General News and Information

Isabel Hill

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ITIC 2018 Advisory Board
Isabel Hill Director National Travel and Tourism Office at US Department of Commerce

As Director of the National Travel and Tourism Office at the U.S. Department of Commerce, Ms. Hill is the senior career official with responsibility for travel and tourism for the United States Government and a globally recognized expert in tourism policy and planning.

Her office produces the national statistics on travel and tourism and promotes policies that support the competitiveness of the U.S. travel and tourism industry.

Ms. Hill led the development of the first National Travel and Tourism Strategy for the United States across 12 federal agencies and with the private sector, reflecting her skill in public-private engagement to advance shared objectives.

Ms. Hill also led negotiations to open the market for packaged leisure travel from China to the United States, and she advances U.S. policy in international travel and tourism fora.

Additionally, Ms. Hill directed the first International Tourism Promotion Program for the United States. Based on the platform ‘You’ve Seen the Films, Now Visit the Set’, the award-winning campaign paved the way for the creation of Brand USA, the nation’s first dedicated tourism marketing organization.

She is past Chair of the OECD Tourism Committee, a subject matter expert for the World Economic Forum, and sits on the Advisory Committee of the World Tourism Forum Lucerne.

Prior to her federal service, Ms. Hill was the Film Commissioner at the South Carolina Department of Commerce and Director of Business Development and Policy for the South Carolina Department of Parks, Recreation, and Tourism.

Najib Balala

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ITIC 2018 Advisory Board
Najib Balala EGH former Cabinet Secretary Ministry of Tourism and Wildlife Kenya
Honourable Najib Balala, EGH, was born in 1967 and is trained in International Urban Management at the University of Toronto, Canada. He underwent the Executive Program for Leaders in Development at the John F. Kennedy School of Government at Harvard University. CS Balala was early this year re-appointed as Cabinet Secretary for Tourism & Wildlife by H.E. Uhuru Muigai Kenyatta, CGH, President of the Republic of Kenya. He had been appointed as Cabinet Secretary for Tourism in the 2015 Government reshuffle. He moved from the Ministry of Mining, where he was appointed as Kenya’s first Minister in May 2013 and is credited with delivering the Draft Mining Bill in 2014, the first policy and institutional framework review of Kenya’s mining sector since 1940. Hon. Balala served simultaneously as Member of Parliament for Mvita Constituency, Mombasa, and as Kenya’s Minister for Tourism from April 2008 to March 2012, where he delivered the Tourism Bill and gave the sector a policy and legal framework geared towards maintaining sustainability. Then, he was elected Chairman of the United Nations World Tourism Organization in 2011 and was voted Best Tourism Minister in Africa in 2009 by Africa Investor (AI). He is credited with steering Kenya’s tourism sector to recovery following the post-election violence in 2008. He played a significant role in boosting growth and stability in the Kenyan and regional tourism sector, working closely with private and institutional investors, with conservation and regional development agencies to ensure that the economic potential of this vital sector was both prudently and sustainably managed.

Rebranding tourism in Africa

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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.

Africa has still not penetrated global consciousness as a viable holiday destination and according to the United Nations World Tourism Organisation (UNWTO) attracted only 4.2% of the world’s tourists last year.

Interestingly, the best way to explain these low figures is by looking less at tangible assets like infrastructure and power and more at intangible assets like perceptions and stereotypes.

Africa’s failure to remarket itself has left the brand overwhelmingly defined by media images of conflict, poverty and disease.

Yet for all who regularly engage with the continent, the ‘single story’ characterisation of Africa barely scratches the surface.

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.

ONLY WAY IS UP

‘Tourism in Africa is still very novel but it is catching up quickly,’ says Rifai. ‘The important thing is that the growth rate in Africa is higher than anywhere else in the world.’

Currently Africa attracts between 60-65m tourists per year but Rifai predicts this figure will more than double to 150m by 2030.

A large and often overlooked explanation of this predicted growth is the ever-increasing importance of the Chinese market in all aspects of African affairs. Last year, the UNWTO logged that Chinese tourists spent $258bn globally, almost twice as much as the US in second place, and $70bn more than Germany, France and the UK combined.

Rifai argues that Africa must capitalise on this growing phenomenon and advises a move away from more traditional tourist markets.

‘All in all, I think African countries do not take the Asian market too seriously,’ he says. ‘The overdependence on the traditional North American and European markets has to be revisited.’

Chinese tourists themselves have clearly taken to Africa as a tourist destination.

According to Standard Bank, the number of Chinese tourists in Kenya will hit 60,000 this year; doubling the figure from 2015.

The Industrial and Commercial Bank of China has even launched a new credit card, in partnership with Kenya’s Stanbic Bank, specifically for Chinese tourists visiting the East-African country.

This shows great intent and should be recognised and built upon by government and corporations alike.

Another factor to build on is Africa’s growing interconnectivity. The difficulties associated with travelling around the African continent ‘ranging from visa issues to basic travel infrastructure and flight paths ‘have traditionally deterred tourists.

