The landscape of tourism marketing is evolving rapidly, and nowhere is this more evident than in Africa. At the recent Essence of Africa forum in Nairobi, industry leaders gathered to discuss how to effectively position Africa on the global tourism stage, balancing technological advances with the continent’s inherent authenticity.
The Human Touch in a Digital World
While artificial intelligence and digital tools are revolutionizing marketing efficiency, the panel emphasised maintaining authentic connections. “AI is great for that speed, really that speed and for the content and editing, which is great. But keep that HI [Human Intelligence]. Keep that because tourism is not just about data,” noted Craig Drysdale, Director of Inspirations Travel & Tours.
This sentiment was echoed by Judith Lagat, Commercial Director at Cheli & Peacock Safaris, who emphasised, “We are selling experiences. We are selling emotions. We are changing lives. So we will communicate that, we will share that through amazing videos, amazing videography.”
The Evolution of Consumer Behaviour
Today’s travellers are more informed and engaged than ever before. Michael Njogu, Managing Director of Sense of Africa, observed that “Consumers have more and more information. They are more involved, not just about airlines or destinations, but also in the intrinsic nature of these destinations.”
The Power of Collaboration
A key theme that emerged was the importance of industry collaboration. “There’s available information everywhere, in media. So what I believe the value is that we can offer as trade, be you, DMC, buyer, supplier, is to collaborate,” shared Judith. This collaborative approach becomes particularly crucial in combating misinformation and presenting a unified African tourism narrative.
Visual Storytelling in the Digital Age
The session’s moderator, Jan Hutton, emphasised the visual nature of travel marketing: “Travel is the most visually stimulating industry. So short videos and that type of content, whether that’s on Instagram or Facebook or TikTok, it’s just so important that you’re moving your business towards short video.”
Beyond the Safari Experience
The panel highlighted how African tourism experiences have evolved beyond traditional expectations. As Michael explained, “What we see now is that when people come from abroad, they come very high on safari, beach, wildlife, major adventure. But when they go back and you ask them the same question, the answer is different. They say, okay, I experienced the joy, the wildlife, nature. But there is also gastronomy.”
Strategic Marketing Approaches
The discussion emphasized the importance of targeted marketing. “It’s important to be targetful on your marketing. Who is your client, not your customer so that you don’t position your marketing in the wrong environment,” advised Judith.
Looking Ahead
As the industry continues to evolve, the panel acknowledged the growing trend of direct bookings while emphasising the enduring value of professional tourism services. “The reality of our industry and perhaps many other industries is we are going to get disintermediated… Customers will go direct. We have seen this,” noted Michael. However, the consensus was that there will always be a place for expertise and authentic experiences in African tourism.
The session concluded with a focus on integrity in tourism marketing. As Craig summarised, “Integrity will come back to what we are we doing for the environment, how we can be involved in communities. The answer is that companies want the balance sheet. Consumers want the return of integrity.”
