East Africa’s Tourism and Wildlife arrival numbers remain dismal, which calls for a radical shift in how the region is marketed. “In the heart of Africa, where wildlife roams free and landscapes enchant, we find ourselves facing a challenge, a challenge of declining tourist arrival numbers. Our tourism numbers are dismal, and it’s time for us to reimagine our approach.”
There is a vivid picture of the untapped potential that East Africa holds. There is need for collaborative efforts among regional countries to rethink their tourism marketing strategies, to showcase the diverse offerings that make this part of the continent truly magical.
“Our wildlife, our landscapes, and our vibrant cultures are our treasures, but they remain hidden to the world. It’s time for us to unveil the wonders of East Africa to the global stage,” each nation should play its part in this ambitious endeavor.
The importance of enhancing services and expanding offerings to meet the evolving expectations of modern travelers is key. We envision a region where tourists not only marvel at the iconic savannahs and majestic animals but also experience the warmth of local communities and the richness of cultural exchanges. “We must go beyond the conventional and embrace innovation, offer immersive experiences that linger in the hearts of our visitor”.
Regional leaders need to spearhead an initiative that will bring together all regional ministers for tourism to work on a joint marketing strategy. There is also need for the players in the tourism sector to craft a circuit that covers the entire region.
Tourism is increasingly an essential component of export diversification for many economies globally. Tourism has a substantial and growing impact as a critical economic driver in East Africa. East Africa is a leading tourism destination in SSA, with member countries such as Kenya, Tanzania, Uganda, Rwanda, and Burundi attracting over 2 5 million international visitors in a single year. Tourism, therefore, remains an integral part of development planning in many developing countries.
However, the degree to which tourism expansion and advancement has been planned by countries varies significantly (UNCTAD, 2017). For instance, the Economic Road Map and Visions of the East African Community member states (Kenya, Tanzania, Uganda, Rwanda and Burundi) view tourism development not only as a key pillar in their national socio-economic development, but also as a mechanism for poverty alleviation, revenue generation, and wildlife conservation (Okello & Novelli, 2014).
Although tourism has benefitted the East Africa Community region, the benefits have not been equally shared; Burundi, for example, has been left behind in tourism development mainly because of years of instability, inadequately trained human resources, investment, and planning. If Burundi wants to be successful in attracting tourists from neighboring countries it needs to introduce visa harmonization schemes (that is, better align visa issuance policies to those of member nations) and regional travel packages (Novelli, Morgan, & Nibigira, 2012) as part of the Destination East Africa.
Moreover, EAC is committed to deepening integration and addressing those issues that constrain creating an environment for a single tourist destination, foreign investment, internal and external trade, and generally marketing the region as a bloc (Novelli et al., 2012). Despite the potential for re-branding and linking into the regional tourism destination, some member states such as Burundi are yet to identify their unique selling points and develop effective organizational structures for their tourism sector beyond their 3 highly fragmented arrangements.
Through the lenses of destination lifecycle model, EAC member states are at different stages of development. Whereas Kenya and Tanzania are prime destinations characterized by tourist market saturation, Uganda and Rwanda are developing; and Burundi is still in initial stages of tourism development due to decades of political instability (Akama, 1999; Butler, 1980). The East African Community (EAC) has been working to strengthen tourism and wildlife sectors by encouraging collaborations among member states through the establishment of the East African Tourism and Wildlife Coordination Agency, and a single tourist visa (Okello & Novelli, 2014).
Despite attempts to develop East Africa as a single tourism destination, EAC member states are at different stages of tourism development. According to Christie, Fernandes, and Messerli (2013) Burundi is at the initiation stage. Rwanda and Uganda are scaling up, while Kenya and Tanzania are at deepening and sustaining stages. Christie et al. (2013) argue that Burundi’s core constraints are most certainly security and health concerns, transport, and enabling government policy for tourism development. More to this, Okello and Novelli (2014) assert that high cost, frequency, and routing of airlines for Burundi, Rwanda, and Uganda often reduces their competitiveness. As a solution, EAC’s distance from generating markets requires competitive air access.
