CHINA AND AFRICAN TOURISM
A. China’s Tourism
The tourism industry is among the fastest growing economic sectors in China. In fact, the tourism industry by itself is recognized as multi-billion dollar and still progressing industry (2000). In China, tourism industry is among the major economic forces in the country as its enables growth and creation of job opportunities. The industry has employed over 1.8 million workers who were distributed within 300,000 tourism establishments, totaling to revenue generation of more than 64 million yuan. From these records, tourism has indeed become one of the most competitive industries in China.
In China, tourism is also one the nation’s important economic source. People from all parts of the world visit the city in order to see its famous tourist spots and sites. In spite of the growing popularity of China as an urban tourist destination, certain business issues affect the influx of tourist and the revenue acquired from this industry. The problem on competition for example, is one of the growing concerns in the tourism industry of China (1979). In addition, customer satisfaction is one of the highly significant priorities in the business. Being the major source of tourism revenue, business owners in the industry are applying various strategies that will enhance the experience of visitors coming to the city.
China has been an ancient destination of many tourists from all over the world, who are very eager to see the city’s famed temples and monuments. During the early times however, a number of problems in tourism has been encountered by China. Pollution, overcrowding and poor infrastructure are among the city’s major concerns that destroyed its image among tourists.
When China successfully won the bidding to host the Olympic Games in 2008, the social amenities and infrastructure in the country have gone through significant changes. Funds and financial support from both other stated and the European Union have made it possible for the nation to establish new airports and Olympic playing stadiums. The Metro system was also expanded massively. Private investments also led to the great expansion of hotels and other tourist sites (2000).
It appears that most of China’s efforts for tourism development had led to great results based on the number of tourists that visit the city annually. Generally, China has been described as a country that is busier than ever. Yet, in spite of the crowd, the newly-built public transportation systems have been helpful in accommodating the great number of visitors that come to the city. Long waiting lines or overcrowded vehicles have been prevented during this time, benefiting both city residents and visitors. The energy perceived in the country is good and amazing. This perhaps is attributable to the fact that every tourist that visits the country feels that they are part of an important international event; hence, every person encountered is genuinely happy to be in Athens ( 1999).
AFRICAN TOURISM
Indian Tourism is as richly potent as Chinese Tourism due to its wide variety of climate as well as land terrain ranging “from beaches to mountain ranges” and not to mention its rich sense of culture and history celebrated through its holidays which may be enjoyed by Tourists through “Cultural trips, adventured breaks, rural and eco-tourism holidays”. The variety does not stop there as Africa boasts several languages, cultures and foods that is partnered with cultural heritage through “buildings and monuments showing fine craftsmanship as well as the living arts of music, dance and handicrafts” although the tourism is considered to be still in its earlier stages no thanks to current political events ( 1993).
However, African tourism struggles to survive amidst the intense competition of global tourism especially for the dollar. “To stand alone is to invite disaster” This is (1994) warning. This has already implicated the necessity of a collective union and partnership such that Destination Marketing brings. Indeed, African countries are combining forces in order to prepare “a collective assault on this most lucrative of industries.” (1994).
Knowing the external factors that pose as challenges, Africa is more than ever in a critical position. (1998) asks the question of Africa’s ability to stand in such an industry that has a large growth potential and how potential may be maximised. Indeed tourism is still a large opportunity for growth. Heath has determined that it has every potential to become one of the world’s greatest destinations”. Heath observes that although “many of the strategic and operational pieces appear to be in place, insufficient focus on implementation has limited the return on investment and caused targets to be consistently missed.”
McLaren further adds that Africa lacks in the development of “ecotourism, cultural tourism, thematic tourism, the cruise market and adventure tourism” such that are unique and highly covered in the area. By using these characteristics as a means towards competitive positioning and target as well as demand marketing, Africa may be in the right track of its Destination Marketing.
In order for Africa to ride along the intensely competitive Tourism arena that is governed by both information and technology, there should be firstly a “cooperation and coordination of efforts” in the Tourism industry. True to the ideals of Destination Marketing, African countries need to look beyond its differences and instead build partnerships and relationships that would result to “strategic alliances…to jointly address issues of common interest and mutual benefit and to work together to enhance over all destination competitiveness” In this manner Africa may indeed be one of the world’s best destinations in the recent century for as long as it may maximise its potential, complete a combined vision and efforts in engaging into challenges. This will pedal them towards growth, development and marketing as well as competitive advantage.
RECOMMENDATIONS
The author without a doubt recommends China as the better tourist destination than Africa. Today’s China is a tourist destination of firsts and superlatives: the capital of the first industrial nation; the largest and richest urban agglomeration in the world; the first city with extensive mass suburbanization, to name but a few. It was also a city of contrasts which could be seen in the extremes of wealth and poverty; in dynamic, successful industries alongside declining ones; in people at leisure and those locked in the most menial drudgery; and in new architectural and civil engineering wonders next to acres of dilapidation.
Identifying such distinctive features and how they changed over time is at the heart of every perfect tourist destination. Yet, the characteristics of the beauty of China as a tourist destination cannot simply be described. There needs to be an explanation of how things came about and there is no shortage of explanations within the wide literature on China’s history. What is noticeable, however, is the remarkable transformation of the country as a powerhouse in tourism all over the world.
Credit:ivythesis.typepad.com
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