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What does the future of marketing African tourism to Europe look like?

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Africa’s tourism industry has always been a major contributor to the continent’s economic growth, thanks to the unrivalled cultural experiences, stunning landscapes and one-of-a-kind wildlife safaris. Statista estimates that it contributed 5.9% to Africa’s GDP in 2022, up from 4.4% the previous year.

As the world goes back into normalcy post-pandemic, Africa’s tourism numbers will only continue to grow, with Europe firmly at the centre of this growth. But what does the future of marketing to European tourists look like, and how can locations and brands ensure they are heard above all the noise?

Evolving European travel preferences

European travellers’ preferences are gradually skewing towards authentic, sustainable, and immersive experiences. Booking.com’s 2023 Sustainable Travel Report found that 76% of the respondents are looking towards more sustainable travel options. The stereotypical vacation is no longer enough, and they are seeking adventures infused with local cultures, communities and nature. This means that African destinations are ideally positioned to appeal to this generation of travellers.

Additionally, the pandemic has contributed to a shift in travel behaviour and intimate experiences prioritising health and wellness have become more appealing. European travellers are also looking to digital platforms for inspiration, and influencers, social media and digital content play a major role when making travel decisions.

Storytelling: The key to marketing African tourism

Storytelling will be crucial when marketing African tourism to Europe. African destinations’ stories are fascinating – stories of heritage, culture and idyllic landscapes. These narratives draw in the European traveller, as they offer a deeper connection to the destinations. Brands that can tap into this will stand out among the rest.

“We understand the power of storytelling, which is why our approach is to craft compelling and authentic stories that resonate with European audiences. Content marketing, strategic communication and social media campaigns are just some of the ways we bring stories to life, ensuring they land every time with the target audience,” says Emma Cox, Executive Creative Director at Irvine Partners.

Digital campaigns and sustainability messaging

Marketing campaigns will not only need to be digital focused, as a result of the massive influence of social media, the content will also need to be engaging enough to capture traveller’s attention. This will include everything from outstanding visuals and videos, blog posts, influencer collaborations and even virtual tours.

Innovation, such as Virtual Reality and Augmented Reality will also play a key role when it comes to digital campaigns. These will continue to transform travellers’ experiences, even before they arrive at their destination.

European tourists place great value on sustainable tourism. One survey found that 86% of Britons stated that sustainability was important to them. African destinations will have to showcase their sustainability efforts, conservation and responsible tourism. Increasingly, travellers want to know how their visits impact local communities and the environment.

Overcoming challenges when marketing African tourism

Africa’s tourism potential is unmatched, but challenges still exist, which can be overcome by effective marketing and PR campaigns. Outdated views on the continent’s accessibility, infrastructure and safety persist, especially for first time visitors. Combating these views requires a public relations strategy, highlighting the modern, vibrant and safe destinations that the African continent has to offer.

Language and cultural barriers can also result in instances where the message gets lost in translation. Europe is not homogenous and each country has its own tastes and preferences. Successful marketing strategies require an understanding of these differences and in turn, tailoring messages accordingly for each market.

“In our decade long experience, we have found the most success when we tailor messaging for each market. This is why it was imperative that we have offices in the UK and Germany, to ensure that any campaigns we work on have local nuance,” concludes Cox.

Bright future

The future of marketing African tourism to Europeans is very promising. With the right strategies, centering storytelling, digital engagement, technology and sustainability, African destinations can flourish and take their rightful place on the global tourism landscape.


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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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NAFDAC Dismisses False Claims of Approving ‘Lung-Cleansing Tea’

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National Agency for Food and Drug Administration and Control (NAFDAC) has refuted claims that it approved a herbal product marketed as “lung-cleansing tea” for smokers.

Mojisola Adeyeye, director-general of NAFDAC, in a statement on Saturday, December 14, clarified that the product, identified as Lungitox (Smokers Pride), was never approved and had its registration application rejected due to its unsubstantiated health claims.

“The attention of the National Agency for Food and Drug Administration and Control (NAFDAC) has been drawn to a misleading video circulating on social media, alleging that NAFDAC approved the registration of a herbal product claiming that ‘smoking is healthy’ when used with their product,” the statement read.

“NAFDAC wishes to categorically state that this claim is false and completely unfounded.

