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Unlocking Africa’s tourism potential

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Zurab Pololikashvili, the UNWTO Secretary-General. Picture: Suplied/IOL

An open letter from Zurab Pololikashvili, the UNWTO Secretary-General, writes that the organisation’s Agenda for Africa – Roadmap to Inclusive Growth serves as a blueprint and a strategic framework to help unlock the continent’s tourism potential towards inclusive development.

Dear esteemed readers,

I would like to sincerely congratulate everyone of you for your commitment in mainstreaming sustainable tourism in your  national development agendas.

From the outset of my mandate at the helm of the organization , my main priorities have been to make tourism smarter through innovation and digital transformation, to grow our competitive edge through investments and entrepreneurship, to create more and better jobs, to build resilience and facilitate travel as well as to protect our tangible and intangible heritage.

As the majority of you knows, the organization through the Regional Department for Africa initiated in early 2018 a consultative process which concluded with the approval and presentation of the special UNWTO Agenda for Africa – Roadmap to inclusive growth. This roadmap now serves as a blueprint and a strategic framework to help unlock the tourism potential towards inclusive development.

The agenda, which is aligned with the 2030 Agenda for Sustainable Development and its 17 Sustainable Development Goals (SDGs), fully reflects the seven aspirations of the Agenda 2063 of the African Union (AU) aimed at driving a socio-economic transformation of the continent through sustainable tourism. Our close collaboration with the African Union has strengthened over the years through the participation of institutional meetings such as our regional commission meetings, the AU Sub-Committee on Tourism and other tourism-related projects undertaken in the region.

I would like to once again express my earnest appreciation to all who joined us in celebrating the 10th anniversary of INVESTOUR in early January during FITUR. The 10th anniversary marked a key milestone for the business and investment networking platform that brings together public and private sector stakeholders  to discuss the investment climate and opportunities in the continent. During this edition, I had the honour and profound pleasure to present a recognition award to a Rwandan entrepreneur, Mr. Greg Bakunzi for his commitment to sustainable tourism growth in Africa. In addition to this, I was pleased to introduce the 1st edition of the Tourism Tech Adventure to promote African Tourism innovation, by bringing five startups from the region to  present and pitch their ideas in contributing towards sustainable development in Africa.

During the month of February, we greatly contributed to the organization of the first edition of the Caravan of the African Charter on Sustainable and Responsible tourism which was held in Brazzaville, Republic of the Congo. The African Charter on Sustainable and Responsible tourism, is an initiative of the Kingdom of Morocco launched in the margins of the 2016 United Nations Climate Change Conference, COP 22 and has been signed by 26 African countries. This Caravan, which I truly encourage other member states to adopt and implement, gave me the the opportunity to partake in the high-level meetings led by Her Excellency Mrs. Arlette Soudan-Nonault, Minister of Tourism and Environment under the patronage of His Excellency President Denis Sassou Nguesso.

On the occasion of the 63rd independence of Tunisia and the inauguration of the 36th Craft Creation Fair, I was officially invited to Tunisia and met with the Head of State, H.E. Mr. Beji Caid Essebsi as well as with the Head of Government, H.E. Mr. Youssef Chahed to discuss the role of tourism in Tunisia’s economy.  The visit included several high level discussions with Ministers of Tourism, Transport, Education and Foreign Affairs on the implementation of the MoU signed earlier in January.

At the end of March, we joined forces with the International Civil Aviation Organization (ICAO) and the Government of Cabo Verde to host the First Ministerial Conference on Air Transport and Tourism in Africa, which was held in Sal Island, Cabo Verde. To this effect, I would sincerely like to reiterate my thanks to the Government of Cabo Verde for the opportunity given to our members  to discuss on how to further develop the symbiotic relationship between the tourism and air transport sectors. During this event, we launched the initial results of the UNWTO Visa Openness Report 2019 for Africa which include the analysis of visa policies and progress made in visa facilitation over the past 10 years.

