Africa destination brand tracking
In a continent known for its rich diversity of travel destinations, this report highlights the critical role of tourism as a driver of sustainable development and community development, particularly as African economies aim to transition from developing country status.
The COVID-19 pandemic has caused a severe setback to Africa’s tourism sector, with destinations facing travel restrictions and the challenge of understanding the post-pandemic market. The limited resources available to African destination leaders have created a significant gap in access to the data necessary to attract high-value visitors and address the need for more familiarity with African destinations among global travelers.
To address this gap, Skift Advisory partnered with Letsema, a leading South African-based strategy consultancy, to develop the Africa Destination Brand Monitor. The Monitor is the first of its kind and provides a comprehensive assessment of how 8 African destinations are perceived by 20 major international source markets.
It is based on four dimensions of the sales and marketing funnel: Familiarity, Interest, Impressions and Recommendation. By helping Destination Management Organizations (DMOs) understand how travelers perceive their destinations, identify opportunities for improvement and develop targeted marketing and promotional strategies, the goal is ultimately to put power in the hands of destination development leaders.
Further customization of highlighted information specific to any of the African destinations reviewed is available through Skift Consulting.
In this report:
- Africa Tourism Landscape Overview: Rich diversity, critical role in community growth and development. The effects of COVID-19 on the tourism sector.
- Destination Brand Tracking: Skift Advisory and Letsema evaluate eight African destinations.
- Information: Challenges familiarity gaps, lack of differentiation concerns and practical marketing ideas.
- Top destinations: Strong South African brand, Kenya’s second position and factors contributing to success.
- Economic development: The vital role of destination brands in trust, loyalty and driving economic growth in Africa.