In today’s read;
- Africa courts German-speaking travelers at 2025 showcase
- Ghana rolls out digital tools to attract investors
- Kenya links with Visa for smarter tourism
DACH Buyers Meet African Suppliers at 2025 Showcase Events
The DACH region (Germany, Austria, and Switzerland) presents a significant opportunity for African tourism.
These countries boast a substantial and affluent outbound tourism market, with Germans alone spending nearly €80 billion annually on international travel. A considerable portion of these travelers are interested in long-haul destinations, and Africa is increasingly attractive.
Africa’s appeal stems from its diverse offerings: wildlife safaris, stunning landscapes, consistent sunshine, and rich cultural experiences. German, Austrian, and Swiss tourists are high-value travelers, often extending their stays and spending considerable sums.
To effectively tap into this market, authenticity, sustainability, and factual marketing are crucial. The Africa Showcase Mitteleuropa 2025, taking place in Zurich and Munich, aims to connect African tourism suppliers directly with the DACH trade, fostering growth within the industry. Further expansion to other German cities and the Benelux region is planned for 2026.
Ghana’s Tourism Platforms Drive MICE Sector Business Partnerships
Ghana is significantly upgrading its tourism sector.
The Ghana Tourism Development Company (GTDC) recently launched two key digital platforms. These aim to showcase Ghanaian tourism businesses and attract investment.
One platform, the Ghana Tourism Marketplace (GTM), acts as a central hub for booking accommodations, tours, and other travel services. The other, the Ghana Tourism Investment Platform (GTiP), highlights investment opportunities within Ghana’s tourism industry to a global audience.
These initiatives build on Ghana’s tourism growth. In 2024, the sector generated $4.8 billion in revenue, attracting significant numbers of both international and domestic tourists. The GTDC is committed to using technology to further boost this success, keeping more revenue within the country.
Kenya, Visa Boost Tourism with Data-Driven Payment Solutions
Kenya’s tourism sector is getting a significant boost.
The Kenya Tourism Board (KTB) and Visa have partnered to leverage data-driven solutions for growth. This collaboration will improve payment systems and enhance visitor experiences. The partnership aims to attract more tourists and increase spending within the country.
KTB will gain access to Visa’s data analytics platform. This will provide valuable insights into traveler spending habits, preferences, and peak seasons. This data will inform marketing strategies and product development, ensuring they align with visitor demands. The partnership also addresses payment system issues, aiming to reduce revenue leakage and improve cross-border payment convenience.
Visa will provide support beyond data analytics. They will offer capacity building initiatives to equip KTB with the skills to utilize digital tools effectively. This includes empowering small and medium-sized enterprises (SMEs) in the tourism sector with advanced digital payment tools. The goal is to create a seamless and convenient payment experience for all visitors.
This partnership recognizes the evolving travel landscape. The rise of digital payments and the preferences of younger travelers, particularly Generation Z, are key factors driving this collaboration. By embracing technology and data-driven strategies, Kenya aims to establish itself as a leader in innovative tourism solutions.
That’s it for today, thank you for reading.