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AFRICA CALLING —
As consumer demands continue to evolve, the
continent’s approach to destination marketing becomes more sophisticated. Karl Cushing reports
G
iven the global trend for consumers seeking authentic experiences, cultural immersions and meaningful local
interactions, Africa’s marketeers are increasingly shifting away from the tried and tested focus on wildlife, instead promoting their destinations’ other unique qualities and strengths, from food and culture to their people. The latter is a key focus of South African
Tourism’s (AF500) Meet Your South Africa campaign. Targeted at first-time visitors, the initiative aims to enhance travellers’ stays by connecting them with local guides from across the entire country. It covers SAT’s six main pillars: adventure, wildlife, culture, cities, natural beauty, and food and drink. As acting CEO Sthembiso Dlamini explains, South African Tourism adopts an “always on” approach to marketing and PR in support of its five-in-five strategic goal to add five million more arrivals between 2017-2021. “We’ve realised it’s less about sporadic
campaigns and more about ongoing conversations to maintain and build positive brand awareness and sentiment,” she says.
APPLYING FOCUS Current key focuses include addressing consumers’ misconceptions and promoting geographical spread, showcasing “off the beaten track” destinations like the Northern Cape and the Free State, while next year will see SAT launch a partnership with Amadeus to showcase the country’s “hidden gems” and adventure experiences. Uganda Tourism Board (AF640), meanwhile, is
looking to build on its massive global success in marketing gorilla trekking by spotlighting its “full destination” status, from showcasing 10 national parks and 1,000-plus bird species to cultural attractions and activities such as white-water rafting on the Nile. “When a visitor experiences Uganda for the first time, they are always amazed by the
58 WTM OFFICIAL EVENT DAILY 05.11.2019
ETHIOPIAN AIRLINES
Marketing forms a central pillar of Ethiopian Airlines’ (AF645) strategic growth roadmap, Vision 2025. The carrier’s core marketing messages range from promoting its modern fleet and range of destinations to the convenience of transiting via its recently expanded Addis Ababa hub. In addition to taking delivery of 25 new
aircraft in 2019/20, the company is investing in domestic airports such as Nekemte and Kombolcha to improve the customer experience. “Nowadays, travellers expect a more unique and seamless experience, and Ethiopian tourism marketing predominantly focuses on enabling travellers to have a seamless experience from entry to departure from Ethiopia,” says PR and corporate communications manager Asrat Begashaw. Meanwhile, its enviable growth drive
continues apace. “Accordingly, we have managed to carry 12.1 million passengers in the past fiscal year, which showed 14% increase compared to the year before,” says Begashaw. “Tourist arrivals are also showing steady growth over the years.”
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