africa travel market 2023

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Africa Travel Market optimistic over new growth prospects

By Wandiswa Ntengento

South Africa

Africa’s travel market is open and booming. This is a sentiment expressed by an estimated 600 exhibitors at this year’s World Travel Market Africa in Cape Town, South Africa. This after the industry sustained serious damage due to Covid-19.

 The meeting saw a 35% increase compared to last year,  said Carol Weaving, Director of Reed Exhibition Africa. 

“This year we have 577 exhibitors which is a 35 per cent growth and what’s really exciting is that we are the only inbound show on the African continent and it goes to show that a lot of intra africa trade that is happening. Internationally you can see also that the Indian Ocean here, Seychelles, Reunion, Madagascar”

One of the hot topics on Africa’s growth is intra africa trade. For travel and tourism, destinations like Seychelles believes that it will act a catalyst to wider growth for expanding the country’s popularity.

“The new approach I would say which our Minister of a Tourism continues talk often about is to introduce our cultural activities in Seychelles to bring it more at the forefront. In other worlds, we have a story to tell about our food and music and us as a people,”  David Germain, Seychelles Tourism Regional Director for Africa. 

Meanwhile, Zimbabwe a destination known for diverse attractions like Victoria Falls predicts that by 2025 their tourism sector will reach a five billion US dollar growth mark.

Jeffreys Manjengwa  is the Zimbabwe Tourism Authority Executive Director International Marketing:  

“Our projection under our national tourism recovery growth strategy is to reach a USD five billion tourism economy by 2025.”

The UN’s World Tourism Organization latest data shows that more than 900 million tourists travelled internationally in 2022. These businesses behind are some of the of the foot soldiers behind the promotion of the continent and driving growth to Africa’s travel and tourism market.

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Travel & Tourism - Africa

• In Africa, the Travel & Tourism market is projected to reach a revenue of US$24.42bn by 2024.
• It is expected to grow annually at 4.98% resulting in a market volume of US$29.66bn by 2028.
• The largest market in this market is the Hotels, which is projected to have a market volume of US$12.10bn by 2024.
• The number of users in Hotels is expected to be 119.50m users by 2028.
• The user penetration rate in Hotels is expected to increase from 13.2% in 2024 to 14.3% by 2028.
• The average revenue per user (ARPU) for Hotels is expected to be US$142.80.
• Online sales are projected to generate 75% of the total revenue in the Travel & Tourism market by 2028.
• It is noteworthy that United States is expected to generate the highest revenue of US$199bn in 2024 in comparison to other countries worldwide.
• In Ghana, the growing popularity of ecotourism is driving the demand for sustainable and responsible travel experiences.

Key regions: Malaysia , Europe , Singapore , Vietnam , United States

Definition:

The Travel & Tourism market encompasses a diverse range of accommodation services catering to the needs and preferences of travelers. This dynamic market includes package holidays, hotel accommodations, private vacation rentals, camping experiences, and cruises.

The market consists of five further markets.

• The Cruises market covers multi-day vacation trips on a cruise ship. The Cruises market encompasses exclusively passenger ticket revenues.
• The Vacation Rentals market comprises of private accommodation bookings which includes private holiday homes and houses as well as short-term rental of private rooms or flats.
• The Hotels market includes stays in hotels and professionally run guest houses.
• The Package Holidays market comprises of travel deals that normally contain travel and accommodation sold for one price, although optional further provisions can be included such as catering and tourist services.
• The Camping market includes bookings at camping sites for pitches using tents, campervans, or trailers. These can be associated with big chains or privately managed campsites.

Additional Information:

The main performance indicators of the Travel & Tourism market are revenues, average revenue per user (ARPU), users and user penetration rates. Additionally, online and offline sales channel shares display the distribution of online and offline bookings. The ARPU refers to the average revenue one user generates per year while the revenue represents the total booking volume. Revenues are generated through both online and offline sales channels and include exclusively B2C revenues and users for the above-mentioned markets. Users represent the aggregated number of guests. Each user is only counted once per year. Additional definitions for each market can be found within the respective market pages.

The booking volume includes all booked travels made by users from the selected region, independent of the departure and arrival. The scope includes domestic and outbound travel.

