The different World Travel Markets offer Countries and tour operators the world over an opportunity to showcase what they have and curve out a niche in the tourism industry which is the fastest growing industry in the world.
In the recently concluded World Travel Market in Berlin – ITB, several African countries were represented.
During the Travel Markets, different countries have the opportunity to impress the judges because there’s usually a vote for the winners. Small African countries which were once little known by tourists, have used this platform to market their tourism potentials. One of the African tour destinations which has benefited significantly from these World Travel Markets is Rwanda.
For four years this country whose main attraction is the mountain gorillas emerged winner for the continent Africa. It was last year however dethroned by its equally small neighbor – Burundi. In this recently concluded International Travel Market in Berlin however, Morocco emerged as the surprise winner.
Burundi was the runner up and the Pearl of Africa – Uganda came in third. Uganda’s achievement can be attributed to the Lonely Planet which voted Uganda as the best tour destination for 2012 given its peculiarity and uniqueness. The Country boasts of the rare and endangered mountain gorillas, Murchison falls, the third highest mountain in African – Mount Rwenzori among others. The country also has about 50% of all the recorded bird species in Africa. It is truly a birder’s paradise that has been little marketed. Some of the birds found in the Country are endemic.
Rwanda that dominated the continent for the last couple of years came in fourth whereas the other East African country Kenya, came in fifth. Rwanda and Kenya in comparison to its neighbors in the region invest heavily in marketing their tourism potential. For the last couple of years Kenya has been using in the region of $10m to market its tourism industry whereas Rwanda spends close to $5m. Uganda on the other hand has been using a paltry $300,000 on average to market its tourism through the Uganda Tourist Board.
The General Manager of the Uganda Tourist Board Baguma Cuthbert was accompanied by the Minister of the newly formed of Ministry of Tourism Professor Ephraim Kamuntu. They were accompanied by a host of tour operators from the country.
Tour operators and hoteliers use this opportunity to market their safari companies as well as their hotels and safari lodges. It is a good place to network and help boost one’s business.
