Boom times ahead.

Claire Foottit recently visited two major travel exhibitions, in Kenya and South Africa. The prospects for accelerated growth, she writes, have never seemed better.

Africa, as a tourism destination has taken a high profile during the last few months, with a distinct increase in regional promotion. At the end of April, Kenya hosted the 20th anniversary congress for the American based Africa Travel Association (ATA), which coincided With the Kenya International Tourism Exhibition (KITE).

Following on from this, in May, South Africa hosted the World Tourism Organisation's commission meeting for Africa, drawing over 30 African Tourism Ministers, together with the INDABA the largest international travel and tourism show in Africa. In addition, the Rugby World Cup tournament, in South Africa, has helped focus international attention on the continent.

Interestingly, the Kenya and South Africa trade shows both drew an increased number of exhibitors from other African countries, showing a greater degree of regional co-operation than previously. KITE included exhibitors from Ghana, Uganda, Tanzania, Ethiopia and Zambia, whilst INDABA was supported by 10 southern African countries - Botswana, Namibia, Zimbabwe, Mozambique, Malawi, Mauritius, Swaziland, Lesotho, Zambia and Madagascar.

KITE attracted 92 exhibitors in total, with around 200 international delegates from 30 countries. South Africa's INDABA boasted more than 350 exhibitors, and 800 international tour operators and travel agents from 49 countries.

South Africa's commitment to tourism development has given impetus to tourism throughout the entire Sub-Saharan region. The importance attached to tourism by the South African Government was reiterated at the launch of the Explore South Africa - Go Wild in '96 campaign, by State President, Nelson Mandela. "Never before has tourism offered us such possibilities," he said. "For every 30 new tourists visiting South Africa, one direct and two indirect jobs are created". However, President Mandela also called for a broadening of the tourism base which is currently regarded as an elitist activity.

The Rugby World Cup was undoubtedly the key event in South Africa's 1995 calendar. Peter van Hoven, Chairman of the South African Tourism Board (SATOUR) commented, "it is my view that 1995 could yield growth in numbers of 25 to 30%." Apart from the overseas visitors attracted by the Rugby World Cup, the country received invaluable publicity through a world-wide television audience of around two billion people. The tournament is believed to have generated more than R300m.

However, as the Go Wild in '96 campaign indicates, South Africa is already focusing on other key events to maintain its marketing drive: adventure travel and ecotourism. South Africa is capitalising on this trend, as it aims to be the world's premier ecotourism destination by the turn of the century.

Marketing of the tourism product within the East and Southern African regions has stepped up a gear with calls for greater regional co-operation in coordinating international campaigns, and a desire to capture a greater share of the world tourism market. Africa's share still remains tiny in proportion to the size of the continent and the attractions it has to offer.

At the launch of KITE in Nairobi, The Hon Noah Katana Ngala, Kenya's Minister for Tourism and Wildlife, said, "KITE '95 is taking place when significant changes are occurring in consumer demand patterns in favour of multi-destination travel in Africa." Thus one of KITE's main aims was to provide a platform to promote regional tourism.

In Southern Africa, discussions are now at an advanced stage for a Southern African Regional Tourism Organisation to be launched shortly. South Africa is expected to play a significant role in the new tourism organisation, "however, we will be careful not to dominate. There will be an exchange of expertise from all sides," commented Waiter Msimang, Executive Director of SATOUR.

Neighbouring Southern African countries welcome the proposed tourism council. "South Africa is impacting positively on the Zimbabwean economy, and in tourism in particular. Between the two countries, we have a diversity of tourism products, and we can only move from strength to strength," said Tandy Chinamora, Deputy Secretary for Tourism at Zimbabwe's Ministry of Environment and Tourism. It is said about 40% of visitors to South Africa visit other countries within the Southern African region.