- Ababa, complete with its set of aspirations for the continent. It will tries in the world depend on to commence with a “visit”, in the visit-trade-invest value chain, position- anchor their GDP, and Kenya is ing Africa for a travel and tourism renaissance of epic proportions going no exception. Tourism in Kenya forward into the next 50 years!” has received a big boost over the last year or so arising from Honorable Dr. Walter Mzembi, enhanced visibility in the inter- Minister of Tourism and Hospitality Industry, Republic of national arena. Kenya has been Zimbabwe, host to various international Chair, United Nations World Tourism Organization fora, among them UNCTAD and Regional Commission for Africa; TICAD. The tourism industry in African Union endorsed candidate for the position of Kenya provides vast formal and UNWTO Secretary General, 2017 Elections informal employment through various facilities in the hospi- tality industry. The Ministry of ‘’Tourism provides opportuni- “Nowhere else in the continent Tourism in addition provides an ties for entrepreneurship and of Africa can one experience a avenue for investment in tour- creates avenues for job creation tremendous diversity within a ism by loaning entrepreneurs while allowing for the applica- single country like in Cameroon. through the Tourism Finance tion of technology in maximiz- In fact, diversity is Cameroon’s Corporation, among other ing its potential. My Ministry unique product. It makes Came- incentives. Technology is key in is committed and determined roon what it is and distinguishes driving the tourism sector and to use tourism, culture, and it from other destinations. Kenya recently addressed the creative arts as a vital tool for Diversity is Cameroon’s tour- ease of travel through availing achieving positive change in ism identity. This is evidenced an e-visas facility. This has communities across the length not only in its geography and proved useful in addition to the and breadth of our dear nation natural resources, but also in its availability of online informa- Ghana.” ethnic composition, indigenous tion on the destination through languages, history, and extraor- the magical kenya website and Honorable dinary cultural heritage. Cam- other social media channels.” Elizabeth eroon is really ‘Africa in Minia- ­Ofosu-Adjare, ture.’ With this great potential, Honorable Najib Balala, Minister of Tour- developing the tourism sector Cabinet Sec- ism, Culture, and of Cameroon is vital because retary of the Creative Arts, it holds, and will shape, the Ministry of East Republic of economic future of the country. Africa Affairs, Ghana That is why the current improve- Commerce, and ments of our tourism infrastruc- Tourism, ture must be sustained to make Republic of our destination more and more Kenya competitive.”

Honorable Bello Bouba Maigari, Minister of Tour- ism and Leisure, Republic of Cameroon Photo credit: Senegal Tourist Board Senegal Tourist credit: Photo

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

“Tourism is an economy based on the movement of people. The challenge for all destinations is to create a motivation for people to travel and facilitate travel. Uganda is a country endowed with a rich assemblage of natural and cultural attractions and we have every reason and capacity to attract more tourists. In order to do this, we are improving our competitiveness as a destination. Competitiveness includes the state of infrastruc- ture, transport, communication, finance, the cost of starting and managing a business, the legal environment, health, peace, and security. These factors directly affect tourism. We are main- streaming tourism in all facets of the development agenda to catalyze the sector.”

Honorable Prof. Ephraim Kamuntu, Minister of Tourism, Wildlife, and Antiquities, Republic of Uganda

“Seychelles is part of the small “Senegal tourism is at an important stage of development, marked developing island states and one by Government willingness to make it one of the levers of economic that depends entirely on tour- growth. Tourism policy is a vital sector in the Emerging Senegal Plan, ism. Our tourism industry, and where we have outlined several projects to boost tourism, job creation, the tourism industry of Africa, wealth, and foreign exchange revenues for Senegal’s economy. Sene- needs consolidation and this will gal has implemented several measures to catalyze the tourism sector, be achieved when Africa works including eliminating visas and reducing airport taxes to lower the travel with Africa and only when Africa cost for the destination, and we have seen a resurgence gets to know Africa. After the in tourism with Senegal surpassing the one million tour- consolidation, we need to accel- ist mark.” erate the growth of our industry and this is by embracing entre- Honorable Maïmouna Ndoye Seck, preneurship and technology. We Minister of Tourism and Air Transport, are a continent of capable and Republic of Senegal innovative people and we need to now open more doors for our people by claiming back our “The Gambia remains a formidable tourism destination with a strong industry through encouraging resolve on the part of Government to render the country as the tour- Africans, in its diversity, to get ism destination of choice in Sub-Saharan Africa. Our commitment is more involved.” to leverage the synergy inherent in tourism, culture, and hospitality to increase the contribution of the industry to GDP from Honorable Alain 16% to 25% by the year 2020 in line with our Vision 2020 St. Ange, Blueprint.” Minister of Tour- ism and Culture, Honorable Benjamin A. Roberts, Republic of Minister of Tourism and Culture, Seychelles Republic of The Gambia

“Tourism will continue to be a major engine of employment, economic growth, and foreign earnings in Tanzania for many years to come.”

Honorable Prof. Jumanne A. Maghembe, Minister of Natural Resources and Tourism, United Republic of Tanzania

AFRICA TOURISM MONITOR 11 Photo credit: Kanaga Adventure Tours 12 Leaders andPolicymakers Insights from Africa’s Tourism Republic of Mali Tourism, Handicrafts and Minister of Walet Intalou, Honorable Nina of Mali.” which we believe willbenefit all excellence, andjobcreation – the sector –training, creativity, designed four guiding pillarsfor the country. The Ministry has sector to alleviate poverty in participants withinthetourism our youth sothey canbeactive plans isto continue to invest in Mali after thecrisis. Oneof our that tourists are coming backto is ‘Working Together’ to ensure try of Handicrafts andTourism “The themewithinMali’s Minis areas where themajority of thecountry’s poorare based,givingmehopethat thissector willmake significant rural andremote areas of thecountry. Inthisregard, most of ourtourism activitiesare centered around rural sity, whichform thebackboneof itstourist product. Most of itsscenic places of attraction are located inthe Malawi’s tourism strength stems from itscultural andnatural resources intheform of itslake anditsbiodiver tion of employment, retention of earningsfrom tourism, aswell asincreased income at thehouseholdlevel. with thepotential to greatly contribute to theoverall objective of increasing foreign exchange earnings,crea ment andtheNational ExportStrategy, Government identified tourism asone of the key drivers of theeconomy term strategy for achieving poverty reduction through sustained economic growth andinfrastructure develop “Under theMalawi Growth andDevelopment Strategy (MGDS), whichistheoverarching operational medium AFRICA TOURISM MONITOR Republic of Malawi Minister of Industry, Trade, andTourism; Honorable JosephMwanamvekha, MP, am optimistic aboutthefuture of Malawi tourism.” current investments takingplace inthesector, includingconservation andre-stocking efforts, I contribution towards upliftingthesocio-economic status of therural communities. And,withthe - ‘Five-Year Plan2011-2015’ andthe‘GuineaVision 2035.’” has integrated itinto itsstrategies and actions–the accelerating growth inthecoming years, Government 15 hotels. Inorder to make theindustry play adecisive economic role in itating touristic sites andtherenovation andnew construction of nearly progress hasbeenmadeinhotel andtourism infrastructures by rehabil national strategy to accelerate growth andreduce poverty. Considerable the new authoritiesto make tourism oneof theessential links inthe sity. Since the3rd republic, there hasbeenareal desire onthepartof contrast, richfauna, denseflora, andarichcultural andartistic diver The country isdividedinfour distinct natural regions withanelusive “The Republicof Guineaiswell known for itspotential touristic sites. Republic of Guinea Minister of Tourism, HospitalityIndustry andHandicrafts, Honorable Thierno OusmaneDiallo, - - - - - to Boost Intra-Africa Travel andTrade Africa Common Passport asaCatalyst experience, asnarrated by Mr. citizenry. Then, there is theother growth for thewell-being ofits nent to achieve socio-economic track integration ontheconti all African counties would fast- the adoptionofpassport by African passport, aswell ashow feelings onthe acquisition ofthe Deby was speakingabouthis tell differing stories. President can politicalandbusiness leaders above-mentioned prominent Afri visas asifitisafavor.” to getavisa.They are givingyou try willgive you arunaround just investments; that particularcoun to acountry that islookingfor to move around Africa. You go size ofourgroup, Ineed38visas “Somebody like me, despite the in September 2016, lamented, in aCNBCAfrica interview given businessman, Mr. Aliko Dangote, months later, African billionaire receiving thispassport.” Two proudly atruesonofAfrica after passport, “Ifeel deeplyand on receiving theAfrican Union dent, H.E.Idriss Deby, remarked in Rwanda, theChadianPresi which took place inJuly2016, Heads ofState andGovernment, African UnionAssembly of (27th) Ordinary Session ofthe During theTwenty Seventh The views presented by the - - - - premised onprimaryproduce, omies ofAfrican counties are stems from thefact that econ Africa’s low intra-regional trade However, itcould beargued that at 61% and62%,respectively. Union trading withintheirblocs North AmericaandtheEuropean level enjoys highvolumes, with intra-regional trade at theglobal stands at 9%.The rest ofthe higher thanWestern Asiawhich rica trade isabout12%,slightly with othertrading blocs.Intra-Af very unfavorable whencompared share ofintra-Africa total trade is socio-economic spin-offs. The about differentiated negative strict visaregulation brings flights. do nothave direct connecting when transiting to countries that More so, transit visasare required visas are notissued ontime. the visarequirements are met, in otherlanguages.Even when the visa,ifdocumentsare language ofthecountry issuing be translated into theofficial required documentshave to certificates. Insomecases,the statements, andtax-clearance registration, bank-account to alsoshow proof ofcompany and anitinerary, oneisrequired Apart from aletter ofinvitation terms oftheirvisarequirements. countries are gettingstricter in African citizens. SomeAfrican Dangote, whichtends to frustrate It iswell documented that - - home countries, usuallymigrate to plytheirtrade outsidetheir skilled Africans whoneeded job creation. For example, highly tively oneconomic growth and on thecontinent impactsnega of people, goodsandservices ment, thelackoffree movement in otherregional groupings. business ishigherinAfrica than cators, inwhichcost ofdoing denigrated by theotherindi other. However, theargument is countries to trade amongst each making itless attractive for the Direct Investments. is amajorimpedimentto Foreign foreign expatriates at highercost at asignificant cost. Bringingin work inthelocalservice sectors ates from theglobalnorthto tend to attract foreign expatri north. Ironically, African countries to invest andwork intheglobal mally encouraged andattracted highly skilledAfricans are nor parts oftheworld. Wealthy and to emigrate to Europe andother Mediterranean Sea,whiletrying have beenfound deadinthe counties. Many unfortunate ones fellow Africans inotherAfrican and transferring theirskillswith pastures new, instead ofsharing to othercontinents searching for In anotherrelated develop AFRICA TOURISM MONITOR - - - - - 13

