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Travel and Tourism are Vital to Africa’s Economic Growth, but are they Properly Marketed

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Rachel Irvine, CEO, Irvine Partners
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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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Nigerian Lawmakers Engage Crypto Stakeholders on Landmark Regulatory Framework

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The House of Representatives Ad-Hoc Committee on the Economic, Regulatory and Security Implications of Cryptocurrency Adoption and Point-of-Sale (POS) Operations in Nigeria recently held a crucial meeting with regulators and virtual assets service providers (VASPs), through the Stakeholders in Blockchain Technology Association of Nigeria (SiBAN).

The high-level engagement sought to gather insights for developing a balanced and forward-looking national framework for cryptocurrency and digital asset regulation in the country, even as the meeting underscores the legislature’s commitment to addressing both the security risks and the economic potential of Nigeria’s booming digital finance sector.

The Chairman of the House Ad-hoc Committee on Cryptocurrency, Hon. Olufemi Bamisile, strongly advocated for a significant downward review of the Securities and Exchange Commission’s (SEC) minimum capital requirement of up to ₦1 billion for cryptocurrency exchanges.

He grounded his stance in the need for regulations to protect investors without strangling innovation, arguing that Nigeria’s threshold is far higher than global norms, such as the European Union’s MiCA framework. Bamisile specifically addressed a critical inconsistency, noting that most Nigerian crypto firms do not hold customer funds but only manage the underlying technology.

He stressed that subjecting these pure technology-focused firms to the same high capital and insurance standards as those that hold investors’ funds is unfair and a view shared by various stakeholders, including investors and consumer groups.

This entire regulatory effort, which also saw remarks from the representative of Speaker of the House of Representative, Hon. Usman Kumo on the clear need for a robust framework, was driven by concerns over consumer protection and national security, as Bamisile highlighted the significant deficiency of many Nigerian Fintechs in providing robust consumer protection, warning that current widespread scams could ultimately compromise financial stability and national security.

The Committee’s recommendations center on ensuring that regulations open doors, not close them, acknowledging that high barriers, such as the ₦1 billion capital requirement, would simply export our brightest minds as young entrepreneurs register their businesses abroad, resulting in lost jobs, skills, and tax revenue for Nigeria.

To promote local innovation and youth empowerment, the committee is championing a Nigeria first licensing pathway using a tiered approach. Under this model, firms with smaller capital exposure would operate under mandatory mentorship and joint compliance tracking between the SEC and the Central Bank of Nigeria (CBN).

As these firms grow and their capacity is proven, they would gradually graduate to higher tiers with broader responsibilities. This strategic mode is specifically designed to keep innovation thriving within Nigeria, build trust in the system, and support the President’s vision of inclusive economic empowerment.

The Stakeholders in Blockchain Technology Association of Nigeria (SiBAN), the foremost self-regulatory body for the sector, was a key stakeholder to the session. SiBAN, led by its President Obinna Iwuno, presented a comprehensive memorandum to the Committee, chaired by Hon. Olufemi Bamisile, commending the House for its timely intervention.

The association acknowledged the Committee’s mandate to review regulatory gaps, investigate security implications, and develop a framework that protects consumers while harnessing innovation.

In its submission, SiBAN highlighted Nigeria’s position as a global leader in digital asset adoption, driven by a young and tech-savvy population. However, it pointed out that the industry is currently hampered by a fragmented regulatory landscape, with overlapping jurisdictions among the Central Bank of Nigeria (CBN), the Securities and Exchange Commission (SEC), and other agencies, creating operational uncertainty. SiBAN stressed that a cohesive, risk-based framework is urgently needed to foster growth and address issues like fraud and money laundering.

To achieve this coherence, SiBAN proposed a series of sweeping reforms, beginning with the enactment of an act for Blockchain Technology and Digital Assets. This proposed legislation would define and categorise digital assets, recognise blockchain as foundational infrastructure, and establish regulatory coherence across all agencies. The association argued that this unified approach is necessary to align Nigeria with global benchmarks, such as the European Union’s Markets in Crypto-Assets Regulation (MiCA) and UAE’s Virtual Assets Regulatory Authority (VARA).

SiBAN noted that a National Council on Blockchain & Digital Assets should be established and situated under the Presidency, to serve as a central coordinating body to harmonise cross-agency standards, issue technical architectures, and manage a national multi-sector sandbox.

“This structure aims to ensure a single, adaptive institutional framework for rapid technological change and to prevent policy duplication,” it said.

