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TOURISM MARKETING: GLOBAL PERSPECTIVE As the African continent and its various constituent countries strive to create an international reputation that’s far removed from the traditional perceptions of poverty, corruption and famine, tourism is emerging as an ideal way to forge a new reputation and generate growth. tourism sector, as well as other sectors IVEN THAT TRAVEL AND TOURISM Relative to size, in the economy.” Seychelles has huge In search of G global economic activity and marketing spend Tips for improved account for nearly 10% of all competitiveness generate an estimated US$85-trillion, garnering even a small slice of the pie can Africa’s surveyed countries were mostly a bigger slice be lucrative. But the latest report from the of the industry, with the second highest found at the bottom of the WEF table, World Economic Forum shows that Africa pointing to a need to improve in this lucrative sector, particularly with economic still has a long way to go to compete with travel and tourism expenditure-to- growth and job creation atop the African GDP ratio in the world and effective the best. of the pie Forum (WEF) Travel and Tourism marketing and branding campaigns. agenda. But how to achieve this? The ‘2013 World Economic To help answer this question, the These efforts are reinforced by a strong Competitiveness Report’ – on this report featured an article by Jürgen national affinity for travel and tourism occasion themed as ‘Reducing to Succeed as a Tourism Destination in Barriers to Economic Growth and Job (ranked 5th); good tourism infrastructure, Ringbeck and Timm Pietsch entitled ‘How especially in terms of available hotel Creation’ – surveyed 140 countries and rooms (6th); and good ground and air a Volatile World’. Ringbeck and Pietsch analysed the drivers of competitiveness transport infrastructures, particularly looked at what governments, decision- within the global tourism industry. by regional standards.” makers and marketers needed to take The report highlighted changes that What let the Seychelles down was a note of in this quickly evolving industry. governments and policymakers could lack of price competitiveness, which was “Policymakers responsible for adopt to improve their country’s travel ranked 120th in the world. The report also developing and growing their nations as and tourism competitiveness. suggested that the country continues with successful tourism destinations face a The report analysed 14 pillars efforts to protect its natural environment large variety of change drivers in their of travel and tourism competitiveness, by ensuring better marine and terrestrial home countries and in key tourism source among them: price competitiveness; protection. Currently the country’s ranking markets. They need progressively more environmental sustainability; in this area is a lowly 132nd. and more sophisticated methods to safety and security; transport and Mauritius’s good overall ranking was nurture the development of the tourism tourism infrastructure; and natural let down by its price competitiveness sector successfully by increasing and cultural resources. (attributable to high accommodation and inbound tourism,“ the authors say. Each of the 140 countries was fuel prices). The island nation also lost “Long established destination- scored on these categories before being out due to a weakened environmental management techniques – such as given a final average score. Switzerland, assessment, something the report advertising campaigns or the presence Germany and Austria topped the log in stressed was of vital importance in of industry fairs – are increasingly being terms of competitiveness, with Spain, marketing the country’s leisure and displaced. Communicating with travellers the UK, the United States, France, tourism sector. online through various direct or indirect Canada, Sweden and Singapore South Africa moved up two places channels requires many destination completing the top 10. Africa’s top ranked from its previous ranking of 66. Applauded managers and developers to redesign nations were Seychelles (38), which for its rich cultural and natural resources, their existing marketing capabilities.” usurped Mauritius’s (58) previous top as well as many World Heritage Sites, the So, not only should countries African ranking. South Africa (64) was country suffered from a poor safety and be changing the way they market ranked third in Africa. security rating – a worrying 117th – and themselves, they also need to change low health and hygiene (87th) ranking. their mind-sets around the industry. Africa’s performance The nation’s human resources pillar Here are five suggestions put forward by The Seychelles was praised in the also let down the side with a high rate Ringbeck and Pietsch: report, with the researchers noting: of communicable diseases and low life “The importance of travel and tourism expectancy. The report says: “Improving 1. Governments need to create a positive for the country’s economy is reflected the health of the workforce is of urgent climate for tourism and incorporate in its top ranking for the prioritisation concern for the future of the travel and tourism and related industries into 16 strategicmarketingafrica First quarter 2014 First quarter 2014 strategicmarketingafrica 17