Photo credit: Kenya Tourism Board Photo credit: Kenya Tourism Board 14 its citizens enjoy. The tourism secure level ofemployment that a decadeisreflected inthe and tourism index for almost in theSub-Saharan Africa travel tourism. Seychelles’ ascendancy whose mainsource ofrevenue is example inAfrica isSeychelles, economic gains.Onemajor visa regulations reap significant Evidently, countries withrelaxed huge resources to beintroduced. require lengthy processes and more relaxed visapoliciesdonot come to fruition.Incontrast, investments andresources to ever, thesefactors require heavy and askilledworkforce. How mega infrastructure projects, including improved airaccess, tinent’s intra trade andtravel, factors that candrive thecon Moreover, there are anumberof preferred tourism destination. should render thecontinent the unique flora and fauna, which of dramatic landscapesand well asnatural assets, interms diverse cultural heritageas AFRICA TOURISM MONITOR Africa boasts arichand - - African leadershave come to the attain regional integration. Many and institutional mechanism to proposed theeconomic, political of Action andtheAbujaTreaty and regionalism. The LagosPlan continentalism; pan-Africanism, sis ontheidealsofAfrican unity; African Union(AU) place empha and theConstitutive Act ofthe African Unity(OAU) Charter decades. The Organization of been onthecards for over four formation ofthecontinent has agenda for theeconomic trans the continent. economic opportunitiesacross guarantee more employment and would expand airtravel and the adoptionofAU passport, relaxing visapolicies,especially the continent’s GDP. Therefore, and contributes US$80billionto supports about7millionjobs the aviation sector inAfrica, it Product (GDP). about 30%to itsGross Domestic industry inSeychelles contributes Africa’s regional integration If we lookspecifically at - - some persists and challengesthe trade (BIAT), andAgenda 2063. Plan for Boosting intra-African Free Trade Area (CFTA); Action establishment oftheContinental Architecture for fast-tracking the of aFramework, Roadmap and the continent; the2012 adoption foster sustainable tourism on Plan of2004–aframework to 2001; theNEPAD Tourism Action framework for theregion in the overarching development Africa’s Development (NEPAD), thus far: theNew Partnership for African countries have adopted ous development agendasthat has beenreflected inthe vari crises facing thecontinent. This political, economic, andsocial is urgently neededto dealwith realization that that regionalism sovereignty; anincreased riskto that countries willlosetheir more opencontinent: thenotion aspersions ontheconcept ofa have beenadvanced to cast passport. Anumber ofrebuttals adoption ofthecommon African Nonetheless, scepticism by - national security; exposure to the UNI-VISA, whereby the collective efforts, as well as the regional conflicts; health-related acquisition of a common visa political will, of African leaders to concerns due to the spread of can be used to travel to all three implement the policies, includ- diseases, and migration prob- countries. The citizens of the ing the adoption of the African lems in which jobless people and three countries can travel to the passport by 2018. The full roll-out refugees tend to concentrate in other counties with the UNI-VISA of the common passport would countries which, although possi- arrangement, without visas. The ensure that the likes of President bly more affluent, may not have existence and implementation Deby and Mr. Dangote really feel the accommodation and funding of the aforementioned policies African, as well as free to contrib- to house, feed and employ a in the sub-regional blocs and ute to the economic prosperity large influx of such people. Other countries is a demonstration that of the continent. In the interim, challenges include a lack of tech- security concerns and economic other similar policies such as: nological facility and capacity to migration can be addressed, visa reciprocity; visa-free regional issue biometric passports in most through the investment of blocs; visas on arrival; multi-year Africa countries. Only about 14 technologies, integrated border visas; standardized and simpler countries in Africa currently issue control, and identification man- visa processes; and showcasing biometric passports. agement systems. of African success stories, exem- However, there already exists In conclusion, given that the plified by Seychelles’ achieve- free movement of Africans on the economic benefits of the free ments, should be encouraged. continent within some Regional movement of goods and services Economic Communities (RECs) outweigh the minor shortcom- Dr. Ibrahim Assane Mayaki, in Africa, such as the Economic ings, it would not be too much Chief Executive Officer, Community of West Africa States to ask of the continent to focus The NEPAD Planning and (ECOWAS), as well as most of and give more priority to a sector ­Coordinating Agency the Southern Africa Development that contributes 10% to the conti- www.nepad.org Community (SADC) countries. nent’s GDP. The policies to attain Furthermore, a few countries the economic Holy Grail, which such as Rwanda and Ghana offer intra-Africa travel and trade visas on arrival. Kenya, Rwanda, could bring, are already in place. and Uganda have introduced What is required now is the

AFRICA TOURISM MONITOR 15 Photo credit: Senegal Tourist Board 16 Tourism for All–Promoting Universal Accessibility inAfrica tions, Africa performed better in2015 thanin2014. If Egypt andLibya are discounted from thecalcula compared to statistics cited elsewhere inthisissue. accounts for thedifference in tourism numbers in itsclassification ofthe Africa region, which 1 of 8%,sopredictions forthecoming nine monthsof2016show an increase year.every is progressively increasing itsnumbers 5% oftheworld’s total,thecontinent in2015, arrivals tourist international capitalized. In fact,with53million canbe multiple benefitsoftourism community development sothatthe peace andreconstruction and to promote inclusion,awareness, constitute aleadingeconomicengine clear exampleofhow can tourism tourism. average growth forinternational the 6thconsecutive year ofabove-­ more thanin2014 –2015hasmarked travellingtourists worldwide–4% With nearly1.2billioninternational The UNWTO doesnotincludeEgypt andLibya The African continentisa The African AFRICA TOURISM MONITOR 1 The results inthefirst - potential ifwe address key issuessuch hasamajor isthatAfrica is certain the promotion ofdestinations. What ticity shouldconstitutekeyaspectsin addition, diversification andauthen toitsfullestpotential.Incan thrive sector principles, sothatitstourism shouldalsoaddressAfrica these UNWTO hassetforthecomingyears. areasmajor pillarsandpriority that ity-related practices constitutethe new technologies;andsustainabil mental andcultural preservation. in otheractivities, includingenviron and generate revenues forinvestment intheglobaleconomy,participation development, increase theregion’s tofosterinclusive a majoropportunity ofdevelopment, andrepresentsterms Africa’s mostpromising sectorsin visitors by 2030. estimate 134millioninternational years are more thanpositive and Safe, secure, andseamlesstravel; It isoneof isclearthattourism - - - is about1billionpeoplearound the to reap therewards oftourism. This disability whichimpairstheircapacity of population live withsomeform equal basis, but15%oftheworld’s onan leisure services andtourism accessibility.” “Tourism forall, promoting universal theme of World Tourism Day for2016 by theUNWTO whochoseasthe sures, andviews. This wasemphasized accessibility-related policies, mea by needtobesupported principles training, andimage. opment, humanresources education, as connectivity, infrastructure devel along withyoung children, seniors, and sounds. Indeed, disabledpeople, toexploreon ajourney newsights ofembarking thethrill experiencing discovering nature atitsfullestand ofknowingprivileges othercultures, world whomaybeunabletoenjoy the Everyone toaccess hastheright However, alltheseconceptsand - - Tourism for All – Promoting Uni versal Accessibility in Africa

and persons with other access require- ancient times, draw tourists of all of the tourism agenda. . Creating an ments face obstacles in accessing the ages, all abilities, and all nationalities. adequate policy framework for specific fundamentals of travel. Among major Not only is it a matter of justice and business development strategies, challenges are the following: a lack of equality that these destinations sensitizing the general public as well of clear and reliable information on and attractions should be enjoyed as the tourism stakeholders, and the ease of accessibility for those with by everyone; it is also a business promoting capacity building within disabilities, efficient transportation opportunity bringing immense the industry, are some of the strategies and public services, and a physical commercial possibilities for investors that can help accessible tourism to environment that is easy to navigate. and communities. flourish on the African continent. UNWTO believes that all these All of the world’s citizens have We are grateful that through groups, and sooner or later all citizens, the right to experience the incredible publications like the Africa Tourism will appreciate the advantages of treasures of the continent. Therefore, Monitor, the many dynamics at play in universal accessibility. We should it is highly important that all countries the field of accessible tourism can be assume that attainment of this goal is and destinations, as well as the brought to the attention of all tourism a shared responsibility of all parties industry, promote accessibility for stakeholders, including policymakers, involved in the tourism value chain, all in the physical environment, in and thereby increase their awareness as well as a business opportunity for transport systems, in public facilities, of this important cause. companies and destinations. in services, and in information and Africa boasts incredible diversity communications channels. Taleb Rifai, and heritage. It has amazing natural In that regard, the role and the Secretary-General, landscapes – rainforests, savannahs, support of media are essential, in United Nations World Tourism Organi- lakes, and deserts as well as unique order to publicize initiatives, to zation (UNWTO) animal species like the rhino and increase awareness but also to foster http://africa.unwto.org lion. These attractions, together with an exchange of views so that “Tourism its magnificent cities dating back to for All” can be brought to the forefront

AFRICA TOURISM MONITOR 17 Photo credits: Francis Tapon for Bestluxurysafaris.com, NYU Photo Bureau: Kahn 18 as exceptional conservation efforts, abundantwildlife, landscapes, suchasitsbeautifulsanddunes,well important tourism destination, underliningitsunique sector. President Geingobnoted Namibiaisan country offers for investors, particularlyinthe tourism the beautyofNamibiaandhugepotential the President Geingobbeganhispresentation stressing ness policiesandspotlightinvestment opportunities, and investors to explore Namibia’s dynamic,pro-busi historic Crédit Agricole buildinginNew York City. Prosperity Forum” hosted by Rubenstein PRat the G. Geingoblaunchedthe“NamibiaCommerce and Assembly meetings, NamibiaPresident H.E.Dr. Hage On theoccasion oftheUnited Nations General in NamibiaTourism Sector President GeingobMeetsU.S. Investors to Boost Investments Meeting withchiefexecutives, business leaders, AFRICA TOURISM MONITOR - and otherethnicgroups; stunning dunesandvistas in vibrant cultural diversity oftheOvambo, Kavangos, coast, Namibiaisknown for exquisite landscapes; tourism, andfilmmaking,” outlinedPresident Geingob. agriculture (agro-processing), transport andlogistics, investment insectors suchasgoodsmanufacturing, Namibia furtherpresents significantopportunities for telecommunications, educational andhealthservices. infrastructure, includingworld-class financial, the springboard into Africa. We have well-developed national investors isthat we provide thegateway or systems. and transparent andstrong democratic governance Located onthesouthwestern African Atlantic “In Namibia,ourkey value proposition for inter -

President Geingob Meets U.S. Investors to Boost Investments in Namibia Tourism Sector

investors access to a market of 270 million people. Namibia is part of an Africa that is rising, and an Africa that is on the march.”

Conservancies and Community-Based Tourism Are Key: 43.6% and Growing After Namibia gained independence in 1990, it was one of the few African countries to factor environmen- tal protection and conservation into its constitution through the efforts of pioneering conservationists and the Ministry of Environment and Tourism (MET). Starting with only four conservancies in 1998, Namibia currently boasts “79 communal conservancies covering 19.5% of Namibia’s land, with one in five rural Namibians living in a conservancy.” This is a win-win for land resource management, innovative governance structures, and positive cohabitation between local populations and wildlife. Namibia currently holds 43.6% of land under conservation management programs, which includes communal and freehold conservancies, national parks, and community forests. Article 95 of the Namibia Constitution details provisions for the protection of the environment through “maintenance of ecosys- tems, essential ecological processes and biological diversity of Namibia and utilization of living natural resources on a sustainable basis for the benefit of all Namibians, both present and future.” Namibia’s innovative conservation efforts are reaping benefits. According to Namibia Tourism, “Elephant numbers in [the country] have increased from approximately 15,000 in 1995 to over 20,000 today” and Namibia has the world’s largest cheetah and black rhino populations. Moreover, the economic the Namib and Kalahari Deserts; abundant biodiversity impact of conservation is felt. According to the with close to 1,500 km of rugged coastline; and World Wildlife Fund (WWF), “Since 1998, the [envi- world-acclaimed conservation policies. ronmental protection] movement has engaged more President Geingob explained the tremendous than 250,000 community members,” and “this has market opportunities in the country. “Namibia is part contributed “US$ 5.5 million in annual income and of SACU, SADC, and has signed the tri-partite free benefits the conservancies generate for communi- trade agreement, which ultimately will lead to a conti- ties.” nental free trade area. Namibia provides international

AFRICA TOURISM MONITOR 19 Photo credits: NYU Photo Bureau: Gallo, Gambia Tourism Board 20 STRENGTHENING AFRICA’S TRAVEL AND TOURISM SECTOR tourism ministers, boards,tourism tourism Governments, African comprises industry.tourism ATA membership travelsectors oftheinternational and boththepublicandprivate serves partnerships. Establishedin1975,ATA andstrengtheningAfrica intra-Africa promoting travel to andtourism the leadingglobaltrade association The Africa Travel Association(ATA) is AFRICA TOURISM MONITOR Africa (CCA).Africa division oftheCorporate Council on Inacross Africa. 2015,ATA becamea toandable development oftourism mission (AU) topromote thesustain Union withtheAfrican partners Com media, andaffiliatedindustries. ATA tour operators andtravel agents, front-line travel sellersandproviders, airlines, lines, cruise hotels, resorts, - - development. socio-economicgrowthdriving and playsin role tourism light thecritical leaders from tospot across Africa program brought togethertourism preneurship, and Technology,” the Growth through Innovation, Entre the theme “Driving Africa Tourism General Assemblymeetings. Under on theoccasionofUnited Nations Presidential Forum onAfrica Tourism tion withATA hostedthe11thAnnual University House Africa incollabora On September 19,2016,New York ­Forum Africa on Tourism 11 sector. isasectorthathaslotto “This and increased investment inthe and improving efforts, conservation and branding, managingbiodiversity human resource training, marketing improving sector and theservices travel,Africa advancing ITsystems, of improving theaccessibilityfor Mwencha emphasized theimportance Unionson, Africa Commission. Mr. cha (pictured Deputy Chairper right), by His Excellency Mr. Erastus Mwen th The keynoteaddress wasdelivered Annual Presidential - - - - - STRENGTHENING AFRICA’S TRAVEL AND TOURISM SECTOR

Since the Presidential Forum was launched by NYU Africa House and ATA in 2006, more than 20 African countries and representatives from the African Development Bank, United Nations World Tourism Organization, World Travel and Tourism Council, and the World Bank have participated in the event, which has carved a noteworthy space for African tourism on the UNGA agenda.

