WHOEVER in Uganda coined the phrase “Tourism is everybody’s business” meant very well and should be explained better.
Tourism IS everybody’s business, in any nation that values the business of tourism.
We, all of us and everybody, plug into tourism both as beneficiaries and contributors to the business in more ways than most people actually recognise, and if we all stopped to think about it starting this World Tourism Day then we would all be the better for it.
Follow the path of Mr. & Mrs. Joe and Mary Tourist, from a foreign country of your choosing.
Before they actually make their holiday plans and decide on a country to visit, they are most likely going to do a little bit of research on the countries on the list. Regardless of what their passion is – be it walking with gorillas, trotting alongside chimpanzees, whitewater rafting, zip-lining in the Mabira, eating muchomo and Rolleggs, or going on game-heavy drives, they will want to check which country has the best offers.
The offers they will google for will not only be activity related but the additional things as well – security, hospitality and friendliness, efficiency, the general atmosphere and so on and so forth.
They will not restrict their google search to what the governments or politicians or hotels and restaurants say, but they will also check what the bloggers post and the tweeps from the different countries say, as well as what other people say about Ugandans in general.
That’s the ‘Word of Mouth’ element.
Their source of tourism information will also include ‘everybody’, as ‘everybody’ will have operated as country marketing and public relations officer by way of what they say about the country.
After the bookings are done, Mr. & Mrs. Joe and Mary Tourist head over to the country and arrive at the airport or border crossing point. Of course the people that they interact with are principally the government and commercial officials that handle their transportation and other things, but there are other aspects of their arrival into the country that ‘everybody’ has an input into.
See, the ordinary travellers in the various queues and in the same general area as our tourists form part of the pleasurable (or otherwise) experience that the tourists enjoy. I’ve been to countries where I’ve seen people turn their faces to the side and spitting heavy amounts of disgusting material onto the floor, with no-one batting an eyelid. I mentally began preparing to cut short that particular trip right there as soon as it had began, just because of that experience.
When the officials at these various desks are polite and courteous Joe and Mary Tourist will not be surprised because they expect them to be so – they are being paid and have been trained to be this way. When the ordinary people milling about them are also polite and courteous then our tourist couple will be writing blog posts, tweets and WhatsApp messages back home saying, “This place is great!”
Meanwhile, those polite and courteous everyday people that smile at Joe and Mary Tourist with no ulterior motive have no idea that their demeanour is marketing Uganda much more than a paid television campaign probably would.
And, in most cases, they do not realise that their unintentional efforts get rewarded directly by way of Joe and Mary Tourist spending money.
First, the bookings they make always attract a certain amount of taxation that goes into the coffers that the government collects from to build roads, fund schools and hospitals, and spend on other essentials such as defence and security.
Then, when Joe and Mary Tourist buy a cup of freshly ground Ugandan coffee on arrival at Entebbe International airport, or pork ribs at a stop en route from Entebbe to Kampala, or take a taste at a roadside market of their first washed and massive fresh and organic fruits and vegetables grown right here in Uganda, the money they spend goes straight into the economy, having originated from whatever country they flew in from.
Plus, everything they consume and purchase is in most cases grown or manufactured or processed by locals who find themselves earning a living because Joe and Mary Tourist have chosen to visit Uganda,
That is very different from the money you and I spend while we go about life in Uganda, because all we are doing is re-distributing the wealth that is already within the economy. A thousand Uganda Shillings in my pocket right now at my typing desk in Kahangwe, Hoima may go to the receptionist at Shiyaya Tours & Travel to pay for something there but that doesn’t change the amount of money in circulation within the Ugandan economy. But when Joe and Mary Tourist bring in a thousand Uganda Shillings from their country of origin they are increasing the amount of money in circulation inside the Ugandan economy.
Besides the amounts that we get to keep in our pockets as direct earnings from Mr. & Mrs. Joe and Mary Tourist, a certain portion of the money they spend goes into the coffers of the government because the various bits of that money are taxed by way of VAT and other commercial taxes levied on all these items – from the drinks and eats they consume to the crafts they buy and the fuel used to convey them from place to place.
So the beneficiary of tourism is not just the commercial entities engaged in tourism and the people employed directly by the sector.
Understanding this chain of benefits from the tourist to the ordinary Ugandan is an essential part of the efforts of the Competitiveness Enterprise and Development Project (CEDP) intervention in tourism.
Creating this understanding among ordinary Ugandans will better gear us to directly identifying what opportunities are available to us as a result of increased tourism, as well as how we can directly contribute to that increased tourism.
The World Bank alongside CEDP, has invested US$1.5million in hiring three PR and Marketing firms to promote Uganda as a tourism destination – specifically in the UK and Northern Ireland, Germany and parts of Europe, and the United States of America.
The efforts of these PR and Marketing firms will result in increased numbers that must be met with increased production and servicing across the industry – right from the additional mouths to feed to the need for much higher quality products – accommodation, transport, activities and more.
The performance indicators for the CEDP initiative are an increase of tourists to 1,500,000 (one million five hundred thousand) international visitors into Uganda, up from 945,000 in 2010 and 1,206,000 in 2013.
As those PR and Marketing firms go about doing their promotion and representation of Uganda abroad, we – the private sector – should be finding out what else Joe and Mary Tourist might be interested in, so we offer it to them almost intuitively and have them saying the right things about Uganda to their friends and relatives and perpetuating the Word of Mouth cycle.
Because Joe and Mary Tourist, once they have visited Uganda, will join the team ‘Marketing Uganda.
You see, Tourism is everybody’s business – including the tourists themselves.