Building capacities and training is central to our priorities. As a result, we have recently been welcoming delegates from Angola and the Gambia for capacity training sessions at our headquarters in Madrid, Spain. Officials from the Ministry of Tourism of Angola benefited from training on policy issues and the delegates from the Gambia, representing officials from the Ministry of Tourism and Culture and the Destination Managers from the Gambia Tourism Board were given the chance to gain insights and guidance into multiple thematic within the worldwide tourism industry.

As we celebrate the achievements of the continent and the creation of the African Union during Africa Day, let us recognize the potential of Africa´s youth and appreciate the major human capital and demographic dividend that needs to be harnessed through concrete actions such as innovation and digitalization through start-ups, investment strategies and entrepreneurship, education and skills development.

As the great African leader Nelson Mandela once said, “Education is the most powerful weapon which you can use to change the world”.  The newly rebranded UNWTO Academy will offer a wide range of online technical and leadership trainings and I invite all member states of Africa to take advantage of it in their effort to strengthen human capital.

In conclusion, I would like to assure our members of my commitment together with my team to continue to deliver on the priority areas of the organization which are also reflected in the UNWTO Agenda for Africa – Roadmap for Inclusive Growth.

Sincerely,

Zurab Pololikashvili

* This letter was first published by Voyagesafriq

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Hospitality & Tourism

JW Marriott Unveils Second Property, JW Marriott Hotel In Kenya

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JW Marriott, part of Marriott Bonvoy’s portfolio of over 30 extraordinary hotel brands, today unveils its second property in Kenya with the opening of JW Marriott Hotel Nairobi. Standing as the tallest hotel in the country with 35 stories in the Westlands commercial district, JW Marriott Hotel Nairobi captures the essence of Kenya’s natural beauty and heritage, offering travellers a peaceful escape for the mind, body, and soul.

“As JW Marriott expands its presence in Africa, the brand enriches the region with a legacy of luxurious hospitality, seamlessly weaving together its dedication to holistic well-being and fostering meaningful connections throughout the continent,” said Helen Leighton, Vice President, Luxury Brands & Communications, Marriott International, Europe, Middle East & Africa. “JW Marriott Hotel Nairobi perfectly embodies the city’s contemporary yet mindful urban lifestyle. The property combines the warmth of African hospitality with serene spaces where guests can disconnect from distraction, focus on the present moment, and reconnect with what matters most to them.”

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The hotel features 315 sophisticated guestrooms, five internationally-inspired dining destinations, a luxury Spa by JW, swimming pool, fitness center, and eight exceptional event spaces for gatherings and celebrations. An additional 51 spacious serviced apartments and a sky bar & lounge are slated to open later in the year.

An Urban Sanctuary – Bringing the Outdoors In

The hotel’s interior design is largely inspired by the beauty, heritage, and palette of Kenya’s great outdoors. Designed by George Wong, the property is inspired by the spirit and story of an African adventure, with an earth-toned colour palette of savannah browns, Maasai reds, cultural terracotta, and safari green incorporated throughout its spaces.

These aesthetic choices introduce a new echelon of luxury to the city, featuring intentional spaces that allow guests to connect with the essence of Africa, while enjoying the comforts of a modern urban hotel. Throughout the property a collection of unique works of art – from sculptures and handmade ceramics to wall murals and regional textiles – tell the story of the breathtaking Kenyan landscape.

The guest rooms and suites – including one Presidential Suite – offer guests a contemporary retreat to recharge and reset with breathtaking views of the city. Situated on the nine top-most floors of the high-rise tower, spacious serviced apartments will offer luxurious, exclusive experiences for long-stay guests and family groups in one, two, and three-bedroom apartments.

Mindful moments can be found at Spa by JW, which offers bespoke wellness experiences for guests during their stay, including customisable massages and beauty treatments to refresh and invigorate the body. Guests can maintain their daily routines at the state-of-the-art Fitness Center on the fifth floor, featuring a yoga studio, steam room, and an outdoor pool and terrace, offering an ideal space for ultimate relaxation.

