SUMMARY – THE AFRICAN TOURISM BOARD AIMS TO UNLOCK AFRICA’S TOURISM POTENTIAL BY PROMOTING REGIONAL TOURISM BLOCS AND INVESTING IN INFRASTRUCTURE AND ACCESSIBILITY. WITH ITS DIVERSE NATURAL WONDERS AND CULTURAL HERITAGE, AFRICA HAS UNTAPPED OPPORTUNITIES TO BOOST ITS TOURISM MARKET SCOPE.
Africa is a continent blessed with unparalleled natural wonders, ranging from the diverse wildlife of the Serengeti national park in Tanzania to the awe-inspiring landscapes of the Sahara and Victoria Falls in Zimbabwe and Zambia.
In addition to its natural beauty, Africa is home to extraordinary destinations, including historical and cultural heritage sites, stunning ocean and lake beaches, and welcoming people, showcasing the diversity of nature.
Despite these remarkable tourism assets, Africa’s presence in the global tourism market remains limited, necessitating a vigorous marketing and promotional drive.
African Tourism Board’s Vision for Tourism Development
The President of the African Tourism Board (ATB), Mr. Cuthbert Ncube, emphasized the need to unlock Africa’s tourism potential during the East Africa Business Investment and Tourism Expo Conference in Tanzania. He highlighted that ATB’s responsibility is to promote and develop tourism in Africa.
Addressing tourism stakeholders and participants at the gathering in Bukoba town, Mr. Ncube urged all parties, including governments, private investors, and local communities, to collaborate in developing and promoting tourism in the Lake Victoria Basin.
The ATB President emphasized the immense beauty and diversity of the Lake Victoria Basin, encompassing Kenya, Tanzania, and Uganda, with a population of over 35 million. He noted that this region remains largely untapped by the tourism industry, despite its abundance of natural attractions.
Mr. Ncube highlighted that investing in tourism is essential for the development of the Lake Victoria Basin and Africa as a whole. With its potential to generate employment and drive economic growth, tourism has become one of the world’s fastest-growing industries.
To unlock the tourism potential of the Lake Victoria Basin, the ATB President emphasized the need to invest in infrastructure, including transportation, accommodation, and tourist facilities. Cultural sensitivities of local communities must also be respected.
Improving road networks, developing air and water transport links are crucial for making the diverse attractions of the Lake Victoria Basin accessible and appealing to both international and domestic tourists.