The brand image of West Africa has also suffered criminally on news media – whenever people hear or watch the news about Africa generally, all they see is a region predominated by poverty, hunger, war, strife, epidemic, terrorism, and other such negative perceptions. Countries around the world are capitalizing on the negative information to brand Africa a high-risk danger zone for travelling and regularly issue travel advisory to its citizens, warning them of extreme precautions when visiting the continent.
How can West Africa begin to rebrand itself as an attractive destination and reshape the global perception of the continent and its sub-regions?
It starts with aggressive domestic, regional and international marketing of tourism products and services. In spite of the abundance of tourism products and assets, the region lacks comprehensive marketing strategies to promote the beauty of its destinations to the global audience. We also need to provide accurate data and travel advisory information, and not let foreign countries do that for us.
“…the government must take the first step by adhering to the AfCFTA and ECOWAS single trade market; the free trade agreement, coupled with ECOWAS existing free movement protocol creates economic growth opportunities for the sub-region.”
Whatever the challenges may be, we need to put some things into perspective – Africa is not the only continent beset by challenges, as countries and continents all over the world face even bigger challenges. However, some of these countries have successfully battled negative stereotypes that could discourage tourists and potential investors by promoting positive content on social media and packaging their destinations to make them more attractive.
How much are we as countries and regions in Africa doing to promote our natural, cultural and human resources? How compelling are our pictures, videos and stories on social media? What dominates our conversations with non-Africans on social media, or in conferences and events?
The opportunities for tourism growth in West Africa are limitless, and the potential for inward and foreign direct investments, which reduces taxation for consumers and businesses, and also frees the government from certain expenditures, requires the region to focus on growth strategies.
However, the government must take the first step by adhering to the AfCFTA and ECOWAS single trade market; the free trade agreement, coupled with ECOWAS existing free movement protocol creates economic growth opportunities for the sub-region. West Africa has more to gain from AfCFTA, and entrepreneurs stand to benefit most, as it creates an open, enabling environment where trade, travel, tourism, culture, and businesses can thrive and prosper.