Prominent players in this sector include online travel agencies (OTAs) like Expedia and Opodo, as well as tour operators such as TUI. Specialized platforms like Hotels.com, Booking.com, and Airbnb facilitate the online booking of hotels and private accommodations, contributing significantly to the market's vibrancy.

For further information on the data displayed, refer to the info button right next to each box.

• Bookings directly via the website of the service provider, travel agencies, online travel agencies (OTAs) or telephone

out-of-scope

• Business trips
• Other forms of trips (e.g. excursions, etc.)

Travel & Tourism

• Vacation Rentals
• Package Holidays
• Analyst Opinion

The Travel & Tourism market in Africa is experiencing a significant growth trajectory, driven by a combination of factors that are shaping the industry in the region. Customer preferences: Travelers in Africa are increasingly seeking unique and authentic experiences, driving the demand for cultural and adventure tourism. Tourists are drawn to the diverse landscapes, wildlife, and rich cultural heritage that the continent has to offer. Additionally, there is a growing interest in sustainable and responsible travel practices among visitors, leading to a rise in eco-tourism initiatives across the region. Trends in the market: In countries like Kenya and Tanzania, safaris remain a popular choice for tourists, with a focus on wildlife viewing in national parks and reserves. South Africa continues to attract visitors with its vibrant cities, stunning coastlines, and renowned wine regions. Egypt's historical sites such as the Pyramids of Giza and the temples of Luxor are perennial favorites among travelers. In West Africa, countries like Ghana and Senegal are gaining popularity for their rich history, music, and arts scenes. Local special circumstances: Political stability and security concerns play a crucial role in shaping the tourism landscape in Africa. Countries that have managed to maintain political stability and ensure the safety of tourists have seen a boost in visitor numbers. Infrastructure development, including improvements in transportation networks and accommodation options, also plays a vital role in attracting tourists to the region. Moreover, the presence of UNESCO World Heritage sites in many African countries serves as a significant draw for cultural and historical tourism. Underlying macroeconomic factors: The economic growth witnessed in several African countries has contributed to the expansion of the middle class and increased disposable incomes, enabling more people to travel both domestically and internationally. Government initiatives to promote tourism, such as easing visa regulations and investing in marketing campaigns, have helped bolster the industry. Additionally, the rise of digital platforms and online booking services has made it easier for travelers to research and plan their trips, further fueling the growth of the travel and tourism sector in Africa.

• Methodology

Data coverage:

Modeling approach:

Additional notes:

• Sales Channels
• Global Comparison
• Key Market Indicators

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Africa Travel Week trends report reveals tourism drivers for 2023

Tuesday, April 4, 2023 Favorite

Leisure travel, and particularly safari, is driving the recovery of travel and tourism in Africa. This according to the Africa Travel Week Trends report released this week at World Travel Market Africa, being held at the Cape Town International Convention Centre this week.

Date released by research firm ForwardKeys highlighted in the report reveals that all the top destinations on the continent are showing a marked improvement in Q1 2023, from 2022, with the improvement continuing into 2023.

What is noticeable is that four out of the top 10 destinations are in East Africa and Tanzania are on track to exceed pre-pandemic levels in Q1 2023, illustrating the critical role that East Africa will play in the recovery of travel in Africa.

Look at flight searches, the presence of South Africa, Tanzania and Kenya in the top half of the list suggests interest in safari holidays heading into Q2. This is further supported by the increase in the share of searches for South Africa and Kenya.

Further highlights revealed in the trends report include:

•             The rise of Adventure Tourism: Namibia is a top performer in this regard, with Germany, France and Spain being key drivers of inbound tourism. For adventure tourists, it’s not just about taking risks but also about connecting with new cultures and landscapes while being physically active.

•             Netflix to promote tourism and travel: After exposure to South African content on Netflix, viewers were 3.1 times more likely to consider it as their top travel destination. The exposure has sparked niche tourism offerings like “marine safaris,” including Kelp Forest Snorkelling.

•             Travelling light: According to World Travel & Tourism Council (WTTC) and the Trip.com Group: 69% of travellers are looking for sustainable travel options in 2023.In response to this trend, eco-conscious travellers are now choosing to travel almost luggage-free to reduce CO2 emissions, with many purchasing holiday clothing and essentials from local suppliers and donating these items to charities and communities in need before their return flight.