“The product in question—Lung Detox Tea or Lungitox (Smokers Pride) or any similar product—is NOT registered by NAFDAC.

The unscrupulous individual behind this product had applied for registration, but the application was outrightly rejected due to the unsubstantiated and dangerous claim that smoking could be made ‘healthy’ by consuming the product.”

NAFDAC reaffirmed its commitment to protecting public health and ensuring that only safe and scientifically validated products are approved.

“NAFDAC remains steadfast in its mandate to protect public health and ensure that only safe, effective, and scientifically substantiated products are approved.

“We condemn any attempt to mislead or endanger the public with false claims.

“The public is advised to disregard this video and report any suspicious claims or products to the Agency through our official channels.”

Adeyeye provided contact information for reporting such claims, urging Nigerians to remain vigilant.

“For further inquiries or reports, please contact NAFDAC via 0800-162-3322, email [email protected], or visit our website at www.nafdac.gov.ng.

NAFDAC will continue to take decisive action against any individual or entity attempting to violate public health standards.”

The agency reiterated its dedication to ensuring that all products in the Nigerian market meet the required safety and efficacy standards.


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Coalition Drags Reuben Abati, Arise TV to NBC over Anti-Igbo Remarks

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A coalition of media organisations, comprising the League of Public Affairs Analysts and South East Media Professionals Network, has called for disciplinary action against Arise TV and Dr. Reuben Abati, show host, over alleged inciting remarks against the Igbos.

Coalition Drags Reuben Abati, Arise TV to NBC over Anti-Igbo Remarks

This was contained in a formal petition to the National Broadcasting Commission (NBC), signed by Ambrose Igboke.

According to the group, Arise TV and Dr. Reuben Abati allegedly made a divisive comment against the South East and Igbos during a TV Breakfast Show on November 21, 2024.

Recall that during the November 21 Breakfast Show, Abati had said on Arise TV, “It is a shame that the same Igbos who are so industrious that they’re all over and they do well in other parts of Nigeria.

“You go there as a non-Igbo man to go and buy land, you’ll be told that you don’t belong, even as an in-law. These are the issues in my view.”

The journalist and former Presidential aid referred to an incident reportedly involving the former Minister of Information, T.O.S Benson, who sought to purchase land in Igbo land for his wife.

The anti-Igbo comment has resulted in criticism and outburst from different groups.

They argued in the petition that there are “concerns about remarks made by Dr. Abati, which perpetuated harmful stereotypes against the Igbo community.

“These statements have been further amplified by extremist groups like Lagospidia, exacerbating ethnic tensions in an already delicate socio political climate.”

The media professionals said, “Dr. Abati’s reference to the Igbo people in a broad, negative context risks inflaming ethnic tensions and promoting dangerous generalizations. This kind of action was what ignited the Rwandan genocide where the Hutu and Tutsi engaged in a fratricidal war of extermination. It all started with a radio

“His comments were quickly weaponized by groups known for anti-Igbo sentiments, fueling divisive narratives that undermine national unity.

“Dr. Abati’s hostile response to a colleague, Ms. Ojy Okpe, on the following day’s broadcast, demonstrated a troubling disregard for professional journalistic standards.

” The remarks and behavior constitute a breach of the Nigerian Broadcasting Code, which prohibits content that incites division or promotes hate speech.”

The petitioners called for a thorough review of Abati’s remarks and the editorial lapses that allowed such conduct to air.


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NCAA Educates Passengers on Travel Challenges and Solutions

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Nigeria Civil Aviation Authority (NCAA) has called on aviation passengers to become more informed about the challenges they may encounter while traveling through airports.

This appeal was made by the NCAA Head of Consumer Protection, Michael Achimugu, during a road walk in Port Harcourt, the Rivers State capital, on Saturday, December 7.

He highlighted the importance of passenger awareness, especially during the heavy travel season, and emphasized the need for proper sensitization regarding flight delays and possible solutions.

“We’re now in the high travel season in aviation and as you know there’s been a lot of flight disruptions as well as a lot of complaints,” Achimugu said.

“Our duty at NCAA is to sensitize our passengers because most of the time when complaints come about these disruptions, it comes from a place of poor knowledge about their rights and responsibilities as air passengers. We must protect both the passenger and the airline,” he added.

The NCAA continues to engage in efforts to educate passengers and address concerns during this busy travel period.


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