Worldly Culinary Destinations

JW Marriott Hotel Nairobi is home to a host of rich culinary experiences that elevate the city’s hospitality scene to new standards of sophistication, with the goal of creating special moments and  fostering a deeper connection between guests and locals. All-day MIDI Café & Patisserie creates the ideal spot for quick breakfasts, light lunches, or afternoon coffee and cake, while Myna Restaurant showcases international cuisine with an African flair, serving sumptuous buffet-style breakfasts and family Sunday brunches, as well as lunches and dinner from its indoor and outdoor terrace setting.    

Hudson Tavern Bar & Grill offers the ideal setting to relax while watching live sports, featuring an authentic grill house serving tapas, mezze, and classic American burgers. Fine dining in the capital city is enhanced with the arrival of Mughal, celebrating the esteemed cuisine and culture of the Mughal Empire. Guests can embark on a unique culinary journey immersed in sumptuous décor and stories reminiscent of a gracious, bygone era. The cocktail bar is a highlight, serving signature drinks and mocktails infused with Mughal ingredients and spices.

Slated to open later this year, Mr. Pang Sky Bar & Lounge, situated on the 31st floor of the hotel, is set to become the city’s evening hotspot, offering modern Pan-Asian cuisine and upscale mixology offerings across its indoor bar and lounge, outdoor terrace, and two private dining spaces, including a premium whiskey library.

Fostering Connections

JW Marriott Hotel Nairobi offers over 1,700 square metres of exceptional meeting and event spaces equipped with state-of-the-art technologies, catering to all occasions from corporate events and meetings to family gatherings and celebrations. The pillar-less Grand Ballroom, hosting up to 800 guests, is an inspirational venue for the city and can be adapted for a range of events including luxury weddings. The hotel also has a sustainable meeting program, which includes strategies for reducing waste, ensuring responsible waste management, and maintaining energy efficiency to reduce the carbon footprint of events. 

“JW Marriott Hotel Nairobi takes pride in ushering in a new chapter of refinement to our capital city,” added Eben Nel, General Manager, JW Marriott Hotel Nairobi. “The property is perfectly situated for restful overnight stays for those visitors adventuring into the country’s magnificent game reserves. For those visiting the city for longer and needing to revitalize their souls by immersing themselves in nature, the tranquility of Nairobi National Park, the world’s only national park within a capital city, is just a short drive out of the Central Business District. We are thrilled to open our doors and offer a warm Kenyan welcome, world-class service, and generous hospitality to our guests.”

Westlands is a social and entertainment hotspot within close proximity to Nairobi’s Central Business District and a number of top local attractions, including Nairobi National Museum, Karen Blixen Museum, Maasai Market, Bomas of Kenya, and Karura Forest, an urban upland forest on the outskirts of Nairobi. The Nairobi expressway links the area to Jomo Kenyatta International Airport, which is just a 20-minute drive away.

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Hospitality & Tourism

Radisson Hotel Group accelerates expansion in Morocco, targets of 25 hotels by 2030

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Radisson Hotel Group has set a goal of expanding its current portfolio of 11 hotels in operation and under development in Morocco to 25 hotels by 2030. As Morocco continues to be a crucial market for development, the Group is accelerating its expansion in the country and has therefore extended the portfolio of Erwan Garnier, Senior Director for Development, to include Morocco.

Defining Radisson Hotel Group’s expansion strategy for Morocco, Erwan Garnier, Senior Director, Development, Africa at Radisson Hotel Group said, “I am delighted to lead our expansion efforts in Morocco and take them to new heights. Leveraging our success in the country thus far, our expansion strategy will concentrate on targeting the major cities in Morocco.”

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“Our focus will be on strengthening our presence in Casablanca and Marrakech, where we currently operate the conveniently located Radisson Blu Hotel, Casablanca City Center and the highly acclaimed Radisson Blu Hotel, Marrakech Carré Eden. Additionally, we plan to establish our presence in the key cities of Rabat, Tangier, Agadir, and Fez. In light of Radisson Hotel Group’s strategic 5-year plan and the 2030 FIFA World Cup in Morocco, we have identified significant potential within these cities to establish a diverse portfolio consisting of ideally located business hotels, efficient serviced apartments, premium mixed-use projects, and expanding our portfolio of exceptional resorts. The introduction of the Radisson brand with the imminent opening of the Radisson Hotel Casablanca Gauthier La Citadelle in the vibrant Gauthier district of Casablanca, marks a notable development. This new establishment will be the flagship of the Radisson brand in Morocco, marking the entry of a new brand for the group in the country and underlining our commitment to quality and diversified expansion.”