Furthermore, national visa regulations pose a constraint, especially with high visa fees and complex procedures to secure them (Okello & Novelli, 2014). Besides, countries such as Uganda and Rwanda that are scaling up tourism generally need to convince policy makers that tourism is as valuable as other sectors such as agriculture and mining (Christie, et al., 2013). For countries like Kenya, Rwanda, and Tanzania that 4 are strengthening and sustaining their tourism industry, human resources capacity and product innovation are particularly important (Okello & Novelli, 2014).
This unevenness in development among member states of the EAC increases the need for a shared tourism agenda. As stated by Baylis et al. (2011), regionalism is a strong force in the world since the inception of globalization. Hence, the vision of a shared agenda to develop regional tourism is worth exploring for this research endeavor.
Marketing and developing tourism within regional economic blocs is a growing phenomenon at a time when globalization is at the center stage of geopolitics, trade wars, and scientific revolutions. However, this development is occurring haphazardly, with little attention to managing existing socioeconomic inequalities and differing political interests among member states.
This absence heightens the need for a shared tourism agenda among member states. We ensure that the member countries of Burundi, Kenya, Rwanda, Uganda and Tanzania, consider tourism development within the East Africa Community (EAC) region – with the exception of South Sudan, another member of the same community – is a shared agenda.
Member countries need to assess the conditions under which tourism policy makers within the EAC cooperate; the role that East Africa Tourism Platform (EATP) plays in creating a shared tourism agenda within the EAC; political, social, and economic realities that should be addressed in order to develop a shared tourism agenda within the EAC; and the opportunities that can be harnessed within the EAC to promote creating a shared tourism agenda.
Sometimes protectionism has been a major cause for differences exhibited by some partner states in the development of a shared tourism agenda where everyone is pushing for their interests at the expense of regional projects and programs.” Findings, however, have shown that policymakers are willing to cooperate if the following four conditions are met: (1) regularizing policymaker meetings; (2) developing regional destination development and a marketing action plan; (3) synchronizing calendars of marketing activities; and (4) ii developing an EAC marketing strategy while advancing the ideals of reciprocity, fairness, mutual trust, and openness.
Overall, partner states should harmonize their tourism laws and align them with an EAC treaty. An East Africa Tourism Platform, on the other hand, should maintain neutrality and abstain from brokering for any country specific agenda while pursing the objectives of building synergies amongst partner states.
Tourism Development within the East Africa Community
Tourism is one of the fastest growing global industries. Moreover, it is a vital source of economic development. Travel and tourism’s direct GDP contribution in Africa reached $66 billion in 2016 (WTTC, 2018), greater than the GDP contribution of Africa’s chemicals manufacturing, automotive manufacturing, and banking sectors. Based on its direct, indirect and induced GDP impact, travel and tourism generated 7.8% of Africa’s GDP in 2016. (WTTC, 2018). WTTC predicts that travel and tourism employment will grow 4.5% per annum over the next decade (WTTC, 2018), if taken into consideration that 15 the sector sustained a total of 8.4 million direct jobs in Africa in 2016 and that for every job directly in the tourism sector, nearly two additional jobs are created on an indirect or induced basis, making its linkages stronger than the construction and agriculture sectors (WTTC, 2018).
Within the EAC, tourism is viewed as a key pillar for regional development with potential for poverty alleviation, generation of revenue, and wildlife conservation. Equally, tourism is a leading foreign exchange earner in all EAC states (EAC, 2017). Every year, Kenya, Uganda, and Tanzania host more than one million international tourists (Kitheka, 2015). With exception of Burundi, recent data from the WTTC (2018) show increased visitation and growing economic impact of tourism in the EAC (Kitheka, 2015). The report predicts a positive growth of tourism’s contribution to the local and regional economies in the near future in areas of direct gross domestic product, employment, capital investment, and exports. This growth is occurring despite recurrent political challenges, threats of terrorism, and regional and global economic turbulence.
