Africa: The Obama Effect

President Obama’s visit to Ghana put Africa under the international tourism spotlight, opening up the potential for an African tourism revival amongst Africans living abroad. Roots tourism is still largely unknown to many core markets, however its has the potential to provide a huge boost to economic prosperity in Africa and to its local communities.

Despite the global crisis, Africa enjoyed one of the world’s highest growth for inbound arrivals of 3% in 2008. Air traffic from the US to Africa increased by 33% during the first five months of 2009 - one of the fastest growing outbound destinations for the US. Cultural tourism has become increasingly popular, and a great number of heritage attractions connected with the Transatlantic Slave Trade are in West African countries such as Ghana, Gambia and Senegal. An asset to the promotion of roots tourism is the increasing political stability in countries such as Ghana. The internet has also raised awareness of Africa and helped make the region more accessible, the expansion of package holiday itineraries has also opened up a wider audience.

The US is Africa’s biggest source market where 41 million African Americans reside. The average African American traveler to Africa is from the 45+ age group. They like travelling in groups, enjoy festivals and cultural events, spending on average between 10-12 days. The general perception of Africa held by people of African origin is changing as they become more inquisitive about their heritage. Africans’ view of African Americans is also changing following the election of the first US President of African origin and growing awareness of African American celebrities that champion good causes.

Many agencies now offer Obama packages such as the President Obama Africa Roots Tour where visitors visit his ancestral home and learn about the Luo people. Tanzania hosted the Fifth International African Diaspora Heritage Trail (ADHT) Conference and launched Tanzania’s new “The Ivory and Slave Route” in Tanzania and East Africa. Ghana was also the first African country to host the United Nations World Tourism Day in September 2009 with the central theme, “Tourism Celebrating Diversity”.

“The host communities should reposition themselves by providing goods and services to African American tourists. Local tour operators and retailers will benefit from working closer with their American counterparts, such as the Convention & Visitors Bureau, and other associations to create awareness and promote their products and services directly to the African American market.”
Charlotte Haymore, President, TPOC (Travel Professionals of Color)

Roots tourism enables Africa to re-brand itself by changing perceptions and projecting a positive image of the continent. With Barack Obama as an ideal role model, there is no better time to do this.

Future Outlook

It is estimated that 42 million international tourists will visit Africa by the end of 2010. Roots tourism will make a significant impact, bringing income generation for local communities and governments, improved infrastructure and increased standards of living. The long-term sustainability of cultural heritage tourism is essential for the development of roots tourism and to preserve the region’s natural assets. All eyes will be on President Obama when he eventually will return to his father’s homeland.

www.renardnewsletter.com