WTTC GS: Visa facilitation, air infrastructure, marketing key to unlocking Africa’s projected US$168bn tourism market – Report
[By VICTOR NZE]
Africa’s tourism market has the potential to generate a whopping US$168bn over a period of 10yrs, representing an annual growth of 6.5 per cent year-on-year (y-o-y) over the period under review, according to a new report made public at the ongoing World Travel & tourism (WTTC) Global Summit in Kigali, Rwanda, Thursday.
The report, however, posited that current challenges such as air infrastructure, visa facilitation and destination marketing and management policies have to be improved among countries on the continent for the industry to be unlocked to its full potential.
The report, titled; ‘Unlocking Opportunities for Travel & Tourism Growth in Africa’, is a collaboration of the WTTC and the VFS Global.
According to the report, Africa’s travel and tourism sector could in addition to adding US$168 billion to the economies of Nigeria, and others on the continent, create over 18 million new jobs overall, even as it also stated that this growth potential is dependent on three key policies to unlock annualised growth of 6.5 per cent, reaching a contribution of more than US$ 350 billion.
Listing the factors to include; policy package focused on improving Africa’s growth based on air infrastructure, visa facilitation and tourism marketing, the report maintained that the travel and tourism market is ‘a powerhouse sector in Africa, with a contribution of more than US$ 186 billion to the region’s economy in 2019, welcoming 84 million international travellers.’
It further added that the sector is also essential for employment, providing livelihoods to 25 million people, equating to 5.6 per cent of all the jobs in the region.
Speaking, Thursday, at the Kigali Convention Centre, on the Day Two of the ongoing WTTC Global Summit, President/CEO of WTTC, Ms Julia Simpson noted that the continent’s industry has ‘witnessed an extraordinary transformation,’ adding further that in just two decades, the market has more than doubled in value, significantly contributing to the continent’s economy.
“Growth potential for Travel & Tourism in Africa is massive. It has already more than doubled since 2000, and with the right policies could unlock an additional US$168 billion in the next decade.
“Africa needs simplified visa processes, better air connectivity within the continent, and marketing campaigns to highlight the wealth of destinations in this breathtaking continent,” she said.
Also speaking, Founder & CEO, VFS Global, Zubin Karkaria, expressed excitement over the launch of the report, which he described as a window to ‘uncover the extensive opportunities that Travel & Tourism offers in Africa.’
“This report not only highlights the diverse prospects for economic growth, sustainable tourism, and cross-cultural collaboration but also provides valuable insights for governments to formulate policies and offers businesses a well-defined roadmap for expansion in this thriving market.
“This report delves into the historical journey of the Travel & Tourism sector in Africa. It’s a story of facing challenges head-on, from the Global Financial Crisis in 2008 to the setbacks caused by disease outbreaks, and political instability,” said Karkaria.
Continuing, Karkaria said his company having established its presence in Africa since 2005, remains ‘the trusted partner of 38 governments who we serve across 55 cities in 35 countries in Africa.’
According to him, ‘VFS Global recognises the tremendous potential of Africa and remains deeply committed to supporting the continuing development of travel and tourism to and from the continent.’
The WTTC/VFS Global also highlighted the opportunities for the sector, which include strategic investments improved connectivity, streamlined visa processes, reducing carbon footprint through low-carbon energy adoption, and enhancing water efficiency.
“These could unlock the potential for sustainable growth, job creation, and economic development in the African Travel & Tourism sector,” the report said.
The WTTC had, Wednesday, at the opening ceremony of the 23rd Global Summit, disclosed that despite all the challenges, global travel and tourism sector is on a path to recovery.
According to the organisation, 2023 is projected to be a year of near-full recovery, only 1.9 per cent shy of the 2019 levels, as well as the creation of an additional near 1.8 million jobs.
