Industry Need International Markets, Investments to Thrive
The Founder and Chief Executive Officer of Clevenard Group Worldwide, Adefaratoluwa Osindero Olutimehin, in this chat says Africa is merely scratching the surface of its tourism and hospitality potential, noting that the sector needs international collaboration to thrive. He also speaks on other salient issues. Charles Ajunwa brings excerpts
What is your assessment of the tourism and hospitality industry in Africa?
I see enormous potential in Africa’s tourism and hospitality industry. In fact, I believe we are only beginning to scratch the surface of what Africa can offer the world. Africa has everything — extraordinary landscapes, wildlife, history, diverse cultures, music, fashion, cuisine, creativity and, most importantly, people with incredible stories to tell. The challenge is not a lack of attractions. The challenge is how we connect those attractions to international markets, investment, infrastructure and effective storytelling. I also believe we need to change the way we look at tourism. Tourism is not just about hotels and people visiting beautiful places. It touches aviation, agriculture, transportation, entertainment, fashion, technology, arts and crafts, media and small businesses. If we develop those connections properly, tourism can become a major engine for economic growth and job creation across Africa. My concern is that Africa is sometimes marketed from the outside rather than being properly represented from within. We need to tell our own stories, showcase our own entrepreneurs and communities, and create platforms where international investors and visitors can see Africa not only as a destination, but as a continent of opportunity.