•             Accessible travel: The untapped market of accessible travel and tourism has the potential to expand significantly given that 1.3 billion people, or 16% of the world’s population, live with disabilities. Safaris and other travel experiences are becoming more accessible to people with disabilities, with a multisensory approach that capitalises on other senses like hearing, smelling, and tasting.

•             Greenwashing  vs Green-hushing: The opposite of green-washing, the term green-hushing refers to the fact that fewer companies are publicising their eco goals and accomplishments. This leads to a lack of accountability, missed opportunities, and lack of knowledge sharing.

•             The luxury traveller is young: The 2023 luxury traveller is significantly younger than in previous years, looking for a more immersive travel experience, connecting with the local community, and wants to stay longer in one place.

•             Faith-based tourism: One of the trends identified in the report is the potential for marketing faith-based tours or experiences, which has proven popular among committed pilgrims or the culturally curious. Countries such as Morocco, Côte d’Ivoire, Ethiopia, and Egypt have popular religious sites, and South Africa’s faith-based tourism market has a 2-4% share in the global market. The Muslim travel market also shows tremendous potential, with the number of international Muslim travellers set to grow from 160 million to 230 million by 2028.

•             The rise of digital nomads: While Namibia has already introduced a Digital Nomad Visa, other countries like Mauritius and South Africa are still in the process of developing similar programmes. Digital nomads seek a sense of community and want to fully immerse themselves in local cultures.

•             LGBTQ+ and inclusivity: The LGBTQ+ market has been instrumental in leading the global tourism recovery after the pandemic. This travel market has significant purchasing power, and Africa is looking to attract this market.However, while progress is being made, there are still misconceptions and challenges that need to be addressed.

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Book Your Spot Now For WTM Africa And ILTM Africa 2023

Celebrate the lifting of COVID restrictions with discounted rates for Africa Travel Week’s leading shows WTM Africa and ILTM Africa 2023

• Book your stand WTM Africa and your table at ILTM Africa 2023 before the end of July 2022 to benefit from exclusive, limited-offer early-bird specials.    
• Now that South Africa has officially removed all remaining Covid regulations, including the requirement to wear masks indoors, limits on gatherings and entry restrictions, Africa Travel Week 2023 promises to be bigger and better than ever before. 
• The event will be held under the theme ‘Colour your World’

RX Africa has launched an early-bird special for exhibitors who want to secure their spot for Africa Travel Week 2023, including headline shows WTM Africa and ILTM Africa. Both events will return to the Host City of Cape Town with WTM Africa being held at the CTICC from 03 to 05 April 2023 and ILTM Africa from 31 March to 02 April at Kirstenbosch National Botanical Gardens.

“We are excited that South Africa has lifted all remaining Covid restrictions for travel as well as for events and conferences. Now that events are well and truly back, it’s the perfect time to remind exhibitors that there is still time to take advantage of the early-bird special for the 2023 show, which promises to be bigger and better than ever before. 

“Next year will be a bumper year for travel and tourism to and from Africa, so we want to give the industry time to budget, get ready and enjoy the best return on investment of their attendance at trade shows, ” says Megan De Jager , Portfolio Director: Travel, Tourism & Creative Industries Portfolio at RX Africa.  

COLOUR YOUR WORLD

The theme of Africa Travel Week 2023 will be ‘Colour your World’ – a reminder to the travel industry of the benefits that travel and tourism offer in bringing cultures together, expanding people’s horizons, creating jobs, and developing a more inclusive, diverse and ultimately better world.

But it goes further than that, according to De Jager. “Different colours have determined tourism marketing in the past few years. Green tourism allows us to protect our precious environment and communities. Pink tourism makes the world a more inclusive place. And we are now also seeing the emergence of orange tourism: a celebration of culture, identity, heritage, and creativity”. 

Next year’s Africa Travel Week will explore all the different colours in tourism and highlight the importance of each through its various conferences: IBTM Africa, EQUAL Africa and the African Tourism Investment Summit. The African Travel and Tourism Awards returns to award the incredible marketing campaigns that have been developed by and for the travel and tourism industry.

STAY CONNECTED 365

Africa Travel Week’s www.atwconnect.com , a vibrant digital resource brimming with valuable articles, updates, and expert-led podcast sessions, will also bring resources focused on how you can ‘colour your world’ through tourism. 