Tourism plays an important role in sustainable development of the EAC’s member states, contributing an average GDP of 8.9% and employing nearly two million people (EAC, 2018). In spite of poverty and unemployment plaguing the region, tourism continues to play a crucial role in providing a source of livelihood for the local people (Kitheka, 2015). The industry is rivaled only by the agricultural sector, which is the economic backbone of the region. Table 2.1 compares the five countries’ earnings from agriculture and the service industry (including tourism).
EAC member states view tourism development as a key pillar for their national development, and also as a mechanism to alleviate poverty, generate foreign revenue, and contribute to wildlife conservation (Republic of Burundi, 2011; Republic of Kenya, 2007; Republic of Rwanda, 2000; Republic of Tanzania, 2000; Republic of Uganda, 2007). Based on this, these countries in EAC have developed their economic roadmaps and visions that will lead them towards achieving their targets that will lead to their socioeconomic development based on tourism revenues (Kenya’s Vision 2030, Tanzania’s Vision 2025, Uganda’s Vision 2040, Rwanda’s Vision 2030 and Burundi’s Vision 2025).
Because of these targets with their country’s visions, these countries and their respective agencies have been working towards strengthening tourism and wildlife sectors through collaborative partnerships to integrate and market tourism products in the region together. This is based on EAC’s spectacular tourism products, including mountain gorilla expeditions in Rwanda and Uganda, to the Big 5 in Tanzania and Kenya, which positions EAC as a single leading tourism destination offering a diversified and highly competitive tourism product in SubSaharan Africa. According to the World Bank (2017), the key to boosting tourism on the African continent is to actively promote travel to regions within Sub-Saharan Africa and thus encourage visitors to East, West, Southern Africa-rather than just to individual countries. Examples from the Caribbean region reveal that by pooling resources, the Caribbean Trade Organization has managed to increase the competitiveness of the world’s premier sea, sand, and sun destination (UNCTDA, 2017).
In the same vein, the EAC is consciously trying to 20 brand the region through marketing East Africa as a single tourist destination, as well as focusing on standardizing wildlife conservation and management across the region. Branding Africa as a series of regions and developing policies to make travel between member states as seamless as possible will attract more tourists, making it easier to travel for leisure, work, or business between countries. Despite this, attempts to develop East Africa as a single tourism destination have faced different challenges and remain at different stages of growth. While Burundi is at initiation stage, Rwanda and Uganda are at the scaling up stage, and Kenya and Tanzania are at deepening and sustaining stages (Christie, Fernandes & Messerli, 2013).
More to this, EAC member states are facing different challenges and seeking different solutions. Christie, et al., 2013, argues that for a country like Burundi, core constraints are most certainly security and health concerns, transport, and enabling government policy for tourism development. Further, high cost, frequency and routing of airlines for Burundi, Rwanda, and Uganda often reduces their competitiveness (Okello & Novelli, 2014). Furthermore, visas pose a significant constraint with high visa fees and complex procedures to secure (Okello & Novelli, 2014).
Although the EAC has made some significant achievements, especially with the establishment of the East African Tourism Wildlife Coordination Agency, the adoption of a single tourist visa (which is currently in operation among Kenya, Uganda, and Rwanda) and the semi-liberalization of the air space, EAC lacks a single strategic tourism development blueprint that will address its competitiveness and sustainability. This has resulted in individualistic approaches to governance and marketing of tourism (Okello & Novelli, 2014).
In order for tourism to contribute to the development of EAC member states, there is need to have a shared tourism development agenda that will address investment in tourism superstructure, training, product development and diversification, funding, entrepreneurship, regional tourism; and marketing (EAC, 2018). It is worth noting that although the protocol on the establishment of the East Africa Community Common Market has been signed – enabling a smoother flow of people, goods, and services across East Africa – some members of the EAC such as Tanzania and Burundi have yet to adopt it.
