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 Adedapo Adesanya
The federal government has announced plans to introduce the new biometric emergency travel document, the Single Travel Emergency Passport (STEP), by 2026 as part of reforms aimed at modernising Nigeria’s immigration processes and strengthening border security.
Initially revealed in November, the Comptroller General of the Nigeria Immigration Service (NIS), Mrs Kemi Nandap, speaking on Monday in Abuja during the decoration of 46 newly promoted Assistant Comptrollers of Immigration (ACIs) to the rank of Comptrollers of Immigration, said the proposed STEP would replace the current Single Travel Emergency Certificate (STEC) and is designed to enhance efficiency, security, and global acceptability of Nigeria’s emergency travel documentation.
She explained that the new emergency passport would be biometric-based and deployed through alternative, technology-driven platforms to ensure seamless service delivery.
“I’m looking forward to embracing 2026, which will also be part of all the reforms we’re doing to ensure that we optimise our services, in terms of visas, passport production lines and our contactless solutions,” she said.
The NIS boss noted that the STEP is one of several technology-driven innovations being rolled out by the Service to improve operational efficiency and meet its constitutional mandate.
She also highlighted the recent introduction of the ECOWAS National Biometric Identity Card (ENBIC), describing it as a critical step towards seamless regional integration and secure cross-border movement within West Africa.
“We want to ensure that our processes are seamless. The STEP, which we are going to launch early next year, is another key programme that will further strengthen our service delivery,” Nandap added.
The Comptroller General charged the newly decorated officers to demonstrate heightened vigilance, professionalism, and integrity, particularly in light of Nigeria’s prevailing security challenges.
“Your decoration today symbolises the trust reposed in you and carries with it expectations of enhanced leadership, sound judgement, accountability and exemplary conduct,” she said.
Mrs Nandap stressed that officers at senior levels must combine professional competence with strong leadership qualities, including clarity of vision, decisiveness, empathy, and the ability to mentor and inspire subordinates.
“Considering the current security challenges our nation faces, we must remain vigilant and unrelenting in the fight against multifaceted threats. Your actions will set the tone and reflect the core values and reputation of this Service,” she warned.
She reaffirmed the Service’s zero tolerance for indolence and unprofessional conduct, urging officers to embrace innovation, adapt to emerging challenges, and place the interest of the NIS above personal considerations.
The idea of spending retirement in France comes up often — sometimes because of the climate, sometimes because of the healthcare system, and sometimes simply because of the way everyday life is organised there. But once the initial appeal fades, a practical question usually follows: under what conditions can a retiree actually live in France legally?
The short answer is: it’s possible.
The longer answer requires a closer look.
No “retirement visa,” but a workable solution
Unlike some countries, France does not offer a dedicated retirement visa. This often comes as a surprise. In practice, however, most retired foreigners settle in France under the long-stay visitor visa — a residence status that is not tied to age or professional background.
The logic behind it is straightforward: France allows people to live in the country if they do not intend to work and can support themselves financially. For this reason, the visitor visa is used not only by retirees, but by other financially independent residents as well.
Income matters more than age
When an application is reviewed, age itself is rarely decisive. Financial stability is.
French authorities do not publish a fixed minimum income requirement. What they assess instead is whether the applicant has sufficient and reliable resources to live in France without relying on public assistance. This usually includes:
- a state or private pension;
- additional regular income;
- personal savings.
In practice, the clearer and more predictable the income, the stronger the application.
Housing is not a formality
Relocation is not possible without a confirmed place to live. A hotel booking or short-term accommodation is usually not enough.
Applicants are expected to show that they:
- have secured long-term rental housing;
- own property in France;
- or will legally reside with a host who can provide accommodation.
This is one of the most closely examined aspects of the application — and one of the most common reasons for refusal.
Healthcare: private coverage first
At the time of application, retirees must hold private health insurance valid in France and covering essential medical risks. This requirement is non-negotiable.
Access to France’s public healthcare system may become possible after a period of legal residence, but this depends on individual circumstances, length of stay, and administrative status. It is not automatic.
What the process usually looks like
Moving to France is rarely a single step. More often, it unfolds as a sequence:
- applying for a long-stay visa in the country of residence;
- entering France;
- completing administrative registration;
- residing legally for the duration of the visa;
- applying for renewal.
The initial status is typically granted for up to one year. Continued residence depends on meeting the same conditions.
Restrictions people often overlook
Living in France under a visitor visa comes with clear limitations:
- working in France is prohibited;
- income from French sources is not allowed;
- social benefits are not part of this status.
These are not temporary inconveniences, but core conditions of residence.
Looking further ahead
Long-term legal residence can, over time, open the door to a more permanent status, such as long-term residency. In theory, citizenship may also be possible, though it requires meeting additional criteria, including language proficiency and integration.
For many retirees, however, the goal is simpler: to live quietly and legally, without having to change status every few months.
Moving to France after retirement is not about a special programme or age-based privilege. It is a question of preparation, financial resources, and understanding the rules. For those with stable income and no intention to work, France offers a lawful and relatively predictable way to settle long-term.
No promises of shortcuts — but no closed doors either.
By Adedapo Adesanya
The United States President Donald Trump has imposed a partial travel restriction on Nigeria, as part of a series of new actions, citing security concerns.
The latest travel restriction will affect new Nigerians hoping to travel to the US, as it cites security concerns and difficulties in vetting nationals.
The travel restrictions also affect citizens of other African as well as Black-majority Caribbean nations.
This development comes months after the American President threatened to invade the country over perceived persecution against Christians.
President Trump had already fully banned the entry of Somalis as well as citizens of Afghanistan, Chad, Republic of the Congo, Equatorial Guinea, Eritrea, Haiti, Iran, Libya, Myanmar, Sudan, and Yemen.
The countries newly subject to partial restrictions, besides Nigeria, are Angola, Antigua and Barbuda, Benin, Dominica, Gabon, The Gambia, Ivory Coast, Malawi, Mauritania, Senegal, Tanzania, Tonga, Zambia and Zimbabwe.
Angola, Senegal and Zambia have all been prominent US partners in Africa, with former president Joe Biden hailing the three for their commitment to democracy.
In the proclamation, the White House alleged high crime rates from some countries on the blacklist and problems with routine record-keeping for passports.
The White House acknowledged “significant progress” by one initially targeted country, Turkmenistan.
The Central Asian country’s nations will once again be able to secure US visas, but only as non-immigrants.
The US president, who has long campaigned to restrict immigration and has spoken in increasingly strident terms, moved to ban foreigners who “intend to threaten” Americans, the White House said.
He also wants to prevent foreigners in the United States who would “undermine or destabilize its culture, government, institutions or founding principles,” a White House proclamation said.
Other countries newly subjected to the full travel ban came from some of Africa’s poorest countries — Burkina Faso, Mali, Niger, Sierra Leone and South Sudan — as well as Laos in southeast Asia.
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