Those within the industry can stay up to speed with further updates by regularly checking ATW Connect, signing up to the mailing list, and joining their social media channels on Facebook, Instagram and LinkedIn. 

“It has been a tough couple of years for everyone in the industry, but now that Covid restrictions have been lifted, the future is looking bright,” De Jager concludes.  

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Africa’s Travel Opportunity: A Young, Rising Middle Class 

Selene Brophy , Skift

October 30th, 2023 at 10:29 AM EDT

'Africa for Africa' might sound cliche, but industry stakeholders think its potential as a tourism strategy has yet to be fully tapped.

Selene Brophy

Africa’s long-term travel prospects hinge on its domestic demand, a trend accelerated by the pandemic and an opportunity for the continent’s tourism-rich countries. 

“Africa for Africa is vital,” said Anita Mendiratta , special advisor to the UNWTO Secretary General, who spoke to Skift at the Airbnb Africa Summit in Johannesburg.

“Domestic tourism was always the poor cousin of tourism. If you couldn’t afford to travel overseas, you stayed at home. Now, the value of domestic tourism has remained,” Mendiratta said.

For example, domestic tourism in South Africa climbed by 31% in overnight trips during the first four months of 2023 from a year earlier. Domestic travel spending during this period rose by 41%, according to South Africa’s Tourism Department data .

An Airbnb Economic Impact study detailing bookings for 2022 showed domestic stays in the country had increased by 34%, with seven of the 10 fastest-growing places visited outside of South Africa’s main tourist areas in the Western Cape and Gauteng.   

Source: South African Tourism Performance Report | April-June 2023

While the World Travel & Tourism Council forecast the tourism sector could  contribute 7% to the continent’s GDP  in the next decade, challenges remain. This is despite the recently introduced  African Continental Free Trade Area , the world’s largest by participant count, anticipated to ease trade and services across the continent.

High travel costs and poor transportation networks within and between countries make planning a trip harder than in other, more developed destinations. Mendiratta called the  continent’s visa issues  between countries a costly barrier.

WTTC pre-pandemic data also showed that domestic tourism accounted for 55% of spending in Africa, compared to 83% in North America and 64% in Europe, pre-pandemic.  

Africa’s Middle Class Could Drive Growth

Yet, analysts suggest Africa’s expanding middle class could have domestic and regional tourism potential. The World Bank estimated a pre-pandemic middle class of  170 million people  spread across the continent and its diverse economies, including Kenya, Egypt, Morocco, and Nigeria.

The African Development Bank sees one-third of the continent’s population as middle class based on a $2-20 daily spending, unlike data firm Fraym, which identified a “consumer class” of  330 million  by analyzing ownership and education. 

The continent has the youngest population in the world , with more than 60% of Africans under 25, which further presents a potential travel segment worth nurturing.  

Gaps in Compelling Local Experiences 

Developing unique travel products for African destinations that highlight the continent’s diverse offerings is essential, according to Jerry Mabena , CEO of Motsamayi Tourism.  

While African destinations may share common attractions like the Big Five, each has unique cultural and historical aspects inherently tied to the local people and their heritage, said Mabena.

“In South Africa, there’s a sense that people come to the hotel, then they decide what to do, and actually it’s the other way around,” said Mabena. “Modern travelers are looking for immersion. And if you’re going to get immersed in a particular experience, whatever that experience is, it needs to be curated in a manner that draws you in. If it’s archeology, then it needs to be curated in a manner that’s non-academic.”

Mabena, for example, felt the Ndebele artwork of internationally acclaimed South African artist  Ester Mahlangu  needed to be showcased in a manner that rooted her talent in her hometown.

“Ester has a center in Nkangala, which should become a tourism destination,” said Mabena. “Ethiopia has some really beautiful religious sites, but I don’t think they are elevated that much. Even as an African, I know them because I’m in the sector. But if I wasn’t, I wouldn’t know about the ruins in Zimbabwe. So there’s a need for us to start finding an African story that needs to be then curated.” 

View this post on Instagram A post shared by Esther Mahlangu (@esthermahlanguart)

Purpose-Driven Travel 

There has been a forced reevaluation of what travel experiences mean on the continent, according to Mendiratta. She added that it is rooted in purpose-driven travel, further triggered by the pandemic, as travelers seek meaningful experiences rather than self-centered journeys. 

