Despite its wealth of natural attractions, Africa still only attracts 4.2% of the world’s tourists. Unchallenged negative stereotypes about the continent and an over-reliance on traditional markets are undermining growth in the sector. This can be corrected. Report by Thomas Collins.

While much has been said about the political and economic realities of Africa, one sector is consistently overlooked: tourism. For many African countries, the sector plays a significant role in the economy and as the world deepens its inter-connectivity, the continent is presented with a sizeable opportunity.

Indeed, from picture-perfect beaches and great open savannahs to bustling metropolises full of culture, Africa has much to offer. It is sad then that most non- Africans travelling the continent do so either only for business, or for humanitarian purposes.

Thankfully, nuance is slowly being added to the continent’s voice and people like Taleb Rifai, ex Secretary-General of UNWTO, remain positive about the future while recognising the issues at hand.

REBRANDING AFRICA

While global market forces are inadvertently working to ensure a boost to the number of tourists in Africa, some negative perceptions nevertheless remain at play.

Rifai argues Africa needs to actively rebrand itself to more successfully attract tourists.

‘Branding is bringing the best out of what you are,’ he explains. ‘There is so much energy and goodness but none of it is being shown.’

For Rifai, the way to rebrand is by actively working to overturn or reclaim some of the stereotypes, and also, presenting a more nuanced picture of Africa.

He explains that the continent can overturn some of its negative cliches and use them to its advantage.

‘You go to some African destinations and find what Europeans call chaos,’ he says. ‘I call that energy; I wouldn’t call it chaos. I look at poor neighbourhoods and instead of seeing poverty I see life. You need to look at some of these stereotypes that are seen internationally as not so positive and introduce them in a way as if to say, this is who we are, come and see it.’

Indeed, in his view, for every negative story about Africa, the continent should respond with a thousand more about success as this would help change public perceptions. ‘Concentrate on stories of young men and women who are making progress,’ he suggests.

At the same time, Rifai warns against of the dangers of presenting Africa to the world as a homogeneous bloc. This, he argues, already dictates how much of the world views Africa, and has had a negative impact in the past.

‘We have to be very careful about marketing Africa as a whole,’ he warns. ‘When we had Ebola the entire African continent suffered. People were unaware that Portugal and Spain were in fact closer to the epicentre than Kenya and South Africa.’

A global umbrella brand can be created but he advises it must also be textured with Africa’s hugely diverse array of 54 countries.

‘There are so many cultures and sub-cultures in Africa,’ he says. ‘Mauritius is not Angola, Angola is not Tunisia and Tunisia is not Egypt.’

As the continent’s global brand gradually improves and market forces align with what Africa has to offer, the sector will only go from strength to strength.

‘I am very excited about the future of tourism in Africa,’ finishes Rifai.