CATALYSING AFRICAN TOURISM!!!

Tourism is a dynamic and key sector in the global economy contributing impactfully to economic growth and creating jobs as well as catalysing other sectors of the economy. Across the globe the #tourism industry continues to show remarkable growth, and post-pandemic has rebounded to almost pre-pandemic levels. Tourism in #Africa plays a vital role in a continent that desperately needs to build and grow its economy. The value of the tourism industry goes beyond its contribution to the economy but is also seen in its ability to raise the profile of Africa showcasing the abundant attractions of a continent so often undervalued. From Cape Town to Cairo, Africa is endowed with impressive resources for tourism. Cultural tourism, ecotourism, adventure tourism and business tourism as well as wildlife tourism showcase the continent to a global market. How can we catalyse tourism in Africa? There is need to more emphatically promote the tourism assets of the continent and the rise of online platforms can be a key avenue to position African tourism more robustly. Product development is key to the growth of tourism in Africa. Tapping into the rich cultural heritage of the continent and the traditions of regions and communities can infuse vitality to the continent’s tourism offerings. Positioning the continent in fresh and vibrant ways is necessary to refresh the continent’s brand. Domestic tourism can also play a role in the growth, development and contribution of the sector. Tourism in Africa holds enormous potential and can drive growth. Tourism’s multiplier effect can stimulate and dynamise the economy. Tourism is important to Africa and needs an aggressive approach to fully tap into the possibilities of the sector. Within Africa lies a veritable treasure trove of tourism assets that can help build a strong, dynamic and robust tourism industry. We can all play a part in promoting tourism in Africa in our communities.