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Travel and Tourism are Vital to Africa’s Economic Growth, but are they Properly Marketed

By Rachel Irvine, CEO, Irvine Partners
When it comes to boosting Africa’s economic growth, tourism is among the lowest of low-hanging fruit. The continent is home to some of the most spectacular landscapes on the planet, offers unparalleled wildlife experiences, and has an incredibly diverse array of cultures and heritages. You could spend a lifetime exploring it and still encounter new things every day.

Building up a tourism industry also means bringing in foreign currency, helping to stabilise economies and reduce the reliance on other export sectors. That’s to say nothing of the many direct and indirect jobs it creates, which are so desperately needed in countries across the continent.
Of course, many African countries have recognised the potential of tourism and have mature tourism industries which contribute significantly to their economies. According to Statista, tourism added approximately US$182.6 billion to Africa’s overall gross domestic product (GDP). But the sector could be much bigger too. According to a report by the World Travel & Tourism Council (WTTC), in collaboration with VFS Global, the African Travel & Tourism sector could bring in an additional US$168 billion to the continent’s economy and create over 18 million new jobs over the next decade. Effective marketing and communication will be critical to its ability to do so.
Growing competitiveness in global tourism
On the face of it, that might sound strange. Those of us who know the continent and who have experienced even a fraction of what it has to offer are already sold on it. A part of us might even believe that the continent should sell itself.
But for many of the world’s biggest travel markets, travelling to Africa requires at least one long-haul flight, if not more. That means people have to spend significant amounts of time and money to get there. While at the extreme end of things, a direct flight from New York to Cape Town means spending close to 15 hours in the air, for instance.
That means even countries with well-established tourism sectors must work hard to keep people coming back. Those with emerging tourist industries, meanwhile, must work even harder to entice visitors in the first place. Crucially, African countries are having to put this work in at a time when the global tourism space is more competitive than ever.
Countries that weren’t previously thought of as tourism hotspots and which are much closer to key markets have become seriously competitive players in recent years. Montenegro, for example, saw a 7% year-on-year increase in tourist visits in June, following a 5.1% increase the month before. It also happens that Londoners can reach its spectacular coastline with little more than a three-hour flight.
The right marketing matters
If African countries are to be competitive in that kind of landscape, it’s therefore critical that they market themselves effectively. That means telling the right kind of stories to the right kinds of people, on the right channels, at the right time.
But it also means recognising that today’s travellers and their needs are more diverse than ever. Trying to sell your country purely on stunning sunsets over the savannah or unspoiled, sandy beaches just isn’t going to cut it anymore. Make no mistake, those kinds of things are still important drawcards, but for country tourism boards in particular, appealing to urban sophisticates and foodies is just as important as appealing to nature lovers and adventurers.
While specific destinations can afford to be a little more focused, they shouldn’t shy away from demonstrating their diversity. How could a Cape Town hotel or Kenyan lodge, for instance, convince families that there is as much to attract their 17-year-old thrill-seeker son as there is for their more culturally inclined 75-year-old grandmother? How can they appeal to group, solo, and family travellers simultaneously? And what about the business travellers who increasingly tack on a few days of leisure to their travels?
The right partners matter
Key to getting that diverse appeal right is identifying and engaging with the right marketing partners. That means finding partners that understand which traveller archetypes you’re most likely to appeal to and how to reach them. But it also means finding partners that understand and have feet on the ground in your most lucrative target markets.
These partners should be able to tell your ever-evolving story in ways that mean you’re not just an option but somewhere they yearn to visit, high up at the top of their bucket list. And they should demonstrate that they can evolve with you and take the strategic lead wherever necessary.
Of course, there are other things – such as improvements in infrastructure, visa facilitation, and intra-African flights – which would all make a tangible positive impact on Africa’s tourism sector. But the best way to get action on those things is to build up demand and nothing creates demand like effective marketing.
News
PalmPay MD Seeks Stronger Infrastructure, Access to Finance for SMEs @ Digital Pay Expo 2026

PalmPay has called for stronger infrastructure and better access to finance for small businesses as essential to the next phase of financial inclusion and economic growth in Nigeria.

