Startups reinvent African tourism

A group of Ugandan tourism enthusiasts have developed a digital app dubbed « Tour Plug » to facilitate marketing and transactions within the local and regional tourism sector in Africa. Tour Plug serves as a comprehensive marketplace where tour operators and potential travelers can interact, streamlining domestic and intra-African tourism operations.

Registered travel and tour operators can upload and showcase their activity packages on the app, which potential buyers can browse and choose from. Travelers interested in accessing these packages are required to create an account on the app, with no membership fee. The app, currently available as a website, was created by a team of three Ugandans: Precious Gimisiriza, Francis Mukobi, and Jafar Ajena, all involved in various aspects of domestic tourism.

Ajena, the group CEO and former IT specialist at the Uganda Tourism Board explained that the app’s development was inspired by the impact of the COVID-19 lockdown, which highlighted the potential of enhancing local tourism to compensate for the decline in foreign tourism.

If you try to find the websites of some of the most famous safari lodges in Kenya, many of them don’t even have websites

Ben Peterson, the co-founder and CEO of Purple Elephant, a tourism-focused venture studio, told TechCabal that his studio decided to focus on tourism because of this issue. “When you try to find the websites of some of the most famous safari lodges in Kenya, many of them don’t even have websites. Those that do have websites are super out of date. Most of the time, you can’t even book a safari experience directly on the website of the camp; you have to go through a phone number or email.”

This is where Travel Afrique comes into play. Founded in 2019 by Tracy Kuelo and Calvino Miguel, the company acts as a platform for travel agencies to offer their services online. Prospective tourists can connect with agencies and request tailored journeys to their desired destinations. “Our clients have the flexibility to request tailored journeys to their desired destinations, and our partner agencies will respond with a quote, free of charge. Our clients are then able to request modifications to the quote until they are entirely satisfied and subsequently proceed with the booking,” Miguel explained.

Miguel said the platform brought in over $250,000 in revenue last year from bookings made through its platform, with 80% of that amount going to local agencies. The platform only offers trips to Tanzania, Senegal, Ghana, Côte d’Ivoire, Morocco, the Democratic Republic of Congo, South Africa, Kenya, Cape Verde, Rwanda, Benin, and Namibia. He shared that demand, safety and security, the political stability of the country, and the quality of local tour operators determine which country the platform operates in.

We are still far off from what we can achieve in the tourism sector. To tap into Africa’s tourism potential, it is crucial to improve the continent’s image by sharing positive stories and showcasing its strengths

The African continent boasts one of the most diverse landscapes in the world. It offers an array of options – from savannas, rainforests, deserts, breathtaking waterfalls, and even snow-capped mountains for skiing, to unique wildlife such as penguins and species found nowhere else, like shoebills, okapi, and blackbucks. However, he said, “we are still far off from what we can achieve in the tourism sector. “To tap into Africa’s tourism potential, it is crucial to improve the continent’s image by sharing positive stories and showcasing its strengths.”

“Beyond sharing positive stories, there are also other tangible challenges that hinder the growth of African tourism. These include poor air and land transportation infrastructure, limited intra-African air connectivity, and restrictive visa policies,” he continued. In proposing a solution, he advised governments to partner with private organizations and provide increased funding to their tourism offices to invest in branding and marketing efforts.

The model of startups like Travel Afrique and Elephant Bookings, a B2B software-as-a-service product that builds booking systems for safari lodges launched by Purple Elephant, could help digitize an industry that has mostly been offline. The ease that a digital platform offers could help bring not only international tourists to the continent but also give Africans an opportunity to tour the continent.

A growing number of platforms are reviving tourism on the continent with unique experiences and empowering local communities. From digital marketplaces to virtual tours, these platforms are not only helping to boost the tourism sector, but also creating opportunities for sustainable economic growth and cultural exchange.

One such platform is Kijani, a digital marketplace that connects travelers with sustainable tourism experiences in Kenya, Tanzania, and Rwanda. The platform provides travelers with access to a network of local tour operators and community-based tourism enterprises that offer immersive experiences that showcase the natural and cultural heritage of select destinations. Through Kijani, travelers can explore remote destinations and engage with local communities, supporting sustainable tourism practices and economic development.

Virtual tours have become a popular way for travelers to explore destinations during the pandemic

Virtual tours have become a popular way for travelers to explore destinations during the pandemic. Tour2 leverages virtual tours to promote African tourism. The virtual tour platform offers immersive experiences in African destinations, including Egypt, South Africa, and Morocco. The platform provides virtual tours of historical landmarks, natural attractions, and cultural sites, giving travelers a taste of the diverse African experiences.

Likewise, Wakanow is another platform that is making waves in the African travel industry. It is a travel booking platform that offers affordable flights, hotels, and holiday packages across Africa. The platform is in several African countries, including Nigeria, Ghana, Kenya, and South Africa. Wakanow’s mission is to make travel accessible to all Africans, providing an affordable and convenient way to explore the continent’s rich cultural and natural attractions.

Another platform, Kudoti, a waste management platform that promotes sustainable tourism practices in Africa. The platform provides waste management services to hotels and tourism businesses, helping them to reduce their carbon footprint and adopt sustainable practices. By reducing waste and promoting sustainability, Kudoti is helping to build a more resilient tourism industry in Africa that is better equipped to weather future crises. It’s a way of developing tourism as part of a sustainable development approach.