1. THE ROLE OF AIRLINES IN A 21 ST CENTURY VISION OF AFRICAN TOURISM Presented by : Girma Wake Chief Executive Officer - Ethiopian Airlines

2. 1.BACKGROUND  Strong Potential for tourism development in wildlife and culture in Africa.  Much of African tourism related to nature and wildlife (Coral reefs, coastlines, heritage sites, national parks)  But it has not been managed to realize its full potential because of weak infrastructure, service standards and airline access.

3. 1.BACKGROUND (Con’t)  Africa as a whole attracts only 4%* of the total world tourist arrivals.  Strongest growth forecasted in arrivals though from a minimal base (Africa 5.5 % vs world 4.1 %* -considerably higher than the world average growth rate). * Source: World Tourism Organization

4. 2.THE TOURISM PRODUCT  The tourism product is broader than the destination tourism assets.  Comprises three major components – transport sector, accommodation sector, attraction sector.

5. 2.THE TOURISM PRODUCT (Con’t)  Air transport is the vital delivery mode for international tourism.  Competitively priced, frequent air service is a core component of tourism

6. 3. PROBLEMS IN AIR TRANSPORT THAT HINDER DEVELOPMENT OF TOURISM IN AFRICA

7.  Air transport in Africa are characterized by unreliability  Service is less frequent and pretty erratic.  More frequent stops resulting longer flight time.

8.  Extremely high prices  Airfares are among the highest in the world because markets are typically small and dispersed  Highest landing fees, fuel costs, airport taxes etc. (influence decisions by airlines about whether or not to serve a destination)  Poor infrastructure for market development and safety

9.  Unsuccessful and heavily subsidized national airlines.  Ineffective competition in service and quality.  Rigid regulatory framework –governments limit access to their market.  Liberalization actions in piecemeal rather than comprehensive.

10. 4.MEASURES TO BE TAKEN BY AIRLINES TO FOSTER DEVELOPMENT OF TOURISM IN AFRICA

11.  Ensuring supply of safe, reliable and comfortable service.  Airlines together with their government should work in enhancing aviation safety and security.  Airlines should support tourism organization in promoting tourism products as they have more access:  Through their route system,internets etc.

12.  Joint promotion by airlines and tourism organization to enhance the image of African destinations.  Destination marketing requires multiparty involvement (Airlines, hotels, attractions etc.)  Organize paid familiarization trips to destinations  Enhancing cooperation between airlines and tourism sectors by jointly organizing festivals, conferences, trade fairs, etc.

13.  Developing incentive commission structures  Participation in tourism brochures  Range of tourism packages (short & long ) with wide range of price options  Complementary destinations packages

14.  Airlines should support the development of tourism by tailoring their route system to the specific needs of remote tourist destinations.  Lobbying with their respective governments to reduce the costs for airlines at African airports (fuel, landing, airport taxes), which are obstacles to the development of international tourism.  Encourage and facilitate the emerging of good low cost air service links to boost tourism.

15.  Joint rally with tourism organizations for their governments to ease restrictions at airports to foster greater international movement. eg. Entry and exist formalities.  By supporting the full implementation of the Yamoussoukro decision (YD) ease the regulatory framework for air transport so as to develop improved services at reduced prices.  Ensure that tourism and transport policies are consistent and mutually supportive.

16.  Promoting cooperation and partnership among African airlines for easy transfer of tourists.  Actively pursue creation of regional hubs in Africa with a view to increasing the service of air transport to each region and make them more accessible to tourists.

17. THANK YOU