This position was shared by Chika Nwosu, Managing Director of PalmPay Nigeria, during a panel session at Digital Pay Expo 2026, where regulators, fintech leaders, payment operators and other key ecosystem stakeholders gather to discuss the future of digital payments in Africa.
Speaking during a session focussed on advancing financial inclusion and SME growth, Nwosu said that while the micro, small, and medium enterprises remain central to economic activity, many still face real barriers around access to credit, reliable payment infrastructure, and the relevant digital tools needed to grow sustainably.
According to him, meaningful financial inclusion must go beyond onboarding more users into the formal financial rail. It must also address the structural issues that limit how small businesses participate, transact, and scale.
“SMEs contribute 40 per cent of the country’s GDP. For us in PalmPay, Financial inclusion is not just about enabling transactions. It is also about helping businesses access the tools and support they need to expand, build resilience, and create jobs.
He also highlighted the importance of digital literacy, noting that as digital tools and AI become more embedded in financial services, business owners must be equipped to use them effectively and responsibly.
For PalmPay, the future of inclusion will depend not only on innovation, but on how well the ecosystem reduces friction for small businesses and provides the infrastructure and financial support they need to grow.
Discussions at the event also pointed to the need for stronger collaboration across the ecosystem and more practical approaches to helping SMEs move from awareness to adoption of digital financial services.
PalmPay’s MD noted that unlocking the full potential of Nigeria’s SMEs will require a combination of accessible finance, financial education, trusted platforms, and coordinated ecosystem support.
News
Kaspersky Identifies over 336 Unique Domains Impersonating the Official World Cup Website

The World Cup 2026 kicked off on June 11 and alongside it the number of scammers attempting to exploit fan excitement has also increased. According to Kaspersky, at least 336 unique domains mimicking official World Cup resources have been detected. In addition, cybercriminals are actively exploiting growing interest in match streaming and sports betting.

Fake broadcasting schemes
Since the start of the tournament, millions of viewers worldwide have been tuning in across TVs and other devices to watch matches live. At the same time, fraudsters have been creating websites offering “online streaming” of the championship.
The scam works as follows: attackers set up fake websites that claim to provide free access to World Cup broadcasts. After clicking “Watch now,” users are prompted to register to gain access. They are then asked to pay a cryptocurrency fee for “lifetime tournament access.” The danger of this scheme lies in the potential loss of both registration data and cryptocurrency funds.
Betting traps: When the wager is already lost
Another trap targeting football fans involves fraudulent betting and match prediction platforms. For instance, a Spanish-language website was found requesting extensive personal information, including first and last name, email address, phone number and more, under the guise of account creation.
Such schemes expose users to credential theft, particularly if they reuse the same password across multiple services, as well as to potential financial loss.
“Since the start of the tournament, scammers have increasingly focused on the ways fans engage with the event online, as watching matches today requires only an Internet connection and a device.
As a result, criminal activity continues to grow, as reflected in the fraudulent websites we observe offering streaming and betting services in multiple languages. We recommend that users stick to official broadcasts to help protect their data and finances,” says Olga Altukhova, Senior Web Content Analyst at Kaspersky.
You’ve got mail: (Un)real predictions
Another attack scenario involves emails in which attackers attempt to trick users into sending money or clicking phishing links. To increase engagement, these messages often use compelling subject lines and persuasive wording.
In one observed case, fans received emails advertising football analytics services and match winner predictions. A notable feature is the sense of urgency, asking recipients to act quickly, which is one of the common indicators of a possible scam email.
In this case, users are asked to pay a $200 fee to access football analytics. While the offer targets fans interested in betting, paying for such “services” can potentially result in irreversible financial loss.
News
CredibleVoteNG Opens Free Access to all Polling Units in Nigeria after INEC Demanded N1.Bn for Register

CredibleVoteNG, a citizen-built, open-access platform is hosting precise, verified information for all 37 states (including the FCT), 774 Local Government Areas (LGAs), and 176,846 individual polling units for free.

