The Global Expert Panel (GEP) on Tourism, an initiative by the Public Relations Global Network (PRGN) and the Newmark Group, hosted an insightful webinar under the theme; ‘Tourism Transformation: Global Insights for Africa’. The webinar brought together top communications and marketing experts from around the world to discuss the future of Africa’s tourism industry. With a strong focus on practical job creation and economic development strategies, the session shed light on trends, challenges, and opportunities in the tourism sector.
The GEP aims to provide tourism and destination management organisations with data and insights from source countries. During the session, the panel emphasised the importance of storytelling, investment, and innovation in reshaping Africa’s tourism narrative and increasing its global market presence.
The tourism sector in Africa is experiencing an impressive surge, with international arrivals reaching 84% of pre-pandemic levels between January and July last year. The projection that the sector will contribute a staggering US$168 billion to Africa’s GDP by 2033 speaks to its potential to create jobs and stimulate economic growth. Trends in source markets such as Europe and Asia will play a key role in sustaining this surge.
Shawn Jiang Xiaofeng, CEO of China Advocate, highlighted Chinese market trends proving advantageous for Africa stating that “Chinese tourists, especially younger generations, are now seeking more than just shopping experiences. They want authentic encounters, exploring culture, nature, and adventure in places like Africa. Travel to Africa surged by 20% annually, with Egypt and Kenya leading as top destinations.”
Tourism doesn’t just boost economies, it can also foster peace and equity
Christina Rytter, CEO at Scandinavian Communications, offered a European perspective, stating that “European travellers are increasingly looking for nature-based and sustainable travel experiences. Destinations like Kenya and South Africa appeal to Europeans seeking eco-friendly, adventure-based tourism. This is a key opportunity for African destinations to attract a market with high buying power.” Rytter stressed the importance of understanding cultural nuances and customizing marketing campaigns to different European countries to maximize impact.
Despite its immense potential, Africa’s tourism sector faces significant challenges that can deter international visitors. Among the most pressing obstacles are inadequate infrastructure, which limits accessibility and comfort; persistent security concerns, which can create a perception of risk; and currency instability, which complicates financial planning for travellers. Additionally, inconsistent regulatory environments, limited connectivity between key destinations, and underdeveloped tourism services hinder the continent’s ability to capitalize on its rich cultural and natural attractions fully.
Bradly Howland, CEO of Alkemi Collective, said, “In Africa and the tourism industry, currency fluctuations can work to our advantage and against us. Most of the African continent, including South Africa, has commodities-based economies. This means our currency fluctuates against international markets. A downturn in either the US or China market affects us heavily. However, this fluctuation can be favourable for visitors, as it strengthens their buying power when coming to Africa. Security is another issue. For example, South Africa is often labelled as having high crime rates. However, this portrayal is often skewed, as tourist areas are usually much safer than many European countries. Marketing needs to reflect reality and manage perceptions effectively and accurately.
Gilbert Manirakiza, CEO of Newmark Group, noted, “We should anticipate a rise in intra-regional tourism, which makes infrastructure investment a critical focus for governments. A 360-degree approach is essential to engaging African travellers. South Africa has done this effectively by utilising TV, newspapers, and digital platforms with targeted content. This underscores the purpose of the Global Expert Panel (GEP). As an initiative of the Public Relations Global Network (PRGN), which comprises leading local agencies worldwide, we’re here to support Africa in expanding its tourism potential, not just from international visitors but also within the continent.”
As the world celebrated World Tourism Day on Friday last week, the discussions at the GEP webinar aligned perfectly with the global focus on tourism’s transformative power. The webinar underscored the immense potential of Africa’s tourism industry to drive inclusive economic growth and job creation. By leveraging storytelling, technology, and innovation, Africa is well-positioned to reshape its tourism narrative and emerge as a top destination globally.
