The role of tourism cannot be over-emphasized in the sustainable economic development in West Africa. This simply means economic performance in West Africa can be enhanced through sound tourism development policies that support economic openness with greater emphasis on liberalization since the region stands to gain from this policy stance, policies from the private sector that drives towards positioning West Africa as an attractive destination.
“Tourism in West Africa has to be government-led, private-sector driven, and community-based”
While West Africa is undoubtedly an excellent place to travel, it does have its share of social, economic, and environmental challenges. While improvements have been achieved in various areas, especially at the local level, much more needs to be done by both the public and the private sectors to fully harness West Africa’s tourism potential and be considered an attractive destination in the global tourism industry.
To this effect, the sub-region needs to start creative incentives that will appeal to domestic visitors and host communities. How can this be done?
- Creating a regional single tourist visa that allows visitors to move across the region freely without border hassles. The immigration policies for non-ECOWAS tourists are currently stringent, bureaucratic and visas take a longer time to process. When smoothened and made easier, these procedures could be key to an increased influx of tourist arrivals into the sub-region and enhance visitors’ experience.
- Beautifully curated experiences and a long range of tourism products that celebrate the local history, arts and culture of the destination.
- There also has to be aggressive marketing of regional tourism products and services across ECOWAS countries; food safety, hospitality standards, security and service quality must be top-notch. These tourism products and marketing strategies must be harmonized and standardized across the board to market West Africa as a single tourist destination.
- Tourism in West Africa has to be government-led, private-sector driven, and community-based – tourism-friendly policies for tourism entrepreneurs and investors, and community inclusiveness in tourism activities as local security, tour guides, laundrymen, valets, etc.
West Africa will need to put itself in tourists’ shoes, and ask questions like: “Why would they want to come to this destination? What would be appealing or interesting enough to get them to travel down here? What would push them to revisit? And what would make them stay a while longer?”
What do you think? Please share your thoughts in the comments below.