West Africa Missing Out in Russia’s Tourism Boom -By Kestér Kenn Klomegâh

West Africa tourism destinations remain largely untapped for the huge number of potential Russian tourists whose incomes have steadily grown over the past few years and have shown high interest in touring different parts of the world.

In practical terms of tourism, the West African region remains relatively unknown, primarily due to inadequate information and lack of publicity. Some experts say the media portrayed the region negatively as Ebola virus infested and all kind of infectious diseases are widespread while others point to frequent attacks by islamic militant groups, such as Boko Haram in Nigeria.

Besides the above mentioned factors, “West Africa has poor tourism infrastructure, the West African governments and Ministries of Tourism representatives don’t do any marketing to promote destinations or engage the media to change the negative perceptions that have already existed among Russians,” says Felly Mbabazi, Executive Director of Safari Tropical Tours.

Mbabazi told me in an emailed discussion that she didn’t know whether “preferred destinations” would be the best term to use when asked about preferred destinations in the region for Russians, noting further that Russians are great travellers who spend freely on vacations abroad.

Russian population, estimated at 146 million, is a travelling population, according to Mbabazi, who for nearly 15 years, has directed and organized several group tours to safari in East Africa. East African safari includes Uganda, Kenya and Tanzania. Her company also operates tours to South Africa and other southern African countries.

“There are a lot things to be considered in the tourism business and only a few of the West African countries has these. For example: distance from Moscow, quality infrastructure, reasonable prices, attractions like wildlife, white sandy beaches, gastronomic experience, and most important, tourist safety,” according to Mbabazi.

Nearly twenty (20) Russian tourism directors and experts (who specialized in African tourism) shared the same concerns about the West African region in an emailed survey polled after the South African Tourism Lunch (SATL).

“In my opinion on a tour of southern region of Africa is the most popular destinations: South Africa (Cape Town, Sun City, National Parks). Almost always added the Victoria falls from both Zambia and Zimbabwe, safaris in Botswana. As for west African countries such as Ghana, this trend is a little hyped in Russia and I think that with the current economic situation, would not be very popular as a tourism destination for Russians,” says Evgeniya Danishevskaya, Leo-Style Tourism Agency.

According to her observations, Russian tourists visit Senegal in West Africa. It’s not hard to say why Russians prefer Senegal, primarily for good security, the happy smiles, the wide beaches and clean beaches. But these can be found in Kenya and in South Africa, but that’s what attract tourists to holiday in Senegal, it’s the variety of exotic cruises on the lake Retba, Irina Rodina, Director of The “Kaleidoscope” Travel Agency explained.

The capital really—the Dakar. In addition, all the original culture, fresh prawns, beautiful African women, national parks, great friendliness of the inhabitants. In addition, the gorgeous beaches and the exotic nature. Senegal is known as a supplier of peanuts, also for fantastic fishing, delicious smells, surfing, and diving.

For instance in Cape Verde—the European level of service for those who want to relax from civilization, have privacy and explore the underwater world of Islands, attracts windsurfers and those who enjoy great fishing! (Cape Verde is one of five (5) centers of windsurfing and one of the world centers for sport fishing). This is not mass tourism. And in Carbo Verde, it is possible to go all-year-round.

In fact, Ghana was known as the second in the world exports of cocoa, in the views of Rodina. But at the same time, Rodina thinks Ghana is, however, promising, for its “friendship before business.” Despite the high cost of hotels, foreign tourists like sincere “smiling and friendly locals” who care much to keep their traditions and strive for civilization. For Ghana, Rodina thinks the motto “feel free” — feel free! makes it interesting to visit the country, which has ancient castles, and atmosphere of the locals.

Of course, Ghana can be considered for exclusivity, the medical tourism because the Ghanaian doctors receive education abroad, tourists will be able to afford treatment clinics in with low price, but high quality and care. Also cosmetic surgery is one of the first places on the request of tourists-customers. It can also bring massage, treatment on alcoholism and drug dependence.

Tourists may be attracted to Ghana where everything is near: sea, river, and jungle. Many places such as Kakum rainforest described in the novel, “15-year-old captain” by Jules Verne is also interesting! Ghana is one of the world’s leading exporters of gold and diamonds.

