Kampala - Africa needs to develop high-end destinations and target specific markets to fully tap its tourism potential like Rwanda has done, a Japanese diplomat said at a business forum in Uganda.
"Most African governments don't know what markets they are looking at. Just having mountains and springs doesn't attract people from Japan," Asako Okai, Director of the Second Africa Division at Japan's foreign ministry, told AFP on Tuesday at the close of the fifth Africa-Asia business forum.
"What is very important is having a marketing strategy based on careful analysis of the preferences of possible incoming travellers," she said.
"At this point, African nations might not have such a strategy. They just say, 'why not come?'," she added.
Okai explained that only 25 000 Japanese tourists visit sub-Saharan Africa each year, compared to 2,5 million to Europe annually.
"Rwanda is very organised. They are targeting the high-end market only. Their strategy is very clear and they align the private sector to their strategy," Okai said, adding that she did not see the same focus elsewhere.
At the summit, attended by representatives from 20 African and six Asian nations, speakers said all African countries should aim to capitalise on the upcoming 2010 football World Cup to be held in South Africa.
"The event will provide an opportunity to sensitise tourists about the continent as a whole," the summit's final communique said, adding it should be used to "improve the image of Africa." - Sapa-AFP