“There is nowhere in the world that, at a cultural, social, and spiritual level, delivers [more] purpose-based travel than Africa. People come here to be unlocked,” said Mendiratta. “So they go home a different person. And that’s where Africa has always been the fastest track to people’s conscience and their hearts. That, to me, is the future of travel in Africa.” 

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Tags: africa , airbnb , ethiopia , experiences , south africa , tours and activities , unwto , wttc , zimbabwe

Photo credit: A view of Blyde River Canyon, in Hoedspruit, South Africa. Source: Unsplash Unsplash, Lina Loos. / Unsplash

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WTM Africa 2023: Africa Travel Week Trends Report reveals Tourism Drivers for 2023

Leisure travel, and particularly safari, is driving the recovery of travel and tourism in Africa. This according to the Africa Travel Week Trends report released this week at World Travel Market Africa, being held at the Cape Town International Convention Centre this week.

Data released by research firm ForwardKeys highlighted in the report reveals that all the top destinations on the continent are showing a marked improvement in Q1 2023, from 2022, with the improvement continuing into 2023.

What is noticeable is that four out of the top 10 destinations are in East Africa and Tanzania are on track to exceed pre-pandemic levels in Q1 2023, illustrating the critical role that East Africa will play in the recovery of travel in Africa.

Look at flight searches, the presence of South Africa, Tanzania and Kenya in the top half of the list suggests interest in safari holidays heading into Q2. This is further supported by the increase in the share of searches for South Africa and Kenya.

Further highlights revealed in the trends report include:

• The rise of Adventure Tourism: Namibia is a top performer in this regard, with Germany, France and Spain being key drivers of inbound tourism. For adventure tourists, it’s not just about taking risks but also about connecting with new cultures and landscapes while being physically active.

• Netflix to promote tourism and travel: After exposure to South African content on Netflix, viewers were 3.1 times more likely to consider it as their top travel destination. The exposure has sparked niche tourism offerings like “marine safaris,” including Kelp Forest Snorkelling.

• Travelling light: According to World Travel & Tourism Council (WTTC) and the Trip.com Group: 69% of travellers are looking for sustainable travel options in 2023. In response to this trend, eco-conscious travellers are now choosing to travel almost luggage-free to reduce CO2 emissions, with many purchasing holiday clothing and essentials from local suppliers and donating these items to charities and communities in need before their return flight.

• Accessible travel: The untapped market of accessible travel and tourism has the potential to expand significantly given that 1.3 billion people, or 16% of the world’s population, live with disabilities. Safaris and other travel experiences are becoming more accessible to people with disabilities, with a multisensory approach that capitalises on other senses like hearing, smelling, and tasting.

• Greenwashing vs Green-hushing: The opposite of greenwashing, the term green-hushing refers to the fact that fewer companies are publicising their eco goals and accomplishments. This leads to a lack of accountability, missed opportunities, and lack of knowledge sharing.

• The luxury traveller is young: The 2023 luxury traveller is significantly younger than in previous years, looking for a more immersive travel experience, connecting with the local community, and want to stay longer in one place.

• Faith-based tourism: One of the trends identified in the report is the potential for marketing faith-based tours or experiences, which has proven popular among committed pilgrims or the culturally curious. Countries such as Morocco, Côte d’Ivoire, Ethiopia, and Egypt have popular religious sites, and South Africa’s faith-based tourism market has a 2-4% share in the global market. The Muslim travel market also shows tremendous potential, with the number of international Muslim travellers set to grow from 160 million to 230 million by 2028.

• The rise of digital nomads: While Namibia has already introduced a Digital Nomad Visa, other countries like Mauritius and South Africa are still in the process of developing similar programmes. Digital nomads seek a sense of community and want to fully immerse themselves in local cultures.

• LGBTQ+ and inclusivity: The LGBTQ+ market has been instrumental in leading the global tourism recovery after the pandemic. This travel market has significant purchasing power, and Africa is looking to attract this market. However, while progress is being made, there are still misconceptions and challenges that need to be addressed.

The Africa Travel Week Trends Report was released at the official opening of World Travel Market in the City of Cape Town this week and can be downloaded at: https://atwconnect.com/atw-trend-report-2023-3/

Source: Voyages Afriq

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World Travel Market Africa: Day 1 Pre-Pandemic Numbers Exceeded

WTM Africa 2023, the leading travel and tourism event in Africa, has officially opened its doors on 03 April 2023. 