ATA’s 41 st Annual World Conference in Rwanda In 2017, ATA will host the 41st Annual World Conference in Kigali, Rwanda, which is known as the land of 1,000 hills. Co-hosted by the Rwanda Devel- opment Board (RDB), the ATA offer. It is a sector [where] we can work Zimbabwe. Hon. Dr. Walter Mzembi, conference provides a unique together in partnership…[Tourism] Minister of Tourism, Republic of networking, learning, and agen- is a product that brings us together Zimbabwe; Chairperson of the United da-shaping platform for Africa globally,” concluded Mr. Mwencha. Nations World Tourism Organization tourism stakeholders. For more The “Open Forum on Africa Commission for Africa (UNWTO) information on the conference, Tourism” Ministerial Roundtable (CAF); also spoke about his candidacy please visit: http://conference. included Ministers from Mali, for the Secretary-General position for africatravelassociation.org. Namibia, Rwanda, Sierra Leone, and the UNWTO in 2017 elections.

AFRICA TOURISM MONITOR 21 Photo credit: Travelling Light 22 Africa’s Aviation Outlook2017 world. fastest regional growth rates inthe to 2035 –makingitoneofthe growing 6.5%peryear onaverage forecast seesSub-Saharan Africa (IATA) updated 20-year passenger tional AirTransport Association’s Africa remains strong. The Interna long-term outlookfor airtravel in carriers intheregion. exerting additionalpressure on is onlysetto increase by 4.5%, to grow by 4.7%, whiledemand flown. In2017 capacityis expected of US$7.84 for eachpassenger in theregion, oranaverage loss loss ofUS$400millionfor airlines expected to contribute to anet prices andregional conflict are year in2016. Low commodity African aviation hadachallenging Despite thesechallenges,the AFRICA TOURISM MONITOR - implemented. enhance airconnectivity must be infrastructure, improve safety and promote investment inairtransport pan-African aviation. Policies that on thestrategic development of only onnational issues butalso governments needto focus not the fullpotential ofaviation, the years to come. bution could grow substantially in right policiesinplace, thiscontri tourism, trade andaid.With the and bringsineconomic investment, and goodsto therest oftheworld, the continent, transports people some 6.8millionjobs.Itconnects ports US$72.5 billioninGDPand For thecontinent to unlock Today aviation inAfrica sup - - Yamoussoukro Declaration and Despite OpenSkiespledges–1988 Connectivity the AbujaDeclaration. Action Plan(ASIAP) contained in the Africa Strategic Improvement accelerate theimplementation of Flight Safety Foundation (FSF)to Organization (ICAO), IATA andthe the International CivilAviation with globalbodiesincluding Governments shouldwork closely for theaviation industry inAfrica. must bethenumberonepriority successful aviation business and Safety isthecornerstone ofany Safety Protectionist policiesfavoring been unhurriedandrestricted. countries, implementation has – beingsignedby most African 1999 Yamoussoukro Decision national airlines remain abundant. Taxes and Charges contribution to economic growth Implementation of the Yamoussou- Along with infrastructure costs, and development in Africa if its kro Decision will open up air routes taxes are also an unavoidable fact power is unleashed. within the continent and provide of life for airlines. However in Africa opportunities for more than 5 the taxes and charges on fuel International Air Transport million additional passengers a are much higher than the global ­Association (IATA) year. average. For example, on a global www.iata.org basis, fuel represented around 19% of airline operating costs in 2016, Infrastructure whereas in Africa it represented Cost-effective infrastructure about 30%. These taxes add to development is critical to the burden of airlines, which are sustaining and expanding African already operating in a challenging aviation. That is why consultation environment. The negative impact with airlines on charges and fees on the economy of taxing air trans- is essential. Sadly, all too often port often outweighs the revenue this is not the case. ICAO has very raised. This must be addressed by clear guidelines on infrastructure Governments. funding. Development should Aviation has the potential to be guided by the principles of make a much more significant non-discrimination, consultation, transparency, cost-benefit, and no pre-financing.

AFRICA TOURISM MONITOR 23 Photo credits: Arik Air 24 Arik Air:The PrideofNigeria economic powers, mostly the there isastrong market for major population ofover 186million, travelers inthecountry. With a inflow ofbusiness andleisure population, Nigeriadrives astrong energy sectors andagrowing airline. and West/Central Africa’s largest industry, Nollywood, oilexports, latest fashion trends, boomingtech bustling cities,vibrant culture, nation, Nigeriaisknown for its Africa. AsAfrica’s most populous ing travelers to Nigeriaandacross historyAir’s –10years ofconnect This year marksamilestone inArik With expansion intheoiland E.U., U.S., China, andIndia.As AFRICA TOURISM MONITOR remain Nigeria’s main rise, oilandgas sectors commodity imports - growth between 2003 and2009, aviation industry witnessed rapid carriers. The Nigerianinternational tional airlinemarket by foreign control oftheNigerianinterna Airways in2003 ledto thetotal the Government-owned Nigeria by foreign airlines. The demiseof industry, whichwas dominated to compete intheglobalaviation demand for ahomegrown airline significant population, there was a With Nigeria’s robust economy and ­Possibilities Driven by Market The Early Days: this untappedtravel market. for theaviation industry to cater to creates atremendous opportunity African Diaspora intheU.S., which up thelargest population ofthe Americans ofNigerianoriginmake Census Bureau indicates that from thesetwo factors, theU.S. foreign exchange earners.Apart

- hubs grew from LagosandAbuja. of CRJ900 inAfrica. Arik’s major aircraft, makingitthefirst operator brand new Bombardier CRJ900 gers, Ariktook delivery ofthree provide qualityservice to passen inaugurated ArikAir. Inorder to Joseph Arumemi-Ikhideofficially services. Thus, inOctober 2006Sir provides culture tailored on-board them intheirlanguagebutalso an airlinethat notonlyserves to give asenseofnational pride, national carrierwiththepotential Virgin Atlantic. KLM, Lufthansa,AirFrance, and line carriersledby BritishAirways, with apredominance offoreign air at over 50%. domestic aviation market largest market share inthe 2006 and2009, Arik hadthe and West Africa. Between the largest airlineinNigeria million passengers, makingit grew to successfully fly over 10 Within sixyears ofoperation, Arik Nigerians were lookingto a - - Increasing destinations in West Africa, includ- Celebrating 10 Years ­Connectivity: ing routes in Benin, Ghana, Gambia, of Excellence Going from Senegal, and Sierra Leone. Today Arik Air maintains the ­Local to Global­ In 2010, Arik successfully largest fleet in Nigeria and in In Arik’s quest to completed the IOSA (IATA Oper- West/Central Africa with 28 short, open Nigeria to the ational Safety Audit), which led to medium, and long-range aircraft. world and operate a admission into IATA the following Employing over 3,000 staff world- truly global airline with year. Arik Air expanded at a rapid wide, Arik serves 31 destinations world-class standards, in rate between 2009 to 2013, when across Nigeria, West Africa, Central 2007 Dr. Michael Aru- it introduced several flights from and South Africa, and two interna- memi-Ikhide established Lagos to other parts of West tional routes in London and New Arik Air International in Africa, then launched it second York. Starting with three daily London, which operates wave of expansion into Central flights between Lagos and Abuja as the overseas corporate Africa by connecting Lagos to in 2006, Arik now operates an office of Arik Air. London Douala, Cameroon, and then onto average of 110 daily flights across became Arik Air’s first Kinshasa in DRC. the network. long-haul flight from Lagos, In 2013, Arik’s management In commemoration of Arik’s with a newly acquired efforts to invest in equipment and 10th anniversary, Chief Executive Airbus 340-500 equipped qualified staff materialized when Officer Dr. Michael Arumemi-Ikhide with a super flat bed in the company recorded a tremen- stressed, “We have succeeded in premier class. In 2009, Arik dous 18.6% increase in passenger providing world-class experiences started its second long-haul traffic from passengers flown and services which are safe, flight from Lagos to Johan- the year prior (an increase from reliable and continually contribute nesburg, South Africa; then 2,315,247 to 2,745,400). By the end towards both improved user-qual- added three non-stop flights of 2013, Arik had flown almost 14 ity of life as well as the elevation of per week from Lagos to New million passengers. Nigeria’s global stand- York; and expanded to several ing.”

Rafiu Afolabi Laguda, Corporate Account Manager–USA, Arik Air International www.arikair.com

AFRICA TOURISM MONITOR 25 The Role of Kenya Airways

“Tourism is a critical pillar of many African economies in Africa’s Tourism and a vital source of revenue for Kenya Airways. With the access we have to most Stacy Mweni had always wanted to or to sign the next business deal. The African destinations, and travel to Cape Town. For years, she expansion of travel and connectivity beyond, we are a partner of heard much about the South African has made it easier for people to travel choice for tourism marketers city and spent a measurable amount of across the continent for both leisure and conference facilities. time reading more about it. This year, and business travel. Our airline is poised to be she started a savings plan to travel to beneficial to these indus- her dream destination, planning her tries, especially in Africa, travel meticulously. Connecting the Continent and we have signed several In April, she read that Kenya and the Tourism Industry partnership agreements in Airways had introduced a direct flight Africa boasts a wealth of beauty and this regard.” to Cape Town, through Livingstone, diversity for the world to see. In the Zambia, and she quickly booked her past decade, African Governments ticket months in advance. In August, have acted to leverage all that Africa Mbuvi Ngunze, she boarded the flight to her dream has to offer by investing in the growth Chief ­Executive Officer, destination where she got to swim with of the tourism sector as a key eco- Kenya Airways the sharks, see the Cape of Good Hope, nomic driver. Tourism in Africa has visit to Robben Island, and do a wine been on the rise during this period tour, among other things. For her, the and air access has been key to this. five-day trip was a dream come true Tourism is one of the largest and and she is planning her visit to a West fastest growing sectors of the world African country next year. economy and tourism in Africa is ripe Mweni’s journey is the story of for development. many who every month board flights Airlines, such as Kenya Airways, to their dream destination on holiday play a major role in connecting African

