World tourism experts have urged African countries to invest more in strategic communication and public relations to reposition the continent as a leading global destination.
The experts from Eastern Europe, India, and Africa who are attending the 2025 Essence of Africa tourism forum in Malindi, said there was an urgent need for Africa to tell its own story.
Speaking during the Essence of Africa 2025 conference at the Diamond hotels in Malindi, Kilifi County, they said there was a lack of embedded media professionals within African tourism bodies.
They said to date foreign narratives – often negative – continue to dominate global perceptions of Africa.
Paddington Tucker from Travel Advance (Czech Republic) said tourism boards should adopt a Business-to-Consumer (B2C) model by inviting influencers and journalists from key markets to experience and promote African destinations.
Tucker revealed that Eastern Europe was an untapped market, describing it as the fastest-growing tourism region post-communism.
“Governments must invest in public relations and host media from abroad to shape positive stories that inspire travel to Africa,” he said.
Heena Munshaw of Beacon Holidays (India) called for the removal of the Yellow Fever vaccination requirement, which she said causes delays for Indian travelers.
She also advocated for more direct flights and improved business-class services to attract luxury tourists, noting that detours through Gulf countries divert potential revenue.
Munshaw, who has marketed Kenya for over 30 years, praised the country’s improved safety and suggested visa-free access for Indian nationals.
“Kenya is much safer now. Visa-free travel would encourage last-minute bookings and boost revenue,” she said.
Johnson Uankhide of Almates Travel and Tours (Nigeria) applauded Kenya’s removal of the Electronic Travel Authorization (eTA) for Nigerians, which he said has led to a surge in travel and increased profits.
He urged African governments to manage insecurity narratives more responsibly.
“Insecurity is global, but Africa must stop amplifying its own challenges. We need to educate and protect our borders while promoting the continent’s rich tourism offerings,” he said.
Priscilla Bulimo of Sali Safaris (Tanzania) and Catherine Enembabazi from Uganda echoed the call for unified continental marketing, emphasizing that a joint approach would amplify Africa’s global impact.
The Three day long conference is ending today and is expected to boost the tourism sector for Malindi, Coast region, Kenya and Africa at large.
