Opinion: Stop Selling Africa
Why tour operators need to market themselves not just the destination
An industry colleague once asked me a question that struck a nerve: How do we become the anchor of the story rather than just a footnote?
If youre a tour operator, youve likely wrestled with this too. You sponsor journalists, arrange influencer trips and curate breathtaking itineraries yet the spotlight always lands elsewhere on the destination, the lodges and the experiences. You? A facilitator, at best, in the footnote, which is the part no one reads.
Why does this happen? The answer is simpler than you think. Most tour operators arent actually marketing themselves theyre marketing Africa, their suppliers or experiences customers can book elsewhere.
Its time for a shift. If you want to stand out, stop selling the destination and start selling your role in transforming the journey.