26 AFRICA TOURISM MONITOR destination. Additionally, theairline Board (KTB)tojointlymarket the withtheKenyapartnership Tourism of destinationsandhassigneda thatenablegrowthpartnerships hasdeliberately formed Airways an unparalleled travel experience. theairline offersitsguests (JKIA), port hub, Jomo Kenyatta International Air 787 Dreamliner, andanewloungeinits on thecontinentwithitsnewBoeing dinner backinNairobi. Nairobi, lunchinJohannesburg, and Today, onecanhave breakfast in within five hoursonadirect flight. ofthecontinent to almostallcorners thatcanget you on anefficientservice Nairobi, itself Kenya prides Airways about 30percent through itshubin andbusinesstravel.tourism cities, allowing easeoftravel forleisure connectsoverAirways 40African the worldtoAfrica. Today, Kenya totheworld,andconnecting Africa toeachother,countries connecting In abidtospur travel, Kenya Boasting oneofthenewest fleetsin With improved connectivityof - ents sourced inKenya. mealswithmostoftheingrediserves four millionpassengersannually, KQ rant inKenya, onair. Welcoming about thelargestKenya restau runs Airways Mbuvi Ngunze, has remarked that The airline’s ChiefExecutive Officer, Driving Local Value Chains attractiveoffering travel packages. showcase thebeautyofcontinent, the continent.It goesintomarkets to destinationsacrossconnects various campaignthat out anAfrican-wide the network. renowned holidaydestinationsacross all-inclusive packagestovarious (KQsubsidiary Holidays) thatoffers addition, theairlinehasaHolidays across thecontinentandbeyond. In the airlineisabletoconnecttravelers Ministries. the Mauritius andSeychelles Tourism company Wakanow inNigeria andwith has partnered with thetravel booking In October 2016,theairlinerolled By working sector, withtheprivate - - companies to ferry thegoods, and companies toferry local juiceproducers, transport farmers, livelihoods ofteaanddairy value chainitoffers, the supporting Kenya’s economy, more sothrough the expanding travel horizons. proud tohave in played amajorpart more accessible. Kenya is Airways reasons asdestinationshave become transportation spurstravel forvarious isintegral.tourism Quick andefficient between theaviationsectorand airlines.international The relationship transport sector, andmore sowith arearrivals connected withthe grow. arrivals as international These increasingly benefitedfrom tourism millions ofKenyan families. down thevalue chain,supporting economy hasanimpactthattrickles dollar spentby inthelocal tourism totaxrevenue.contributions Every Kenya isamajorplayer in Airways Globally, have countries AFRICA TOURISM MONITOR www.kenya-airways.com Kenya Airways 27

Photo credits: Kenya Airways Photo credits: African Wildlife Foundation, Kenya Tourism Board 28 parks andreserves. Tourism isemerging asatop area network. Africa boasts more than1,100 national which are anchored by Africa’s expansive protected future willhingeonthestatus ofitsecological assets, now aspires. development andhumanwell-being to whichAfrica air, tourism, fertile soils,andsoon–necessary for the those ecosystem goodsandservices –water, clean lands represent thelast places onEarthto provide populations andaloss ofecosystem services. Wild impacted, resulting inmajordeclinesofmany wildlife develops, however, itswildlife andwildlandsare being in poverty across thecontinent. Asthecontinent to improve thelivelihoods ofmillionspeopleliving Africa’s rapid economic development hasthepotential APPLYING TECHNOLOGY IN TRACKING AND CONSERVING AFRICA’S WILDLIFE Africa’s prospects for aprosperous yet sustainable AFRICA TOURISM MONITOR places onEarthwhere afortunate personmightsee Cameroon. This World HeritageSite isoneofthefew critical inthiseffort isthe Dja Faunal Reserve in how best to aligndevelopment andconservation. crucial to Africa’s development aspirations –aswell as well asto awiderconstituency, ontherole ofwildlife It also provides critical information to Governments, as interactions, to thebenefitofbothpeopleandnature. to understand andplanfor wildlife–habitat–human er-based modelingare revolutionizing ourability plant breeding, ecosystem monitoring, andcomput advances inconservation biology, agricultural ecology, conservation must embrace technology. Already, rather thandestroys, Africa’s many ecological riches, model, whichisdependentoncommodity exports. provides analternative to Africa’s current growth foreign exchange earnerinmany countries andfurther small numberoftrained rangers, however, meansuch of threats here. Limited financial resources andthe tools andsignificantinvestments to address the range enforcement patrols serve asoneofthemost effective transportation andcommunication infrastructure. Law hunters. demand for bushmeat andfacilitate access to Commercial loggingandagriculture furtherspur as from commercial hunting,logging,andagriculture. threats from sophisticated poachingnetworks, aswell wildlife andtheirhabitat, however, face accelerating gered forest elephantinaday’s outing.The iconic endangered western lowland gorilla,andtheendan the endangered central chimpanzee, thecritically One place where theuseoftechnology hasbeen However, to ensure development that leverages, Dja isaremote, 5,300-km2reserve withpoor - - APPLYING TECHNOLOGY IN TRACKING AND CONSERVING AFRICA’S WILDLIFE

patrols are only able to cover a fraction of the reserve The resulting map provides the reserve manager area in a given year. Decisions on where and when to with a powerful snapshot of wildlife and human deploy patrols must be made with consideration of activity dynamics at a glance, which he can use to available intelligence on threats. prioritize areas for siting patrols and outposts. The Until recently, the reserve manager’s sense of manager used to face a vast, 5,300-km2 reserve with where the threats and wildlife were located was little information. Today, the spatial models created largely based on experience, prior patrol reports, and by AWF suggest that the areas that most require occasional insights from community members. Up-to- intervention represent less than 5% of the reserve. date information and maps about the distribution of Using the frequently updated patrol and satellite wildlife and threats were scarce. information, models can be updated quarterly, thereby Today, however, the manager has significantly giving the reserve manager actionable, timely infor- more intelligence to work with. In 2014 and 2015, mation. He is now able to maximize his limited ranger African Wildlife Foundation (AWF) provided training resources to those locations within the reserve that and equipment designed to make law enforcement will make the greatest impact. monitoring easier and more effective. Dja rangers In Dja and elsewhere across the continent, mammal now record wildlife and threat observations while on populations have declined significantly over the last patrol using rugged handheld smartphones equipped four decades. The health of Africa’s wildlife species with monitoring software called CyberTracker. They is a visible proxy, a measure of our ability to live in then download these observations into the Spatial balance with the natural environment. Technolo- Monitoring and Reporting Tool (SMART), software gy-enhanced interventions, such as those that AWF that integrates this information with prior patrol data has applied in Dja, enable Africa’s wildlife authorities for mapping and analysis. and Governments to make evidence-based decisions AWF has gone a step further by using the patrol to more effectively protect the continent’s wildlife observations and geographic information systems species and ecosystems. (GIS) technology to create spatial models predicting Only when we leverage these capabilities to where in the reserve there may be high concentrations conserve our natural heritage will Africa be able of wildlife and where there may be high levels of to enjoy long-lasting development and sustainable threats. The AWF models essentially integrate patrol prosperity. observations with observations of deforestation, cultivation/settlement expansion, and forest fires Kaddu Kiwe Sebunya, extracted from satellite imagery. A model profiling the President, combined threat level is then overlaid atop wildlife African Wildlife Foundation distribution information, largely taken from ranger The oldest and largest pan-African conservation patrol data. organization. www.awf.org

AFRICA TOURISM MONITOR 29 Photo credits: Uber 30 Uber: Connecting andEmpowering Transport Entrepreneurs inAfrica that roads remain the keymodeof transport routes. The AfDBnotes and reach areas by underserved public visitors torequest inminutes, aride industry. Its allows flexibleplatform significant role intheglobaltourism 72 countries, itisfastassuminga in placemore than 450 citiesacross safe service. With seamlesstechnology efficiently and reliably. in common:theneedtogetaround continent, theyallhave onething and businesstravelers flocktothe US$ 50billionsince2000.Astourists investment hasincreased fivefold to (AfDB) estimatesthatforeign direct nities. DevelopmentThe African Bank anddevelopment opportu in tourism isahigh-growthAfrica continent,rich Uber isareliable, affordable, and AFRICA TOURISM MONITOR - to becometheirown bossandmake across thecontinent,allowing drivers thousands ofeconomicopportunities for personalvehicles iscritical. pollution through reducing theneed to reducing traffic congestion and This meansthatUber’s contribution atleast90%ofallpassengers.carrying continent, transport ontheAfrican The Uber hascreated platform by 2020. This bucks thetrend ofa ontotheplatform women drivers with Uber onemillion aimingtobring service. vehicles basedonhow rate riders their also abletoapplyforfinanceused Uber driver-partners inNigeria are neurs ontheplatform. With FirstBank, ofvehicles forentrepreR100m worth Uber hasfacilitated accesstoover South with partner Africa WesBank, of the Vehicle Solutions Program in rate theirservice. Through thelaunch with Sidian Bank basedonhow riders Kenya loans caneven getbetterpriced money flexiblyandsafely. in Drivers of Tourism inSouth tourism Africa, male-dominatedindustry.historically Women are alsoatoppriority, According totheDepartment - Uber: Connecting and Empowering Transport Entrepreneurs in Africa

a comprehensive approval process, food delivery app powered by the Uber and the trackable GPS technology platform. ensures that riders never feel lost in Around 60,000 drivers now an unfamiliar city. In 2015, interna- use Uber across Africa – that’s the tional riders made up almost 29% of equivalent of creating 54 economic total Uber requests in South Africa. opportunities every day since we The familiarity of Uber, combined started. We believe we can do more. with the convenience of being able to As tourism and business boom in input your destination without any Africa, Uber continues to reinforce language barrier challenges, makes it its confidence in the continent as has boomed in the country growing a natural choice. an important driver of the global from four million visitors in 1994 to Since we first launched in Africa, in economy, through its investment in just under nine million in 2015. As Johannesburg in 2013, we’ve launched growing its platform across African tourism to cities such as Johannes- another fifteen cities across eight cities. burg increases, Uber is witnessing African countries – including three a growing number of foreign new countries in just three weeks in Alon Lits, visitors turning to their platform, June 2016. Not only have we added General Manager, which has become synonymous new places but we have launched Uber Sub-Saharan Africa with access to reliable travel. Every new businesses, such as UberEats in www.uber.com driver-partner and vehicle undergoes Johannesburg, which is an on-demand

AFRICA TOURISM MONITOR 31 Photo credits: Jumia Travel 32 Expanding E-Commerce andImpactinAfrica Travel be partofthegrowing eCommerce the sector, andtheurgent needto This highlightsthepivotal role of representing oneinevery 11jobs. employment remains unrivaled, GDP. Tourism’s contribution to while accounting for 3.3%ofthe GDP growth at 2.3%in2015 at 2.8%outpaced that ofglobal sector growth ofglobaltourism For thefifthsuccessive year, the growth, aswell to that ofAfrica. immensely to globaleconomic Travel andtourism contribute AFRICA TOURISM MONITOR experience are ontherise. facilities, andonlinesharingof son tools, thequest for connected Travel; theneedfor price compari rated by trends observed at Jumia These findingsare well corrobo than 14websites before booking. online, withtravelers visitingmore 96% oftravel research isdone firm Euromonitor estimates that virtually allretail sectors. wave, whichcontinues to impact A survey by marketing analytics - - Increasing mobilepenetration, a Key Drivers eMarketer. 2019, asforecast by research firm of globalonlinetravel salesby is expected to account for 4.5% together withtheMiddleEast ever-rolling ball;thecontinent experience theeffects ofthis The travel sector continues to and adapttheirmodelseffectively. providers to constantly transform evolving ecosystem, allowing nesses to keep upwiththerapidly platform for travel-related busi in JumiaTravel for instance, mobile different aspectsofdigitaltravel; shift iswell documented across The rippleeffect oftheonline travel sales“above 40%”in2013. by eMarketer, whoplaced digital company. This isalsocorroborated leading onlineadvertising solutions as reported by Criteo.com, a accounting for 49% oftotal sales taking center stage, presently sales indigitaltravel seemto be to theriseofeCommerce. Mobile connectivity have acted aspillars youthful population, andbetter eCommerce provides agreat - Expanding E-Commerce and Impact in Africa Travel

