The
USATS, held on Friday, March 8 in Washington, DC, promoted the theme,
“Marketing Destination Africa 2020” and highlighted new marketing
strategies, tools and emerging trends with presentations from top
industry experts, including the US Deputy Assistant Secretary of
State for African Affairs, Cynthia Akuetteh and David Pavelko, Head
of Industry, Travel for Google. It also emphasized the continent’s
impressive economic growth and prospects for US-Africa business
exchange and development.
In
her opening remarks, Deputy Assistant Secretary of State for African
Affairs, Cynthia Akuetteh, provided an update on U.S.-Africa
relations in President Barack Obama’s second term. She spoke about
the important role Africa is primed to play in the “security and
prosperity of the international community “and the need for the USA
to take a comprehensive and committed approach to investment and
development opportunities across Africa. Quoting Assistant Secretary
of State, Ambassador Johnnie Carson, she said, “There is no doubt
in my mind that Africa is rising, that Africa is on the move, that
progress is being made in all sectors. Africa is moving forward.”
David
Pavelko, Head of Industry, Travel, Google, delivered the keynote,
which centered on the message that “digital can provide a canvas
for storytelling.” “For the African story to capture an audience
effectively it needs to be grounded in the authentic and the real; a
true connection with the continent is what will sell it,” he said.
“Destination Africa and the countries within can market themselves
successfully if tourism stakeholders know how to take advantage of
the trends in digital in a meaningful way. Pavelko added, “The U.S.
market is one that cherishes uniqueness and this provides the perfect
opportunity on which Africa can capitalize. Africa has much more to
offer than just the safari and the use of digital and mobile
applications can help bring the “bucket list” destination to
life.”
The
sixth annual US-Africa Seminar featured speakers and representatives
from a who’s who in the U.S. and African travel categories
including Affluent Hospitality, AfroPop Worldwide, Arik Air, Air
Promotions Group, Botswana Tourist Board, Corporate Council on
Africa, Delta Air Lines, Expedia, Group IST, Namibia Tourist Board.
National Baptist Convention, National Tour Association (NTA), Onyx
Global Marketing, South African Airways, Sparkloft Media, Strategy
XXI Partners, The Bradford Group, US Department of the Interior,
Wildlife Conservation Society, Office of Travel & Tourism
Industries at the US Department of Commerce and the Washington DC,
Travel & Adventure Show. Participating African tourism ministers
included Cameroon’s Hon. Bello Bouba Maigari, Minister of State,
Ministry of Tourism and Leisure and Zimbabwe’s Hon. Walter Mzembi,
Minister of Tourism and Hospitality Ind! ustries and current ATA
President.
Wrapping
up the day, both Lisa Simon, President of the National Tour
Association (NTA) and Ron Erdmann, Deputy Director of the Office of
Travel & Tourism Industries for the International Trade
Administration at the US Department of Commerce, said the outlook for
travel to Africa from the U.S. was bright. Erdmann pointed out that
South Atlantic states provide the highest percentage of travelers to
the continent. He also said that along with niche travel markets,
Africa should focus on these areas of tourist origin when packaging
products with group needs in mind. Also,
while US arrivals to Africa declined slightly, spending by U.S.
travelers to Africa has increased every year, up 150% from 2003.
Following
the US spotlight, ATA and NTA renewed their commitment to increasing
travel to Africa in a signing ceremony at the conclusion of the
seminar. Lisa Simon, NTA President, and Edward Bergman, ATA Executive
Director, signed a memorandum of understanding that outlines a number
of ways that the two associations will interact and work together.
The
2013 ATA seminar was organized in cooperation with the African Union
Mission to the USA and the Washington, D.C. Travel & Adventure
Show®. Sponsors included Arik Air, Delta Air Lines, Expedia, King &
Spalding, Ministry of Tourism and Leisure of Cameroon, Onyx Global
Marketing, South African Airways, South African Tourism (SAT) and
Sparkloft Media.
At
an evening reception on Thursday, March 7, seminar attendees learned
about Cameroon as a tourism destination and the site for ATA’s 38th
Annual World Congress, to be held from May 29 to June 3, 2013. The
networking event was held at the law offices of King & Spalding
and was attended by an impressive group of kings – called fons –
in from villages across Cameroon. The Ambassador to the USA from
Cameroon also participated in the event.
