Tourism: Destination Africa; Will Americans Buy in?

The article was contributed by Edward Bergman, Executive Director of the Africa Travel Association.

At the end of the 2010 World Cup in South Africa, we can see that this is more than a landmark in the country’s history; it is also an opportunity to change perceptions about South Africa and Africa in the United States

In all of the big cities across the USA, you can see how excited everyone is about the World Cup.

The country's flag, culture, cuisine, wines and, of course, spirit, are on full display for everyone to enjoy. It's also impossible to ignore the buzz about the vuvuzela horns. We’ve also seen a huge amount of media coverage about a ‘positive’ event taking place on the continent rather than the usual politics or a humanitarian crisis. Even the New York Post ran a piece.

According to reports from South Africa, the World Cup is expected to boost tourist arrivals by almost 400,000 visitors. While an event of this scope was unimaginable in Africa until now, the World Cup puts South Africa center stage, showing the world that “Destination Africa” can compete. It also puts a focus on Africa, providing other nations with an opportunity to attract tourists and investment to their countries. All this builds on the idea that sports tourism can boost economic growth. At the same time, American tourists have something tangible to offer Africa: tourism creates jobs, fights unemployment and boosts the economy. Every tourist needs a flight, accommodation, and meals. They also want to enjoy the nightlife, explore the local culture and do some shopping.

The United States is the top source market for Tanzania, Ghana, Rwanda, Ethiopia and South Africa, as noted in a report recently published by ATA, New York University’s Africa House and the World Bank. The U.S. is also the top source market for the largest number of ticket holders, outnumbering all other nationalities except South Africa, the host country.

The World Cup demonstrated to the world that Africa has the infrastructure and the ability to host events of all sizes. The new roads, railways and bus networks, as well technology development will also further position South Africa as a premier destination.


The article is contributed by Edward Bergman, Executive Director of the Africa Tourism Association.

From ATA website: "As the world’s premier travel industry trade association promoting tourism to Africa, ATA provides services to a broad range of members including: tourism, diaspora, culture, and sports ministers, tourism boards, airlines, hoteliers, travel agents, tour operators, travel trade media, public relations firms, consulting companies, non-profit organizations, businesses, small and medium-sized enterprises, and other organizations engaged in tourism promotion"