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There is an argument that says national tourist boards (NTB) should be left to market destinations without potentially contradictory messages being issued by private sector marketing groups (PSMG). But it’s not a view that Kamageo subscribes to. Instead, we believe the potential for them to work side-by-side, in union, offers the very best opportunity for increasing tourism to a destination. 1. Budget The potential to increase the overall spend on behalf of the destination is obvious, with the PSMG ideally topping up funds allocated by central government. 2. Different Target Audiences Due to their national role, the NTB is likely to have a mandate to market all levels of the country’s tourism sector from homestays, back-packing and self drive, all the way up to high-end luxury. At the same time, the PSMG is highly likely to be composed of predominantly higher-end safari operators and accommodation owners, therefore they will want to focus their efforts exclusively on this segment. Having the two working alongside one another, allows budgets to be effective split and targeted across all required sectors. So for example unsocial media terms, the NTB could target Instagram and TikTok for younger adventurous audiences, whilst the PSMG leans towards Facebook activity as this is the domain of older consumers who are perhaps more time-rich and have more disposable income. 3. Balancing Trade v Consumer marketing Dependant upon the destination, there may be different priorities between trade and consumer marketing. Again, having both NTB and PSMG allows flexibility in the approach. For example, if the destination is well known and used by high-end tour operators, this does not mean that mass market operators are as aware. And for PSMG members they are more likely to have existing relationships with the trade, as in the main they favour high-end properties. So the PSMGs probably favour consumer comms over trade marketing. 4. Coordination Ensuring there is no duplication of efforts and that each knows what the other is doing, is absolutely key. That's why we always encourage NTB’s to be active members of the PSMG. Ideally the same marketing agency must coordinate the efforts of both, to implement both parties differing needs whilst ensuring a consistent, synergized message for the destination. Take the social media example above. 5. Implementation timetables. With less bureaucracy, the PSMG is probably able to respond far quicker to changing market conditions, allowing for a long term strategic approach to be matched with highly tactical campaigns. Overall, we'd actually go as far as to say that NTBs should actively encourage PSMGs, potentially utilising existing organisations such as tour operator or hotelier associations. If you'd like to discuss these matters further, please do contact Tim Henshall, via tim@kamageo.com Kamageo is a UK-based tourism marketing agency, dedicated to Africa. With 20 years experience, we are experts at assessing tourism offerings and consumer segmentation, as well as implementing highly effective marketing communications. Kamageo has already helped significantly increase visitor numbers to a dozen African destinations.

For many years now, The Gambia has been a firm favourite amongst UK travellers in search of winter sun. The shortish (6 ½ hrs) jet-lag free flight and guaranteed sunshine have been the main draws, aided by the fact that the locals speak English. The Gambia has miles of stunning golden sandy beaches – including Cape Point, Bakau, Kotu, Kololi and Bijoli. Hotels from 3 star budget to 5-star luxury line the coastline that basks in temperatures of between 26-34 degrees all year round, making it a perfect R&R location. And its noticeable when you talk to UK visitors in The Gambia how often they mention that, "we come back every year". The future of tourism in The Gambia We see that the potential growth in tourism for The Gambia will not be restricted to sunseekers, as slowly, more visitors are recognising that there is so much more to be discovered just a short distance away from the coast. The kind of attractions that draw the modern tourism, keen to experience the true nature of their chosen destination. Voyage deeper into the country to experience the very best that West Africa has to offer – bustling markets (including the Senegambia), vibrant villages, truly welcoming local people, African food to savour and wildlife viewings to delight in. The Gambia is one of the world's premier birding destinations, with over 600 species to be seen. It is in a transition zone between semi desert and tropical forests, so you find species from both those areas, along with endemic West African species. It also hosts large numbers of migratory birds, who either pass through or stay for the winter. The Gambia is thankfully blessed with a phlethora of outstanding professional birding guides, who combine their expert knowledge with a genuine passion for avian life. The Gambia also plays host to a surprisingly wide array of mammals, with primates being a firm favour for many visitors. As well as chimpanzees (especially in Abuku NR or at the rehabilitation project), other top sightings include green vervet monkeys and the endangered western red colobus, which can regularly be seen in Bijolo Forest Park. The entire country mirrors the flow of the River Gambia. Travel along its length and you will pass working fishing villages, busy markets and witness the everyday life of our local people. Stop a while and you'll soon be invited into local homes to chat and share a meal or drink. The Gambia River National Park, with its five islands (including Baboon Island) provides plenty of opportunities to see the country’s abundant wildlife including primates, hippos, crocodiles and small antelopes. Wassu in the North, is home to numerous mystical sites made up of ancient stone circles. UNESCO states that they are the largest concentration in the world. Said to be burial places, as well as ceremonial sites, they have been in place from anywhere between the 3rd century BC and the 16th century AD. Elsewhere its possible to visit the village of Juffure, made famous by Alex Hayley’s best-selling book and TV series, Roots. From here his ancestor was dragged into slavery and taken to the USA. Also nearby is the Albreda slavery museum and the ruins of Fort James Island. All-in-all, Kamageo believes The Gambia has the potential to become a destination where you might not even visit the coast, or save this for some R&R at the end of a tour. The Gambia is known as 'The Smiling Coast of Africa' for good reason. Gambians are renowned throughout the region for being warm, friendly and hospitable...and as we've said, you'll smile too if you give this charming country a try.

