Retooling Africa’s tourism brand vital

AFRICA’S tourism brand needs retooling in view of the history of colonisation that had a profound impact on the continent’s image.

Tourism

Charles Mavhunga

The colonial system was responsible for the exploitation of Africa’s resources, forced labour, cultural suppression and political instability, leaving the continent’s brand in paralysis. These historical injustices have contributed to negative stereotypes and perceptions of Africa as a continent plagued by poverty, conflict and underdevelopment.

The following factors are worth exploring:

1. Emphasis on Western or foreign tourists: The tourism industry in Africa primarily caters for Western or foreign tourists, neglecting the potential of domestic or regional tourism. Emphasis on Western tourists by resort centres reflects a colonial mind-set. This serves to perpetuate the notion that Africa’s attractions are only valuable when validated by Western visitors.

The promotion of Western ideals and standards, while downplaying or disregarding local traditions and cultural values, is a reflection of the colonised mind-set. Africa’s cultural values and traditions are treated as old-fashioned. This results in the loss of the authenticity of the African identity.

2. Lack of participation by local communities: Most of the tourism businesses and infrastructure in Africa are owned and controlled by foreign entities. There is over-reliance on foreign investment and ownership. This shows that Africa needs retooling. Reliance on foreign investments and ownership limits local economic empowerment, and perpetuates dependence on external actors.

The proper position should be that a nation is built by its own people, “Nyika inovakwa nevene vayo/Illizwe lakhiwa ngabaninilo”, as President Mnangagwa always says. The voice of local communities and traditional chiefs is not loud enough in the decision-making process of promoting Africa’s tourism brand.

For Africa’s damaged tourism brand to be retooled, thereby restore the identity, there is need for a shift towards a more inclusive, locally driven and sustainable tourism industry that celebrates Africa’s diversity, cultural heritage and natural beauty.

The African National Congress of South Africa, the South West Africa People’s Organisation of Namibia, ZANU PF and other liberation movements played a significant role in the retooling of Africa. These liberation movements made the following contributions in the retooling process, but more should be done to improve Africa’s identity:

1. Political liberation — These liberation movements fought against colonial rule and apartheid, leading to the independence of their respective countries. This political liberation created the foundation for African nations to assert their sovereignty and take control of their own destinies.
2. Decolonisation of the tourism industry — The liberation movements recognised the need to decolonise various sectors, including tourism. They advocated inclusion and empowerment of local communities in the tourism industry, ensuring that Africans have a stake in the development and management of their own tourism resources.
3. Cultural preservation and promotion — Liberation movements understood the importance of preserving and promoting African culture and heritage. They actively worked towards reclaiming and celebrating African traditions, languages and customs, which are integral to the tourism brand. This helped to counteract the negative effects of colonisation on the African identity and fostered a sense of pride and ownership in the tourism industry.
4. Economic empowerment — Liberation movements recognised that economic empowerment was crucial for Africa’s retooling process.

They advocated policies that prioritise local ownership and participation in the tourism industry, ensuring that Africans benefit economically from tourism. This has helped to reduce dependence on foreign investment. It has also promoted sustainable economic growth.

5. Advocacy for sustainability — Many liberation movements have also been strong advocates of environmental sustainability. They recognise the importance of preserving Africa’s natural resources and ecosystems for future generations.

The efforts have paved the way for a more inclusive, locally driven and sustainable tourism sector that celebrates Africa’s rich cultural heritage and natural beauty.

To complement the efforts of the liberation movements to rebrand Africa’s damaged image, the following key steps are critical:

1. Acknowledgement of the historical injustices: Recognise the devastating impacts of colonisation on African societies, including the exploitation of resources, forced labour, cultural suppression and political instability.

This step involves educating people about the true history of colonisation and its long-term effects.

2. Empowerment of local communities: Encourage local communities to take ownership of their narratives and participate actively in shaping their own development. This can be achieved through initiatives that promote community-led projects, support local businesses and involve locals in decision-making processes.
3. Preservation of cultural heritage: Emphasise the richness and diversity of African cultures by preserving and promoting traditional arts, music, dance, literature and languages. This can be done through cultural festivals, museums, educational programmes and international collaborations that showcase Africa’s vibrant heritage.
4. Promotion of positive narratives: Counter negative stereotypes by highlighting the achievements, innovations and contributions of Africans across various fields such as science, technology, entrepreneurship, the arts and sports. Encourage media outlets to share positive stories that challenge prevailing narratives of poverty and conflict.
5. Fostering economic development: Focus on sustainable economic growth by investing in infrastructure, education, healthcare and agriculture. Encourage entrepreneurship and innovation by providing support systems such as access to capital, mentorship programmes and business incubators.
6. Strengthening regional integration: Promote regional cooperation and integration among African countries to foster economic growth, political stability and social development.

This includes initiatives like the African Continental Free Trade Area, which seeks to create a single market for goods and services across the continent.

7. Engaging in responsible tourism: Encourage responsible tourism that respects local cultures, supports local businesses and promotes sustainable development. This can be achieved through eco-tourism initiatives, community-based tourism projects and responsible travel practices.
8. Advocating fair trade: Promote fair trade practices that ensure African producers charge fair prices for their goods and have access to international markets.
9. Collaborating with the diaspora: Engage with the African diaspora to leverage on their skills, resources and networks for the development of Africa. Foster partnerships and collaborations between the diaspora and local communities.
10. Encouraging pan-Africanism: Promote a sense of unity, solidarity and shared identity among African nations through initiatives that celebrate African history, culture and achievements.

Rebuilding Africa’s damaged brand is a long-term endeavour that requires commitment, collaboration and sustained efforts from governments, civil society organisations, the private sector and individuals.

The parties should collaborate in challenging negative narratives, embracing our cultural heritage, fostering economic development and promoting positive change. Africa needs to reclaim its identity and reshape its global perception.

Charles Mavhunga co-authored textbooks in business enterprising skills and is currently studying for a PhD in Management at Bindura University. He can be contacted at: [email protected], Cell: 0772989816.