News
Travel and Tourism are Vital to Africa’s Economic Growth, but are they Properly Marketed
By Rachel Irvine, CEO, Irvine Partners
When it comes to boosting Africa’s economic growth, tourism is among the lowest of low-hanging fruit. The continent is home to some of the most spectacular landscapes on the planet, offers unparalleled wildlife experiences, and has an incredibly diverse array of cultures and heritages. You could spend a lifetime exploring it and still encounter new things every day.
Building up a tourism industry also means bringing in foreign currency, helping to stabilise economies and reduce the reliance on other export sectors. That’s to say nothing of the many direct and indirect jobs it creates, which are so desperately needed in countries across the continent.
Of course, many African countries have recognised the potential of tourism and have mature tourism industries which contribute significantly to their economies. According to Statista, tourism added approximately US$182.6 billion to Africa’s overall gross domestic product (GDP). But the sector could be much bigger too. According to a report by the World Travel & Tourism Council (WTTC), in collaboration with VFS Global, the African Travel & Tourism sector could bring in an additional US$168 billion to the continent’s economy and create over 18 million new jobs over the next decade. Effective marketing and communication will be critical to its ability to do so.
Growing competitiveness in global tourism
On the face of it, that might sound strange. Those of us who know the continent and who have experienced even a fraction of what it has to offer are already sold on it. A part of us might even believe that the continent should sell itself.
But for many of the world’s biggest travel markets, travelling to Africa requires at least one long-haul flight, if not more. That means people have to spend significant amounts of time and money to get there. While at the extreme end of things, a direct flight from New York to Cape Town means spending close to 15 hours in the air, for instance.
That means even countries with well-established tourism sectors must work hard to keep people coming back. Those with emerging tourist industries, meanwhile, must work even harder to entice visitors in the first place. Crucially, African countries are having to put this work in at a time when the global tourism space is more competitive than ever.
Countries that weren’t previously thought of as tourism hotspots and which are much closer to key markets have become seriously competitive players in recent years. Montenegro, for example, saw a 7% year-on-year increase in tourist visits in June, following a 5.1% increase the month before. It also happens that Londoners can reach its spectacular coastline with little more than a three-hour flight.
The right marketing matters
If African countries are to be competitive in that kind of landscape, it’s therefore critical that they market themselves effectively. That means telling the right kind of stories to the right kinds of people, on the right channels, at the right time.
But it also means recognising that today’s travellers and their needs are more diverse than ever. Trying to sell your country purely on stunning sunsets over the savannah or unspoiled, sandy beaches just isn’t going to cut it anymore. Make no mistake, those kinds of things are still important drawcards, but for country tourism boards in particular, appealing to urban sophisticates and foodies is just as important as appealing to nature lovers and adventurers.
While specific destinations can afford to be a little more focused, they shouldn’t shy away from demonstrating their diversity. How could a Cape Town hotel or Kenyan lodge, for instance, convince families that there is as much to attract their 17-year-old thrill-seeker son as there is for their more culturally inclined 75-year-old grandmother? How can they appeal to group, solo, and family travellers simultaneously? And what about the business travellers who increasingly tack on a few days of leisure to their travels?
The right partners matter
Key to getting that diverse appeal right is identifying and engaging with the right marketing partners. That means finding partners that understand which traveller archetypes you’re most likely to appeal to and how to reach them. But it also means finding partners that understand and have feet on the ground in your most lucrative target markets.
These partners should be able to tell your ever-evolving story in ways that mean you’re not just an option but somewhere they yearn to visit, high up at the top of their bucket list. And they should demonstrate that they can evolve with you and take the strategic lead wherever necessary.
Of course, there are other things – such as improvements in infrastructure, visa facilitation, and intra-African flights – which would all make a tangible positive impact on Africa’s tourism sector. But the best way to get action on those things is to build up demand and nothing creates demand like effective marketing.
Joint Admissions and Matriculation Board (JAMB) has accused a 2025 Unified Tertiary Matriculation Examination (UTME) candidate of manipulating his identity and engaging in online blackmail.
Fabian Benjamin, head of public affairs, JAMB, issued a statement on the matter on Thursday.
He said one Chinedu Okeke, currently a 400-level Medicine and Surgery student at the University of Nigeria, Nsukka (UNN), gained admission in 2021 while claiming to be from Amuwo-Odofin, Lagos state.
JAMB said Okeke’s national identification number (NIN) records from 2021 confirm his Lagos origin.
The board stated it does not alter candidate information provided through NIN.
The board, however, said the 400-level student, who is facing potential challenges for incorrect credentials, is now claiming that it retrieved the wrong details for him from the National Identity Management Commission (NIMC) in 2021.
“[This] is unequivocally false, aimed at fabricating a defence for his case,” Benjamin said.
“The evidence suggests that Chinedu altered his records as filled in 2021 before registering for the 2025 UTME, a fact confirmed by even his advocates.”
