New Markets Investor

Q3 2015AAI CEO Amini KajunjuThe African continent boasts beautifulwhite sandy beaches, lush mountainsand savannahs, teeming wildlife parks,and a rich and diverse cultural heritage.Despite the global economic downturnand ensuing recession in many globalregions, the World Bank has estimatedthat the number of tourists visiting Africarose by 300% between 1990 and 2012. Asone of the fastest-growing sectors of theworld economy, tourism has the potentialto bolster economic development andsocial advancement in African countries.The benefits of a robust tourism industryare clear: tourism can create well-needed,stable jobs and fuel economic growth inAfrica.Today, Africa’s tourism industry directlyemploys about 8.2 million people. Thisrepresents 5.3% of the workforce inNorth Africa and 2.4% of the workforcein Sub-Saharan Africa. The tourismindustry could potentially add 3.8 millionjobs over the next 10 years in Sub-SaharanAfrica, the World Bank estimates.Building a skilled top-notch workforceis critical for the sustainability of Africa’stourism industry. Many jobs in the tourismindustry require mid-level servicesector skills, yet personnel with skillsat the managerial level are considerablylagging in most African countries.The McKinley Global Institute’s Africaat Work report cites that some 40% ofAfrican workers have attained some secondaryeducation. That figure is expectedto rise to 48% by 2020.The tourism industry couldpotentially add 3.8 millionjobs over the next 10 years inSub-Saharan AfricaNonetheless, current low education levels,together with a lack of solid businessskills and lack of experience in tourism,are key constraints for Africans seekingupper and middle management jobs inthe tourist industry. Advanced educationand professional development trainingprograms are needed more than ever.For African talent to fill the ranks ofupper and middle management in largecorporations or medium sized enterprises,specialized training programs mustbe developed and scaled up in managementareas such as hotels administration,catering services, finance, and humanresources.Understanding visitors’ needs andexpectations and improving customerservice are essential skills-sets to boostAfrican tourism. Vocational training forentry-level positions can provide skillsin improving front desk management,reception, maintenance, housekeeping,food service, and food preparation.Increased regional and internationalinvestment in the tourism sector canaccelerate economic growth, and triggerinfrastructure improvements and reformin African nations. Tourism can create200 full-time formal jobs for each USD250,000 invested, compared to 100 stablejobs in the resources sector, the McKinleyGlobal Institute report indicated.Yet, the private sector alone cannot expandthe tourism sector without formingpartnerships with African governments.New Markets Investor76Governments must develop an investmentstrategy for sustainable growthby creating conditions and an enablingenvironment for private sector activityto flourish. Public investment in educationand training, infrastructure, powerand transportation will go a long way inbuilding a sustainable tourism sector.For more than 60 years, the organizationthat I lead, The Africa-America Institute(AAI), has been dedicated to strengtheninghuman capacity in Africa andpromoting the continent’s developmentthrough higher education and skillstraining, convening activities, partnerengagement and research.AAI’s short- and long-term managerialand professional development trainingprograms are equipping African professionalswith the required workforce skillsand tools to effectively take on leadershippositions in nongovernmental organizationsand small- and medium-sizedbusinesses.We are identifying ways to expandour world-class training programs bypartnering with Africa’s tourism sectorto increase the number of well-qualifiedAfricans in management positions andtrain the next generation of Africans tobecome owners and managers of privatesector tourism enterprises.Amini KajunjuCEO Africa-America Institutewww.aaionline.org