bookings have grown from 10% in Positioning Africa About Jumia Travel 2014 to the 60% currently. There and Overcoming the Formerly Jovago.com, Jumia Travel is an undeniable leapfrog from ­Challenges is Africa’s No.1 hotel booking web- eCommerce to mCommerce in Low internet penetration and site, allowing customers to get the Africa, and retailers must respond access to connectivity is a major best prices for more than 25,000 to the call for mobile-centric detractor, both in the travel sector hotels in Africa and more than solutions, as mobile devices are and beyond. For instance, 50% 200,000 hotels around the world. more likely to form the first point of hotels on Jumia Travel had no Jumia’s ambition is to bring every of contact and access to internet. online presence prior to our entry. bit of available accommodation However, it must be noted that This was either as a result of low online, and to create the easiest about 65% of mobile subscribers in internet literacy, lack of access to and cheapest way for customers to Africa still operate feature phones, connection, or costly connection book it. according to the Pew Research rates where available. However, by At Jumia Travel, there are Center. Businesses must devise partnering with us, such hotels can hundreds of travel specialists ways to decouple the purchase now enjoy a level playing field with constantly in touch with our process from a web-only service to more developed properties. customers. Jumia offices are enable them tap into this market. Lack of awareness and conse- located in Lagos (Nigeria), Accra The availability of mobile quent lack of trust also impede (Ghana), Dakar (Senegal), Abidjan payment solutions has played a growth. While hard transactions (Ivory Coast), Algiers (Algeria), great role in catapulting digital are carried out in the “bricks and Douala (Cameroon), Kampala travel. Although the success stories mortar” setup, online sellers must (Uganda), Dar Es Salaam (Tanza- differ acutely across the region, win the trust of the buyer through nia), Nairobi (Kenya), Addis Ababa the continent has shown great educating them and demystifying (Ethiopia), Porto (Portugal), and adaptability to the model, owing their offer way before they get to Paris (France). Jumia Travel was to the high ratio of the unbanked the point of purchase. founded in 2013 by Jumia and is population. The possibility of a The Government’s input backed by MTN, Rocket Internet, seamless process – from research, is required in facilitating the Millicom, Orange, Axa, and financial booking, to payment –offers great ICT structure, from creating a partners. convenience to travelers. The conducive business environment mobile money market in Africa is for online startups to promoting Estelle Verdier-Watine, predicted to be worth US$ 14.27 internet accessibility and regulat- Managing Director, billion by 2020. ing the sale of internet-enabled East & Southern Africa, devices. Jumia Travel travel.jumia.com

AFRICA TOURISM MONITOR 33 Photo credits: Curious on Tanzania 34 social media platforms toincreasesocial mediaplatforms theROE (Return on Marketing andpromotion are now asmuchaboutusing isEngagement Key famous natural wondersandnationalparks. and film;wildlifesafaris, adventure andAfrica’s andsports; plethora offestivals celebrating food,music,dance, art arevisual contentandlocalexperiences allthere: the traveldistinctive andalluring narratives. The wealth of Experience” inreal time. offersitsown Eachcountry instantly create content andcommunicatethe “African In thisdigitalageofsocialmedia,itiseasierthanever to as thevibrant continentthatitis. andinspiring active positive narrative, creating thatreflect stories Africa always beenhow tocombatnegative newswithamore pro In promoting Africa’s products, tourism thechallengehas their own uniquehistory, culture, andnatural wonders. indiversity, isacontinentrich Africa 54countries, eachwith Social Media: Creating Africa’s New ratives Nar with Influencers and Millennials Today, formosttravelers, itisallabouttheexperience. AFRICA TOURISM MONITOR - Leader (KOL) isanothersocialmediastrategy thatcan Engaging aCelebrity Brand Ambassadoror Key Opinion AmbassadorsCelebrity Brand tomeetthelocals. andopportunities wildlife safaris isbestknown andofcoursewhatAfrica volun-tourism, for, cuisine, fashion,music, dance, adventure, philanthropy/ influencer’s focus, theprogram couldbeinfusedwithlocal activitiesandthemes.experiential Depending uponthe The mediaitineraries shouldbecarefully curated toinclude for themselves, asindividualsorinasmallmediagroup. on thesetrends. Invite thedestination themtoexperience media influencers, bloggersandvloggerswhoare focusing on socialmedia,thenidentifyandconnectwiththose to achieve more engagementistotapintowhattrending measurement, ROI (Return onInvestment). Akeyfirststep Engagement) astheyare aboutthemore traditional Social Media: Creating Africa’s New Nar ratives with Influencers and Millennials

increase the ROE and result in an instantaneous destination than other generations for business (4.7 times each year) promotion. A Celeb/ KOL Brand Ambassador is an effective and leisure (4.2 times per year). They already spend roughly way for a destination’s key messages to go viral and to gain US$ 200 billion a year on travel as 22% of all travelers, and followers for the brand by showcasing the destination on that spending will only increase.” the Celebrity’s account as well as featuring the Celebrity on The millennials themselves, as they travel to Africa as the destination’s social media platforms. The Brand Ambas- tourists, as volunteers or on business, are fast becoming a sador engagement can also be negotiated on a more limited new generation of Brand Ambassadors, sharing their Africa scale, inviting the Celebrity to experience the destination experiences, in real time, with friends and family. first hand and to create a social media takeover live on location. Karen Hoffman, President; Bianca Pappas, Director, Millennial Travelers: Future Social Media Media Relations and Client Services; Brand Ambassadors for Africa The Bradford Group It is well known that the millennials, who thrive on social www.bradfordglobalmarketing.com media platforms, also represent the largest growth market for travel. The millennials travel more and spend more on travel. According to TheGBrief, “They travel more often

AFRICA TOURISM MONITOR 35 Photo credits: Gambia Tourism Board 36 tourism industry,tourism whichisamajor ment are linked tothe inextricably The Gambia’s growth anddevelop Preservation Heritage and ­Protection, Building Resilient Tourism ­ in The Gambia: and Coastal Tourism Climate Resilience ‎economic activitythathasmajor AFRICA TOURISM MONITOR impact onthenatural environ ment, people, andtheir ‎economic activities. The tourism sector The tourism contributes 16%to contributes The Gambia’s GDP. Climate changeis a phenomenon the coastal in particular, ‎sector, and, ing climate sites. Chang and heritage destinations bia’s tourism The Gam ‎that affects - - - - the majority oftheaccommodation the majority Tourism Development Area (TDA), the Atlantic coast,constitutingthe preservation.and heritage products,tourism coastalprotection, commitment tobuildingresilient response toclimatechange, thusits is attheleadingedgeofglobal Consequently, in The Gambia, tourism impacts andgenerate poverty. ‎further employment willhavearrivals ‎serious Any significant reduction intourist fisheries, according tothe UNWTO. ture, ‎handicrafts, and construction, as ‎related sectorssuchasagricul ‎and onhostcommunities, aswell ‎businesses have impactsontourism flows andtourist demand patterns their travel ‎decisions. Furthermore, cantly affectthetourists’ and comfort ‎cansignifi and ‎weather patterns Geographically concentrated along Products, Coastal Products, - - the tourism, agriculture,the tourism, andfisheries change in The Gambia, in particularly economically vulnerable toclimate 2012-2016). Coastal communitiesare Program Document for The Gambia, 300,000m3 annually(Draft Country rates oferosion estimatedat200- importance, high butexperiences asazone ofeconomic zone serves on beachtourism. The 81kmofcoastal facilities operate withastrong focus the resilience ofvulnerable coastal The four-year project “Enhancing to Climate Change ­Areas Communities and of Vulnerable Coastal Enhancing the Resilience nomic groups. thus affectingthepoorest socioeco of coastalvegetation andecosystems, resulting inthehabitatdegradation agricultural, andcultural practices into thecoastalarea, unsustainable sectors. This isowing tourbansprawl -

areas and communities to climate change” is designed to reduce The Gambia’s vulnerability to sea-level rises and associated impacts of climate change in five districts (Kotu, Tanji, Bintang, Darsil- ami, and Tendaba). It does this by The Collaborative Actions heritage resources whilst exploiting improving coastal defenses and for Sustainable Tourism and optimizing their use to stop the enhancing the adaptive capacities (Coast) Project rural-urban drift of people. The EDE of coastal communities. This US$ Cognizant of the need for intervention, program also promotes localized busi- 8.9 million project is funded by the COAST Project (funded by GEF, ness as a way of alleviating poverty and GEF/LDCF through UNDP, and is UNEP, UNIDO, and UNWTO) was generating employment, particularly scheduled for completion in 2017. implemented in The Gambia with the through community-based tourism The proposed project will enable objective of supporting the adoption of (CBT). successful community-based adap- best practice approaches for sustain- The program is designed to build tation approaches in coastal areas to able tourism. This intervention was resilience by using eco-village prin- be analyzed and replicated in other recommended for governance and ciples and identified responsibilities vulnerable regions, both within and management in a number of fields, for investors and communities in the outside of The Gambia. The project including policy frameworks, govern- ecotourism sector. Kartong, an area among others has seen the importa- ance structures, coastal zone planning, earmarked for ecotourism develop- tion of sand and boulders to reclaim influencing tourism development and ment in the Tourism Development the lost beaches at the Senegambia; operations, managing coastal envi- Area (TDA), was used to engage nine the transplanting of mangroves at the ronments, and supporting community coastal communities in The Gambia, Tanbi wetlands and other parts of the livelihoods. as well as communities from southern coastal wetlands in the Greater Banjul Senegal and Guinea-Bissau, in order Area; and supported programs of to build communities with a shared sustainable community and environ- Eco-Village Design potential for ecotourism. mental development. ­Education Program (EDE) The overall objective of the project Fatou Beyai Raji, is to promote the development of Director Product Development eco-villages, both within and outside Investment and Culture, The Gambia, as a means of prevent- Gambia Tourism Board ing the degradation of natural and www.visitthegambia.gm

AFRICA TOURISM MONITOR 37 Photo credit: Tourists Watch 38 Liberalizing Travel for aBorderless Africa It was alsothe first majoraction by themselves for economic benefit. nity for fellow Africans to engage Destination Africa andan opportu was seenasamove to promote announcement ofthispolicy, asit was amajorbeneficiaryinthe and tourism.” ulate airtravel, trade, investment, measure, withtime, shouldstim what our country hasto offer. This for upto 30days andexperience on arrival withtheoptionto stay enter ourcountry andobtainvisas Union (AU) MemberStates to be allowing citizens ofAfrican effect from Julythis year, we will Want.” Agenda 2063, “The Africa We realization oftheAfrican Union’s which isakey tenet towards the of African continental integration, pledged allegiance to theprinciple Star Square inMarch 2016, which pendence celebrations at theBlack reaffirmed duringGhana’s inde commitment was consequently the Parliament ofGhana.This State oftheNation address to John Dramani Mahama,inhis of theRepublic of Ghana,H.E. announcement by thePresident many initiatives andthelandmark towards African unitythrough Ghana haspointed theway Unity. of thethenOrganization ofAfrican by Dr. Nkrumahintheorganization with asignificant role beingplayed Ghana worked towards OneAfrica, can country to gainindependence, rule. Asthefirst sub-Saharan Afri to gainindependence from colonial supported fellow African countries Kwame Nkrumahchampionedand first President Osagyefo Dr. late 1950s, whenthecountry’s and liberation dates backto the Ghana’s role inAfrican integration The travel andtourism industry President Mahamastated, “With As abastion ofpan-Africanism, AFRICA TOURISM MONITOR - - - - don’t needto acquire avisa prior for travelers andnow that you Visa hasalways beenachallenge process inacquisition ofavisa. travelers gothrough ahassle-free announcement willensure that She said,“The President’s 2016 at thetravel fair inGermany. Tourism Bourse(ITB)inMarch media at the 50thInternational beth Ofosu-Adjare; addressed the Culture, andCreative Arts;Eliza the world thinkalike.” number ofGovernments around are pleasedto state that agrowing job creation through tourism. We stimulating economic growth and tizing travel facilitation iscentral to General, Taleb Rifai, states, ‘’Priori were ableto obtaine-visas. received visasonarrival, and6% a visain2015, whileanother15% to travel to adestination without the world’s population was able facilitation. Onaverage, 18%of reports buttress theneedfor visa benefits. and multiplyitssocio-economic to promote tourism development cated travel facilitation asameans Council (WTTC) have longadvo and theWorld Travel andTourism Tourism Organization (UNWTO) drive prosperity...’’ of people, enhance integrate and States willeasefree movements visa onarrival for allAU Member She emphasized “Ghana’s 30-day move by thePresident ofGhana. immediately by applaudingthe Nkosazana DlaminiZuma,tweeted Commission, HerExcellency Dr. Addis Ababa,Ethiopia. meeting heldearlierthisyear in Organization’s Executive Council adaptation oftheresolution at the an AU MemberState following the As theUNWTO Secretary The latest UNWTO openness The United Nations World The President oftheAU Ghana’s Minister ofTourism, - - - tourism traffic, thisfurtherdrives the country. When there ismore well asencouraging investment in business for hotels, restaurants, as tourism sector. This willspur creation, especiallyfor thecounty’s tunities for investment andjob fellow Africans willdrive oppor beautiful country.” more peopleto come andseeour to your journey, itwillencourage The openingofthecountry to - Liberalizing Travel for a Borderless Africa

demand for hotel accommodations This new policy is expected to the continent and also boost the and restaurants as well. boost the arrivals from 1.2 million continent’s share of the global This move will eliminate the to 1.4 million with an upsurge in tourism arrivals, which presently headache most travelers encounter travelers from the continent. stands at 5.3%. from the processes and bureau- The Ghana Tourism Authority is cracies involved in obtaining a visa poised to encourage more Africans Kojo Bentum-Williams, ahead of travel. Coming to Ghana to visit with this policy, coupled Senior Public Relations Officer, has never been easier, especially with the refurbishment of the Ghana Tourism Authority for African travelers, as the stress airport infrastructure at the Kotoka www.ghana.travel in frequenting embassies with International Airport. loads of supporting documents Promoting a borderless Africa and cost will be a thing of the past. will stimulate the economies of