The more we learnt about Senegal, the more confident we are in our prediction that it will see a dramatic increase in UK visitor numbers within the next three years. That's due to the fact that this less-visited West African gem has a wealth of tourism attractions to offer. Located on the most westerly point of mainland Africa, Senegal has somehow been overlooked by most UK travellers. With a 6-ish hour flight time and such reliably warm weather, you might have expected it to flourish as a fly-and-flop beach destination for winter sunseekers, inline with the country it geographically surrounds, The Gambia. Of course, The Gambia has one possible advantage for UK travellers over its larger neighbour...whilst Senegal is francophone, The Gambia is anglophone, allowing us 'lazy' Brits to feel more at home, by speaking our own language. But one could argue that with the locals speaking French, it gives the destination something of an air of sophistication (ignoring the fact that many Senegalese are fairly fluent in English as well now, anyway!) For those wanting to add a little of the exotic to a beach holiday, Senegal’s colours, sounds, tastes, culture, scenery and general environment create a rich and vibrant tapestry, with so much appeal for the modern traveller. Escaping the stunning sandy coastline, more adventurous travellers will encounter a wealth of experiences. A great example would be the fluorescent Lake Retba, a mile long body of water glowing with a strange tint of pink. Further north is the sacred Muslim town of Touba, providing a dazzling opportunity to see the rich culture of Islam in the region. An undoubted highlight is the Grand Mosque (or Magal), whose striking architecture dominates the Touba skyline. The Ferlo desert is home to the Fulani people, who live across the West African savannah. Hugely photogenic and charismatic, this semi-nomadic tribe has a unique culture based around their livestock. Their festivals and celebrations are truly eye-catching. And like all of West Africa, the rhythm of life closely follows the beat of music, even in everyday life. You’re never far from authentic local musicians, which encourages plenty of song and dance. Or what about the wildlife in Bandia Game Reserve? In recent years there have been successful reintroductions of numerous native species. In the reserve you’re now able to see (and hear) buffalo, antelope, monkeys, white rhinos, giraffes, zebras, ostriches, crocodiles and even chimpanzees. It is also a great location for bird enthusiasts. Of historical interest, Sine Ngayene has over a thousand carved stones arranged into fifty two circles, dating back to between 700 and 1350 AD, now recognised by UNESCO as a World Heritage Site. Sadly, many of these fabulous attractions are relatively unknown to most British travellers. A past reliance on sun seekers has meant these messages have not reached the attention of those willing to go beyond the beach. But we feel sure that once they are made aware, they will flock in their thousands. Access has also been made all the easier with increased flights by the likes of Tui, whilst the development of more upmarket properties is only adding to the appeal. We christened the country, "Sensational Senegal" ....are many more about to agree? If you'd like to discuss this further, please do contact Tim Henshall, via tim@kamageo.com Kamageo is a UK-based tourism marketing agency, dedicated to Africa. With 20 years experience, we are experts at assessing tourism offerings and consumer segmentation, as well as implementing highly effective marketing communications. Kamageo has already helped significantly increase visitor numbers to a dozen African destinations.

Whilst most destinations are able to ascertain what draws most international travellers to their shores, the task in Madagascar, in Kamageo's opinion, is very different. Different nationalities want differing things from this unique island destination. With a tongue placed firmly in our cheeks and working to stereotypes, we believe the following segments apply : As a former French colony, the island still attracts larger numbers of visitors from FRANCE. Madagascar's appeal is enhanced by being Francophone, the quality of the locally made croissant and the availability of Le Figaro each morning, in charming chateau-style hotels (not quite Benidorm with it English-speaking, all day cooked breakfasts and The Sun newspaper, but you know what we mean). The ITALIAN visitors who arrive in their thousands in the summer, disembark from cruise ships and are therefore focused on the coastline and Madagascar's delightful beaches. Excursions are the key ingredient for the cruisers, although their ability to move inland is obvious restricted by timeframes. Most visitors from THE BENELUX seem to appreciate the island's widely available low-cost accommodation, to combine with what they views as a perfect mix of wildlife, hugely varied landscapes, the pot-pourri of different cultures, and quality beaches to chill-out. Meanwhile, UK travellers are invariably drawn specifically by Madagscar's unique flora and fauna. Kamageo has widely quoted the priority list as "Lemurs, Lemurs, Chameleons and Lemurs". Whilst this is obviously hugely simplified it does capture the essence of the island's attraction for UK tourists. The "island continent" concept is well received, allowing visitors to experience so many different landscapes (especially the spiny forest and the awesome baobab trees) and the various cultures. Increasingly, UK travellers are beginning to see Madagascar as a potential Indian Ocean option, largely driven by the arrival of an increasing number of high-end beach properties. This allows Madagascar to potentially compete with the likes of Mauritius, Seychelles and even, The Maldives - either as a stand-alone, or as with Zanibar and Tanzania, a beach add-on following a traditional Southern African safari. Air access will obviously drive this opportunity. These differing criteria leads to difficulties in adopting a universal approach to destination marketing, which is obvious more cost effective. But Kamageo believes the island must use different messages in different markets We believe Madagascar offers huge potential. Its desirability scores sky rocket when unprompted research switches to prompted, which suggests that it is a question of top-of-mindness that needs addressing, more than awareness. If you'd like to discuss this further, please do contact Tim Henshall, via tim@kamageo.com Kamageo is a UK-based tourism marketing agency, dedicated to Africa. With 20 years experience, we are experts at assessing tourism offerings and consumer segmentation, as well as implementing highly effective marketing communications. Kamageo has already helped significantly increase visitor numbers to a dozen African destinations.

