Before I let you into some hidden trends in Africa’s Tourism Industry. Let me start with some facts: Between 2000 and 2014, international tourist arrivals to Africa more than doubled, from 26 million to 56 million. Despite a somewhat challenging 2014, the region still grew 2% compared to 2013, and the future outlook remains positive with 134 million arrivals forecast by UNWTO for 2030.
But here is the problem for us as Africa Business Jumpstarters: We regularly read that tourist numbers in Africa are rapidly increasing, that Marriott International plans to build x more hotels across the region, or that Botswana has an amazing scenery suitable for safari tours. Great to know that the tourism industry in Africa is on an upwards trajectory, but frankly, this kind of macro information is of little use to our own undertakings as start-ups or aspiring entrepreneurs. It is simply not very useful for strategic or informed decision making, nor does it tell us remotely where and how to get started!
We want to know about more concrete trends, smart strategies, and actionable tips that empower us to get on the right foot more confidently.
Here are 4 Hidden Trends in the Tourism Industry that most people do not hear about – make the most of them!
1) Peer-to-peer dining with locals and the ‘connected traveller’
I think this is an interesting one. This is a trend that has swept fast through some parts of this world and is expected to peak in Europe’s tourism industry in 2015. The business concept of the crazily successful US based accommodation site Airbnb that has gone global and is now gaining increased momentum in Africa is also based on this peer-to-peer connection enabling travellers to find affordable accommodation with local families.
I used Airbnb when I travelled to Kigali last year, where just simple 3* hotels are ridiculously expensive (prices compare to well-managed popular 4* hotel chains in the US!). I stayed with some expats and got the best insider tips, was served some amazing local food, could pick avocados in the garden, received great networking tips, and a ride to town on the motor bike of my female host – something a hotel could have never provided.
I have to confess I love the luxury of a nice hotel room (although I appreciate the sense of adventure and freedom I felt sleeping under a mosquito net on a make-shift bed under the night sky of East Africa’s semi-desert), but an increasing number of Western holiday makers are more interested in connecting with local residents and interact with them in their personal surroundings than checking into a luxury hotel.
‘Connecting the human to the heart’ has become critical in an ever-increasing world of mobile connectedness and globalisation. Today, these ‘connected travellers’ want to get to know the local communities in the country of their destination, they want to make an impact, engage, learn a new skill, be touched and be challenged. It can be incredibly rewarding. Africa has so much to offer tourists in this regard! This is a trend where you can carve out a niche for yourself in so many ways.
2) Opportunity to promote Rwanda as retirement destination
I am not sure about you, but when I think about African tourism, I would think quickly about safari and luxury travel, Diaspora travelling home, or some young folks who want a back-packing challenge. I don’t think about the elderly. This is probably why I was in for a bit of a shock when I flew to Nairobi with final destination to Mombasa, only to see the plane packed with elderly Europeans!
In March 2015, Lord Valentine Cecil, Chairperson of the Eastern Africa Association suggested during a speech that Rwanda has a potential retirement destination for pensioners in Europe.
“You have most of the features that make an ideal place for retirement including safety, cleanliness and warm weather,” he remarked.
Actually, Rwanda is safe for girls, boys, women, men, and foreigners….which is why Gallup’s World Poll of 2012 ranked the country the safest on the continent.
There are many who look for retirement destinations, and there are other places in Africa that would be suitable for related promotion. While I would suggest that the vast majority of Africans on the continent who are among the elderly wealthy would rarely consider leaving ‘home’ (with exception of those who come from countries struck by conflict), you may find retiring Africa Diasporans and US Americans of African descent who are looking for a safe and beautiful place in the sun in Africa to retire. And that means that they would visit as tourists first looking for particular aspects when visiting. I think this is yet another amazing trend that is vastly overlooked, because there is little awareness in this regard. Step into this niche!
3) Africa to become a top world surfing destination
This one is really unexpected! Africa is poised to become the surfing capital of the world ?!
Many emerging tourism destinations in Africa have identified surfing as a target market, reveals the WTM Global Trends Report 2014 by Euromonitor International, first released in November 2014 at World Travel Market. South Africa has an established reputation with the international surfing community but other countries are gaining a foothold. Sierra Leone hosted a week-long competition and festival in September 2015 while Ghana will host the Africa Surf Series next year. Some specialist tour operators are already active in the region. Family surfing holidays in Madagascar, Zanzibar and Mozambique are available from South African tour operator All Aboard Travel, while UK-based Errant Surf includes Morocco, Ghana, South Africa and Mozambique among its surf adventures itineraries. Other countries with potential include Liberia, Cote d’Ivoire, Cape Verde and Senegal. [Source: howwemdaitinafria.com].
Why don’t you become an expert specializing in surfing tourism in Africa?! It is a great time to position yourself. Create an online travel platform and blog, or a publication, and build your networks in this regard across Africa!
4) African Tourism Needs Stronger Promotion and Branding
Now, listen to this: 16 Tourism Ministers from Africa and the Middle East, investors, and experts from different areas attended the 6. Investment and Tourism Business Forum for Africa, which is a yearly forum, in January 2015.
And you know what was at the top of their agenda?
Have a guess.
Branding and promotion!…
….followed by foreign direct investment, human resources development and visa facilitation (INVESTOUR).
Yes, Tourism is one of Africa’s top growth sectors, and governments regard it as a major contributor to development and job creation on the continent, but there are huge industry gaps in aspects of branding, promotion, and facilitation. This provides a great opportunity for you to start a business online and offer related products and services to the tourism industry!
Be aware of your market as much as you can to make informed and strategic business decisions when doing business in Africa. Oh, and in case you missed it: You may also be interested in my recent post titled: ’10 Quick Business Ideas You Can STart Immediately in Africa’s Tourism Industry’.
Anyone of you interested in starting a business in tourism. Would be great to hear from you!
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