‘We need an Africa tourism brand,’ says Minister St Ange
The ministerial working group meeting on the tourism sector development strategy for Africa – African Union Agenda 2063, under the theme ‘Tourism: A Transformative Face for Africa’ was officially opened yesterday by the Seychelles Minister for Tourism and Culture Alain St Ange.
The ceremony, held at the Kempinski Hotel, Baie Lazare, took place in the presence of the Minister for Foreign Affairs Jean-Paul Adam, Designated Minister Vincent Meriton, the AU Commissioner for Infrastructure and Energy Dr Elham M. A. Ibrahim and other high local tourism officials and African ministers for tourism.
In his opening speech, Minister St Ange described the meeting as a historic occasion because it is an attempt for Africa to take a look at an industry that member states work hard to consolidate all alone.
He said it all started when he met the South African Minister for Tourism at the ITB Fair in Berlin where they discussed the possibility of an African Union tourism desk to become an umbrella for the tourism sector of all African countries and the result is this meeting.
“The world in which we live is changing very rapidly as the internet and social media and the increased inter-connectivity between peoples at all levels of society is bringing about change at an unprecedented depth, pace and intensity,” said Minister St Ange.
“There is particularly no area of human endeavour that has remained untouched on the back of this ever burgeoning technologies which create fantastic opportunities as well as challenges in this brave new world we are entering,” he said, citing as a classic example a people-oriented industry - tourism - upon which many of our economies depend to a greater or lesser extent. “Countries continue to experience profound change forcing us to re-evaluate our approach to make our destination attractive to consumers and which channels we use to get this message across in the ever-more crowded global space,” he added.
He said that less than two decades ago Seychelles was very much relying on its sand, sea and sun ticket to attract visitors to its shores and that situation is very much different today as more informed travellers with higher expectations of their holiday experience seek to get beneath the skin of the country they are visiting and to return home culturally-enriched by the experience.
The minister said that Seychellois must take ownership of their tourism industry at every level coming on board with new level of responsibility for its success and that community-based tourism is the way forward.
Referring to the Carnaval International de Victoria which has seen the contribution of regional islands and Kwazula Natal of South Africa, Minister St Ange said this is a clear example of states which may have considered themselves as rivals in tourism coming together in an initiative to market not only themselves but the region and the continent.
He cited other examples like the Vanilla Islands of the south western Indian Ocean which bears a clear message of benefit cooperation in the global market.
“The time is right, the time is opportune for Africa to work with Africa,” said Minister St Ange. “We Africa need to agree to grow our tourism cake. We can assure everyone that the idea of growing the cake does not mean to suggest that the African Union will be marketing our respective countries. We need to get Africa more seen, we need to get Africa more visible and be recognised as a tourism region. We simply need an Africa brand – a brand seen at the tourism trade fair and region working hand in hand with the United Nations World Tourism Organisation (UNWTO). We shall still have our challenges but united under an Africa brand the political will to counter the challenges of rivalry and adopt a new approach to complement each other will one day form,” the minister said.
“Let us make tourism a key industry for Africa. We need an African brand,” said the minister.
In his welcoming address Minister Adam said that to make the African Agenda 2063 a reality we must reinforce those economic fundamentals that will truly transform Africa’s development potentials that all those who have joined Seychelles here today are united in the beliefs that tourism provides us with one of these fundamentals.
“It is clear to all that Africa already has a great economic story to tell. Our shared of sustained growth has allowed investors to see Africa as the real land of opportunity. However as we continue to celebrate the fiftieth anniversary of the African Union, we know that the transformation of the next fifty years has to go beyond exports of raw materials and extractive industries. Tourism allows us therefore to construct this new narrative about Africa. A narrative of increasing growth; a narrative of wealth, share across borders; a narrative of sustained and sustainable development based on creating opportunities for local populations,” said Minister Adam, adding that there is no stronger narrative to drive Agenda 2063.
