Africa offers a unique travel experience, with diverse landscapes, cultures, and a sense of adventure that is appealing to many travelers. Travel Monitor spoke with Joep Schoof, Chief of Operations, Africa for Valor Hospitality Services about Africa’s challenges and opportunities.
Valor Hospitality Group consults and manages several tourism operations throughout Africa, from historic properties such as Drostdy Hotel to Silvan Hotel in Sabi Sand Game Reserve, Kruger. Joep Schoof first visited Africa 24 years ago and instantly fell in love. “I feel so much more alive here than in Europe, so that’s why I stayed.”
Some regions of Africa, like East Africa, have been more successful in developing their tourism industries by prioritising it and making strategic investments in infrastructure and marketing. Other regions, like West Africa, have natural beauty but struggle with accessibility.
So how do tourism organisations help develop these developing destinations?
“It’s a fascinating question and one that occupies me when I work on it as well, because how do you get an immature market like Zanzibar to become a mature market? How is Zanzibar different from Mauritius or Seychelles? All three of these islands have similar natural beauty, but they are in a different stage of maturity.
“Mauritius is a well-developed, commercialised destination. It’s almost like a little Europe. The Seychelles is very manicured and has done a ton of work in the last two decades to become the popular high-end destination it is today. And then you have Zanzibar, which is basically where the Seychelles were 15 years ago in terms of maturity.”
Collaboration
“The first thing tourism operators need to do is forgo thinking about what is good for their business and start thinking about what is good for their destination and their business.
“If we start thinking about how to grow the destination, how to grow the cake, not be greedy and just focus on our own slice, that’s when the magic starts to happen. Africa isn’t one country. Africa is a 1000 different countries, communities and tribes. It’s when these communities start collaborating that we can create wonderful destinations.
“And you see it time and time again… how did Rwanda and Uganda get it right all of a sudden? It’s because they welcomed collaboration.
“Cape Town is a phenomenon right now, and it’s only become what it is right now because various organisations have joined forces. We used to have a number of different tourism organisations, each doing their own thing, trying to achieve the same goal: promote Cape Town. And it’s only when they started to work together as a joint venture, that the magic really started.”
Connectivity
“The success of Africa as a destination is also about connectivity. We need to make it easy for people to get here.
“If I take a plane to Europe, and take off from Cape Town to Amsterdam, two and a half hours later I fly directly over Kinshasa. But to get to Kinshasha, with existing domestic flights, it takes about 22 hours. It’s the airline connectivity that is so important to unlock their destination. Airlines play a big role in tourism development. Airline connectivity in Africa is much improved from where we were, and it’s still got a long way to go.
“We have a lot of good local operators that are now attracting the attention of the bigger, international airlines. Qatar Airlines for example, who now have a joint-venture with African Airlines, enabling connectivity to a much wider international market. And I’m sure, coming from Australia, it’s a long haul destination. You don’t want to just go to one place. While you’re on the African continent you might as well do what’s on your hit list… but you don’t want to lose so much time traveling.”
Emerging Africa
“It’s a very heady time to be in African tourism right now. I think in a world that has become so polarized, a world that’s become so globalised, Africa is a place where you can still really feel alive.
“Zanzibar is definitely a destination to watch. It’s incredibly affordable compared to other parts of Africa. And while East Africa is still the flavour of the month, there are some amazing destinations in West Africa – when connectivity improves, watch that space.
“Africa is a place where in one trip, you can have so many different emotions coming to you. Sitting around a campfire, singing songs, with the lions roaring behind you. The next day you’re diving, the next day you’re enjoying fine wines in Cape Town.”
So to sum up, what is the message that you’d like to give the Australian audience? Getting the most out of their African experience?
“Definitely work with a specialist to make sure that you get the most out of your trip. And be very clear on what it is that you want to get out of it. Africa is huge – you can’t just get in your car and drive two hours for the next experience. A specialist will also ensure your trip is time efficient. It’s easy to get stuck with complex flight schedules and long road transfers. Nobody enjoys that. You want to go from high, to high, to high. It’s what you’re here for.
“And don’t look at it through your phone, don’t just be there for your Instagram profile. Just allow it to happen. Put your phones away. Just be. Just be.”