It’s a popular quiz question around the world, “Where are Victoria Falls?” Yet incredibly, few UK consumers seem to be able to answer correctly. Our most recent consumer survey – conducted amongst travellers who have all flown long-haul - gave Kenya (32%) and South Africa (30%) as the two most popular answers. Yet as we know, the two correct countries are Zambia (16%) and Zimbabwe (13%). Less than 30% of those surveyed knew either of the correct answers. Yet in that same survey (and countless earlier polls), those same people voted their number one tourism attraction in Africa as those same awe-inspiring waterfalls. This makes it even more astonishing that consumers don't accurately know where to find them. Even knowing their correct location only opens up other issues for debate, such as ... 1. Which country has most of the Falls? ...Factually speaking, more of the Falls are located in Zambia, but I'm not sure that makes a huge difference to the traveller. 2. Which side offers the best views?.....The superior viewing experience varies enormously by season, with spectacular views provided by both sides at different parts of the year (so I’d always recommend seeing them from above in a helicopter, as well, regardless of when you are there!) 3. But perhaps the key question for tourism marketers, which country markets the Falls best?...I’d say its a low-scoring draw. In the battle of the Z’s, Zimbabawe has one huge advantage – the town on its side of the falls is handily called Victoria Falls, whilst Zambian's equivalent is Livingstone. Named in honour of the explorer David Livingstone, who “discovered” the falls in 1855, this provides the town no obvious geographical tie-in to the Falls. Zimbabwe also sensibly called its newly opened state-of-the-art airport, Victoria Falls International, thereby staking another ownership claim. Back in the nineteenth century, Livingstone dedicated the Falls to his monarch, Queen Victoria, despite the local population being more than happy to retain their original name – Mosi-oa-Tunya (the smoke that thunders). I sense that in time, the 'woke' clamour to return to this name might increase, but I predict that the world at large will call them Victoria (or Vic) Falls for a long time to come. There is even a suggestion that the two conurbations should be renamed : Victoria Falls South-town and Victoria Falls North-town. A great idea, but personally I can't see the Zimbabwean’s agreeing to that one. Note that this Google map gives no mention of Livingstone. My answer regarding marketing supremacy also comes with a caveat. I’d say that Victoria Falls is actually “available for ownership”, with the country that loudly promotes the fact that they play host to this most impressive of natural wonders would gain global accreditation. Tanzania infamously included gorillas into their visual presentation at Indaba, and why not? It's only a quick charter flight from the Serengeti to Uganda or Rwanda! A sizeable marketing campaign by either Zambia or Zimbabwe would allow them to lay claim to being the home of Victoria Falls (without in any way misleading the public, or stealing anything more than limelight from the other). Yet even ‘ownership’ of the Falls is not a guaranteed route to tourism success. Imagine for a moment, a world in which all tourists believed Victoria Falls were located solely in Zambia and nowhere else. That would inevitably lead to add Zambia being added to many travellers’ bucket lists. But we know that for most visitors to safari Africa, their primary driver is to have exceptional wildlife experiences, with the opportunity to visit the Falls as an incredible must-do 'add-on', not vice versa. Would the easy accessibility and comparative fame of parks like Chobe (and the Okavango Delta) in Botswana or Hwange in Zimbabwe mean that they would capture the lion’s share of the travellers’ time, with international visitors spending just couple of days in Zambia solely to see the Falls? Whilst the magnificent South Luangwa is a huge draw for 'those in the know', its lack of international fame potentially holds Zambia back. Kafue (which I personally love) doesn't currently have the game reputation of the other parks, whilst the Lower Zambezi is too often deemed complicated to get to (from Livingstone). Misperception of Zambia’s tourism offering is a sadly reoccurring theme. Kamageo’s view is that Zambia must position itself as the premium authentic wildlife destination in the whole of Southern Africa, and that it also happens to be home to the unmissable Victoria Falls. This is a difficult task without sizeable budgets, as well as a difficult balancing act with messaging....but achievable all the same. If you'd like to discuss this further, please do contact Tim Henshall, via tim@kamageo.com Kamageo is a UK-based tourism marketing agency, dedicated to Africa. With 20 years experience, we are experts at assessing tourism offerings and consumer segmentation, as well as implementing highly effective marketing communications. Kamageo has already helped significantly increase visitor numbers to a dozen African destinations.