The show is back to pre-pandemic numbers with over 5,000 registrations, almost 600 exhibitors, 49 new countries, 200 expert speakers and over 80 hours of content sessions. The event also has 9,200 pre-scheduled appointments, a 35% increase compared to last year. Over 63% of the buyers this year are new and come from exciting markets such as Malaysia, Pakistan, Thailand, Philippines, Romania, Armenia, San Marino and Uzbekistan 

Opening the show, Patricia De Lille, Minister of Tourism, expressed her excitement about the tourism industry’s recovery, saying, “We are all ready to come back with a bang. And we’ve already started coming back.” She stressed that the tourism sector has a major role to play in South Africa and said: “I can feel the opportunity in tourism. In my new role, I will focus on implementation, as it is time for us to now walk the talk.”

Eddie Andrews, Deputy Mayor of Cape Town, emphasized the importance of tourism for the Host City of Cape Town, saying, ” We believe in the possibility of Africa. As tourism is an economic driver for Cape Town, we are building a city of hope. Our aim is to create a tourism-related job in every single household. People want to hear stories, and Africa has many stories to tell.”

Carol Weaving, Managing Director of RX Africa, highlighted the statistics when she said: “WTM starts today. We have 577 exhibitors, 9,200 pre-scheduled appointments. We are back and ready to do business. Sixty-six per cent of buyers are brand new from new markets like Malaysia, Thailand, Australia, Pakistan, Romania and Bangladesh. The repeat buyers are from our key source markets.”

Mark Sham, founder of Suits & Sneakers and a speaker at WTM Africa 2023, urged attendees to have fun, go up to each other and truly connect. He said: “We’re back! I will never forget when we couldn’t connect and will never take it for granted again. In Africa, we sit on the most amazing potential.”

Alongside the opportunity to meet and network, a highlight for many of the international, regional and local buyers includes the release of WTM Africa’s annual Trends Report, which takes a closer look at the biggest trends shaping travel in Africa today. With WTM Africa returning to pre-pandemic numbers and exceeding them, the event serves as a beacon of hope for the tourism industry in Africa, and its impact on the economy is immeasurable. 

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WELCOME TO AFRICA'S TRAVEL INDABA 2024

Shaping africa’s tomorrow, through connection today.

Africa’s Travel Indaba is an iconic African leisure trade show, owned by South African Tourism, with the specific objective of creating market access for our vast array of African leisure tourism Products.

Africa’s Travel Indaba is a 3-day trade show preceded by a dedicated Business Opportunity Networking Day (BONDay) which seeks to create a platform for thought-leadership, knowledge sharing and obtaining the latest in global trends and local insights. The BONDay programme is developed in close collaboration with the global tourism organisations, continental experts as well as industry associations.

The trade show exists to provide the ideal platform for African tourism exhibitors to showcase their offerings to international and local buyers, destination marketing companies and leisure tourism services partners. It is the most formidable platform on the continent for you to meet face-to-face with the most influential buyers in the world, and to gain access to Africa’s excellence and its endless possibilities. These are the business opportunities and quality connections that will shape Africa’s tomorrow.

The trade show takes place in the Host Province of KwaZulu–Natal, synonymous with its warm and inviting coastline and friendly beaches, safari parks, rolling green hills and its vast sugar cane and banana plantations.

It also has a rich history and its battlefields, and the Nelson Mandela capture site are some of its popular tourist attractions. KwaZulu-Natal is renowned for its two World Heritage Sites – the Ukhahlamba Drakensberg Park and the Greater St Lucia Wetland Area.

The City of Durban will play host to Africa’s Travel Indaba, where delegates can look forward to vibrant spice markets, authentic Zulu culture and a vibrant cityscape and nightlife, with the Inkosi Albert Luthuli International Convention Centre as the world-class Host Venue for the show.

