THE AFRICA TRAVELLERS NOTES-business or
leisure
It should be all that to them
because Africa is a homestead for experiential travel built around ecological and cultural tourism. But there is a new face to it; it is the new lasting feature that
will likely better combine the unending adventure- BUSINESS opportunity!
ON DEMAND- BUSINESS TRAVEL ON THE RISE IN AFRICA
The growth across the African
Economic landscape is increasing demand for business travel across the region. With the asymptotic position of the
continental leader South Africa, others like Kenya, Nigeria, Ghana and recently
Angola along with some coastal island nations have began to gain new momentum
for the continent. All this has led
African carriers to begin to cut cross-continental routes to make way for more
flights to more (even new) African cities.
According to travel experts, due to stagnation in global economies, African countries are benefiting from inbound travel with new investment money. The increase in demand is because while economies across the world continue to stagnate or experience marginal growth, countries in Africa are experiencing real growth across a wide range of sectors. Numbers of inbound travelers (business travelers) are on the rise along with the upward adjustments in hotel room rates. The high room rates on its part, is due to lack of competition ensuing from non availability of quality hotels (in desirable locations) to meet the demand -this is very poignant in Nigeria more so than other places.
While travel numbers go north
on the scale, the costs of travel doesn't yet seem to decline
significantly. A report from the HRG, an
African travel think tank explains that while challenges remain with the need
for improved infrastructure and security, the region remains on an upward slope
to growth. It is called the ‘Africa-travel surge’ phenomenon. Whilst we look
towards airports being upgraded, roads constructed or and maintained,
investment in hotels and resort seem to be taking lead- it is seen everywhere
you look.
To top it all Africa has the
fastest growing internet market (by new users) in the world. This all points to
the growing awareness that Africa realizes her potential as a double
destination for business and leisure- and the inbound travelers are growing
impatient to come. Again on the business side, Africa airlines are paying
attention and investing in the intracontinental schedules- South African
airways and Ethiopian airlines and leading the way.
INTO AFRICA-WHO DRIVES NEW INVESTMENT AND INNOVATION
The intrepid European and
American travelers are often a barometer with which to measure trends
pertaining to where people are visiting and what they like to do. This niche
inbound influences have helped business and the travel industry stakeholders to
really analyze what the 'new wants' are; what people want to do , where they
want to go why they want to go and get these experiences.
My American friend Tanya (a sociology professor in the US), once said during her visit to Nigeria that there are a gazillion things to do here in Africa but you never know where or how to get there- there is no information. Tanya couldn't be more right. She only said this because of a story I told her about a group of friends and I on a sponsored road trip around the country. I confessed to her how little we knew or even expected and how pleasantly surprised we were- from hidden clear water private beaches in Ondo state to little know ‘Kirigi’ drum festivals in Imesi-Ile, Osun state and a spectacular creek tour in Akwa-Ibom. The most surprising was a little known medieval looking ‘Kajuru Castle’ in Kaduna state -originally built as dwelling for the European builders and owners but later converted to a guest inn. This experience luckily, has inspired me to begin development on an online travel presence for the African adventure holiday maker.
Back to who drives it all?- Well,
one thing that’s certain is that more than half of the inbound business travelers
to Africa are open to invest in something else other than they initially
intended. This is because, it’s often easier to see a need when coming fresh
from a place such needs are a common place.
My Russian friend Dimitry once
said, ‘the real stimulus stems from the view that as an emerging region for
travel and business, it’s easier to find a need yet to be fulfilled’- I suppose
he reflects on what his homeland Russia went through which was somewhat similar,
with innovation and investment having an important role to play in it.
Most new original start-ups in
the Nigerian business terrain (and Africa as a whole) often come from the Diaspora.
This group is the category of in-bounders who are Nigeria's (or other African natives)
that have come back to invest in new ideas and businesses in their country-
they come mostly from Europe and the US.
To be fair, it’s a lot easier to think outside the box when you’re
outside the box- they get a better visual of what might be lacking.
Take the internet business for
instance- according to a recent study Nigerian internet startups and up-starts
in the last 4 years or so, have about 30 top players; all but 2 where created
by Diaspora in-bounders or Diaspora Nationals. They include online social
commentary/blogs, online news-media, online video and music content providers,
online travel agencies, online shopping and distribution, online trading/shopping,
online energy trading services and many more.
Beyond the online media it
gets more interesting; the fashion and services sectors are practically awash
with inbound talent and investment. Surely there are a few homegrown
investment but it’s hard to ignore the raw impact from our travelled country
folks.
The once upon a time
'uncharted continent' evolves into an emerging business destination.
In the wake of all these, the
big familiar businesses are also finding root: banking, communication, solid
minerals and oil and gas among others are also growing.
The emerging world super power
China, also takes notice! Awash with a
lot of cash, China’s influence is growing with increasing foreign direct
investment, FDI in Africa. Having oiled their business diplomacy wheels, they
now have the heart of the African people along with their appetite for Chinese commodities
and services.
It’s no surprise China’s airlines
(along with other non African airlines) are investing while slugging out the
African routes schedules with African airlines for the teaming business class
takers.
Africa remains a destination
with great potential. As travellers come
to her seeking to take advantage of experiential travel and business, they
often find a journey of a thousand
surprises.
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