Rifai points to the African Union’s recent implementation of the Single African Air Transport Market as evidence of improvements to travel in the region.

Smaller carriers, he argues, will now be able to fly between more countries, as a de-regulated market reduces some of the financial burdens previously inhibiting local operators.

Finally, global tourism trends are aligning nicely with what Africa naturally has to offer. ‘It is one of the only places in the world where you have real natural life that is well preserved and taken care of; which is consistent with the new trends,’ he says.

As tourists push authenticity further up their wish-list, Africa can only stand to gain.

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.

THINK TOURISM 360

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The International Tourism & Investment Conference (ITIC) has been designed to stand out as a sought-after platform to stimulate a new thought process focusing on key global issues impacting positively or negatively on the industry. It may also herald a new vision and new perspectives for tourism as the powerhouse for future economic growth and investment for wealth and job creation through innovation and global value chain. As tourism gathers greater momentum among travellers, ITIC will also address the concerns and challenges facing destinations worldwide – geographic locations, connectivity, capacity building, infrastructure, human capital, resources, safety and security, amongst others. These are areas bearing potentials for investment based on proper planning, development strategies through a blend of global networking and concerted local actions.

Tourism Investment Platform

The Conference will provide a platform to drive international awareness and investment into the tourism sector and it will also act as a catalyst for inclusive growth. ITIC will therefore add value to the efforts of tourist destinations by assisting in translating their vision, objectives and development strategies into bankable project Initiatives. Delegates will have the opportunity to participate in high level group discussions, networking and PR with policy makers, private sector stakeholders, private equity firms, funding agencies, high-net worth investors, bankers, fund managers, tourism experts, business innovators and influencers, who have the power to channel capital and raise funds by using London as the prime financial hub for investment. One of the key factors will be to explore investment opportunities in green tourism projects with the aim of reducing emissions and building a climate-resilient future, while at the same time minimizing negative impacts on the local environment. Investors across the world are becoming more concerned about these issues asking for more transparency before investing their money in projects.

ITIC will give visibility to leading industry entities and emerging destinations in their policy orientation by pairing specific tourism strategies with investment solutions, thus acting as a catalyst and an engine for inclusive growth and sustainable economic development.

Speaker Details – Wong Soon Hwa

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the global tourism conference

Black Lane CEO & Pata Board Member

Soon Hwa has over 30 years of extensive experience in the Asia-Pacific tourism and hospitality industry.

Currently, he is the Regional Director of (more details coming soon here, this page is under construction and needs review from upper management, please contact administrator for more details) Asia & Japan of Hertz International. Started the regional HQ in1993 in Singapore and built the business from scratch to be the regional market leader. He spent 3 years in Shanghai from 2007 to 2010 to oversee the China business.

Prior to Hertz, he was Regional Manager SE Asia for Air New Zealand, GM Marketing for Mansfield Travel and Deputy GM of Avis Singapore.

A BBA graduate of the National University of Singapore, he is also a Fellow of the Chartered Institute of Marketing UK and attended the Stanford Executive Program.

Presently serving as Chairman of the Pacific Asia Travel Association (PATA) Singapore Chapter as well as Member of the Industry Council. Served in many positions within PATA over the years. Recipient of PATA Award of Merit in 2008.

Speaker Details – Jeremy Sampson

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the global tourism conference

[email protected]
twitter @jdrsampson

Jeremy Sampson graduated from Canterbury College of Art, England, now the University for the Creative Arts (UCA), in visual communication.

A career working between London and Johannesburg in marketing, advertising, graphic design, public relations, reputation management and branding. He founded and was the Executive Chairman of the Africa operations of the international branding group, Interbrand until he stepped down in October 2014. Winning numerous awards along the way in the UK, USA and South Africa and in 2010 being awarded the prestigious Financial Mail AdFocus Lifetime Achievement Award. During that period the company either won or was shortlisted more times than any other in its field in the Financial Mail AdFocus and Finweek AdReview awards.

A former President of South African Designers, formerly a Fellow of the Chartered Society of Designers UK, formerly a board member of the Institute of Directors of South Africa, a Fellow of the Royal Society of Arts (UK), member IPA (UK) and Visiting Professor at University of Cape Town Graduate School of Business and Visiting Professor Da Vinci Institute. He has presented papers and spoken in Cancun, Mexico (World Stock Exchanges), Geneva, Switzerland (WIPO), Istanbul, Turkey (Unilever), Dubai, UAE (Hyundai) as well as London, Accra, Nairobi, Windhoek, Harare, and numerous times locally.

Today he is a director of Brand Finance Africa (the London based global group in 30 countries) and in addition consults/mentors/advises, sits on boards/advisory panels, writes and speaks and is very active in the media, including hosting programmes for Classic fm. Apart from the worlds of reputation and brands and branding his interests include art and printmaking and the world of wine.

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