African tourism experts are urging for a transformation of the continent’s travel fairs to meet global standards, aiming to attract top-tier buyers and raise Africa’s profile in the international tourism market. They believe that this repositioning is crucial to strengthening Africa’s competitive edge within the rapidly evolving global tourism sector.
According to leaders in African tourism, meeting these international benchmarks requires a shift from fragmented approaches to a unified strategy. By presenting the continent’s rich and diverse tourism assets as a cohesive entity, Africa can increase its appeal to global buyers, ultimately enhancing its presence in the worldwide tourism arena.
The recent 14th Magical Kenya Travel Expo (MKTE) held at Uhuru Gardens in Nairobi served as a showcase for this vision. The event brought together over 4,000 delegates from 35 countries, including 180 high-profile buyers, and highlighted Africa’s tourism strengths. It demonstrated the potential impact of a more aligned strategy to appeal to global markets.
Industry experts suggest that to elevate African travel fairs, they should look to the world’s leading tourism exhibitions, such as the World Travel Market (WTM) in London, Germany’s International Travel Bourse (ITB), and Asia’s Outbound Travel Mart (OTM), for inspiration. By adopting best practices from these established fairs, African events could boost their international recognition, drawing a broader range of top-tier buyers and partners.
A regional, collaborative approach among African nations is seen as a critical step in building a unified and compelling showcase of Africa’s tourism potential. Cooperation across countries could empower African tourism boards to present a stronger collective narrative, effectively attracting more global interest and business opportunities.
The presence of representatives from South Africa, Rwanda, Uganda, Tanzania, and Kenya at MKTE highlighted the commitment to this vision. Through collective efforts, these tourism boards aim to amplify Africa’s visibility, making the continent a formidable and attractive player in the global tourism industry.