SEPARATING MYTH FROM REALITY The future of Tourism in Africa
Posted on 12/01/2015 | About Africa
Africa. A continent made up of 54 countries and the African Union state of Western Sahara (not recognized by Morocco) has a population of over one billion and is the world’s second largest continent. Africa receives more negative media coverage than any other continent. Is the media coverage fair? What is myth and what is reality when it comes to tourism and safety to the region?
I recently attended the 40th annual Africa Travel Association’s (ATA) World Tourism Congress held this year in Nairobi, Kenya. Media coverage and its effect on tourism to Africa was a hotly debated topic at many of the conference sessions. Tourism ministers, inbound and outbound tour operators, travel agents and media from Africa and various other countries attended the conference. I was part of a 20-member media delegation. My media colleagues and I became a target by some African based delegates who went into a tirade about unfair and overly negative media coverage.
In some cases I can sympathize with their plight since it can be at times just a steady stream of bad news. Though let’s face it – it’s not only Africa that gets the receiving end. Just ask Caribbean nations or Mexico when a Canadian or American is killed at a resort and the consumer media especially goes into overdrive on how unsafe it is to travel there. I think it’s hypocritical especially in the US when there are mass shootings all the time in numerous cities there yet Americans don’t hesitate at all to visit these cities. Kenya Deputy President William Ruto in a keynote speech remarked, “Clearly Africa is often judged on unpleasant stories. We need to tell the true African story and there are many unique selling points. Tourism is one of the key pillars of our economy.”
Kenya Cabinet Secretary Phyllis Kandie of the Ministry of East African Affairs, Commerce and Tourism told delegates, “Kenya is safe and we assure you the challenges that we face as a country are over.” Kandie was referring to terrorism incidents against both tourists and residents in recent years that have had a negative effect on tourism. In 2013, according to the United Nations World Tourism Organization (UNWTO), Africa received 55.7 million international arrivals – a 5.4% increase over 2012. Morocco was the number one country in Africa in receiving tourists with about 10 million just slightly ahead of South Africa. Kenya received 1.4 million tourists which was an 11.5% drop from the previous year.
The UNWTO does predict a 2% growth this year for Africa but still a drop in the bucket considering there were 1.1 billion tourism arrivals worldwide. Africa is getting only about 5% of the world tourism arrivals. Most government and tourism delegates felt Africa is not reaching anywhere near its potential despite as Kenya deputy president Ruto says, “Africa is home to seven of the fastest growing economies in the world.” BARRIERS TO GROWTH Both government and private industry agreed there needs to be changes in order for African nations to succeed in attracting more tourists.
Kenya Airways Group Managing Director and CED Mbuvi Ngunze outlined five areas that need to be addressed: World class safety, smarter regulation, lower costs, infrastructure that connects worldwide and sustainability. He was highly critical as most delegates were of government travel advisories which gave a “very blanket approach.” He urged the travel trade to be much more active in combatting these negative and blanket travel advisories. In too many cases a travel advisory would be issued (especially from a western country) and there may be safety concerns in one small part of the country but it advises against travel to the entire country. Canada and in particular Toronto can relate to this. Remember the SARS crisis a few years ago? This had a huge negative effect on tourism to Canada. Everyone recalls the inflammatory CNN images of people walking around in masks on the streets of Toronto. Even though it was mainly isolated to Toronto, people from around the world cancelled plans to visit ALL of Canada.
It’s easy then to sympathize with Africa. I have travelled to Africa many times including so-called dangerous spots like Democratic Republic of Congo, Uganda, South Africa, Tunisia and Egypt. I’ve visited some of the most poor shanty towns, villages and desolate area of the cities. I have never been robbed or felt threatened. More often than not just greeted by smiles and a friendly wave. On this visit to Kenya there was a significant increase in security since my last visit to Kenya seven years ago. At our hotel (and many throughout Nairobi) we had to pass through security scanners and there was a security officer on each floor of our hotel in Nairobi. At the convention centre and other public buildings you had to go through body and hand baggage scanners. Was it necessary? Perhaps. Sometimes I do feel it’s more a make-work project than anything else. But the Kenyan government wants to reassure both residents and visitors it is safe. I did feel safe despite the inconvenience at times. Sometimes however there is too much security and this can have an adverse affect. People can think it must be a dangerous place if so much security. In a place like Canada where security is not as visible are we safer or more vulnerable? Is Kenya safe? Absolutely. I felt even safer there after the Paris attacks than I would have in Canada. GETTING TO AFRICA: Like most North Americans we assume our country’s airlines are better than others. For a change I actually had a surprisingly pleasant flying experience. I flew Ethiopian Airlines non-stop from Toronto to Addis Ababa, Ethiopia (about 13 hour flight) and then a short flight (less than two hours) to Nairobi. I must admit I was skeptical flying on Ethiopian Airlines and its level of service. My North American bias and ignorance was totally unfounded. The inflight service was exceptional – the crew were friendly and attentive and always smiling. The international flights I took to and from Africa were on the new Boeing 787 Dreamliner – a quiet, fuel-efficient and very comfortable aircraft. I flew both business and economy. Ethiopian Airlines is a member of Star Alliance and flies to 91 international destinations. It has the youngest fleet in Africa. Another myth shattered – old planes and substandard service when in Africa. Africa is a continent blessed with wildlife found nowhere else, rich distinct cultures, variety of accommodation from tented camps to luxurious resorts and activities for all interests from birdwatching to conservancy. Agents can play an important role and go beyond the headlines and not gloss over safety and security issues but research and find out what’s really going on. Give Africa a chance.