AFRICA TOURISM MONITOR 39 Photo credit: Kenya Tourism Board 40 Kenya’s e-Visa System isRevolutionizing Travel perfect family holiday that includes but alsoto thoselookingfor a invariably have atightitinerary, only to business travelers who trip less stressful. This appliesnot make theprocess ofplanninga Travelers are always lookingto AFRICA TOURISM MONITOR allow for visasonarrival cannot angst. Even thosecountries that Securing avisacanalsoaddto the local transport canbeanightmare. luggage allowances, hotels and the rightflightswithadequate young children. Figuringout on September 1,2015 requiring program, theportalwas launched After asuccessful two-month pilot forms to complete. long, snakingqueuesorlengthy guarantee that there willnotbe Enter Kenya’s e-Visa portal. Kenya’s e-Visa System is Revolutionizing Travel

visitors to have already acquired an to Kenya far easier and seamless. that visitors spend far less time at electronic visa by the time they get It is also the first country to offer the point of entry. into the country. the online visa application in East With just 10 quick and easy and Central Africa – a factor that Kenya Tourism Board steps to follow, payments via credit has helped to position the country www.magicalkenya.com or debit card, and just two process- as a prime tourism destination. The ing days, the e-Visa is making travel introduction of the e-Visa means

AFRICA TOURISM MONITOR 41 Photo credits: Tourism Grading Council of South Africa, South Africa Tourism 42 IMPROVING QUALITY AND ACCOUNTABILITY: AND TOURISM QUALITY GRADING COUNCIL IMPROVING OF SOUTH AFRICA – particularlytheawarding offour orfive stars –is a voluntary process, official recognition by TGCSA African hospitalitysector. Althoughgrading remains representing thetop ofthe range intheSouth services andamenitiesavailable, withfive stars award ofoneto five stars basedonthequalityof a stamp ofqualityonatourist establishment. service inSouthAfrica’s tourism industry asthey place South Africa (TGCSA), addvalue to theprovision of grading framework, by theTourism Grading Council of world-class standards. Mechanismssuchasthe as itcanbeusedto benchmarkperformance against Service excellence iscriticalinthetourism industry The TGCSA grading framework allows for the AFRICA TOURISM MONITOR excellence pledgedby theTourism Grading Council of they canexpect highstandards ofqualityandservice international visitors seethesestars they know that the country,” Erasmus said.“When localand tions andspecialevents establishments throughout hundreds ofaccommodations andmeetings,exhibi national flaggreeting visitors at theentrance of become synonymous withthestars adornedinour standards they are accustomed to. do international travellers needandwhat are the the grading council supportsthisby askingwhat truly authenticexperiences inSouthAfrica. Assuch, all aboutenablingtheinternational traveler to enjoy Assurance Officer at TGCSA, South African Tourismis internationally competitive. program isbothgloballybenchmarked aswell as attract more visitors. This isbecauseTGCSA’s grading highly soughtasarecognition ofexcellence that will sites for reservation purposes. contact detailsandalinkto theorganizations’ web organizations are listed ontheTGCSA website with their products andservices. Consequently, allgraded sumers butalsoassists organizations inpositioning However, grading isnotonlyfor thebenefitof con is aconstant qualitycontrol tool inSouthAfrica. South Africa.” “In thetourism industry, qualityassurance has According to DarrylErasmus, ChiefQuality It isreassuring for consumers to know that grading - - - IMPROVING QUALITY AND ACCOUNTABILITY: TOURISM GRADING COUNCIL OF SOUTH AFRICA

There are other benefits too, such as Government departments’ requirement to procure services from graded establishments only. TGCSA subsequently market, through the mechanisms and platforms of South African Tourism, star-graded facilities directly to consumers, tour operators and travel agents. In this way, TGCSA offers the tourism industry a progressive and collaborative service where South African Tourism and suppliers of products and services become partners for success and growth. To become a TGCSA-accredited assessor, one must have previous hospitality experience and knowledge, such as a 3-year tertiary qualification in Tourism and Hospitality. Prospective individuals then have to complete the Tourism Grading Council approved accreditation training course. This is to further broaden their understanding on the dynamics of this highly demanding industry, as well as the integrity and commitment it takes to be a TGCSA assessor. “If the industry is to benefit, and benefit fully, from the work we do at TGCSA, we need a group of credible, professional and committed specialists to engage the industry, advise them on quality assurance matters, and work with them to make sure they get the best value through the many marketing benefits we offer for their grading,” Erasmus concluded.

Tourism Grading Council of South Africa www.tourismgrading.co.za

AFRICA TOURISM MONITOR 43 Photo credit: Sheraton Grand Conakry 44 Pipelines inAfrica 2016 Hotel ChainDevelopment the report. In July 2015,theysignedwithAAA dominates muchofthedatapresented in 2016. rooms) in2009to36hotels(8,500rooms) in increased theirpipelinefrom five hotels(1,200 back in2009–Hilton, asjustoneexample, has but alsohigheractivityfrom thoseincluded not onlyfrom more hotelchains, contributing in 365hotels. This massive increase comes withatotalofovercontributors 64,000rooms 30,000 rooms. In this2016study, we have 36 them apipelineof144hotelsandalmost regional hotelchains, whichreported between and from 19international with contributions in Africa. We in2009, firstproduced thesurvey ofthehotelchaindevelopment activity survey the 8 I ampleasedtopresent here of asummary TOTAL Sub-Saharan Africa North Africa Table 1:Hotel ChainDevelopment PipelinesinAfrica 2016 –Regional Summary AccorHotels’ mega-dealinAngola AFRICA TOURISM MONITOR th editionof W Hospitality Group’s annual Hotels 100 177 77 2012 Rooms 34,326 17,109 17,217 Hotels 188 115 73 2013 Rooms 36,256 18,065 18,191 approached contributing totheresearchapproached contributing by over 90%,with36ofthe38chainswhomwe the table. company) andtheIbis Styles brand alsotops rankings in2015tonumberone2016(asa propelled themselves from 6thplaceinthe years. With thisonedeal,AccorHotels have inthenexttwotothreebrands tothecountry theIbis Stylesbe bringing Mercure andSofitel same deal,butAccorHotels wonout,andwill Several otherhotelchainshadbeeneyeing the andreadymany underconstruction toopen. with over 6,200rooms throughout thecountry, Activos LDAforthemanagementof50hotels about 49,715rooms in270hotels. of 29.2%on2015’s reported pipelineactivityof hotels with64,231rooms. This isanincrease reporting theirpipelineactivity, totalling365 Hotels Our survey achieved aresponseOur survey rate of 215 142 73 2014 Rooms 39,732 23,283 16,449 Hotels 270 191 79 2015 Rooms 49,715 18,565 31,150 Hotels 365 278 87 2016 Rooms 44,260 64,231 19,971 Table 2: Hotel Chain Development Pipelines in Africa 2016 – Top 10 Countries by Number of Rooms Hotels Rooms Average Size* 1 Nigeria 61 10,222 168 2 Angola 56 7,560 135 3 Egypt 19 6,660 351 4 Morocco 33 5,681 172 5 Algeria 15 3,263 218 6 Tunisia 15 2,976 198 7 Kenya 16 2,956 185 8 Ethiopia 12 2,460 205 9 South Africa 11 2,058 187 10 Senegal 13 1,943 149 *Note: Average size refers to property size calculated by average number of rooms at each property.

AFRICA TOURISM MONITOR 45 Photo credits: Sheraton Grand Conakry 46 AFRICA TOURISM MONITOR ranking from 2016. number ofhotelrooms by pipelinestatus, andshows thechangein appeared inthe top10,hasdisplacedEgypt from secondplace. 2015. Due tothe AccorHotels deal,Angola,whichhasnotpreviously pipelines. There are 20%more signedrooms there in2016than Nigeria remains withthemostrooms inthechain’s thecountry PLANNED ROOMSANDAVERAGE SIZE AFRICA 2016 –TOP 10COUNTRIES BY NUMBEROF CHART 1. Top 10Countries by PipelineStatus Table 3:Hotel ChainDevelopment PipelinesinAfrica 2016 – Rank 10,000 12,000 6,000 4,000 8,000 2,000 10 9 6 4 8 2 5 3 7 1 Table withthehighest 3gives ananalysisofthetop10countries 0 Rwanda Senegal Tunisia Ethiopia Kenya Algeria Nigeria Morocco Egypt Angola Countries Nigeria HOTEL CHAINDEVELOPMENT PIPELINESIN Angola Hotels Egyp 56 33 16 19 61 12 15 15 13 8 tM or occo 10,222 6,660 2,460 2,956 7,560 3,263 2,976 Total 5,681 1,943 1,439 Algeria T unisia Rooms 2,666 4,268 2,720 6,778 4,041 Onsite Construction 1,843 1,726 5,517 1,041 1,174 Ke ny aE Av Pipeline Rooms(LHAxis thiopiaS er age Size(RHAxis 60% 90% 90% 40% 58% 83% 83% 75% 75% 72% South Africa

enegal All Deals ) Rank – 5 10 ) 6 4 8 2 3 7 1 — 400 0 50 100 150 200 250 300 35

0 Angola is a unique case, with the highest performing CHART 3. HOTEL CHAIN DEVELOPMENT PIPELINES pipeline in Africa. 90% of its pipeline activity is under IN SUB-SAHARAN AFRICA 2016 – TOP 10 CITIES BY construction, the majority being the AccorHotels deal. NUMBER OF PLANNED ROOMS Kenya also has 90% of its pipeline under construction, an increase of about 150% on the 2015 figures. Nigeria, with the 4,000 highest total number of rooms (over 10,000) has only 40% 3,500 3,000 of the pipeline under construction, the lowest proportion of 2,500 the top 10 countries. Whilst 32 of the 61 deals were signed 2,000 in 2014 or more recently, and therefore can be expected still 1,500 to be in planning, the ratio does highlight the challenges of 1,000 500 getting a hotel project to start on site. In addition, some of 4,047 3,722 2,666 2,2931,665 1,585 1,367 1,248 1,200 1,168 0 the hotels “under construction” have been stalled for some Lagos Abuja NairobiAddis Luanda Dakar Kigali Kampala Abidjan Accra time after work started, in one or two cases for several years. Ababa Charts 2 and 3 show the top 10 cities by the number of planned rooms in Africa and in Sub-Saharan Africa. Looking just at sub-Saharan Africa, Luanda, the capital of Angola, gets into the top five cities, after Lagos, Abuja, CHART 2. HOTEL CHAIN DEVELOPMENT PIPELINES Nairobi, and Addis Ababa. Abidjan, arguably the most IN AFRICA 2016 – TOP 10 CITIES BY NUMBER OF important city in Francophone West Africa, enters the PLANNED ROOMS ranking in 9th place, with more to come, as Côte d’Ivoire overtakes Nigeria as a potential investment destination, 5,000 according to a recent survey. 4,000 3,000 2,000 1,000 4,047 3,722 2,917 2,666 2,2932,159 1,761 1,6931,665 1,585 0 Lagos Abuja Sharm El NairobiAddis CairoAlgiers Marrakech Luanda Dakar Sheikh Ababa

In the whole of Africa, Lagos, the largest city on the continent, continues to lead the top 10 by the number of planned rooms, with over 4,000. Abuja, the capital of Nigeria, has the second highest number of planned rooms in the African pipeline, and together with Lagos accounts for 32% of the rooms in the top 10. Cairo was in 2nd place in 2015, but has been displaced to 6th place in 2016 – only three deals have been signed there since 2014. Nairobi jumps from 9th place in 2015 to 4th place in 2016 with 2,666 rooms, an increase of over 45%. Despite fears of oversupply (which may or may not happen), hotel chains and investors are still doing business there.

