Strategy Briefing

Sub-Saharan Africa How to Maximise Tourism Potential

37 pages, Jul 2014

US$1,325

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Sub-Saharan African tourism has grown by an average of 4.3% per year since 2008, outpacing the global average of 3.2%, this growth is expected to continue reaching over 45 million arrivals by 2018. Increased FDI, new trade partnerships, access to international capital and rise of the middle classes will help the continent live up to its tourism potential. However, governments and stakeholders need to develop the right strategies and regulations to maximise the benefits of tourism.

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Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Sub-Saharan Africa's Thriving tourism industry

Huge opportunities for tourism development exist in sub-Saharan Africa, with international arrivals expected to reach over 45 million visitors by 2018, this will be driven by strong economic growth and increased flight capacity.

Addressing challenges to maximize tourism potential

To fully benefit from the region´s tourism potential governments and stakeholders should work together to address issues such as infrastructure, security and sustainability by integrating the right policies and regulations

BRICS boost international arrivals

As a result of increasing trading links and airline expansion, emerging source markets are expected to be the key drivers of international arrivals over the next five years, with China and Brazil experiencing the fastest growth.

Domestic tourism strategies key for growth

With the emergence of a new middle class of African consumers, Sub-Saharan African countries should be developing the right strategies to reap the benefits of the huge potential that domestic tourism can offer.

International hotel expansion

International hotel chains are taking advantage of and undeserved market full of opportunities. In January 2014 Marriott International acquired South African chain Protea Hospitality Group making it the largest hotel chain in Africa.

Low cost airlines taking off

Despite tight regulations and a lack of secondary airport, Sub-Saharan African is seeing the emergence of a low-cost sector with the recent entry of a number of new low cost airlines.

African airspace new battleground for foreign carriers

Middle Eastern carriers are gaining ground and positioning themselves as major international hubs to the region. Strong protectionism, high taxation, old infrastructure and poor regulation are hindering Africa´s share of the market.

What this report includes

Top-level strategic analysis of how major consumer trends will influence global markets
Consumer insight
Impact across all relevant consumer markets
Unique graphics and case studies
Key market snapshots
Accompanying presentation to synthesise main findings

Why buy this report

Identify factors driving change now and in the future
Understand motivation
Forward-looking outlook
Briefings and presentation should provoke lively discussion at senior level
Take a step back from micro trends
Get up to date estimates and comment

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Introduction

Scope

Key findings

Market Background

Solid economic growth for Sub-Saharan Africa

Sub-Saharan Africa´s middle class boost but inequality high

Obstacles and Opportunities

How to maximise potential t ourism challenges and solutions

Unveiling the tourism potential that integration holds

Safety is a priority

Sustainability

Obstacles and Opportunities

Case study: Green Gabon

Raising a country´s profile through sustainability

Achieving sustainable tourism

Security and crime

Case study: Kenya´s fight over terrorrism

Enhancing strategies through action

Will Kenya´s tourism bounce back?

Tourism Performance and Potential

Sub-Saharan Africa ahead of global economic growth

Embracing the rise of emerging source markets

BRICS really matter

Why China means business

Emerging middle c lass to unlock d omestic t ourism p otential

Adopting the right strategies key to boosting domestic tourism

Hotel Outlook

New focus on international hotel expansion

Growth in luxury supply

Gaps in African markets offer great opportunities

Air Travel Outlook

Air overview

Gulf airlines becoming hubs for Africa

Expansion of LCCs

LCCs

Open skies is the way forward

African Airlines t urning challenges into opportunities

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Megatrends

Strategy Briefing

Sub-Saharan Africa How to Maximise Tourism Potential

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About This Report

New Report Guarantee

Overview

Why buy this report?

Sub-Saharan Africa's Thriving tourism industry

Addressing challenges to maximize tourism potential

BRICS boost international arrivals

Domestic tourism strategies key for growth

International hotel expansion

Low cost airlines taking off

African airspace new battleground for foreign carriers

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Market Background

Solid economic growth for Sub-Saharan Africa

Sub-Saharan Africa´s middle class boost but inequality high

Obstacles and Opportunities

How to maximise potential t ourism challenges and solutions

Unveiling the tourism potential that integration holds

Safety is a priority

Sustainability

Obstacles and Opportunities

Case study: Green Gabon

Raising a country´s profile through sustainability

Achieving sustainable tourism

Security and crime

Case study: Kenya´s fight over terrorrism

Enhancing strategies through action

Will Kenya´s tourism bounce back?

Tourism Performance and Potential

Sub-Saharan Africa ahead of global economic growth

Embracing the rise of emerging source markets

BRICS really matter

Why China means business

Emerging middle c lass to unlock d omestic t ourism p otential

Adopting the right strategies key to boosting domestic tourism

Hotel Outlook

New focus on international hotel expansion

Growth in luxury supply

Gaps in African markets offer great opportunities

Air Travel Outlook

Air overview

Gulf airlines becoming hubs for Africa

Expansion of LCCs

LCCs

Open skies is the way forward

African Airlines t urning challenges into opportunities

Why buy this report?

Want to find out more about this report?

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