The West African region is not well advertised, for conducting seminars, webinars, promotional tours, training online test, for example, Profi.Travel and obtaining certificates, Irina Rodina, Director of The “Kaleidoscope” Travel Agency wrote in the media survey.

On her part, Ekaterina Afanasyeva, Chief Executive Officer of Camelot & SC Tourism Agency, explained that West Africa for majority of Russian tourists is not yet considered exotic as there are many factors that impede tourism business to the region.

She explained, further, that factors for development of this trend included absence of a direct flights, frequent reports in the media about Ebola and other infectious diseases, low information component (Russian tourists know little about the West African countries) and cumbersome procedures of obtaining visas to this region.

The most famous West African countries are: Burkina Faso, Côte d’Voire, Ghana, Mali, Nigeria, and Senegal, … but unfortunately, it is quite difficult to say how popular these countries are as tourism destinations, especially for Russian vacationers. There are possibilities to increase business business there. With proper media advertising, it could become really interesting for potential Russian tourists.

“To be honest, West Africa is not popular among Russians. People think that this part of Africa is dangerous: criminal and epidemic situation. There are inadequate information about these countries: where to go, what to see, where to stay. People would like to know why they should go to new country,” according to Zlata Borisenko, Sales Manager from SODIS Travel Company.

Tatyana Denisova, Head of the Tropical Africa Section at the Institute for African Studies, Russian Academy of Sciences, wrote in an email media query that “West Africa has not a well developed tourist infrastructure (compared to, for example, with Eastern and southern Africa): not enough hotels located near the beaches, the beaches are ill-equipped (at least those that I saw in Ghana and Nigeria), the problems with urban and tourist transport, a sufficient number of national parks, as far as I know, for various reasons, not organized Safari, much-loved by Russians in Kenya.”

That is the beach and the “natural” recreation are low, and historical and architectural objects that could be of interest to the African experts and ordinary Russian tourists, are not many.

From the point of view of infrastructure with the exception, apparently, are Cape Verde and the Gambia. But in Cape Verde, there are no direct flights from Moscow, the flight takes almost a day, the tickets are very expensive, but Russians who travel there, appreciated the beaches and hotels, and about the tourism service.

“Russians rarely travel to The Gambia. Russian tour operators prefer to work with reliable counterparts abroad. These contacts are developing between Russian and East African, North African and Southern African travel agencies, but as far as I know, not with West Africa,” Denisova explained in her tourism analysis.

“Tour operators from these regions attend tourism fairs in Moscow, bring catalogs and brochures, establish personal contacts, but I have personally been in several tourism forums, not a single West African has participated,” she said.

From historical and architectural point of view, the greatest interest might represent Nigeria, Ghana, Mali. But in Ghana the situation is quite stable, and in principle, tourism in Ghana could start to develop faster than in other countries, but this should strategically be addressed, Denisova explained further in her written comments.

In Nigeria, the most interesting areas of the North, exactly where intensified by the Islamists of Boko Haram. In Mali—Timbuktu, Gao and other cities, where I have, in a life dream to visit, but it will probably not happen because it is clear that these areas are permanently closed and considered as high dangerous for foreign tourists.

Denisova identifies the problem of language. Russians, most often, travel to Turkey and Egypt as well as Greece, Cyprus and other places, but the fact is that majority of these tourists understand little English. The staff of those hotels, where there is a lot of Russian tourists, usually speaks Russian language.

An official from the Russian Federal Tourism Agency suggested in an email response with one question: “Why can the West African governments or the Ministries of Tourism seek corporate partnership with Russian media to promote the region’s tourism potentials to the public here? That could be a huge revenue from tourism business to the national income and a major contribution to the region’s economy.”

The Atlantic ocean has a huge potential for developing tourism. West Africa, popularly referred to as the ECOWAS region, the Economic Community of West African States is made up of fifteen member countries that are located in the region. These countries have both cultural and geopolitical ties, and shared common economic interest with Russia, which is shaping tourism with North and East and Southern Africa.