Tourism experts across Africa are advocating for the transformation of the continent’s travel fairs to meet global standards. The goal is to elevate these events, positioning Africa as a competitive player on the global tourism stage. This shift, according to experts, will not only boost the region’s tourism appeal but also attract top international buyers eager to explore new markets.
Cuthbert Ncube, president of the African Tourism Board, believes it’s time for Africa to move away from being a secondary player in the global tourism market. He highlights the importance of evolving to meet the competitive standards set by established international tourism fairs. “We cannot afford to stay behind. Africa has all the potential to host world-class events that can rival the renowned tourism fairs of Europe and Asia,” said Ncube. His vision is for African fairs to foster unity within the region while presenting a strong and compelling message to international audiences.
One of the key areas of focus for Ncube and other stakeholders is overcoming segmentation at African travel expos. By avoiding fragmentation and creating unified, high-quality events, Africa can present itself as a cohesive destination. As Ncube pointed out, fragmented tourism fairs often undermine the overall impact of the event, making it harder to capture the attention of global buyers. “It’s time to move beyond fragmented presentations and showcase Africa as a united force in the global tourism market,” he remarked.
The push for global recognition was echoed at the 14th edition of the Magical Kenya Travel Expo (MKTE), which recently took place at Uhuru Gardens in Nairobi. The event brought together over 4,000 delegates from 35 countries, including 180 top international buyers. It showcased Africa’s growing potential as a premier tourism destination. June Chepkemei, CEO of the Kenya Tourism Board, emphasized that MKTE is steadily becoming one of Africa’s flagship tourism showcases, thanks to its embrace of innovative strategies that reflect the dynamic nature of the global tourism industry. “As we adopt new ideas and technologies, we are determined to make MKTE a top destination for tourism business in Africa,” said Chepkemei.
Furthermore, experts like Chepkemei stress the importance of collaboration across the continent. Africa, they argue, should speak with a united voice when it comes to tourism promotion, benchmarking against the world’s leading travel fairs. Globally recognized events like the World Travel Market (WTM) in London, the International Travel Bourse (ITB) in Germany, and Asia’s Outbound Travel Mart (OTM) set the bar for success. These fairs provide a template for what African events could aspire to, especially in terms of their professional scope, diverse participation, and strategic marketing efforts.
Francis Gichaba, chairman of the Kenya Tourism Board, highlighted that Africa’s tourism strategy should focus on building synergies among countries. By fostering collaborative efforts, African nations can strengthen their collective appeal to global tourism markets. “By working together, we can position ourselves to compete with the best, offering the world a compelling and diverse range of experiences,” said Gichaba.
Africa’s tourism industry has immense potential, and with the right strategies, it can become a key player in the global tourism business. The continent is home to rich cultural diversity, breathtaking landscapes, and vibrant communities, all of which offer unique travel experiences. As African travel fairs continue to evolve, embracing global best practices, fostering unity, and leveraging innovation, the region will undoubtedly attract the attention it deserves on the world stage.