The East Africa Community Common Market is expected to boost tourism in the region and benefit individual states and the region as a whole with a view that international tourists uses a single visa to visit all the East Africa Community member states in a single trip (Nakaweesi, 2013; Okello & Novelli, 2014).
However, a number of issues remain to be addressed by each member state to take advantage of the full benefits that integration offers. These issues include, among others, a lack of a shared agenda and harmonizing of tourism policies without a clear regional consensus. From the preceding observations, it is argued that there is a clear need to investigate whether tourism development within the EAC is (and/or ought to become) a shared agenda.
The potential of East Africa’s tourism is untapped. East Africa has great tourism attractions and destinations, but for some reasons, its tourism industry has been declining for the past years. Tourists of this region, which includes Burundi, Kenya, Rwanda, Tanzania and Uganda get to enjoy magnificent scenery especially when it comes to wildlife. It is a region busting with vibrant culture and amazing people known for their welcoming hearts. The East African tourism sector is filled to the brim with potential.
For instance, Kenya is known for its long list of tourism destinations. From the Maasai Mara where the majestic wildebeest migration starts to camping with the Maasai who have remained in touch with their culture. Hiking around Mt. Kenya or heading to the national parks or the Swahili beaches and get to experience the Swahili culture at its best. Burundi is known for its stunning beaches. Rwanda is known for its memorable, up-close experience with mountain gorillas.
Tanzania is not only a rich culture destination but it has great sceneries. There is Mt Kilimanjaro, which is Africa’s highest point, to Serengeti where the wildebeest arrive from Kenya, the Ngorongoro crater for remarkable and candid wildlife viewing. After that you can head up to Zanzibar for a more urban experience and explore the breathtaking beaches and the old stone town, among other archaeological sites.
Then we have Uganda, tourists can visit Mountains of the Moon in Ruwenzori National Park, they can experience world-class whitewater rafting in Jinja, which happens to be the source of River Nile. Uganda is also known for its elusive mountain Gorillas, which can only be spotted at Bwindi Impenetrable National Park.
With all these beyond amazing destinations, one can’t help but wonder why East Africa’s tourism sector is yet to bask in its full potential. The East African Governments views tourism development not only as an integral stake for national development, but also as a means to ease poverty, generate foreign revenue and contribute to wildlife conservation. Recently, three of the East African countries (Kenya, Uganda and Rwanda) launched an online portal in a bid to market the regions as a single tourism destination.
The online portal is a one-stop shop for information on tourism products, destinations and experiences with the objective of augmenting access to information. The regions were coming together to make it easier for the tourists who would love to visit the countries. Thanks to the improved roads and air connectivity between the neighboring nations, the tourist will now be able to easily travel and access the different destinations they wish to visit. This is a great move that is bound to increase tourism in the region, especially since it not only attracts a price-conscious traveller, but also strengthens the region’s relationship.
According to the WEF 2017 Travel and Tourism Competitiveness Index, it is revealed that Kenya’s travel and tourism sector is the most competitive among the four East African economies. The report also ranks Tanzania in first place when it comes to earnings from tourism. Tanzania made $2.2 billion from the tourism sector, while Uganda comes in second at $ 1.1 billion, Kenya is in the third position at $ 723 million, and Rwanda came in the fourth position at $ 317 million. Tanzanian’s tourism sector seems to be doing great thanks to a successfully developed premium tourism model, which targets high-spending tourists. The country enjoys an average of $ 2,020 per arrival, which is more than twice that of second-placed Uganda.
According to the same report, Kenya is the most dependent on employment generated by or related to the tourism industry. The tourism industry accounted for more than half a million jobs in Kenya, which is 3.5% of the nation’s total employment. Uganda is second in absolute terms at approximately 470,000 employment opportunities. That is about 3.1 %of its total work force. Paradoxically, Tanzania comes in third with just over 380,000 jobs; this is because the country has developed a unique high-end product that does not need many local jobs to draw in the foreign exchange from tourists.
