Tourist perception towards Africa changing – Report

According to a report by global Hospitality Consultancy HVS, the perception towards tourism in Africa is evolving. Historically, the continent has heavily relied on international guests bringing in high spending currencies like dollars and pounds. However, there is a noticeable shift happening in the industry as more focus is being placed on building economies and hospitality sectors that cater to the African market exclusively. This shift towards sustainability is promising, but it also brings about a level of uncertainty for investors due to the lack of available data in this emerging market. The African continent is comprised of 54 countries, each with its own set of rules, regulations, and cultural differences, making travel and business across borders a complex challenge. One of the prominent misconceptions in the past was viewing Africa as a single country, but with the rise of technology and access to information, this misconception has gradually been eradicated. However, new challenges have surfaced, such as the ease and cost of travel along with navigating through various sovereign rights and regulations. Amidst these challenges, there is optimism in the air as leaders from countries like Eritrea and Ethiopia are discussing growth and cooperation, signaling a positive shift in perceptions. To delve deeper into these trends and challenges, CNBC Africa spoke with Tim Smith, Managing Director of HVS. Smith highlighted the importance of addressing these misconceptions and challenges within the hospitality industry to facilitate growth and investment. Smith also emphasized the significance of communication and honesty in tackling the complexities of developing and running hotels in Africa. In an effort to facilitate dialogue and problem-solving, HVS is hosting an upcoming networking conference geared towards industry professionals. The conference aims to bring together decision-makers, designers, investors, and advisors to brainstorm solutions for the prevalent issues in the sector. Smith stressed the value of fostering open discussions and encouraged speakers to provide opinions rather than regurgitating information readily available online. The goal is to create a collaborative environment where industry challenges can be addressed collectively. One recent milestone in African tourism that garnered attention was the partnership between Rwanda and Arsenal Football Club. The deal, which involves Rwanda's logo being featured on Arsenal's jersey, is seen as a significant publicity opportunity for the country. The exposure generated by this partnership is expected to attract global interest and potentially drive tourism to Rwanda. Smith praised the initiative, noting the potential for increased visibility and interest in African countries through such partnerships. With the ongoing FIFA World Cup drawing attention to African teams, there is a growing curiosity and appeal surrounding African destinations. The visibility generated by events like these plays a crucial role in reshaping the narrative and promoting tourism across the continent. As Africa continues to navigate the evolving landscape of tourism and hospitality, initiatives like the Rwanda-Arsenal partnership serve as a testament to the continent's potential to attract visitors and investors alike. The industry's shift towards catering to the African market signals a promising future, albeit one that requires collaboration, innovation, and a nuanced understanding of the diverse landscape.