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Otu unveils 2023  Akwaaba African travel market 

Governor Bassey Otu of Cross River State, yesterday, unveiled the 19th Akwaaba African Travel Market 2023 at Eko Hotel and Suites, Victoria Island, Lagos.      Akwaaba African Travel Market is the West Africa’s biggest travel expo that brought in well over 30 African countries and stakeholders in the Nigerian hospitality and travel industry.     Yesterday, chefs in the hospitality business at the 5th edition of ‘Jollof Rice War’ with chefs in the hospitality treated participants to delicious and mouth-watering jollof rice at the opening ceremony.

The governor, who said he was happy to be part of the opening ceremony of the event, said Calabar Carnival, Africa’s biggest street party, has always led to cultural interface and ties with great cultural and artistic brands that have evolved distinct identities as Nigeria’s best foot forward in cultural diplomacy. He added that the carnival has, at the same time, acted as the pull factor that brings tourists to the state and Nigeria every year.      Otu also said that he believes Calabar Carnival has come of age, and should be able to deploy all efforts at sustainability and inclusion to achieve set goals. exploring a robust Public Private Partnership framework to achieve mutually beneficial relations in naming rights, endorsements, sponsorships, merchandising and activations.

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Akwaaba African Travel Market is an international travel, tourism and hospitality event organized annually in Lagos, Nigeria aimed at businesses, investors, governments decision – makers and buyers in the industry, providing business opportunities, industry news and showcasing products in Africa and around the world.

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The first Akwaaba African Travel Market (AFTM) was held in Lagos in 2005.

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According to the Lagos State Ministry for Tourism, Arts and Culture, "This is in fulfillment of the state government promise to announce a yearly calendar of events to guide programming, visiting tourists and visitor's decisions".

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Durban ready for Africa’s largest trade and tourism bonanza

T he 2024 edition of Africa’s Travel Indaba is expected to match or surpass last year’s contribution of a R1.2 billion injection into the economy.

This was the view of the Deputy Minister of Tourism Fish Mahlalela during his address at the launch of the event in Durban on Tuesday.

The Indaba is scheduled to take place from May 13 to 16.

The launch of the province’s premier tourism event was also attended by KZN Economic Development, Tourism and Environmental Affairs (Edtea) MEC Siboniso Duma and Thembo Ntuli, chairperson of eThekwini Municipality’s Economic Development Committee.

Mahlalela said that 990 exhibitors from 26 African countries are confirmed for next month’s Indaba, “including newcomers Burkina Faso, Eritrea and Guinea and over 1 000 buyers representing 36 countries.”

Mahlalela added that their post-event survey revealed that Africa’s Travel Indaba 2023 made a total economic contribution of R1.2 bn to South Africa’s economy.

“This was made up of a direct contribution of approximately R408.6 million to the South African economy, while an additional contribution of R776.4 million was either indirect or induced.”

Mahlalela said that the 2023 Indaba also created or sustained 2 295 jobs.

“These include 1 374 direct, 186 indirect and 735 induced jobs. Additionally, the event contributed R75 million to national government taxes. Despite the subdued economic environment, we are optimistic that the 2024 instalment will match or surpass these figures.”

Mahlalela added that the timing of the event in May was not coincidental.

“May holds special significance as Africa Month, a time when we celebrate our African identity and strive to foster unity among the people of our continent.”

Duma said they were excited to once again welcome Africa’s Travel Indaba to KwaZulu-Natal.

“We are exceptionally proud to be the host province for this world-class and internationally recognised travel trade fair. Africa’s Travel Indaba plays an important role in our tourism growth and has an enormous impact on our economy.”

Listing the success of the event, Duma said: “First, there was the direct economic impact of around R130 million last year. Second, it brings hundreds of members of the African tourism sector together at the Durban ICC. They get the opportunity to showcase their products and sell their destinations to global tour operators and travel buyers so that more international tourists visit our country and continent.”

Duma said South Africa’s international tourist numbers were growing rapidly, boosting international visitors to KZN.

“Over the past year, 646 234 international visitors came to KZN and projections from tourism insights are that the province will welcome over 800 000 international visitors in the coming year which will surpass the 2019 arrivals.”

Duma said more tourists meant more people spending money in KZN.

“This not only maintains the estimated 161 000 direct jobs in the KZN tourism sector, but leads to the expansion of tourism, creating more jobs for local people and opportunities for entrepreneurs to start their own tourism businesses.”

Ntuli said that eThekwini Municipality was excited to host one of the biggest tourism events on the African tourism calendar.