Surveys have indicated that Kenya is one of the best in the region when it comes to government prioritization and bureaucracy in the tourism sector. The quality of hotels and infrastructure in the country is highly regarded. The country is only dragged down by safety and security and price competitiveness. The nation has suffered a series of negative travel advisories due to the terrorism threats. The Kenyan government has however been working hard to fight terrorism and have increased security measures. Kenya has poor price competitiveness; this is brought about by Kenya’s relative strength of the Kenyan shilling compared to the neighboring countries and the high cost of living in the country. This has led to a negative impact when it comes to attracting a price-conscious tourist.
Tanzania scores highly in price competitiveness owing to the relatively lower cost of living and its weak currency. It is however let down by its business environment, tax regime and competitiveness. It is also very hard to find skilled employees in the tourism industry because of the drag on staff training and the degree of customer orientation. Rwanda scores high on safety and security and business environment and logistics. The country also boasts highly effective marketing campaigns to promote the Rwanda brand. The country’s weakness comes in the lack of natural assets since it is a small, highly populated nation. It also has very few tourism infrastructures. It also ranks poorly on the price competitiveness.
Uganda is attractive to the price-conscious tourist. The country’s main weakness is in its infrastructure and the fact that the government has not prioritized the tourism sector as much as it should. It has the weakest marketing and branding in the region. T
he governments, especially the Kenyan government are working to continually improve its infrastructure and put in place effective campaigns that will attract more tourists and investment in the sector. The recently launched SGR electrical train is said to help boost local tourism and give a scenic journey to travellers. The governments have worked together to launch fairs such as Karibu fair and exhibitions, which are meant to showcase the wildlife safari beach, culture and heritage and business investment opportunities in East Africa.
Recently, international tourist arrivals in the Kenya had increased by 16.7 percent. It was a clear sign that the tourism recovery campaigns were becoming effective. Rwanda for one has been doing a lot of brand campaigns. Recently, the “remarkable Rwanda” campaign gave the country a robust upsurge in the tourism sector. It also got a huge boost through conference tourism. For instance, the Kigali convention centre opened its doors to host the African Union Heads of State Summit, which gathered African presidents and other high-profile individuals from across the continent under one roof. Since 2016, Rwanda has welcomed thousands of international conference and event visitors.
In Tanzania, the government has been working hard to also boost its tourism sector. Government particularly focused on heavy investments in marketing, hospitality and infrastructure to boost tourism in the nation, specifically the southern and western tourist circuits. “The government has also put a lot of emphasis on investments in heritage sites to attract more tourists visiting historical areas,” Most of the tourist who visited the country complained about poor roads, airport infrastructure and hotels. The government was committed to developing and promoting sustainable growth in the travel and tourism sector in the nation so as to preserve its natural and cultural resources.
On the other hand, Uganda has been working hard on the ‘pearl of Africa’ brand campaigns. The country launched the Pearl of Africa Tourism Expo, which was really successful. It also hosted Africa’s first ever birding expo at the Botanical Gardens Entebbe. This exposed Uganda as the world’s premium destination in Africa. The country has continued to regulate its tourism sector by boosting and effectively marketing itself as the best African destinations to visit. There is still more room for improvement. Ugandan Tourism players need to continue promoting the country as a world class travel destination. The government of Uganda is fully committed to transforming the Ugandan tourism sector by refining their marketing strategy.
The East African tourism sector still remains an untapped gold mine but hopefully, the region will begin to expand its infrastructure and focus on marketing and branding East Africa as the ‘go-to‘ destination. With the right marketing strategy, good infrastructure, government support and political stability, East Africa is bound to attract more tourists. Now that the countries are coming together, it will go a long way in establishing the region as a hot destination point.
East Africa is a beautiful region with innumerable attractions, great people and is oozing with rich cultural heritage . It has a lot to offer all kinds of tourists. It has the promise to wet the appetite of any thrill–seeker. Its untamed yet stunning scenery, its hospitable inhabitants and its pulsating culture are bound to give travellers not only the time of their lives, but unforgettable memories under the famous hot African sun.
Kitara Foundation for Regional Tourism 