Are operators doing enough to tap into domestic tourism?

There is this saying that if you have visited a place once before, there is no need to go back. Ever asked a friend if they would like to plan a trip with you to Lake Kivu and the answer is “I have been there before what else is there to see”? Then you understand the gist of this piece. It is an undisputable fact that domestic tourism in any country not only cushions the industry’s growth from fluctuation, but also ensures sustainable development of the country. In Rwanda, we applaud the efforts by the Government, through Rwanda Development Board, in encouraging domestic tourism through the “Tembera U Rwanda” campaign. However, in my opinion, it is now time for tour operators within the private sector to tap into the existing domestic market by creatively spurring the interest of locals to travel around the country, not only once but uncountable times. Rwanda’s tourism industry has been steadily growing over the years, and during the World Travel Awards Africa that took place in Kigali this October, the country was named the leading tourist destination in Africa. This achievement from an external outlook is great and tour operators will definitely find it easier to market the country as a leading leisure and luxury destination in the coming years. On the upside, we shall continue to see tourists from around the globe flocking into the country in larger numbers, but on the downside the domestic market may be on the sideline of marketing efforts. Of course there are other reasons that come into play when discussing the antecedents behind Rwandans not travelling locally as much, but it is also quite important that in addressing these issues, tour operators tailor their services towards a more long-term domestic oriented strategy. The question that should be at the back of every tourism stakeholder as we venture into 2018 therefore should be; how do we improve tourism loyalty among the local population? If I may suggest one way of finding this out, a smart tour operator could do an intensive survey to acquire a more homogenous perspective of the local industry. For example, experts in tourism marketing will agree that consumer loyalty depends on so many factors, including the different attractions in the country. It is not enough to know what tourists from UK or USA, one of the largest tourist markets for Rwanda, prefer or not prefer in their itinerary when booking a trip from them. It’s time to know the socio-demographics in Rwanda in terms of tourism appreciation and start attracting them. In conclusion, lets strive to better design marketing activities to improve competition among tour operators in Rwanda, in return this means more revenue for the economic stability of the country. The writer is the executive in charge of public relations and content development at Strategic Great Lakes-Rwanda @christineamira The views expressed in this article are of the author and do not necessarily represent those of The New Times.

Opinions

Are operators doing enough to tap into domestic tourism?