Want More Tourists? Engage Our African Diaspora
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Do you want more tourists? Engage our African diaspora.
As a representative of the African Tourism Industry, you are aware of the growth of tourism in Africa, especially domestic tourism across East Africa and Africa as a whole. The market research firm Euromonitor International cites the popularity of African tourism, especially African sports, culture, medical and ecotourism, as well as safari and beach tourism.
But, we may be overlooking a whole group of not only potential tourists, but those who can act as promoters and informal ambassadors, those born in Africa who now live in other countries—the diaspora. I believe that we need to reach out to these people with incentives and programs that appeal to the Africa diaspora and engage them to support our marketing and branding efforts. The diaspora can promote Africa as a preferred destination to Africans and international travelers searching for memorable, unexpected, out-of-the-ordinary experiences. The potential influence of the diaspora is tremendous.
Tourism agencies would need to identify and seek out the diaspora community as an entry point to new markets to promote diaspora tourism. Reaching out to the diaspora and involving them in marketing campaigns could be the best strategy to market Africa as a diaspora destination of choice. But how? By creating well-crafted marketing campaigns, programs, and incentives that would encourage the diaspora to feel at home and know that they have the power to influence Africa’s future.
Drawing on the diaspora’s strong sense of national identity, they would be more willing to invest in the tourism industry. Many of the diaspora are willing and capable of making a sustainable difference in the tourism sector. Plus, the millennial diaspora are a powerful demographic. Socially conscious and impact-driven, their social media and tech savvy can benefit tourism agents to strategically involve these young diaspora.
A great way to engage the African diaspora is by segmenting the diaspora population through psychographics. Psychographics is a quantitative methodology used to examine a target audience’s values, attitudes, opinions, motivation, interests and lifestyle. For example, African millennials have different travel attitudes and interests than their parents. Separate campaigns can be created for these two different groups by appealing to their interests and values.
Another way for travel businesses to engage the African diaspora might be to give them something, such as through a contest or sweepstakes using a specific hashtag.
Instead of partnering with only one well-known diaspora, perhaps identify an up-and-coming diaspora with a different personality—building a social framework based on a personality portfolio that the diaspora community can related to. This would create a brand association with diverse diaspora groups and cultures.
Content marketing is another great way to develop a strong online presence. Travel agents and tourism boards can reach out to collaborate with the diaspora in future campaigns, but do it in a way that resonates with the brand image, while offering cultural ambassadorship by getting on social media. This would create relevant dynamic and long lasting relationships with the African diaspora. Content marketing will not only promote awareness and provide answers to logical questions about a destination, but also open new opportunities in the international market.
When diaspora travel to Africa, they desire different outcomes from their visits than other travelers. While their identity is often associated with African music, fashion, art, or lifestyle, as they return to their actual birthplace or to the birthplace of their parents, they are looking for a personal connection to their continent, to the stories they were told by their parents, to rediscover the place they have always called home. The concept of return and homecoming is one that is very personal and emotional.
The diaspora returnee, or as one might call them “ex-diaspora,” should not be ignored. Even though they have settled into a new home in another country, they are also a potential key to promoting tourism and changing the perception of African travel.
Full disclosure: This post was NOT sponsored neither have I received any financial compensation in any way.
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