Marketing African Destinations

Abstract

Africa is the world’s second largest and second most populous continent. It is rich in history, cultural resources, natural resources and fauna and flora. Sub-Saharan Africa is changing and developing rapidly and some African cities are now characterized by multicultural communities, a vibrant business environment and modern skylines. According to a 2014 report by the World Bank, there is continuous economic growth in Sub-Saharan Africa, increasing investments in natural resources and infrastructure, a rise in foreign capital flow into the continent and steady growth in inbound tourism. Sub-Saharan Africa is now home to some of the world’s fastest growing economies and the continent is offering exciting opportunities for trade, business, investment and tourism development (World Bank, 2014a).