African tourism authorities rely more
and more on synergy. In East Africa, Kenya, Uganda, and Rwanda have decided to
join forces to improve their visibility to tourists across the world. After
signing a tripartite agreement in October, these countries created their first
joint marketing plan in London at World Travel Market.
The biggest international tourism trade
fair opened its doors in London from November 7th to the 9th. Kenya, Uganda,
and Rwanda opted for a common stand, announced Godfrey Kiwanda Ssuubi, the
Ugandan Minister of Tourism, Wildlife, and Antiquities.
As a reminder, these three countries of
East Africa recently signed a common cooperation agreement regarding the
tourism sector which consists of joint promotion of the three destinations as
if it were only one. The objective: boost African tourism, increase the number
of visitors, and indirectly help the economy of each of the three countries.
Countries Where Tourism Counts
In Kenya, tourism, which accounts for
about 11% of the GDP, has been in trouble for a few years, a situation in which
the attack on the Westgate shopping center in Nairobi—which occurred in
September 2013, killing 68 people and injuring over 200—is not foreign.
In Uganda, the tourism industry, which
is the primary source of revenue, is traditionally seen as an important aspect
of the economy. In 2015, it generated 2.6 billion dollars in revenues,
representing 9.8% of the GDP and employing 247,000 people. But according to
authorities, the potential of the country remains mostly untapped.
More known for its technological boom,
Rwanda is also trying to diversify its economy by focusing, among other things,
on tourism. The country has managed to set up a tourism development strategy
which has successfully boosted the number of visitors from around 25,000 to
nearly one million between 2004 and 2012. And the synergy created with its
neighbors also aims to multiply its economic impact.
Single Tourist Visa
The joint agreement between the three
countries also aims at the establishment of a single visa. “We are implementing
a single tourist visa. This is the first time that we have signed an agreement
of this kind and we are committed to promoting our countries' tourism
together,” said Ugandan Tourism Minister Godfrey Kiwanda Ssuubi. But he wants
to make it clear right away: the joint
promotion is not synonymous with 'less aggressive politics.' “We will continue
to be innovative in order to capture the largest market share in East Africa.”
As for the Kenyan government, it has
recently called on the other countries of the sub-region (Eritrea, Ethiopia,
Djibouti, Somalia, Burundi, Tanzania, Seychelles, Comoros, and Mayotte) to
implement the single tourism visa as well. The aim is to build a strong
sub-region and boost East African tourism.
This Rwandan-Ugandan-Kenyan tourism
strategy is a first in Africa. It is a sign that the trend of synergy observed
here-and-there across the continent, notably in West Africa in the financial
field, has spread gradually to different industries.
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