AFRICA TOURISM MONITOR 47 Photo credits: Sheraton Grand Conakry 48 AFRICA TOURISM MONITOR number ofrooms in2016. strong growth, very experienced albeitfrom asmallbase, witha109%increase inthe Garden Inn brand, now upto14hotelswith2,566rooms. The Fairmont brand has (c. 400rooms), butthere wasmuchhighergrowth intheirpipelinefortheHilton The pipelinefortheHilton core brand reduced slightly, withtwoopeningsin2015 in2015,with1,147rooms,hotels inAfrica agreater numberthananyotherbrand. to belookedatinthecontextofanother–Carlson Rezidor openedsixRadisson Blu was a25%increase inthebrand’s pipeline. But asisoftenthecase, needs onemetric 5,693 rooms intheirpipeline, a smallincrease when compared to2015,when there the measure offuture incomepotential. in thetoptwopositionswhenmeasured by thenumberofrooms, whichisultimately average size ofhotelinthesetwobrands meansthatRadisson Blu andHilton remain many years. Mercure, anotherAccorHotels brand, isalsointhetopfive. However, the Radisson Blu brands, whichhave competedwitheachotherfor1stand2ndplace pipelines are shown in Table 4. is makingtherunning. The top10brands by numberofhotelsandrooms intheir Top 10Brands by PipelineStatus Table 5:Hotel ChainDevelopment PipelinesinAfrica 2016 – Top 10Brands by NumberofPlannedHotels andRooms Table 4: Hotel ChainDevelopment PipelinesinAfrica 2016 – Rank 9= 9= 5= 5= 7= 7= 4 2 3 1 10 4 8 9 6 5 2 7 3 1 Having analyzed where itishappening,orduetohappen,we thenlookatwho Table 5presents theanalysisofbrands according topipelinestatus. Radisson Blu continuestooccupy firstplace ranking by numberof rooms, with By numberof hotels, Ibis Styles isranked in1stplace, displacingtheHilton and Four Points by Sheraton Sheraton Golden Tulip Swiss Spirits Hilton Garden Inn Marriott Hilton Mercure Radisson Blu Ibis Styles Brand Mercure Hilton Ibis Styles Radisson Blu Brands Steigenberger Park Innby Radisson Mövenpick Sheraton Hilton Garden Inn Marriott Rank by Hotels Units 28 24 25 10 10 16 14 14 9 9 Hotels 28 24 25 16 14 14 9 2 7 7 10 4 8 9 6 5 2 7 3 1 Fairmont Four Points by Sheraton Mövenpick Sheraton Mercure Hilton Garden Inn Marriott Ibis Styles Hilton Radisson Blu Brand Rank by Rooms 2,045 2,566 5,693 2,526 3,822 1,866 Total 2,919 4,851 1,157 905 Rooms 2,049 3,380 3,956 2,526 3,822 1,035 1,189

1,231 1,141

905 Onsite Construction Rooms 2,045 2,566 5,693 2,526 3,822 1,866 2,919 4,851 1,797 1,412 100.0% 100.0% 100.0% 48.0% 69.5% 89.5% 69.7% 70.2% 58.1% 61.1% Change on 606% 109% 2015 44% 86% 26% 53% 10% -2% 6% - Rank –AllDeals

Average Size 8 7 1 — ­— (Rooms) 6 4 2 5 3 200 209 228 282 303 267 227 105 183 137 Radisson Blu and Hilton, the traditional leaders in the survey, are joined by Accor- Hotel’s Ibis Styles and Mercure brands in the top four. All of AccorHotel’s Angolan hotels are under construction, and Steigenberger also has 100% of its pipeline, two large projects in Egypt, on site. If those involved – the investors, the chains, the consultants and the lenders – can get these deals to fruition, the pipeline of the future, as shown in Table 6, will result in much-needed expansion of Africa’s hotel industry:

Table 6: Hotel Chain Development Pipelines in Africa 2016 – Anticipated Opening Years of Pipeline Deals Year Hotels Rooms Cumulative New Rooms Open 2016 119 16,934 – 2017 99 16,540 33,474 2018 75 13,920 47,394 2019 37 8,625 56,019 2020 22 4,989 61,008 2021 2 383 61,391 Not Known 10 2,840 64,231

The last row, 10 hotels with 2,840 rooms for which the opening date is “not known” reflects the uncertainty that is affecting Africa, particularly some of the North African countries – the chains just do not know when the hotels will open. As noted earlier, the countries in North Africa, particularly Libya and Egypt, have been affected by civil unrest and terrorism, and this has delayed work on a number of projects. Further, one of the sources of funding for projects in North Africa is the Middle East, where pockets have tightened because of the oil price crash. However, the next three years will see the completion of over 47,000 new rooms in 293 new hotels, with a certainty that there will be more in deals yet to be done, and which have already been done in the first quarter of 2016. Look beyond the problems that the continent is experiencing currently, problems that are being felt equally elsewhere in the world. Look at the growth story that is evident from these figures, and you can see that Africa is still rising!

Trevor Ward, Managing Director, W Hospitality Group www.w-hospitalitygroup.com

AFRICA TOURISM MONITOR 49 Photo credits: Francis Tapon for Bestluxurysafaris.com 50 U.S. –Africa Travel andTourism Trends going overseas to theorigin residence) ofallU.S. travelers compare theorigin(areas of East andAfrica. When we with 8%visitingtheMiddle traveled overseas* in2015, of U.S. travelers, 32.7 million rise. Outofthetotal number year prior, whichisan8.4% million from 68.2millioninthe abroad increased to 73.9 In 2015, U.S. resident travel ­VISITED IN2015 FOR WORLD REGIONS OVERSEAS: MARKETSHARE 32.7 MILLIONU.S. ­ for alloverseas travelers. up thetop U.S. originmarket two regions combined make sey, andPennsylvania. These includes New York, New Jer is theMiddleAtlantic, which and thesecond largest market ida isthetop originmarket, extends from Virginia to Flor the SouthAtlantic which of allU.S. overseas travelers, slight differences. In respect visiting Africa, there are some of U.S. travelers specifically AFRICA TOURISM MONITOR Caribbean 23% Europe 34% America Latin 15% TRAVELERS

Middle East & Africa8%

Pacific Asia/ 20% - -

U.S. – Africa Travel and Tourism Trends

All U.S. Travelers (Overseas)* • South Atlantic (23%) • Middle Atlantic (20%) • Pacific (15%) • West South Central (12%) • East North Central (10%) • New England (7%) • West North Central (6%) • Other (7%)

* Overseas excludes Canada and Mexico.

All U.S. Travelers (Africa) ** • South Atlantic (25%) • Middle Atlantic (18%) • Pacific (14%) • West South Central (13%) • East North Central (9%) • West North Central (6%) • New England (6%) • Other 9%

** Estimates provided based on weighted 3-year sample to pro- vide market share for each census region. Source: National Travel & Tourism Office (NTTO), International Trade Administration, U.S. Department of Commerce.

AFRICA TOURISM MONITOR 51 Photo credits: The Metropolitan Museum of Art, Kanaga Adventure Tours 52 Exploring Africa’s Historic, Cultural, andArtistic Diversity history, drawing ondecades-longarcheological to theforefront atransformational era inEgyptian Transformed: The MiddleKingdom between Central Africa andEurope. explored 500 years ofcontact andinteraction exhibition century African histories. Inspired by theacquisition ofa19 continues to pursueexcellence inthepresentation of understandings ofthecultures oftheworld, theMet highlands. crosses from therock-hewn churches oftheEthiopian medieval religious manuscriptsandprocessional Dogon andBamanatraditions ofMali;andillustrated collection of18 Nigeria) between the16 pieces created intheKingdom ofBenin(modern royal works ofcast brass, ivory, andothermaster sive overviews ofthecontinent’s cultures, including Rockefeller Wing offers oneofthemost comprehen opened in1982.Avisitto theAfrican galleriesofthe mirror theMichaelC.Rockefeller Wing, bothofwhich Lila Acheson Wallace specially designedto Galleries, collection ofEgyptian artworks are housedinthe artifacts from thenewly builtAswan Dam.The full in 1965,following thesalvage ofthreatened sites and gifted to theUnited States by theRepublic ofEgypt three-thousand-year-old Egyptian Temple ofDendur, truly encyclopedic institution. from thearcheological to the contemporary inthis Egyptian Art,showcasing artistic traditions ranging of theArtsAfrica, Oceania, andtheAmericas comprises over 29,000 works across theDepartments cultural, andartistic diversity. The Met’s collection an unparalleled overview ofthecontinent’s historic, an idealfirst stop to sparktheimagination andafford of Art’s collection ofAfrican masterworks makes for culture that travel offers, theMetropolitan Museum immersion andfirst-hand engagementwithlocal While few experiences canreplicate theexhilarating As partofitsmandate to create more thorough Among theMet’s landmarksisthemonumental, AFRICA TOURISM MONITOR nkisi n’kondi Mangaaka Kongo: Power andMajesty th and19 th th century wood sculpture from and19 figure, thelandmark th centuries; asuperb (2015-16) brought Ancient Egypt (2015-16) - th -

Exploring Africa’s Historic, Cultural, and Artistic Diversity

excavations led by the Met itself. Past exhibitions have also included Heroic Africans: Legendary Leaders, Iconic Sculptures (2011) and The Essential Art of African Textiles: Design without End (2009). The Museum’s public programs further invite engagement with contemporary African culture through events featuring notable figures such as acclaimed Nigerian writer Chimamanda Ngozi Adichie, three-time Grammy award-winning Beninese singer/songwriter Angelique Kidjo, and renowned Ghanaian artist El Anatsui. Contemporary travel and tourism mostly introduce one to the culture of the day. Visits to the Met, however, provide a broader-range, contextual view of history and society through works that have been – and continue to be – greatly influential in the art world globally. Indeed, many of the works on display in the Michael C. Rockefeller Wing were a source of inspiration to European and American artists from the early 20th century into the present. It is our hope that the growing international spotlight on Africa will also spark greater interest in the dynamic histories of the region and the cultural achievements of its brilliant talent. We hope to encourage this rediscovery by introducing the general public to Africa’s heritage, right here in New York City.

