By Chris Mears, Co-Founder of Essence of Africa and CEO of ATTA® Events
We’ve all been there – another industry event, another sea of familiar faces. While it’s comforting to see old friends and trusted colleagues, there’s an elephant in the room: our industry is greying, and it’s time to shake things up.
These same faces at our buyers forums and industry events have created an echo chamber that, while comfortable, risks stifling innovation and growth. The “greying” of our industry isn’t just about age—it’s about the urgent need for fresh ideas and new energy to propel us forward.
Our continent’s diverse offerings gives us a strong value proposition in the global tourism sector. But to truly capitalise on this potential and stay competitive, we need to tap into a wider range of perspectives and innovative ideas. This is where bringing in new, young talent becomes not just helpful, but essential for our industry’s growth and evolution.
By attracting and nurturing new entrants to tourism, we’re not just addressing the ‘greying’ of our industry – we’re investing in the future prosperity of our countries, regions, and local communities. Tourism has the power to transform economies, creating jobs and opportunities where they’re needed most. By futureproofing our industry through skills development and mentorship, we’re positioning tourism to become a leading contributor to financial prosperity across Africa.
Yet, as we look to welcome fresh faces and ideas, we encounter significant challenges. The barriers to entry for emerging professionals and businesses in our industry remain high. Prohibitive costs associated with industry events often put participation out of reach for smaller, newer enterprises. Moreover, the established networks that have developed over years can seem impenetrable to outsiders, creating a daunting landscape for newcomers to navigate.
It’s time for a change, and at Essence of Africa, we’re taking decisive action. Our newly launched mentorship programme, spearheaded by Leanne Haigh of Lemala Camps & Lodges and supported by members of the Essence of Africa Advisory Panel, aims to bridge the gap between industry veterans and up-and-coming enterprises. We’re facilitating knowledge transfer while infusing the sector with fresh perspectives.
Alongside a wealth of knowledge in the industry, we also have generous individuals who are willing to share their insights, expertise, and time to ensure up-and-coming businesses have every opportunity to thrive. Mentors have been described as a ‘short-cut to success’ and this is especially true if they know exactly who you should be talking to, where you should market your product, how you can increase your visibility, and the pitfalls you need to avoid.
Our programme goes beyond just networking opportunities. It’s a comprehensive approach to integrating new voices into the industry. By providing complimentary participation packages, pre-event training, and personalised support throughout the forum, we’re levelling the playing field and ensuring that financial constraints don’t preclude brilliant minds from contributing to our industry’s future.
The benefits of this approach are multi-fold:
- New entrants bring fresh perspectives, challenging long-held assumptions and driving innovation.
- Younger professionals often bring advanced digital skills, crucial for modernising our industry practices.
- Emerging leaders are more attuned to evolving consumer preferences, particularly among younger demographics.
- New entrants often prioritise sustainable and responsible tourism practices, aligning with global trends.
- By fostering new businesses, we’re contributing to job creation and economic diversification across Africa.
Mentorship initiatives represent a proactive step towards ensuring the African tourism industry remains competitive, innovative, and relevant on the global stage. It’s about creating a more inclusive, diverse, and forward-thinking industry that’s ready to meet the challenges of tomorrow.