Tourism Promotion: The Role of Embassies & Missions Abroad

Gone are the days when Tourism Boards where looked at as the Alpha and Omega in Tourism Destination Marketing. Today, the Global Tourism landscape and volatility calls for synergies and concerted efforts in achieving both Volumes and High value tourists into a Destination.

Embassies through their Commercial Diplomatic engagements are best placed and suited to attract investment in the Tourism and Hospitality sectors of their home countries. Research has proven that a  competitive Tourist Destination  must be backed by heavy investment in key tourist infrastructure like Hotels, transportation, digital migration, Health systems , safety and security among others. It’s no secret that Africa has been and is still lagging behind in as far as attracting high end investment in its tourism sectors.

This is evident in the few International Hotel chains and Hospitality Brands that are present on the continent, absence of modern transportation infrastructure like electric high speed trains and urban commuter systems, absence of Cruise-liners yet blessed with magnificent water bodies,   the slow internet capacity among others which are key ingredients in enhancing a tourist destination’s attractiveness and competitiveness. 

Embassies and missions abroad hold the key to unlocking meaningful Foreign Direct investments into Africa. This is primarily because they are permanently stationed in the World’s biggest capitals, they possess huge networks and direct access to key decision makers, investors and global brands in the Tourism space.
The Embassies should appreciate the urgent need to upscale and modernize tourist infrastructure in their parent countries and should proactively pursue investors in line with these interests. Why would an African country fail to attract Top Hotel Chains like the Radissons, Accor, Hiltons, International Continental Hotels among others in this time and era. Gone are the days when natural attractions like mountains, wildlife among others where enough to lure tourists, today the luxury travelers are looking for comfort and convenience, that determines which destination makes it on the bucket list.

The World is at a stage where it’s experiencing a free flow of Capital and Resources from the More Developed Countries to the Less Developed Countries, largely due to the multi-billion  Dollar Tourism & Travel global Industry that’s yearning for standardization of services across the globe hence seeing International brands and Franchises adopting expansive strategies. Needless to say, Tourism Growth today is being driven by Global Tourism Brands in Aviation, Hospitality, Tour Operations among others.

Africa should not be left behind in attracting such investments and Global brands, The African Embassies and Missions need to take centre stage and show up in those Board rooms with a bouquet of attractive incentives and packages. Then and only then, shall we as Africans emerge from the shadows, achieve competitiveness and take our rightful place in the global tourist markets.
However, this calls for  African Embassies and Missions abroad to take lead and start building strategic economic bridges.

By Eddy Kirya

The Author is a Leading Tourism & Hospitality Business Advisor,
CEO at Eyalama Adventures Ltd and
Outgoing Board Member at Uganda Tourism Board ( UTB)