Furthermore, the self-regulatory body advocated for a tiered licensing framework for operators differentiating between high-risk custodial services and lower-risk infrastructure providers to encourage innovation and market integrity.

It also called for local content requirements and policy incentives to protect Nigerian-owned firms from foreign dominance, reduction in the licensing fees, admittance of more operators into the Accelerated Regulatory Incubation Program, coupled with mandatory consumer protection measures like compulsory KYC, AML/CFT/CPF Compliance and dispute resolution through mechanisms such as SiBAN’s own Blockchain Dispute Resolution Panel (BDRP).

By adopting these proposals, SiBAN concluded, Nigeria could achieve significant national benefits including regulatory certainty, enhanced financial inclusion, reduced fraud, and increased job creation. The association reaffirmed its readiness to collaborate, asserting that transitioning to a unified framework under the proposed actions would position Nigeria as a globally respected model for digital innovation governance.


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Galaxy Backbone Hosts NBMA DG for Strategic Collaboration Visit

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Professor Ibrahim A. Adeyanju, managing director/chief executive officer, Galaxy Backbone (GBB) on Wednesday, 5th November 2025, received Dr. Bello Bawa Bwari, director-general,  National Biosafety Management Agency (NBMA),  and his team on a courtesy visit to the company’s Corporate Headquarters in Abuja.

The meeting provided an opportunity for both organizations to explore areas of collaboration that align with their shared vision of leveraging technology to enhance governance, operational efficiency, and national development.

In his welcome remarks, Professor Adeyanju introduced Galaxy Backbone’s mandate and achievements in expanding Nigeria’s digital infrastructure and deepening connectivity across government institutions.

The NBMA Director-General, Dr. Bwari, commended GBB for its role in driving the Federal Government’s digital transformation agenda and shared insights into the agency’s work in ensuring biosafety, biosecurity, and the safe application of biotechnology in Nigeria.

The visit featured a presentation on GBB’s Integrated Digital Transformation Strategy (IDTS) — a key initiative of Professor Adeyanju’s leadership focused on expanding digital infrastructure, enabling data-driven governance, and fostering inter-agency collaboration.

The session concluded with a tour of GBB’s Security Operations Centre (SOC), Network Operations Centre (NOC), and Tier III Data Centre, showcasing the company’s capacity to provide secure and reliable ICT services that power government and enterprise digital operations across the country.


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ADU Health Committee empowers 7 schools with First Aid boxes

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Awba-Ofemili Development Union (ADU), through its Health Committee, has donated First Aid boxes to seven schools in Awba-Ofemili, Awka North Local Government Area of Anambra State, as part of its 2025 Community Health Awareness Campaign themed “Buruli Ulcer (Elu-Ulee): Know the Signs, Stop the Spread.”

The beneficiary schools are Progressive Primary School, Unity Primary School, Waterside Primary School, Central Primary School, Ege Migrant School, Community Secondary School, and Favour of Grace Academy.

Speaking during the presentation, the Chairman of the ADU Health Committee, Ogbuefi (Sir) Remmy Nweke, said the donation forms part of the Committee’s efforts to strengthen basic health response and promote first-aid education among pupils and teachers.

In addition, Nweke presented copies of his authored books; The Village Priest, Sagacity of a Digital Revolution, and A Decade of ICT Reportage in Nigeria, to all the schools, encouraging them to establish reading tables. The Committee’s Project Liaison, Prince Kenneth Akabueze, also donated sets of 40-leaf exercise books to support the initiative.

“This donation symbolises our community-driven approach to health care, empowering schools to respond swiftly to minor injuries and emergencies, while promoting awareness on hygiene, preventive health, and compassion,” Nweke said.

The distribution was carried out in collaboration with the Office of the President General of ADU, the Nigerian Red Cross Society (Anambra State Branch), and the Anambra State Primary Health Care Development Agency (ASPHCDA).

In his remarks, the President General of ADU, Hon. Chinedu Mebene, commended the Health Committee and partners for their dedication and vision, describing the project as “a model of community collaboration for grassroots health development.” He noted that the initiative not only strengthens school health systems but also instills civic responsibility and humanitarian values among students.

Representatives of the Nigerian Red Cross and ASPHCDA praised the effort, pledging continued partnership in first-aid training, school health promotion, and establishment of Red Cross units in local schools.

The Health Awareness Campaign, held at the Civic Centre, Awba-Ofemili, also featured health talks, free medical checks, and sensitisation on Buruli Ulcer prevention and personal hygiene.

The event drew wide participation from community leaders, teachers, students, and residents, reaffirming Awba-Ofemili’s growing commitment to proactive and inclusive community health development.


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