Travel/Tourism
Is Africa’s Travel and Tourism Industry Properly Marketed
By Rachel Irvine
When it comes to boosting Africa’s economic growth, tourism is among the lowest of low-hanging fruit. The continent is home to some of the most spectacular landscapes on the planet, offers unparalleled wildlife experiences, and has an incredibly diverse array of cultures and heritages. You could spend a lifetime exploring it and still encounter new things every day.
Building up a tourism industry also means bringing in foreign currency, helping to stabilise economies and reduce the reliance on other export sectors. That’s to say nothing of the many direct and indirect jobs it creates, which are so desperately needed in countries across the continent.
Of course, many African countries have recognised the potential of tourism and have mature tourism industries which contribute significantly to their economies. According to Statista, tourism added approximately $182.6 billion to Africa’s overall gross domestic product (GDP). But the sector could be much bigger too. According to a report by the World Travel & Tourism Council (WTTC), in collaboration with VFS Global, the African Travel & Tourism sector could bring in an additional $168 billion to the continent’s economy and create over 18 million new jobs over the next decade. Effective marketing and communication will be critical to its ability to do so.
Growing competitiveness in global tourism
On the face of it, that might sound strange. Those of us who know the continent and who have experienced even a fraction of what it has to offer are already sold on it. A part of us might even believe that the continent should sell itself.
But for many of the world’s biggest travel markets, travelling to Africa requires at least one long-haul flight, if not more. That means people have to spend significant amounts of time and money to get there. While at the extreme end of things, a direct flight from New York to Cape Town means spending close to 15 hours in the air, for instance.
That means even countries with well-established tourism sectors must work hard to keep people coming back. Those with emerging tourist industries, meanwhile, must work even harder to entice visitors in the first place. Crucially, African countries are having to put this work in at a time when the global tourism space is more competitive than ever.
Countries that weren’t previously thought of as tourism hotspots and which are much closer to key markets have become seriously competitive players in recent years. Montenegro, for example, saw a 7% year-on-year increase in tourist visits in June, following a 5.1% increase the month before. It also happens that Londoners can reach its spectacular coastline with little more than a three-hour flight.
The right marketing matters
If African countries are to be competitive in that kind of landscape, it’s therefore critical that they market themselves effectively. That means telling the right kind of stories to the right kinds of people, on the right channels, at the right time.
But it also means recognising that today’s travellers and their needs are more diverse than ever. Trying to sell your country purely on stunning sunsets over the savannah or unspoiled, sandy beaches just isn’t going to cut it anymore. Make no mistake, those kinds of things are still important drawcards, but for country tourism boards in particular, appealing to urban sophisticates and foodies is just as important as appealing to nature lovers and adventurers.
While specific destinations can afford to be a little more focused, they shouldn’t shy away from demonstrating their diversity. How could a Cape Town hotel or Kenyan lodge, for instance, convince families that there is as much to attract their 17-year-old thrill-seeker son as there is for their more culturally inclined 75-year-old grandmother? How can they appeal to group, solo, and family travellers simultaneously? And what about the business travellers who increasingly tack on a few days of leisure to their travels?
The right partners matter
The key to getting that diverse appeal right is identifying and engaging with the right marketing partners. That means finding partners that understand which traveller archetypes you’re most likely to appeal to and how to reach them. But it also means finding partners that understand and have feet on the ground in your most lucrative target markets.
These partners should be able to tell your ever-evolving story in ways that mean you’re not just an option but somewhere they yearn to visit, high up at the top of their bucket list. They should demonstrate that they can evolve with you and take the strategic lead wherever necessary.
Of course, there are other things – such as improvements in infrastructure, visa facilitation, and intra-African flights – which would all make a tangible positive impact on Africa’s tourism sector. But the best way to get action on those things is to build up demand and nothing creates demand like effective marketing.
Rachel Irvine is the CEO of Irvine Partners
By Modupe Gbadeyanka
Passengers flying first class on Emirates across all routes departing Dubai will be served the Dom Pérignon Rosé Vintage 2009 Champagne over the next few months.
This has been made possible through an exclusive partnership between Emirates and Moët Hennessy. It is the only airline to access this special vintage directly from the winery.
Dom Pérignon Rosé 2009 is the result of a particularly generous growing season, enabling the estate to produce a wine of profound ripeness, textural richness, and controlled power.
It is sourced from Grand Cru vineyards such as Aÿ and Bouzy, with a significant portion of still Pinot Noir added during blending.
The drink contains a higher proportion of Pinot Noir, including a still red wine made from the same grapes lending it a delicate colour and additional structure.
After 12 years of maturation in the cellar, the result speaks to depth and aromatic layering, whilst preserving the wine’s luminous tension.
The 2009 reveals an expressive bouquet of rose petals, orange oil and saffron, followed by vivid notes of raspberry, cherry, cassis, and fig, and evolving toward deeper tones of licorice and gingerbread. The palate is smooth and enveloping, with ripe, fleshy fruit and a supple structure, finishing with a persistent sapidity and a memorable tactile imprint.
The offering is part of the airline’s champagne programme, ensuring its customers always ‘fly better.’