The board questioned why a 400-level medical student would seek to study mechanical engineering in 2025, especially with “inconsistencies in his claims.”
JAMB alleged that Okeke “took advantage” of Lagos state’s quota in 2021, thereby obstructing the admission opportunities for other deserving candidates from the state.
It added that he then “attempted to manipulate his details with the NIMC” to unjustly claim representation from Anambra state in 2025.
The board criticised “online advocates” for “actively reaching out to Chinedu’s parents to extract emotional narratives rather than factual clarifications, neglecting to seek information directly from the university.”
JAMB affirmed its commitment to maintaining accurate records and preventing candidates from exploiting loopholes.
It warned that if UNN confirms any inconsistencies, it would notify the Medical and Dental Council to consider delisting Okeke.
“When a nation trivialises illegalities, it breeds a future fraught with potential criminality,” Benjamin’s statement concluded.
Africa has become the most targeted region globally for cyber-attacks in the first quarter of 2025, according to new research from Check Point Software Technologies. The company’s Q1 2025 Global Cyber Attack Report reveals a steep rise in malicious activity as the continent continues to accelerate its Digital transformation.
Ethiopia emerged as the most targeted country in Africa during the reporting period. FakeUpdates ranked as the most common malware, while 80% of malicious files across the continent were delivered via e-mail. In contrast, 62% of threats in SA were distributed via the web.
On average, organisations in Africa faced 3 325 cyber-attacks per week – a staggering 72% above the global average of 1 938 attacks per organisation.
Check Point Software unpacked the findings at a media roundtable in Johannesburg. Eli Smadja, global research group manager at Check Point, provided a detailed overview of Africa’s evolving cyber threat landscape, which he said is increasingly defined by AI-powered threats, ransomware, infostealers, edge device vulnerabilities and cloud-based risks.
Among the most concerning developments was the discovery of a previously undocumented multi-stage backdoor, dubbed Stealth Soldier, currently being deployed in cyber operations targeting North African government entities. The malware forms part of a broader command-and-control infrastructure used in spear-phishing campaigns.
Smadja noted a growing trend in malware designed to bypass AI detection systems.
“These aren’t aimed at advanced large language models (LLMs), but rather at lower-level ones,” he said. “It’s about LLM evasion – fooling the AI and manipulating prompts.”
Despite the increasing use of AI in cyber security, Smadja cautioned against over-reliance on AI-driven defence systems. “AI still requires human prompting.”
Check Point is advocating for a zero trust model and a holistic, automated and consolidated approach to cyber security. This includes centralised threat visibility and simplified controls to protect against ransomware, phishing, data theft and vulnerabilities at the edge.
“Just having something at the perimeter isn’t enough,” Smadja said. “Cyber-attacks are not just targeting PCs or servers anymore. For instance, we’ve seen state-sponsored attacks aimed at fuel pumps to disrupt national supply chains.”
He highlighted the importance of understanding external risk – threats originating outside the organisation – especially as AI-driven ransomware and attacks on third-party service providers continue to rise.
“Printers, for example, are a major attack vector,” he added. “They’re often network-connected, and threat actors can exploit them to gain broader access.”
Credentials, Smadja noted, are also a lucrative commodity on the dark web, often selling for around $500.
Federal Government has urged the United States to reconsider its revised visa reciprocity policy, which now limits Nigerian non-immigrant visas to single-entry, three-month validity.
In a statement released today by the spokesperson of the Ministry of Foreign Affairs, Kimiebi Ebienfa, the Federal government expressed concern over the U.S. decision amidst partnership, cooperation and shared global responsibilities by both countries.
“The attention of the government has been drawn to the recent decision by the U.S. to revise its visa reciprocity schedule for Nigerian citizens, limiting the validity of non-immigrant visas, including B1/B2, F and J categories, to three months with a single entry.
Government views this development with concern and keen interest, particularly given the longstanding cordial relations and strong people-to-people ties between our two countries.
The decision appears misaligned with the principles of reciprocity, equity and mutual respect that should guide bilateral engagements between friendly nations.
Nigeria notes this restriction places a disproportionate burden on Nigerian travellers, students seeking academic opportunities, professionals engaging in legitimate business, families visiting loved ones, and individuals contributing to cultural and educational exchanges.
Nigeria respectfully urges the U.S. to reconsider this decision in the spirit of partnership, cooperation and shared global responsibilities, while acknowledging the sovereign right of every country to determine its immigration policies,” the government said.
The government said diplomatic engagements are ongoing and that the ministry would remain committed to pursuing a resolution that reflects fairness and upholds the values of mutual interest.
The U.S. Embassy in Nigeria had on Tuesday, July 8, announced the new policy. The embassy however mentioned that all U.S. non-immigrant visas issued before July 8, 2025, will retain their original status and validity.
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