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13/09/2018

AFRICA AND THE DIGITAL MARKETING OPPORTUNITY.


Africa as a whole attracts more than 62 million tourists annually, with an average growth rate of 5% per year. Digital platforms and services are only serving to bolster the sector, with their role set to become even more important in the future.
©Daniel Ernst via 123RF

Such are the opportunities for digital and technology in Africa that Airbnb last year, for example, announced it will invest $1m through 2020 to promote and support community-led tourism projects on the continent. The continent has long been regarded as a mobile-first environment. However, recent years have solidified its position on the global map when it comes to mobility thanks to more affordable devices, faster internet speeds, and increasingly accessible wireless hotspots.

Whether you are in downtown Johannesburg or a bustling market in Kinshasa, mobile access has become essential. This is especially relevant on a continent where it is not always cost-effective or physically possible to roll out landline infrastructure. And while challenges such as reliable electricity and problematic water supplies are well-documented, the dynamic nature of residents has seen aspiring entrepreneurs embrace digital as an effective means of driving the potential that tourism offers.

Breaking traditions

Already, technology is doing its bit to make the sector more accessible for women.

Women already account for nearly 70% of the tourism workforce. Digital platforms have made it even easier for women to access the market and profit from an increase in tourism overall. For example, sixty-five percent of Airbnb hosts in South Africa are women. The company’s initiative dubbed the Africa Academy ‒ aimed at upskilling especially women in underserved communities ‒ can further help to empower those who previously would have found it hard to profit from the tourism economy. This way of working is not reliant on the old-school networks so typical of men in business and offers significantly more flexibility. People with little or no formal training and no tourism background are now active in the space and stand to reap the benefits.

What used to be stumbling blocks for these individuals are now springboards to create new revenue streams. Take the sizeable unbanked population on the continent as a case in point. World Bank research has found that 66% of people living in sub-Saharan Africa do not have bank accounts. In the past, this would have been an insurmountable obstacle to overcome in terms of building a tourism business. But thanks to how mobile money has become an integral part of commerce in Africa, this is no longer the case.

In December 2016, there were 277 million registered mobile money accounts in the sub-Saharan Africa region, more than the total number of bank accounts there. Thanks to this digital innovation, entrepreneurs can forego traditional banks and credit unions and use their mobile device to empower themselves.

Building the micro-entrepreneur

This is challenging the status quo when it comes to perceptions around how business should be done. Combining the gig economy with tourism, micro-businesses and digital transformation have resulted in the development of a thriving environment where African entrepreneurs are using digital platforms to generate income.

Even though tourism operators, airlines, hotels, and other role players in the sector are starting to wake up to the opportunities offered by improved data analysis, the agility of SMEs and startups cater more quickly to fickle customer expectations.

Market expansion

If digital technology has shown organisations anything, then it is that people have come to expect more tailored services. In an industry that is focused on such a personal experience as tourism, the benefits digital provides smaller companies and entrepreneurs become a significant competitive advantage.

They use social media platforms and other freely available tools to market themselves, their products, and their countries. The days of going to a travel agent, browsing through a brochure, and getting them to make a booking are quickly becoming a thing of the past. In a digital environment, it is about using mobile applications, social media, instant messaging platforms and other digital channels to deliver a more engaging online experience that takes out the middleman.

Those living in rural areas can now market themselves and their communities through these digital platforms. And tourists are noticing, judging by the increase in visitors to the continent. The digital world provides an easier way to meet the needs of every type of tourist, whether you are looking for a luxury hotel or to backpack on a budge.

ADAPTED FROM bizcommunity.africa

12/09/2018

EXPLOIT CHINESE TOURISM.

Zimbabwe and Africa have been urged to exploit the Chinese tourism market, a development that could be a game changer in the economies within the SADC region.

Unpacking the Chinese tourism market, Zimbabwe Tourism Authority (ZTA) CEO, Dr Karikoga Kaseke explained that Zimbabwe and Africa especially the SADC region can capitalise on the good relations they have with China to facilitate the growth of the tourism economy.

He said currently, China, whose gross domestic product (GDP) stands at $10 trillion and with over 1.3 billion people, has an outbound tourist population of 140 million per year which is expected to balloon to 200 million by 2020.

“Statistics however show that of the current 140 million tourists from China accounts for 70 percent while the rest of the world gets 30 percent with Africa only attracting 2 percent and of this 2 percent, 73 percent goes to countries like Egypt, South Africa and Angola, while Zimbabwe receives a paltry 14 000 Chinese tourists per year, yet the country was given approved destination status by China as early as 2004,” said Dr Kaseke.

“China has the largest outbound tourism population in the world and that market is critical to the world tourism economy and Zimbabwe must work with the other countries in the region to package the destination and improve on the volumes of Chinese travelers who come to Southern Africa for the benefit of these economies,” added Dr Kaseke.

In his presentation, Steve Zivanai Kezhau, a Chinese national who lives in Zimbabwe and is a tour operator, said with Zimbabwe being open for business, the tourism sector can contribute 50 percent of the country’s GDP through the China tourism market that continues to swell every year.

He challenged the local tourism players to package their cultural activities properly as the Chinese are keen to explore our culture.

He added that hotels must also understand that Chinese tourists want to be accommodated in the best hotels and prefer vegetarian diet and have no obsession with meat.

“A Chinese traveler wants to see the local culture, and they want the best hotels with internet connectivity and again on food, they don’t like eating meat, they want more vegetables so the understanding of Chinese cuisines is important when you focus on the Chinese market,” he said.

It was further stated that the aspect of connectivity is key in promoting tourism where more direct flights from China will help boost the industry.

10/09/2018

‘PROMOTE AFRICAN TOURISM'

Ishemunyoro Chingwere Business Reporter

Ghanaian buyers who are in the country for this year’s edition of Sanganai/Hlanganani World Travel and Tourism Expo, have said African tourist destinations should champion an “Africa for Africa” strategy as a way of boosting continental visits.

This year’s edition of the Expo will be held at the Zimbabwe International Trade Fair (ZITF) grounds in Bulawayo and will run from tomorrow to Saturday and comes at a time when arrivals are on the rise, thanks to the good will the country is enjoying on the back of President Mnangagwa’s rise to power.

Organisers of the Expo, the Zimbabwe Tourism Authority (ZTA), have already confirmed the arrival of international buyers from Germany, France, Italy, the Benelux, as well as those from North America and Asia.

Speaking to the media at the Robert Mugabe International Airport after the arrival of Ghanaian buyers whose delegation also included officials from that country’s Tourism Authority, Ghana Women in Tourism president who is also Zimbabwe Tourism Ambassador in West Africa Ms Nancy Sam, said Zimbabwe was an important player in African tourism that cannot be ignored.

She said the challenge, however, was the negative perception that most African tourists had on African destinations, hence the need to do more in terms of marketing.

Ms Sam said not much is known about Zimbabwean tourism in West Africa despite the country’s natural endowments.

It is against this background that she said her team was going to capitalise on Sanganai/ Hlanganani World Travel and Tourism Expo to market destination Zimbabwe and demystify the negative perception. “(We are here) because somebody must tell the story of Zimbabwe,” said Ms Sam.

Adapted from zimbabwesituation.com

10/09/2018

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Tourist Information Center

08/09/2018

Scenes during the Sanganai/ Hlanganani World Tourism Expo held at the Zimbabwe International Trade Fair at the City of Bulawayo from 5 - 7 September 2018.