AFRICA MARKETING


ABOVE: Northern Cape is considered off the beaten track for visitors


BELOW: Malawi is highlighting its diverse flora and fauna


Tourism Board of Sierra Leone (AF350), says she was “overwhelmed with the interest levels” following the country’s bold relaunch of its tourism offering at last year’s WTM London. Tim Henshall, CEO of the specialist Africa destination marketing agency Kamageo, which coordinated the SLNTB’s campaign and coined its new “Sierra-ously Surprising” slogan, adds, “I have never seen a launch attract so much attention.” Since then, the SLNTB has continued to embrace responsible tourism, using a recent visit from acclaimed primatologist Dr Jane Goodall to adopt a new, cuddlier national tourism symbol – an endangered western chimpanzee in place of a diamond. Kamageo is also helping spearhead the Gambia


Tourism Board’s (AF455) latest tourism push aimed at showcasing its selling points beyond winter-sun beach tourism. “The country that exists away from the coast is


truly magical,” contends Henshall. “It’s authentic west Africa, with vibrant and colourful markets, outstanding scenery and with some unexpected wildlife on offer too.” Its great value is another key message for


markets such as Europe. Or as Malick Jeng, tourism destination manager at The Gambia’s


60 WTM OFFICIAL EVENT DAILY 05.11.2019


High Commission in London puts it, echoing the words of a recent newspaper article, it’s “half the price of the Caribbean, and none of the jetlag”.


OLD AND NEW Attracting Chinese visitors is a key objective at the Moroccan National Tourist Office (AF300). As Morocco’s minister of tourism Mohamed Sajid explains, the fundamental aim is to grow the number of Chinese tourists from 200,000 in 2018 to 500,000 in 2020. In September the MNTO signed a three-year partnership deal with Chinese travel company Ctrip, which is running targeted digital marketing campaigns in the country. Others are leveraging historic connections. Take Ghana Tourism Authority (AF450), for example, which is chasing a 15-year goal of growing visitors from one to eight million by 2027. Having designated 2019 the “Year of Return”, to commemorate the 400th anniversary of the arrival of the first enslaved Africans in Jamestown, US, the GTA’s Year of Return marketing campaign has actively targeted its diaspora, not least African Americans. Factor in the emergence of private sector


promotional bodies such as the Zambia Marketing Group and Malawi Travel Marketing Consortium (AF541) and the region’s future looks bright indeed.


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