UNECA’s Manyara on how to expand Africa’s tourism market

In a bid to grow Africa's tourism industry, the World Travel Market Africa recently opened in Cape Town, drawing attention to the continent's potential in the tourism sector. Geoffrey Manyara, Economic Affairs Officer at UNECA Rwanda, shared valuable insights on the key aspects African governments should focus on to maximize the benefits of their tourism industry. Manyara emphasized the need for African countries to rethink their tourism strategies, moving beyond traditional products and targeting new markets. He highlighted the limited range of tourism products currently offered in Africa, which mostly cater to western markets. Manyara stressed the importance of diversifying tourism offerings to attract a broader global audience. He pointed out that Africa only accounts for a small percentage of international tourist arrivals and receipts, indicating a vast untapped potential within the region. Moreover, he noted that the majority of people globally travel within their own region, presenting a significant opportunity for intra-Africa tourism to flourish. Currently, intra-Africa tourism stands at about 46%, indicating room for growth within the continent itself. Manyara highlighted the substantial market potential in Africa, citing the African Development Bank's classification of over 350 million middle-class Africans, a demographic that remains largely untapped as a tourist market. He urged African nations to focus on facilitating free movement of people, improving visa regimes, reducing air travel costs, and enhancing connectivity to unleash the full potential of the tourism industry.