As for Dr Ibrahim, she believes there could be no better venue for holding such a meeting than in such a beautiful place which embodies the very spirit of tourism.
She also said that the African Union is working on its Agenda 2063 which will be comprehensive and will articulate all of Africa in its economic endeavors.
She also said it is common knowledge that Africa has a huge tourism potential in all aspects of the sector, citing natural environment, waters, exotic wildlife and plants, ancient cultures and historic relics which have not yet been really exploited for the benefit of the African continent.
She also said that we have the responsibility to optimise the role of tourism as an engine and a catalyst for economic development and growth in Africa, where the work of the Agenda 2063 should aim for the branding Africa to be number one preferred choice as a tourism destination. She also cited certain points that she believes will help the African tourism sector achieve great things: undertaking joint marketing including packages of cross border tourist attraction; removing tourist visa constraints noting that Seychelles has done that and has reaped benefits from it; promoting joint projects for infrastructural developments and investment like Africa cross border investment such as hotels, airports, roads, etc and capacity building for people working in the tourism industry.
The Gabonese Minister for Mining, Industry and Tourism, Regis Immongault, also considered it a very good choice to talk about tourism in a beautiful country such as Seychelles.
He said that Africa uses its tourism industry to achieve more at international level and that this twentieth century should be for Africa.
He also said to develop the African tourism industry they need infrastructures, tackle the visa issue, come up with innovative ideas which will help attract tourists to Africa and how the tourism sector can contribute towards the economic development of Africa and to learn from those who are doing well in the tourism sector.
The South African Minister for Tourism, Marthinus van Schalkwyk, said that his country views this meeting as a very important one and that Africa needs to find agreement to recognise tourism at continental level.
He said he was glad that the AU commissioner was here herself to take part in that meeting, to listen to the message and then take it back to the commission.
He said that there is a need to get our own people to travel more on the continent as they must understand that the tourism potential is there.
Minister van Schalkwyk also believes we should take over the marketing of our countries and to integrate technology to speed up the visa application process.
He also said that Africa is lagging behind and what it must do to get its fair share of the tourism market.
The ceremony, held at the Kempinski Hotel, Baie Lazare, took place in the presence of the Minister for Foreign Affairs Jean-Paul Adam, Designated Minister Vincent Meriton, the AU Commissioner for Infrastructure and Energy Dr Elham M. A. Ibrahim and other high local tourism officials and African ministers for tourism.
In his opening speech, Minister St Ange described the meeting as a historic occasion because it is an attempt for Africa to take a look at an industry that member states work hard to consolidate all alone.
He said it all started when he met the South African Minister for Tourism at the ITB Fair in Berlin where they discussed the possibility of an African Union tourism desk to become an umbrella for the tourism sector of all African countries and the result is this meeting.
“The world in which we live is changing very rapidly as the internet and social media and the increased inter-connectivity between peoples at all levels of society is bringing about change at an unprecedented depth, pace and intensity,” said Minister St Ange.
“There is particularly no area of human endeavour that has remained untouched on the back of this ever burgeoning technologies which create fantastic opportunities as well as challenges in this brave new world we are entering,” he said, citing as a classic example a people-oriented industry - tourism - upon which many of our economies depend to a greater or lesser extent. “Countries continue to experience profound change forcing us to re-evaluate our approach to make our destination attractive to consumers and which channels we use to get this message across in the ever-more crowded global space,” he added.
He said that less than two decades ago Seychelles was very much relying on its sand, sea and sun ticket to attract visitors to its shores and that situation is very much different today as more informed travellers with higher expectations of their holiday experience seek to get beneath the skin of the country they are visiting and to return home culturally-enriched by the experience.
The minister said that Seychellois must take ownership of their tourism industry at every level coming on board with new level of responsibility for its success and that community-based tourism is the way forward.
