Africa leads global tourism growth

The threat of terrorism, political violence, high crime rates and a poaching epidemic are largely to blame for falling tourist numbers in Kenya. As recently as May, two British tour companies evacuated hundreds of holidaymakers as a result of fears over security.

As a result, in May the Kenyan tourist board launched a new campaign to promote the sector and bolster Kenya’s brand as a leading destination for those in search of beach and safari holidays.

However, the timing of the launch coincided with a declaration of war on Kenya by a top al-Shabaab leader. The country has faced attacks from the Islamist terrorist group since it dispatched Kenyan soldiers to the neighbouring broken state of Somalia in 2011.

Kenya could lose as much as $4.7bn due to terrorist attacks and subsequent travel warnings from countries over the world

The campaign to try and rehabilitate Kenya’s reputation as a tourist destination is worth KSh200m ($2.2m). It will feature a ‘global online reputation management campaign’, which essentially amounts to an attempt to boost positive stories about Kenya within internet search engines.

Nevertheless, tour operators are adamant that Kenya is still a viable and popular destination. Abercrombie & Kent recently said: “Last year 115,636 Americans visited Kenya. The US Embassy in Nairobi has no restrictions on employee travel to Kenya’s most popular tourist destinations, including the Maasai Mara, Amboseli, Lake Nakuru, Tsavo, Lamu Island, Hell’s Gate, Samburu, Mount Kenya and Malindi.”

“I wish to assure the international community that Kenya remains a safe destination,” said Muriithi Ndegwa, the managing director of the Kenya Tourism Board at the campaign’s launch. However, he admitted that “In light of recent insecurity incidents affecting the destination, Kenya’s reputation as a safe destination has been compromised. There has been quite an effect, especially on the coast.”

Kenya is adopting a number of other measures to try and encourage tourist numbers. Price cutting is one strategy. From 20th June 2014, the entrance fees for Kenya’s leading game reserves will be lowered by $10 to $80. Landing fees at the leading airports, Moi International Airport in Mombasa and Malindi Airport, have also already been slashed.

Kenya wants to attract more Chinese tourists to the country too. From 29th May 2014, travel agents based in Kenya will not be subject to the 2013 VAT tax on air ticketing services. In May the government revealed that it wants to lure one million Chinese tourists to the country annually – a dramatic increase on current numbers, which linger at around 45,000.

Selling Nigeria
Elsewhere, some African countries, including Nigeria are struggling to kick-start their underdeveloped tourism industries. The country’s travel and tourism sector is estimated to have grown at a modest 3.1% in 2013. Observers say that the sector would perform better if it was allocated more resources.

In March, Nigeria’s Minister of Culture, Tourism and National Orientation, Chief Edem Duke, said: “We need about N25bn ($150m) to effectively implement the Tourism Master Plan. But the non-allocation of funds has stalled this crucial project.”

He added that since the national budget has been doubled this year “we are looking at a budget of N331m ($2m) for 2014 for the implementation of the Tourism Master Plan. If this amount is made available annually, we would be able to commence the effective implementation of the Tourism Master Plan.”

Last year, Nigeria launched a ‘Fascinating Nigeria’ campaign to boost Nigeria’s brand as a tourist destination, with an emphasis on the country’s rich culture.

“The cultural diversity, historic sites and slave routes, together with the large diaspora population, provide an opportunity for success when packaged with festivals and events for presentation to the international and regional tour operators,” said Vice-President Namadi Sambo at its launch.

However, some have criticised ‘Fascinating Nigeria’ as an ineffective use of the already-limited financial resources at the disposal of the tourism sector.

Meanwhile, attention is turning to Angola and Gabon as potential upcoming tourist destinations in Africa. A report by the website Lovehomeswap.com, which is based on figures taken from World Travel and Tourism Council (WTTC), featured Gabon and Angola in the top 10 destinations that could become holiday hot spots in the next 50 years. The WTTC projects that both undervisited countries will experience a 7.3% yearly rise in tourism from now until 2024.

With Angola’s civil war now in the past and attention turning to restoration of the country’s national parks, the country’s pristine bush and underexplored beaches could be a big pull for tourists. Similarly, Gabon is looking to improve its infrastructure and offers safari, whale watching and fishing experiences that could attract visitors.