The future of tourism in Africa – keeping more tourism spend in destinations for sustainable tourism development through digitalised marketing

Authored by: Thomas Muller

Routledge Handbook of Tourism in Africa

Print publication date:  November  2020
Online publication date:  November  2020

Print ISBN: 9781138496088
eBook ISBN: 9781351022545
Adobe ISBN:


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The global travel, tourism and hospitality industry is changing at an ever-fast pace. The internet has completely transformed the way people book travel experiences. Many new market players, business models and value chains have surfaced, thanks to thousands of new digital systems apps and platforms. Yet many disruptor startups retain most of the profits, costing the little guy 60–80% of their profit. The future of tourism – especially tourism in Africa – depends on yet another shift: one that keeps more tourism spend in destinations for sustainable tourism development.

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