Erwan has been an integral part of Radisson Hotel Group since joining nine years ago, achieving numerous development milestones. He has played an active role in expanding the Group’s African portfolio, particularly in Francophone and Lusophone countries, Indian Ocean islands, and more recently in West and Central Africa.

In 2023, the Radisson Hotel Group maintained its expansion momentum in Africa with eight new hotel signings, adding more than 1,600 rooms to its already robust portfolio on the continent. With this progress, the Group is well on track to achieving its objective of reaching 150 hotels in Africa over the next five years, up from its current count of 100 hotels.

Furthermore, over the past three years, Radisson Hotel Group has emerged as the fastest-growing hotel group in Africa, with 20 hotel openings across the continent. This remarkable achievement has set a record for the Group in terms of the realization of its pipeline into openings and has resulted in an impressive 15 percent annual growth on its African portfolio.

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Hospitality & Tourism

Marcus Lee on How South Africa Can Attract More Chinese Tourists

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Marcus Lee, CEO of China Travel Online

As international travel from China begins to pick up again in 2023, South Africa has a real opportunity to attract Chinese tourists and give the economy a much-needed boost.  But change is needed to really take advantage of this opportunity.

In 2019, prior to the COVID-19 pandemic and associated lockdowns, Chinese travellers led the world in international travel, embarking on 155 million journeys and injecting USD 255 billion into the global economy, as per UNWTO data. Despite this staggering figure, South Africa only attracted a meagre 0.6% of these affluent travellers.

Fast forward to 2023, and the landscape of international travel is markedly different. China’s cautious reopening has cast a spotlight on Africa, with South Africa emerging as one of the first three nations on the continent to roll out the welcome mat to Chinese visitors in the post-COVID era.

It’s worth noting that as of Q4 2023, international flight routes from China to the rest of the world had only recovered to around 30-40% of pre-pandemic levels. This presents a great opportunity for South Africa to bring these visitors to its shores. 

Marcus Lee, the CEO of China Travel Online, offers some insights ahead of his talk at WTM Africa 2024, which takes place from 10 – 12 April at the CTICC in Cape Town. 

Improving flight connections

A significant challenge in South Africa’s tourism sector is the absence of direct flights from China to popular South African destinations like Cape Town, which can inconvenience Chinese tourists who prefer direct routes.

“Connectivity is a crucial aspect that South Africa must address to fully tap into the potential of the Chinese travel market,” states Lee. “Improved flight connectivity can significantly reduce travel time and inconvenience for Chinese tourists.” 

Adaptation to the preferences of Chinese travellers

South Africa’s current efforts in becoming ‘China Ready’ may have room for improvement, according to Lee. This means adapting to Chinese preferences, which includes language-friendly services, cultural understanding, and amenities catering to Chinese customs and traditions. Offering training programmes and initiatives could help South African businesses and professionals better understand and meet the expectations of Chinese travellers.

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“Professional Chinese input plays a vital role in making destinations more ‘China Ready,’” he says. “Seeking guidance and expertise from individuals or organisations well-versed in Chinese culture, preferences, and travel behaviour is essential.”

Enhanced Promotion and Marketing Strategies

While South Africa has a presence in China and engages in promotional activities, there is still a need for more effective strategies. Lee explains, “To attract Chinese tourists effectively, we need a comprehensive approach. That includes not just online marketing but also offline activities like attending exhibitions and roadshows. These efforts can boost South Africa’s visibility among Chinese tourists.”

Not only should South Africa step up its promotional efforts, it’s crucial to create travel packages tailored specifically to Chinese tourists and diversify the country’s tourism offerings to cater to different preferences, from luxury to more affordable experiences.

With China opening up for international travel again, there’s a real opportunity for South Africa to tap into the Chinese tourist market. As one of the first African countries to welcome back Chinese visitors, making travel easier, understanding their culture better, and using smart marketing are key strategies.

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