Tourism prospects post Covid-19: A closer look in to African countries

Abstract

COVID-19 has resulted to a total cancellation of international tourism, with the prediction of the industry’s international travel recovery to emerge in two years’ time. Prior to COVID-19 pandemic, most African countries’ main target market were international tourists. Travelling within African countries has been more expensive and challenging. African countries like the rest of the world, are currently working on their recovery strategies to sustain the tourism industry. The current study aimed at exploring tourism niche areas to advance tourism within the African continent post COVID-19. The evaluation research was used to review tourism travel patterns and buying behaviour prior to COVID19 and consequently during the  pandemic. This research method also provided the researcher an ability to propose programme of actions post COVID-19. Additionally, phenomenography research analysis was found applicable for the study to analyse an understanding and perception of African countries on tourism post COVID-19. The study argues that due to strict governments restrictions, fear on long haul destination visits, high prices as a recovery strategy by tourism businesses, many Africans, especially those intend travelling for leisure purpose will opt for intra-continental travel. As a  recovery strategy, African countries need to use social media and other online platforms to promote their countries within Africa. History and culture is rich and diverse in each of the African countries and should be promoted within. African countries may also consider the marketing of agritourism to strengthen the agriculture sector, and lastly business tourism is another niche that African countries needs to tap into as part of the recovery plan post COVID-19.

Key words: COVID-19, Africa, leisure tourism, intra-regional, inter-regional, business tourism.