The United Nations World Tourism Organisation (UNWTO) recently stated that countries which are able to build a tourism destination brand would be those countries that are best in exploiting the great untapped potentials in the tourism market.
The Executive Secretary of Member-Relations and Regional Director for the Americas of the UNWTO, Mr. Carlos Vogeler made this known at the 2015 West Africa Culture and Tourism Ariya Expo. He addressed participants at the seminar focusing on three key issues relating to destination branding in Africa that he said would boost tourism development in the region.
First, the UNWTO Executive expatiated on the issue of Tourism Development and Trends in the World and Africa – Why Tourism matters for Africa. In his words: “In many African countries, tourism is one of the main economic sectors supporting national growth, employment and environmental conservation, ultimately making a positive difference in the lives of millions of people.”
Mr. Vogeler then talked on the second issue, which was the importance of destinations Branding and Tourism Development in the region. On this, he noted that in the case of tourism, as any business, brand image becomes very critical in differentiating a country or services from its competitors. While emphasizing that Africa is endowed with enormous tourism assets and natural resources, he stated; “And yet, Africa represents only 5% of the international tourist arrivals.”
UNWTO’s key areas in support of Tourism Development and Branding in Africa was the third issue explained by Mr. Vogeler. He revealed that the Organisation has a mandate to help its member countries develop and build their destination brands through training, technical advice, field missions and technical support services, as well as play the role of facilitator of public private partnership through investment forums like INVESTOUR.
The UNWTO spokesperson also stressed: “If you are known as a quality provider through a well-established destination brand you will be in a unique position to attract repeat tourism business.”
Many of the stakeholders of tourism from countries in West Africa also attended Ariya 2015 and made presentations which highlighted new tourism policies, cultural gems and rebranded historical sites that tourists who are seeking the next level of travel hospitality cannot ignore in the coming year.
Sierra Leone’s acting Minister of Tourism and Cultural Affairs, Mrs. Kadija Olamatu Sesay spoke about the finishing touches being put into place to promote tourism business as the country was a few days away of being declared Ebola free at the time.
The Director of Tourism of the country’s tourism ministry, Mr. Mohammed Jalloh, used the opportunity of the event to invite tourists to visit Sierra Leone and take a hike up the highest mountain in West Africa, wake to the calls of chimpanzees and monkeys in the rainforest as well as enjoy the fresh, sweet taste of mangoes plucked straight from the trees.
Sharing memories from her years of childhood in Sierra Leone, English actress, Ellen Thomas who has had many television and film roles, recounted her experience when she recently visited her homeland. She summed up the visit by describing it as enlightening and an eye-opener which spurred an excitement within her to spread the word about the tropical haven Sierra Leone is.
During his presentation, the Managing Director of Cape Verde Travels who was representing Cape Verde Tourism, Mr. Ron Hughes spoke about how tour guides are more important to tourists than the Presidents of the countries being visited. He stressed that these tour guides should reflect proper training and standard industry practice on the job. He shared the experience the archipelago islands have had in growing tourists’ patronage within a period of time.
He said: “Five years ago when we had our presentation, it was our first session at the Ariya Expo, there was only less than a hundred thousand people, maybe 80, 000 people from England going to Cape Verde. Now, sort of five years later and our colleague from the United Nations said how they had improved. Now we’ve got nearly 300, 000 people travelling from England alone to Cape Verde. Those are the figures.”
For Sao Tome and Principe, the Director General of Tourism, Mrs. Marian Daio did her presentation in the official language of the country, Portuguese. With the help of an interpreter, she explained that the 200, 000 people that make up the population of the two islands located on the Gulf of Guinea makes them unknown to the rest of the world. But she was quick to add that they are an emerging marketing that is a safe region and they have been generating curiosity in tourism, investment and other areas.
Her words: “Our main focus is sustainable, eco-friendly tourism and it’s development. We are promoting an experience on the islands where you can learn about our plantations of Cocoa and Coffee, colonial history, architectural tourism and we are open for investment tourism, with a niche in luxury.”
The Director of Marketing and Communication for the Senegalese Tourism Promotion Agency, Ms. Houma Dia noted that the privileged geographical location of Senegal makes it unique. “It is close to Europe and America and it is very accessible; Senegal is served by a lot of international airlines,” she said.
Speaking further, she mentioned another unique feature of Senegal as being the fact that it is very safe and stable. She said: “It is a political exception in the sub-region and that explains why you have a lot of international organisations which have made Dakar the base for their operations.”