This initiative has made Emirates to purchase more champagne than any other airline in the world and has exclusive rights to serve Dom Pérignon Vintage 2015, Dom Pérignon Vintage Rosé 2009, Dom Pérignon Plénitude 2 2006, Moët & Chandon Brut Imperial, Moët & Chandon Imperial Rosé, Moët & Chandon Grand Vintage Blanc 2016, Veuve Clicquot Yellow Label and Veuve Clicquot Vintage Blanc 2015.
Emirates also serves Australian sparkling wine, Chandon Vintage Brut 2019 onboard as a global exclusive to customers in Premium Economy.
For the last 16 years, it has invested more than $1 billion into its wine program, buying exceptional wines at the earliest opportunity to let them mature, allowing them to express their full potential before serving them on board.
The Emirates Wine Cellar in France currently houses 6.5 million bottles of fine wines, some of which will not be ready for tasting until 2035. Emirates offers 37 different varieties of French wines and champagnes on board its aircraft. Business Class Bordeaux red wines remain in Emirates’ cellar for an average of 8-10 years, while those reserved for First Class are only served an average of 12-15 years after purchase.
Emirates also has a vintage collection which includes Château Margaux 2004, Château Cos d’Estournel 2005 and Château Montrose 2005.
By Modupe Gbadeyanka
The Special Adviser to Governor Babajide Sanwo-Olu of Lagos State on Tourism, Arts and Culture, Mr Idris Aregbe, has sought the participation of a Chinese delegation for the 72 Hours Lagos Weekend Experience taking place from November 14–16, 2025.
The Governor’s aide invited China to the event when he hosted a high-level Chinese delegation led by the Vice Chairman of the Standing Committee of Guangxi People’s Congress, Mr Zhang Xiaoqin; and the Consul General of the People’s Republic of China in Lagos, Ms Yan Yuqing, on Monday.
The Chinese team were around to deepen international relations and foster stronger cultural and economic ties with the metropolis.
Mr Aregbe acknowledged the large population bases of Lagos and China as critical assets for advancing tourism development, cultural integration, and unlocking opportunities for mutual economic growth, sharing the Lagos Cultural Mission Initiative with the visitors.
“We want China’s partnership with Lagos State in cultural exchange and training programmes that will benefit both young and old, ensuring mutual growth and enduring relationships,” Mr Aregbe stated.
Meanwhile, the Chinese delegation expressed strong interest in expanding cooperation through simplified visa processes, student and professional exchange programmes, and joint cultural initiatives.
Commending Lagos for its progress in cultural tourism, Mr Zhang described the city as a “powerhouse of human labour, economy, and creativity,” identifying heritage protection, research, and educational exchanges as key areas for collaboration while emphasising the robust trade foundation between Guangxi Province and Nigeria.
On her part, Ms Yuqing reaffirmed China’s commitment to strengthening ties with Lagos and Nigeria, endorsing the vision for future cultural events, also extending an invitation to the Lagos team to visit Guangxi as part of efforts to cement bilateral cooperation.
By Adedapo Adesanya
The federal government has announced the withdrawal of a criminal complaint against Ms Comfort Emmanson, an Ibom Air passenger arrested over alleged unruly behaviour, as well as the reduction of a flight ban on Fuji musician Wasiu Ayinde Marshall, popularly known as K1 De Ultimate or KWAM 1, to one month.
The Minister of Aviation and Aerospace Development, Mr Festus Keyamo, disclosed this in a statement on Wednesday morning.
He disclosed that this happened following consultations with key stakeholders in the aviation sector over recent incidents involving disruptive conduct at Nigerian airports.
According to the Minister, Ms Emmanson, who was arrested on August 10, 2025, after a confrontation aboard an Ibom Air flight, showed “great remorse” during a police interview in the presence of her lawyer.
As a result, Ibom Air has agreed to withdraw its complaint, with the Police expected to complete steps for her release from Kirikiri Prisons within the week.
The Airline Operators of Nigeria (AON) has also agreed to lift the lifetime flight ban earlier imposed on her.
On the case of K1 and ValueJet, the Minister said the Nigerian Civil Aviation Authority (NCAA) will cut the singer’s flight ban to one month, while also withdrawing its criminal complaint.
The singer will be engaged as an ambassador for airport security protocol.
Additionally, ValueJet’s Captain Oluranti Ogoyi and First Officer Ivan Oloba will have their licenses restored after serving a one-month suspension and undergoing mandatory professional re-appraisal.
Mr Keyamo stressed that the decisions were taken on “compassionate grounds” following appeals from well-meaning Nigerians and expressions of remorse by the parties involved.
He, however, warned that the government would not tolerate further breaches of aviation laws.
The Minister also directed relevant agencies to hold a retreat next week to retrain aviation security personnel on handling disruptive passengers and de-escalating tense situations, while airlines will separately review staff conduct towards travellers.
“We take safety and security in the aviation sector very seriously and have decided to draw a line after these clemencies,” Mr Keyamo said.
“These above decisions were taken by Government and the airline operators purely on COMPASSIONATE grounds as Government will never pander to base sentiments, politically-motivated views or warped legal opinions when clear encroachment of our laws are involved.
“We are also sending a CLEAR MESSAGE that we take safety and security in the aviation sector very seriously and we have decided to draw a line after these clemencies,” he concluded.
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