“We want to assure everyone that eThekwini will deliver a successful Indaba. This event positions eThekwini as a preferred tourist destination internationally. Last year, Indaba contributed R304 million to the eThekwini GDP and created 600 jobs.”

Ntuli added that they expected next month’s Indaba to generate more than R400 million for the city’s GDP and create more than 700 jobs.

“We also expect to have 95% hotel occupancy rate during Indaba.”

The Mercury

ITIC MEA 2024 | Travel risks in Africa – appearance vs reality

Itic mea continues with presentations from lloyd figgins from the trip group and salome odhiambo from international sos.

The ITIJ team have been reporting live from ITIC MEA in Cairo this week, sharing the discussions that took place at the conference. Read all the reports here .

Lloyd Figgins, Chief Operating Officer, The Travel Risk & Incident Prevention (TRIP) Group

Figgins’ presentation focused on the risks facing leisure travellers in Africa – known, said Figgins’ as “the Gateway to Adventure that has something for everyone”. He began by sharing some case studies that really exemplify the challenges facing medical assistance and security advisors working in Africa; the main takeaways were the importance of timely solutions, and the importance of being able to react fast to changing situations.

Figgins shared some of the key challenges that travellers in Africa must consider and overcome if they are to have an uneventful journey, depending on what is on their itinerary – and Africa has a very diverse tourism offering. However, it is the other, possibly less obvious, dangers that will more frequently endanger travellers’ health and wellbeing, or force them to alter their trips – a global risk map for 2024 underlined the risks of geopolitical instability in many parts of the African continent.

The revenue brought in by tourists in Africa stands currently at US$24 billion; a figure that is expected to rise to almost $30 billion by 2028, and, Figgins added that the potential for growth is incredible, with a young population full of entrepreneurial spirit. Improved transport links are making the potential even greater for countries that want a piece of the tourism industry.

All these travellers, though, face risks include disease prevalence (not necessarily that Africa has a higher rate than other places, but the level of awareness among the travelling population of this risk is low), poor road safety (as roads improve, speed of vehicles increases), high crime levels, lack of safety regulations governing certain activities, limited medical resources (and how the use of them by travellers affects the local population), and issues with awareness and understanding of insurance coverage.

Returning to the issue of geopolitical instability, Figgins highlighted the problem with some key figures:

• There has been a 100,000% increase in terrorist-related deaths since 2002–03
• 23,000 people were killed in terror-related incidents in 2023 on the African continent.

However, Figgins was keen to emphasise that with appropriate pre-travel planning, tracking, good communication, risk assessment, emergency response plans, and – of course – the appropriate insurance, travel in Africa can be a safe and unforgettable experience.

Salome Odhiambo, Lead Security Analyst for East and Southern Africa, International SOS

Odhiambo’s presentation was focused on business travel – its recovery since the Covid-19 pandemic, and what this means for business hubs on the African continent. “Organisations,” said Odhiambo, “need to be focused on travel risk management, specifically the ISO310300 standard.” A number of facts and figures were used to back up this assertion, including research that 75% of employees have higher expectations of duty of care than ever before, and 70% of people expect businesses to pick up all health and safety responsibilities that used to be taken on by governments. “Safety and security is increasingly at the forefront of peoples’ minds when they go on a business trip,” said Odihambo.

Looking specifically at perceived travel risks in Africa, Odhiambo showed data that the top risks were considered to be geopolitical tensions, and civil/social unrest. The perceived security threats in Africa, then, include armed robbery, protests, conflicts, and terror attacks. “Whereas in reality, the most common threats are road traffic accidents, petty opportunistic crimes, and then civil unrest,” Salome told the audience.

She then went on to highlight the importance of really understanding a continent as big as Africa, and how different the risks can be across borders, by showing that while there are several countries that present an extremely high risk to travellers (Libya, Somalia, Central African Republic, South Sudan), there are others (Morocco, Senegal, Ghana, Namibia, Botswana, Zambia), where the risk is considered by International SOS to be low. “What’s interesting about this map is not necessarily the variety of risk facing travellers, it’s more about where the business travel volume is increasing – as in some cases, these travellers are going to the higher risk countries,” Odihambo told the ITIC audience.

Therefore, increased levels of preparedness and support are going to be necessary for these travellers and – as mentioned earlier – expected.