Kenya Tourism Federation CEO on how to boost intra-Africa tourism

To propel tourism and related investments, tourism ministers and government officials convened at the recently concluded Tourism Investment Forum Africa in Cape Town, South Africa. The forum provided a platform for key stakeholders in the tourism industry to engage in discussions aimed at boosting intra-Africa tourism. CNBC Africa had the opportunity to speak with Susan Ongalo, the CEO of the Kenya Tourism Federation (KTF), to explore strategies for fostering an intra-African-centric tourism and hospitality industry. Ongalo highlighted the importance of promoting intra-Africa tourism as a means to showcase the rich diversity of Africa's culture, products, and people on the global stage. During the interview, Ongalo emphasized the need for African tourists to explore different countries within the continent to enhance the promotion of Africa as a tourist destination. She underscored the significance of partnerships and collaboration among African nations to create a cohesive tourism experience across the continent. Ongalo also discussed the need for countries like Kenya and Tanzania to diversify their tourism offerings beyond popular destinations like the Masai Mara and Mombasa beaches. She mentioned lesser-known attractions such as the Chalbi Desert and the cradle of mankind site in Turkana as examples of unique experiences that could attract more tourists. Furthermore, Ongalo addressed the issue of complacency in the tourism industry, warning against stagnation and emphasizing the importance of innovation and continuous improvement. She encouraged countries in East Africa, as well as other regions like South Africa and West Africa, to collaborate and learn from each other to drive growth in the tourism sector. Ongalo highlighted Kenya's efforts to attract tourists from West Africa through initiatives like the West Africa Roadshow, aiming to showcase the country's offerings to a new audience. In conclusion, Ongalo stressed the transformative potential of promoting intra-Africa tourism in reshaping the global perception of the continent. By highlighting Africa's natural beauty, rich culture, and diverse wildlife, she believes that Africa can dispel stereotypes and showcase its true essence to the world. Ongalo called for the establishment of a continental body, comprising both public and private sector stakeholders, to collectively promote Africa's tourism offerings and position the continent as a premier travel destination on the global stage. The Tourism Investment Forum Africa provided a valuable platform for industry leaders to exchange ideas and explore collaborative opportunities to drive tourism growth in Africa. By fostering partnerships, enhancing product diversification, and promoting intra-Africa travel, stakeholders can collectively work towards unlocking the continent's tourism potential and showcasing its unique offerings to the world.