Press Releases
View All Press Releases| WTM | 09 Nov 2009 |
AFRICAN DESTINATIONS BOOSTED BY THE ‘OBAMA EFFECT’
Tourism to Africa is experiencing a revival largely thanks to US President Barack Obama, reveals World Travel Market Global Trends Report 2009 today (Monday 9 November).
The report, in association with Euromonitor International, reveals the election of a President with an African heritage has encouraged many Afro-Americans to not only trace their roots but also visit the lands of their ancestors.
Earlier this year Ghana hosted Barack Obama providing a boost to the whole region as well as the destination.
Despite the global economic recession inbound arrivals to Africa increased more than 3% in 2008. The combination of increased government investment and, improved quality of travel services, has helped fuel the surge. The World Travel Market Global Trends Report predicts 42 million international tourists will visit Africa by the end of 2010.
The US represents Africa’s largest source market with 41 million African-Americans in residence. Of the total, 31% make up Generation Y (people born in the 80s and early 90s) presenting a strong opportunity for tourism to the region to continue to grow in the long-term.
Furthermore, DNA testing to trace ancestral origin has increased in popularity and is boosting cultural and heritage tourism to the region. There are now more than 2,000 genealogy companies in the US and 35,000 African Americans have done DNA tests since 2002.The region already offers a diversity of culture and hospitality and political stability is also increasing the attractiveness of its destinations. The internet is also fuelling the revival with positive traveller reviews opening up various destinations for independent travel and package holiday itineraries appealing to the more mainstream market.
World Travel Market Chairman Fiona Jeffery said: “The Obama effect will prove a huge boost to the prosperity to local communities and the region as a whole
“This is a trend that is likely to continue, and even spread internationally, as more and more people take an interest in their ancestral origins and seek to find their roots.”
Euromonitor International Global Travel and Tourism Research Manager said: “The Obama’s are the most influential role model for Generation Y. With that generation numbering 12.7 million people, that influence will have a positive impact on Africa tourism for years to come.”
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In 2008 RE, part of the Reed Elsevier group, brought together more than six million industry professionals from around the world generating billions of dollars in business.About Euromonitor International
Euromonitor International is the world's leading provider of global business intelligence and strategic market analysis. We have more than 37 years experience of publishing market reports, business reference books, online databases and bespoke consulting projects.Our research offers insight into industries, countries and consumers. We deliver quality information solutions to support strategic business planning.
Euromonitor International is headquartered in London, with regional offices in Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town and Santiago and has a network of over 600 analysts worldwide.
