Africa is rich in tourist attractions, but until recently, most countries had not fully developed their tourism sectors. 2012 may just be the year that Africa becomes the premier destination for international travelers.
By Keith van der Linde for Africa Report
Photograph: © Ragsac19 | Dreamstime.com
For years now, Africa has been considered a region of unparalled beauty, rich in resources and culture, yet without the infrastructure or economy to support large-scale marketing of its tourism sector. Tourist destinations have clustered around a few nodes scattered across a handful of countries; Cape Town, Durban and the Kruger National Park in South Africa; The Masai Mara in Kenya; Zanzibar and the Serengeti in Tanzania; and Victoria Falls on the border between Zimbabwe and Zambia. The list goes on, but is now growing to include the likes of Uganda, Ethiopia and Rwanda, regions that have been decimated by national crises that are now regaining vibrant status in the tourism sector. It’s a good time to invest in a sector that’s completely outshining its international rivals.
Tourism cannot depend on natural attractions alone. Without the infrastructure, skills base and marketing to supplement these attractions, regions are often visited only by backpackers relying on word of mouth advice to travel. Yet the ‘African Lions’ of Ghana, Ethiopia and Angola are among the fastest growing economies in the world, with the regional growth of 5.2% per year outweighing the sluggishness seen in the rest of the world. Nigeria, Tunisia and Zambia have had free and fair elections, and this may inspire a trickledown effect in other countries. The discovery of a large gas field off the field of Mozambique and rapid oil production in Nigeria has boosted the economies of these countries. Growth is happening, stability is spreading, and these benefits are trickling down into their tourism sectors.
The Economist magazine recently featured Africa on its cover as the continent with the most potential for growth. Africa, the Middle East and Asia are predicted to be the tourist powerhouses of 2012, while Uganda is powering this growth. It has won numerous accolades, among them the title of one of the ‘20 places you should visit in your lifetime’ by National Geographic Magazine. It has been awarded the prestigious title of having the best bird-viewing spots in Africa for the Bwindi Impenetrable National Park. The Mountains of the Moon (Mt. Rwenzori) has been voted as one of the top 15 hiking destinations in the world, while Lonely Planet named the Pearl of Africa as the best destination.
Investment is not only coming from outside Africa, but within. Uganda invests $330,000 in marketing its tourism sector and generates $650 million as revenue from the sector. Kenya invests $23 million in marketing its tourism annually and is able to earn about $3.5 billion in the process, while Tanzania invests $10 million annually and reaps about $3.2 billion. Rwanda spends about $5 million in marketing its tourism sector per year and earns $1.2 billion annually.
African tourism is growing at a rapid rate, and the time has never been better to invest in these sectors. Or, at the very least, experience them yourself.