This is coming months after the Independent National Electoral Commission (INEC) placed a N1.5 billion price tag on requests for Nigeria’s complete polling unit register under the Freedom of Information (FOI) Act.
But CredibleVoteNG, being promoted by two Nigerian technology enthusiasts have built a platform that provides the same information free of charge.
The platform, offers structured digital access to all 176,846 polling units across Nigeria’s 36 states and the Federal Capital Territory, covering the country’s 774 local government areas and 8,809 electoral wards.
The initiative emerged against the backdrop of a public controversy that followed INEC’s October 2025 response to an FOI request by a Nigerian law firm seeking the commission’s polling unit database.
In its reply, the electoral body estimated that providing the information would cost N1,505,901,750, citing the need to print more than six million pages at N250 per page.
The response triggered widespread criticism from lawyers, civil society organisations and transparency advocates, who argued that electoral information critical to democratic participation should be readily accessible to citizens.
While the debate continued, Kelly Omobude, software developer and Uzoanya Grant, product owner, quietly worked on what would become CredibleVoteNG, a free and open-source platform designed to make electoral data available to everyone.
Accessible online through a public Application Programming Interface (API), the platform requires no registration, subscription or API key.
Developers, journalists, election observers, political parties and ordinary citizens can access the data without charge.
According to the founders, the project was inspired by the belief that credible elections depend on unrestricted access to reliable information.
“Independent observation requires independent data. If every organisation is working from the same verified, open baseline — that is the foundation for credible accountability. That is what we are trying to provide,” they said.
The platform enables users to navigate Nigeria’s electoral structure from the national level down to states, local government areas, wards and individual polling units through nine dedicated API endpoints. Information is delivered in a structured format within seconds, making it useful for both technical and non-technical users.
To broaden accessibility, the developers incorporated a Swagger-based interface that allows users with no coding experience to search and explore electoral data through a standard web browser.
Omobude, who designed the platform’s technical architecture, database infrastructure and cloud-hosting environment, said the project has been developed and maintained using personal resources since March 2023.
Grant, who led product design and user experience development, described the initiative as a civic intervention intended to bridge longstanding information gaps within Nigeria’s electoral ecosystem.
For election observers and civil society organisations, access to comprehensive polling unit data has often posed significant operational challenges.
Many monitoring groups spend weeks assembling information from multiple sources before deploying field personnel.
CredibleVoteNG seeks to eliminate that burden by providing a standardised and verified dataset that can be used simultaneously by multiple organisations.
Election monitoring experts say such access is particularly important for Parallel Vote Tabulation (PVT), a globally recognised methodology used to independently verify election outcomes through polling unit-level data collection and analysis.
The platform’s creators argue that a common and publicly accessible electoral dataset can improve consistency among observer groups and strengthen confidence in election monitoring efforts.
The database may also prove valuable to journalists and media organisations, enabling them to verify polling unit distributions, scrutinise electoral claims and undertake data-driven reporting on voter access and representation.
The platform further highlights variations in polling unit distribution across the country. Lagos State has 13,325 polling units, Kano 11,222 and Kaduna 8,012, while Bayelsa has 2,244 and Ekiti 2,445.
Analysts say access to such information could encourage deeper discussions around voter accessibility, electoral logistics and resource allocation.
Political parties are also expected to benefit, as accurate ward and polling unit data are essential for deploying agents, monitoring election-day activities and identifying organisational gaps during campaigns.
Although the project has attracted limited publicity since its launch in March 2026, the founders say adoption has continued to grow through referrals and online searches.
Hosted on cloud infrastructure and verified across all states and the FCT, CredibleVoteNG is increasingly being viewed by election stakeholders as a practical contribution to transparency, civic participation and electoral accountability ahead of the 2027 general elections.
As preparations intensify for another election cycle, the emergence of a citizen-built platform providing free access to one of Nigeria’s most important democratic datasets underscores the role innovation can play in advancing transparency and strengthening public trust in the electoral process.
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