AFRICA: Internet Boosts Tourism

Currently, there are approximately 345 million internet users in Africa, representing 9.3% of the total global population and a penetration rate of 27.7%.

These analytics presented in a hospitality report by an African online travel agency, Jumia Travel, reflects the opportunity that lies for tourism and the hospitality industry players in exploiting the internet to grow e-tourism.

The growth of 4G network has also extended to more than half of the African countries, with 72 live LTE (Long-Term Evolution) networks in 32 countries as at mid-2016.

Although its adoption still lags behind the rest of the world with only 20% 4G population coverage, taking advantage of 4G solutions, currently in the market, will provide more efficiency and convenience to any e-tourism business.

For instance, the report identifies Wi-Fi as a top priority preference for hotel guests in Africa, with 23% demand.

For this group of travelers, most likely those who take up 31.4% of business spending, are looking for a fast and reliable network connection and a huge amount of bandwidth to ensure their dealings continue uninterrupted.

Investing in the 4G therefore can help hotels provide more personalized guest experience as well as improved operational efficiency.

Mobile services and technologies, generated 6.7% of GDP in Africa (around USD 150 billion of economic value).

This is expected to increase to more than USD 210 billion (7.6% of GDP) by 2020, while the number of unique subscribers is estimated to reach 725 million.

In this case, the more internet connected Africa becomes, the more likely the pressure will be for service providers in the tourism hospitality industry, to adopt the internet and reap from its massive advantages.

Capitalizing on technological advancements, presented by the invention of the internet, and its massive penetration in the continent, is sure to give players like hoteliers a competitive edge.

Possible direct ROI is prospective from increased bookings from new and return customers.

A notable fact from the hospitality report is that low levels of digital skills, remain a major barrier to mobile internet adoption, especially in Sub-Saharan Africa.

Supporting digital literacy by tourism stakeholders in the continent, is therefore an essential element in promoting e-tourism in Africa.

In its aim to connect the whole world to the internet, Facebook launched its Free Basics initiative in 2016; connecting almost half the African countries to its free internet service.

Furthermore, the African Union recently launched the Africa domain name for the continent, a move that gives Africa its digital identity, and aims to decrease the cost of acquiring a URL, which then allows people and businesses to better reach the world.

ETHIOPIA: State Of Emergency Affects Tourism

The Addis Abeba Hotel Trade Sectoral Association (AHA) and Ethiopian Tourism Organization have announced that they will partner to use new methods to minimize the effect of the state of emergency on tourism.

At the first annual Tourism Industry Day event organized by Jumia Travel on November 17, the General Manager of AHA, Ruth Luda, announced that a request has been presented to the Ministry of Foreign Affairs, Ministry of Culture and Tourism and other organizations. She explained that even though travel warnings for Ethiopia were issued in some countries, this advice does not include Addis Abeba. (The AHA was formed in 2005, with the aim of voicing the concerns of the Addis Ababa hotel industry).

"The main issue currently raised by foreigners is that international insurances are not willing to cover their costs" said Meron Tiruneh, the marketing manager at the Ethiopian Tourism Organization.

In order to solve this and other problems, the ETO has changed the logo, '13 Months of Sunshine' which served as the tourism Slogan for over 40 years into 'Land of Origins'. It is also planning to launch a campaign on November 30, under the name 'Tena Yestelene', by formulating a five year strategy of raising awareness and image building.

"We still believe that Ethiopia is a great destination to tourists with high security levels", said Alexander Burtenshaw, Jumia country manager.

Even though it has been only a year since it started operating in Ethiopia, Jumia is a well-known online booking platform in Kenya and South Africa.