AFRICA MARKETING
wealth of activities and attractions we have to offer across the country,” says Lilly Ajarova, the organisation’s CEO. “Our plains game, primates, crater lakes, mountains, adventure and amazing people all help capture the imagination.”
BOUNCING BACK Marketing activity is central to Egypt’s Tourism Reform Program. September saw the Egyptian Tourism Promotion Board (AF240) unveil a massive, data-driven global campaign to reach a wider audience, underpinned by partnerships with everyone from CNN and Discovery Channel to digital agency Isobar and travel companies Expedia and Ctrip, with the latter designed to stoke the growing Chinese market. Core elements include its People to People campaign, designed to promote its “hidden gems”, from food and culture to its people. This is as it anticipates next year’s opening of the Grand Egyptian Museum. The theme of tourism recovery also informs
the promotional efforts of the revitalised Zimbabwe Tourism Authority (AF670) and Malawi Department of Tourism (AF541). Under the stewardship of a park manager, African Parks
“It’s less about sporadic campaigns and more about ongoing conversations”
the “Warm Heart of Africa” has re-emerged as a Big Five safari destination – a move Sarah Njanji, chief tourism officer at Malawi’s Department of Tourism, says has translated into an increase in the level of engagement with international tour operators wishing to feature the country. More recently, the MDT’s 2017-2022 Strategic
Tourism Marketing Framework has strived to redefine the country’s “brand essence”, explains Njanji, highlighting the country’s wider attractions, from hiking and bird-watching to Lake Malawi’s resorts, and “the short distances between them allowing travellers to easily access attractions in different geographic locations and the warm and welcoming nature of our people”.
HORSES FOR COURSES Trade shows continue to play a part. For example Fatmata Abe Osagie, acting CEO at the National
ABOVE: African countries are moving towards marketing their people and culture
LEFT: Gorilla trekking has taken off in Uganda
05.11.2019 WTM OFFICIAL EVENT DAILY 59
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