The business of tourism in Africa takes center stage from November 11 to 16 in Kampala, Uganda, when more than 500 industry professionals and policymakers gather for the Africa Travel Association’s 39th Annual Congress.
Hosted by Uganda’s Ministry of Tourism, Wildlife and Antiquities, the event provides a networking, learning, and agenda-shaping platform, addressing timely industry topics, offering educational and professional development opportunities, and showcasing the newest products and services of “Destination Uganda.”
African officials and development experts see tourism as a powerful tool for promoting economic growth, job creation and investment. “As a result of the recent economic good health in Sub-Saharan Africa countries, global hotel chains are poised to spend hundreds of millions of dollars in Africa over the coming years to meet rising demand from both international tourists and the continent’s own fast-growing middle class,” The World Bank said in its 2013 report on tourism in Africa.
The line up for this year’s ATA Congress includes ATA’s Young Professionals Program forum, a tourism ministers’ roundtable, an investment forum, business-to-business events, an African Bazaar, and country tours. At the ATA Business-to-Business Exchange for Buyers & Sellers, for example, travel agents and group planners have an opportunity to build relationships with travel wholesalers, tour operators, travel suppliers, and destinations.
Findings from the second issue of the Africa Tourism Monitor, a joint publication of the African Development Bank, New York University-Africa House, and the Africa Travel Association will be presented, highlighting some of the major opportunities and challenges facing the tourism industry in Africa. The theme of the 2014 report, “Leveraging Africa’s Human Capacity for Tourism Development,” hones in on a crucial component of tourism development for all destinations, but especially for Africa, as it harnesses the potential to increase trade, create socio-cultural linkages, and spur economic and job opportunities.
On of the biggest challenges to African tourism is the current Ebola outbreak in Guinea, Liberia and Sierra Leone. The ATA acknowledges that it is concerned about the virus and its far-reaching effects on the travel and tourism sector in Africa. “The Africa tourism industry has felt stark repercussions across the continent through economic losses, cancelled flights and bookings, closed borders, and negative perceptions. These impacts reach far beyond the borders of those affected countries,” it said in a formal statement.
However, says the ATA, while the travel industry and traveling public should be cautious, they should be cognizant of “the immense size of the continent and to continue to travel to the vast majority of the countries that remain safe.”
With a landmass of 30.2 million square kilometers, the African continent is larger than China, India, and the United States combined.
Optimism is strong about an upward trajectory for travel and tourism to Africa. With good reason. In 2013, Africa welcomed more than 65 million visitors, consistently increasing its share in the global travel marketplace.
“Africa is an exciting travel destination, one of world’s most dynamic travel destinations for tourists seeking for adventure, exceptional cultural exchange and heritage tours, diverse culinary experiences, unparalleled safari and wildlife opportunities, first-class beaches, and a wealth of investment opportunities,” the ATA says.
