THE ROLE OF AIRLINES IN A 21 ST CENTURY VISION OF AFRICAN TOURISM Presented by : Girma Wake Chief Executive Officer - Ethiopian Airlines
1.BACKGROUND Strong Potential for tourism development in wildlife and culture in Africa. Much of African tourism related to nature and wildlife (Coral reefs, coastlines, heritage sites, national parks) But it has not been managed to realize its full potential because of weak infrastructure, service standards and airline access.
1.BACKGROUND (Con t) Africa as a whole attracts only 4%* of the total world tourist arrivals. Strongest growth forecasted in arrivals though from a minimal base (Africa 5.5 % vs world 4.1 %* -considerably higher than the world average growth rate). *Source: World Tourism Organization
2.THE TOURISM PRODUCT The tourism product is broader than the destination tourism assets. Comprises three major components transport sector, accommodation sector, attraction sector.
2.THE TOURISM PRODUCT (Con t) Air transport is the vital delivery mode for international tourism. Competitively priced, frequent air service is a core component of tourism
3. PROBLEMS IN AIR TRANSPORT THAT HINDER DEVELOPMENT OF TOURISM IN AFRICA
Air transport in Africa are characterized by unreliability Service is less frequent and pretty erratic. More frequent stops resulting longer flight time.
Extremely high prices Airfares are among the highest in the world because markets are typically small and dispersed Highest landing fees, fuel costs, airport taxes etc. (influence decisions by airlines about whether or not to serve a destination) Poor infrastructure for market development and safety
Unsuccessful and heavily subsidized national airlines. Ineffective competition in service and quality. Rigid regulatory framework governments limit access to their market. Liberalization actions in piecemeal rather than comprehensive.
4. MEASURES TO BE TAKEN BY AIRLINES TO FOSTER DEVELOPMENT OF TOURISM IN AFRICA
Ensuring supply of safe, reliable and comfortable service. Airlines together with their government should work in enhancing aviation safety and security. Airlines should support tourism organization in promoting tourism products as they have more access: Through their route system,internets etc.
Joint promotion by airlines and tourism organization to enhance the image of African destinations. Destination marketing requires multiparty involvement (Airlines, hotels, attractions etc.) Organize paid familiarization trips to destinations Enhancing cooperation between airlines and tourism sectors by jointly organizing festivals, conferences, trade fairs, etc.
Developing incentive commission structures Participation in tourism brochures Range of tourism packages (short & long ) with wide range of price options Complementary destinations packages
Airlines should support the development of tourism by tailoring their route system to the specific needs of remote tourist destinations. Lobbying with their respective governments to reduce the costs for airlines at African airports (fuel, landing, airport taxes), which are obstacles to the development of international tourism. Encourage and facilitate the emerging of good low cost air service links to boost tourism.
Joint rally with tourism organizations for their governments to ease restrictions at airports to foster greater international movement. eg. Entry and exist formalities. By supporting the full implementation of the Yamoussoukro decision (YD) ease the regulatory framework for air transport so as to develop improved services at reduced prices. Ensure that tourism and transport policies are consistent and mutually supportive.
Promoting cooperation and partnership among African airlines for easy transfer of tourists. Actively pursue creation of regional hubs in Africa with a view to increasing the service of air transport to each region and make them more accessible to tourists.
THANK YOU