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 Airline Operators of Nigeria (AON) has denied owing cost recovery charges to the Nigeria Civil Aviation Authority (NCAA), insisting that all services rendered by the regulator to domestic airline operators are paid for fully in advance on a cash-before-service basis.
In a statement from the airlines’ body, it was emphasised that no domestic airline in Nigeria receives NCAA regulatory services without first making full payment of invoices issued to it by the agency, describing suggestions of the indebtedness for regulatory services as factually inaccurate.
It said that what the NCAA refers to as ‘outstanding charges’ relates solely to the 5 per cent Ticket Sales Charge (TSC), a tax imposed by the NCAA on passengers, which it said is not in consonance with the dictates of international aviation.
The AON then urged the federal government to urgently amend the Civil Aviation Act to empower the NCAA to collect whatever appropriate fees and charges are due it directly from passengers or whoever else, without routing such through the domestic airlines, from June 1, 2026.
It said doing this will relieve domestic airlines of the financial burden of acting as collection agents for the NCAA, since airlines currently bear banking transfer charges and other transaction costs in the process of transmitting funds to the organisation.
The airline body reiterated its position that the NCAA is a regulator, not a revenue-generating agency and that it does not fund any aspect of the airline businesses or render any direct service to passengers.
The AON said every service the agency provides to airline operators is fully paid for in advance before it is rendered.
“The AON notes that several member airlines maintain dedicated accounts, from which the NCAA draws down its monthly remittances, until the force majure caused by the Iran-Israel/USA conflict, which had put a lot of financial pressure on airlines worldwide.
“Notwithstanding this arrangement, the AON had formally appealed to the federal government through the office of the Minister of Aviation and Aerospace Development, to suspend the payment of all statutory charges temporarily, as an interim measure to assist airlines in managing their cash flows during the current period of severe financial stress caused by the increase in the cost of Jet A1.
“As an interim response, President Bola Tinubu graciously granted a 30 per cent concession while waiting for the government’s decision on the other aspects of the AON intervention request.
“While the AON acknowledges and appreciates this gesture, we had appealed for a meeting with Mr President to discuss further reliefs, a request that is yet to be granted,” the AON said.
Speaking further on reports that airlines owe billions in debt to the NCAA, the AON said the 5 per cent Ticket Service Charge in question was introduced over 45 years ago under the Government of General Gowon by the then Federal Civil Aviation Authority (FCAA) and its continued relevance has not been reviewed ever since.
It further stated that domestic airlines, in addition to the 5 per cent TSC, still pay separately ànd directly for services provided by the various industry agencies, including the NCAA itself.
AON said that the 5 per cent TSC is an ad valorem tax applied to an airline’s gross earnings, not profits and that the global aviation industry operates at a profit margin of between 1.5 per cent and 2.5 per cent at best.
“The AON remains committed to constructive engagement with the government and all stakeholders to achieve a growth-oriented sector, designed to enable the accelerated growth of key sectors of the economy and the improvement and sustenance of a healthy quality of life for the citizenry,” it said.
By Adedapo Adesanya
The Nigeria Civil Aviation Authority (NCAA) has announced the temporary suspension of its “no pay, no service” directive earlier issued to airlines with outstanding statutory remittances, citing ongoing consultations and prevailing operational challenges in the aviation sector.
In a statement, the authority said the decision followed a review of industry conditions, particularly the rising cost of aviation fuel, which has placed significant financial pressure on domestic carriers and threatens overall sector stability.
However, the NCAA stressed that the suspension does not amount to a waiver, cancellation, or forgiveness of the debts owed by the affected airlines, noting that such decisions fall outside its regulatory mandate.
The agency recalled that President Bola Tinubu had earlier approved a 30 per cent discount on outstanding statutory charges owed by domestic airlines to aviation agencies, as part of broader government efforts to cushion the impact of high Jet A1 fuel costs and stabilise the industry.
According to the NCAA, airlines remain fully responsible for settling their obligations, adding that it would engage operators individually to ensure compliance through structured repayment arrangements that do not disrupt operations.
The regulator also clarified the nature of the 5 per cent Ticket and Cargo Sales Charge, describing it as a statutory levy mandated by the Civil Aviation Act and embedded in the cost of air travel and cargo services.
It explained that the charge is collected by airlines at the point of ticket and cargo sales on behalf of the aviation system and must be remitted accordingly.
The organisation emphasised that the funds do not constitute revenue or profit for the airlines and should not be treated as such.
It further noted that the revenue from these charges is distributed among key aviation institutions, including the regulator itself and other service providers, all of which play vital roles in ensuring safe, efficient, and internationally compliant aviation operations.
It added that the NCAA operates on a cost-recovery basis and does not receive direct funding from the Federal Government for its routine regulatory activities, making timely remittance of statutory charges critical to sustaining its oversight functions.
The suspension of the enforcement directive, it said, is a measured step aimed at maintaining operational stability in the sector while reinforcing the obligation of airlines to remit collected charges.
The NCAA reaffirmed its commitment to balancing regulatory enforcement with industry sustainability, warning that statutory funds already collected must be remitted for their intended purposes.
By Modupe Gbadeyanka
A new campaign designed to celebrate its passengers across the globe has been launched by Emirates Skywards, a statement from the company confirmed.
The promotion is known as Season of Rewards, and will run from May 21 to August 31, 2026, with beneficiaries getting different rewards for their patronage.
The Skywards Season of Rewards offers more savings with Cash+Miles on Emirates and flydubai, with members unlocking twice the savings, including enhanced Cash+Miles rates across the Emirates and flydubai network when booking flights and extras (excess baggage, lounge access and seat selection. The offer applies across all classes of travel, fare brands and destinations on both airlines. With the limited-time offer, 2,000 Skywards Miles can unlock savings of $30 instead of $15.
In addition, passengers will receive extra tier benefits for travel up until August 31, 2026. Members earn a 20 per cent bonus Tier Miles on every Emirates or flydubai flight, helping members move through the tiers faster. With reduced Tier Miles required during this period, it’s now even easier for members to renew or upgrade their membership status.
Also, they will get 50 per cent bonus Miles with travel partners, including Emirates Skywards Hotels, Marriott Bonvoy, IHG Hotels and Resorts, Jumeirah and more. However, registration is required to participate, and bonus Miles will be credited within 60 days after the end of the offer period.
Further, Skywards members can book their next reward flight and extras with Miles, starting from 4,500 Miles instead of 9,000 Miles during the promo period across all routes, cabins and fares.
“Skywards Season of Rewards reflects our continued commitment to creating even more value for our members worldwide.
“Whether members are planning a family holiday, a Dubai stopover, a weekend escape, or simply looking to maximise rewards across their travel spend – this initiative unlocks more opportunities to earn, save and experience the world with Emirates Skywards,” the DSVP Emirates Skywards, Nejib Ben Khedher, said.
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