Alisa LaGamma, Ph.D., Ceil and Michael E. Pulitzer Curator in Charge, Department of the Arts of Africa, Oceania, and the Americas, The Metropolitan Museum of Art www.metmuseum.org

AFRICA TOURISM MONITOR 53 Photo credits: Evan Sung, Senegal Tourist Board 54 Cultivating African CulinaryTourism Products andTrade other regions, I have learned that doing made thishappenwithingredients from tunity withtrading partners whohave imagination. flavors are poised to seize theAmerican that Africa’s exciting anddistinctive but anundercurrent ofdata suggests Yet, Africa isnotwell represented, street foods from across theglobe. are openingplatforms for experiencing traditions. Incity after city, restaurateurs diners are hungryfor new flavors and culinary gems–to Western consumers. Africa’s key ingredients –Africa’s hidden take that furtherby introducing someof as achefandauthor. Now, I’mtryingto entire career tryingto doprecisely that ing cuisinesintheWest. Ihave spent my tourism inAfrica beginswithpopulariz tifies withthelandoforigin. Culinary food tourism; itisessential that itiden environment, anditstraditions. nected withtheproduct oftheland,its experience becauseitisdeeplycon into aculture. Food offers anauthentic travelers findin food anintimate glimpse to connect withthedestination’s culture, cuisines andexotic flavors. Inthisquest People are traveling insearch ofspecial fastest-growing nicheintheindustry. devoted to food. Over one-third oftourist spendingis phenomenon, notlimited to Americans. culinary travelers. This trend isaglobal 77% ofallAmericanleisure travelers are to a2013 report from MandalaResearch, pilgrimage sites, andfestivals. According experiences suchasmuseums,galleries, tourist draw ofallthecultural tourism cultural experience. Food isthebiggest approach to traveling. ceding room to amore culture-centered side holidays andsafaris are gradually traditional forms oftourism like sea cultural experiences. Consequently, the of travelers are looking for deeper over thepast years asagrowing number New forms oftourism have developed Indeed, culinarytourism isthe Food isat theheartofthis In thecourse ofexploring thisoppor Across theU.S., onalarge scale, The product isthefoundation of AFRICA TOURISM MONITOR - - - - - economy initstraditional growing areas. – agrain capableoftransforming the ties. Fonio shouldbethenext quinoa with vastly superiornutritionalproper cooks uplike couscous, instantly, but issues. Itisagluten-free wholegrain that that addresses several market demand Fonio isatraditional West African grain Fonio Industry the Building marketing accordingly. to center product development and order to promote Africa’s food, we need Governments, NGOs,andindustry. In requires cooperation across allsectors: so isacomplex, multi-step process that

- obstacle. These investments are essential that reliable transport isnolongeran Similarly, roads must beimproved so requirement for export-quality products. best manufacturing practices isanother and food service operators. Training in by large volume manufacturers, retailers, to meet thequality standards required buildings willallow production facilities of manualwashing. Prefabricated bottleneck posedby thecurrent practice can similarlyopenuptheproduction factor of50or100. Industrial washers increasing avillage’s fonio outputby a decorticating machinesare capableof the ground. Inexpensive African-made sible, investments needto bemadeon Yet, inorder to make suchafeat pos - Cultivating African Culinary Tourism Products and Trade

to making fonio and other West African In 2017, I am collaborating with a traditional fishing port), the group ingredients exportable. Boston University team to organize an will watch the salting and smoking of Institute/Culinary Tour in Senegal. The “kethiakh” (the local sardine-like fish). program is designed to take a dozen The group will spend time with salt Creating Authentic American foodies for a complete local harvesters at the Pink Lake. The Pink ­Culinary Experiences food experience. Activities will include Lake is one of Senegal’s most popular There are several ways of offering a day in the charming village of Djilor, tourist destinations because of its high authentic learning experiences to tour- located by the quiet Delta of the Sine salt content water that turns a bright ists. Organizing events like AfroEats, the River, to visit peanut and millet fields; pink color during the dry season. food festival that I co-organized in Dakar spending time with a group of local When in Dakar, we will bargain our in May 2013, is one concrete way to women who run a cooperative that way around the colorful food stalls of the attract groups of travelers. The principal specializes in the processing of millet capital’s markets. goal was to introduce West African food into couscous; learning how to prepare Most importantly, our group will have products to the world. Over 5 days, “Thiéré Mboum,” the local specialty of the ultimate food immersion experience hundreds of Dakar foodies and visitors millet couscous with peanut sauce and – a Senegalese meal in a local family mingled with chefs, food producers, and freshly caught fish. home. We will share Senegal’s national nutritionists around workshops, food At sunset, by the beach, in the dish Thiebou Djenn, sitting around the tastings, and cooking demos. nearby village of Joal (Senegal’s largest bowl with our host families. This will be a perfect opportunity to experience Teranga, the legendary Senegalese sense of hospitality, where the guest is always king. Of course, no meal is complete in Senegal without Ataya, the traditional tea ritual consisting of small shots of green tea served in a sequence from the stronger, to the mild, and to the mint-flavored sweet. We must market the truly unique aspects of African traditional cuisines, while raising the quality of processing our food products to international standards. In doing so, food tourism will not only contribute to promoting a sense of respect for one’s culture, but it will also generate income and job opportu- nities, while developing other sectors of the local economy such as agriculture and the environment. The time has come for African cuisine.

Chef Pierre Thiam, Author of “Senegal: Modern Senegalese Recipes from the Source to the Bowl” and “Yolele! Recipes From the Heart of Senegal” www.pierrethiam.com

AFRICA TOURISM MONITOR 55 Photo credit: Kenya Tourism Board 56 Mindfulness intheWilderness: Africa’s Wellness Travel Products improving healthandwell-being) was wellness travel (travel withapurposeof Wellness Summitfound that in2014, adventure component. The Global a demandfor spiritualtravel withan authentic experiences, isresulting in wellness whileseekinguniqueand by travelers’ concern withhealthand Nigeria beingmajormarkets for both. past years, withSouthAfrica, Kenya, and are experiencing stronger growth thanin lodging, andGDP. Airlinesandlodging in arrivals for 2016, out-performing evidenced by thepredicted increases growth inkey performance areas, as Africa continues to seesolidtourism A new trend, whichhasbeenspurred AFRICA TOURISM MONITOR holiday experience. applied to everyday life, offering aricher through mindfulactivities that canbe clients isto gainlife-enhancing skills African getaway. Oneaimfor many looking for more thanjust atypical holidaymakers, often female, whoare breaks are relatively olderandwealthy Typically, consumers ofthesetypes of by meditation, yoga, andspaservices. traditional safari break isaccompanied of “wellness inthewilderness,” where a has beenseeninarisetheconcept tional, inAfrica thewellness travel trend travel. growing 74% more thanregular global According to Euromonitor Interna - Canada’s wildnature offering. flora and fauna inSouthAmerica,or mindfulness holidays includeexploring activities that could match well with animal migrations. Otherlocations and differing attractions suchas watching as Botswana andTanzania could offer Africa orKenya, butdestinations such majority ofmindfulsafaris are inSouth ments withasafari experience. The vast Africa, combines therapeutic spatreat game reserve inKwa Zulu Natal inSouth Karkloof, situated withina3,500-hectare in themiddleofsavannah at sunset. including yoga classes andmeditation ya Kanzi offer aluxury eco-lodge Resorts suchasKenya-based Campi - Mindfulness in the Wilderness: Africa’s Wellness Travel Products

KEY PERFORMANCE INDICATORS % Y-o-Y GROWTH 2011-2020 While current consumers are mainly international leisure holidaymakers, there 8 is much scope to develop for business 6 and leisure or “bleisure” tourists, as well 4 GDP as diaspora and regional visitors. Links th Arrivals ow 2 with schools who are increasingly using

Y gr Airlines

o- 0 mindfulness to assist students with their Lodging % Y- busy lives could also prove a successful -2 Intermediaries future direction for these types of -4 holidays. -6 Time spent with loved ones, includ- 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 ing oneself, was consistently ranked as most important by respondents in Euromonitor Global Consumer Trends Survey in 2015. Time is becoming crucial in a world where everything moves fast, so a safari in the middle of nowhere with loved ones is the ultimate form of wellness travel.

Euromonitor International www.euromonitor.com

AFRICA TOURISM MONITOR 57 Photo credit: Senegal Tourist Board 58 Developing Africa’s MedicalTourism Potential Source: WHO, 2015. AfricanHealthObservatory (http://www.aho.afro.who.int/) world: Africa asawholeto Europe, theAmericas, andthe workforce for five African countries and compares America. African healthcare professionals to Europe andNorth negative factors are alsodrivingthe“brain drain” of of African healthcare providers. Collectively, these nent, whilecontracting HIVat work isamajorfear factors that inhibittourists from visitingtheconti show that perceptions ofcrimeandsecurity are major obstacles needto beovercome. Research studies For medicaltourism to grow inAfrica, somemajor Global Europe Americas Africa Algeria Seychelles South Africa Mozambique Malawi Liberia Country (per 10,000) 2007-2013 Medical Workforce Ratio Compared to Population The tablebelow shows thedisparityinhealth AFRICA TOURISM MONITOR Physicians 10.7 13.9 21.5 32.1 12.1 0.4 0.2 2.7 7.8 0.1

Nurses/Midwives 44.9 80.2 28.6 19.5 12.4 48.1 51.1 3.4 1.4 4.1 - the size andpotential ofthisnichetourism sector. that there isanabsence ofreliable, up-to-date data on tourists to Africa vary widely, whichreflects the reality people andisgrowing eachyear. health andwellness tourism accounts for 50million is increasing andaccounts for 3millionpeople, while country’s share ofthetotal. Domestic medicaltourism growth. However, what ischangingrapidly iseach 7 millionpeoplefor five years andshows nosignsof nal, globalmedicaltourism hasbeenstatic at around Estimates onthenumberofmedicaltravelers and According to theInternational MedicalTravel Jour - Developing Africa’s Medical Tourism Potential

A 2012 study by the Southern Africa Migration India. The comparison shows that while South Africa Program (SAMP), shows that intra-African travel for is more cost competitive than the U.S., it is more medical treatment far exceeds that of international expensive than its competitor destinations across all inbound medical tourists from Europe and North medical procedures. America. Medical migrants from other African A report from Johannesburg Tourism, estimates countries to South Africa increased from 327,000 revenue generated by medical tourism to South Africa in 2006 to over 500,000 in 2009. By comparison, in 2013 at R9.8 billion, and indicates the average medical travelers from the Northern hemisphere spend per health traveler at R60,000. Medical visitors generated 281,000 visitors. The study benchmarks contribute to Johannesburg’s economy through a price comparison in U.S. dollars for a range of visiting hospitals and medical professionals, seeking medical procedures in South Africa against the U.S. accommodation, transport and retail, as well as and compares these to Mexico, Thailand, Croatia, and tourism products and medical insurance. Friends and relatives who visit also contribute to Johannesburg’s tourism economy by staying in hotels, taking advan- tage of Joburg’s many lifestyle products and visiting the city’s attractions. The potential for tourism entrepreneurs to tap into the medical tourism niche lies in Government regulations that prohibit doctors and specialist surgeons from directly attracting international patients. For example, South African physicians are not allowed to market or advertise their services, to have a photograph of themselves on their website, or to make claims about the quality of their work. They also cannot accept payment for referring a patient to a hotel or travel agent. These inhibiting regulations provide an opportunity for entrepreneurs to establish facilitation or interme- diary services between patients, doctors/surgeons, and the private medical hospitals and clinics. These services could include pre-trip consultations in the patient’s home country, connecting prospective patients with African health facilities and surgeons, preparing cost estimates, organizing flights and accommodation, and arranging post-surgery tours and activities, such as safaris.

Desmond Langkilde, Editor/Publisher, Tourism Tattler www.tourismtattler.com

AFRICA TOURISM MONITOR 59 Photo credit: Kanaga Adventure Tours 60 AFRICA TOURISM MONITOR AFRICAN ­DEVELOPMENT BANK GROUP (AFDB)

The African Development Bank Group (AfDB) is a regional multilateral development finance institution established to contribute to the economic development and social progress of its 54­ Regional Member Countries (RMCs). The AfDB was founded following an agree- ment signed by member states on August 14, 1963, in Khartoum, Sudan, which became effective on September 10, 1964. The AfDB comprises three entities: the African Devel- opment Bank (ADB), the African Develop- ment Fund (ADF) and the Nigeria Trust Fund (NTF). As the premier development finance institution on the continent, the AfDB’s mis- sion is to help reduce poverty, improve living conditions for Africans, and mobilize resourc- es for the continent’s economic and social development. The AfDB headquarters is in Abidjan, Côte d’Ivoire.

www.afdb.org

AFRICA TOURISM MONITOR 61 Photo credit: Kenya 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.