Referring to the Carnaval International de Victoria which has seen the contribution of regional islands and Kwazula Natal of South Africa, Minister St Ange said this is a clear example of states which may have considered themselves as rivals in tourism coming together in an initiative to market not only themselves but the region and the continent.
He cited other examples like the Vanilla Islands of the south western Indian Ocean which bears a clear message of benefit cooperation in the global market.
“The time is right, the time is opportune for Africa to work with Africa,” said Minister St Ange. “We Africa need to agree to grow our tourism cake. We can assure everyone that the idea of growing the cake does not mean to suggest that the African Union will be marketing our respective countries. We need to get Africa more seen, we need to get Africa more visible and be recognised as a tourism region. We simply need an Africa brand – a brand seen at the tourism trade fair and region working hand in hand with the United Nations World Tourism Organisation (UNWTO). We shall still have our challenges but united under an Africa brand the political will to counter the challenges of rivalry and adopt a new approach to complement each other will one day form,” the minister said.
“Let us make tourism a key industry for Africa. We need an African brand,” said the minister.
In his welcoming address Minister Adam said that to make the African Agenda 2063 a reality we must reinforce those economic fundamentals that will truly transform Africa’s development potentials that all those who have joined Seychelles here today are united in the beliefs that tourism provides us with one of these fundamentals.
“It is clear to all that Africa already has a great economic story to tell. Our shared of sustained growth has allowed investors to see Africa as the real land of opportunity. However as we continue to celebrate the fiftieth anniversary of the African Union, we know that the transformation of the next fifty years has to go beyond exports of raw materials and extractive industries. Tourism allows us therefore to construct this new narrative about Africa. A narrative of increasing growth; a narrative of wealth, share across borders; a narrative of sustained and sustainable development based on creating opportunities for local populations,” said Minister Adam, adding that there is no stronger narrative to drive Agenda 2063.
As for Dr Ibrahim, she believes there could be no better venue for holding such a meeting than in such a beautiful place which embodies the very spirit of tourism.
She also said that the African Union is working on its Agenda 2063 which will be comprehensive and will articulate all of Africa in its economic endeavors.
She also said it is common knowledge that Africa has a huge tourism potential in all aspects of the sector, citing natural environment, waters, exotic wildlife and plants, ancient cultures and historic relics which have not yet been really exploited for the benefit of the African continent.
She also said that we have the responsibility to optimise the role of tourism as an engine and a catalyst for economic development and growth in Africa, where the work of the Agenda 2063 should aim for the branding Africa to be number one preferred choice as a tourism destination. She also cited certain points that she believes will help the African tourism sector achieve great things: undertaking joint marketing including packages of cross border tourist attraction; removing tourist visa constraints noting that Seychelles has done that and has reaped benefits from it; promoting joint projects for infrastructural developments and investment like Africa cross border investment such as hotels, airports, roads, etc and capacity building for people working in the tourism industry.
The Gabonese Minister for Mining, Industry and Tourism, Regis Immongault, also considered it a very good choice to talk about tourism in a beautiful country such as Seychelles.
He said that Africa uses its tourism industry to achieve more at international level and that this twentieth century should be for Africa.
He also said to develop the African tourism industry they need infrastructures, tackle the visa issue, come up with innovative ideas which will help attract tourists to Africa and how the tourism sector can contribute towards the economic development of Africa and to learn from those who are doing well in the tourism sector.
The South African Minister for Tourism, Marthinus van Schalkwyk, said that his country views this meeting as a very important one and that Africa needs to find agreement to recognise tourism at continental level.
He said he was glad that the AU commissioner was here herself to take part in that meeting, to listen to the message and then take it back to the commission.
He said that there is a need to get our own people to travel more on the continent as they must understand that the tourism potential is there.
Minister van Schalkwyk also believes we should take over the marketing of our countries and to integrate technology to speed up the visa application process.
He also said that Africa is lagging behind and what it must do to get its fair share of the tourism market.
Forrás: www.nation.sc