CBI Cultural tourism
CBI Africa asked 100% Zomer to conduct a compact peer-group research and organize a first brainstorm on the concept of “cultural tourism” and “ possible business opportunities and challenges” for Southern and East Africa. Besides that CBI asked 100% Zomer to prepare and host a creative interactive workshop with the management of the Africa program for their mid-term meeting.
When: September-February 2014
Who: CBI: Centre for expansion of exports from developing countries, Ministry of Economic Affairs NL
Why: One-in-four Europeans is strongly influenced by cultural factors when choosing a destination for their main holiday, making cultural tourism a significant segment. CBI is approached by organizations like tourism boards and East and South African entrepreneurs. They are looking for good and bad examples, ideas and concepts on cultural tourism in and outside Africa, especially in upcoming markets. They would like to turn their cultural heritage in a solid product offer for the local, regional and European market. Also taking into consideration important developments like the peer-to-peer and sharing economy, that has changed the demands and behavior of (western) tourists.
What: We invited 10 different experts to take part in the brainstorm. These professionals are known for their creative mind-set and broad (related to) tourism experience. They were all chosen from the 100% Zomer network.
Besides that CBI asked 100% Zomer to prepare and host a creative interactive workshop with the management of the Africa program for their mid-term meeting. CBI is mostly active in Zambia, Kenya, Tanzania and Madagascar.
Results:
- The information was collected through a compact research, interviews and a brainstorm with peer-group 12 partners in East and Southern Africa and the Netherlands. The peer-group existed of experienced entrepreneurs, professionals, and lecturers from and related to the tourism sector.
- The brainstorm led to insights on what is cultural tourism and what are the key good and bad examples of cultural tourism in East and Southern Africa or in other upcoming markets? Ethics, sustainability, CSR were part of the dialogue. What are the key advantages and disadvantages of these cultural tourism destinations and products? What key cultural products and services can the participants of the brainstorm come up with to inspire East and South African entrepreneurs and tourism boards? The focus was both on the development of products for the local and regional tourism market and the European market
- The compact peer-group research and the outcome of the brainstorm was developed into an inspiration sheet for all tourism experts in and connected to the CBI. The main purpose of this inspiration sheet is to provide on the one hand inspiration to entrepreneurs, tourism boards and other stakeholders. Besides that the information serves as a handle for renewal and innovation. Which can be applied in the existing and near future policy and the product and services mix in cultural tourism East and Southern Africa. This sheet is a first step into a longer process in which CBI, it’s partners and stakeholders have the opportunity to develop an ecosystem for the transformation of cultural tourism in East and Southern Africa.
- We have identified key European trends that have impact on the tourism sector supply and demand. These trends are supported by practical cases showing some good examples of culture tourism in Africa and around the world.
- Team CBI created a new ‘trend and business canvas’ for the program with the mindset of the CBI as if it were a social enterprise. Also the result chain was refined with the participants.
