Tourism Industry Development

CASE STUDY

Growing the tourism industry in East Africa

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Botho leveraged its expertise in the cultural and creative industries to support an East African government with efforts to promote the growth of tourism around meetings, incentives, conferences and exhibitions (MICE). According to the World Travel & Tourism Council, the travel and tourism industry globally is worth an estimated US$7 trillion, of which Africa represents a marginal share.

To spur the growth of this sector, Botho engaged local and international industry stakeholders to devise a strategy to position the country for increased MICE-related tourism.

In order to establish a baseline for gaps and opportunities, Botho engaged the local industry in a mix of interviews and focus groups on the ground.

The Botho team subsequently ran a design sprint convening major stakeholders in the public and private sectors at the local and international levels. In less than two days, we developed a preliminary project plan for a pan-African cultural and arts festival that would help cement the country’s reputation as the region’s go-to MICE destination. This was presented to a panel of key public and private sector representatives. 

Botho is subsequently helping the client implement this project on a turnkey basis.