Culture and Tourism in Independent Africa

Course Description

The course introduces students to culture and tourism as vital assets in the heritage

of African communities. To this end emphasis is placed on the inter-relationships

of culture and tourism, historical sites, parks and monuments, festivals, trade,

indigenous technologies, arts and craft production, eco-tourism, etc.

Course Outline

1. What is Culture/Tourism?

2. Culture, Tourism and the Environment (Eco-tourism)

3. “Soft” Culture and its Tourism Potential: Nollywood, Cinema, etc.

4. Gender, Culture and Tourism (E.g. Commercial Sex Activities and Tourism

in Africa)

5. Festivals and Tourism

6. Socioeconomic Importance of Tourism in Africa

Recommended Books

K.C. Nwoko and O.M. Osiki (eds.). Dynamics of Culture and Tourism in Africa.

Perspectives on Africa’s Development in the 21st Century. Ogun State: Babcock

University, 2015.

H.B. Harunah, Nigeria’s Defunct Slave Ports: Their Cultural Legacies and

Touristic Value. Lagos: First Academic Publishers, 2000.

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What is Culture/Tourism?

Conceptualising Culture

Culture is the totality of the way of life evolved by a people in their attempts to

meet the challenge of living in their environment. It can also be seen as the social

behaviour and norms found in human societies. Indeed, it is considered a central

concept in history, anthropology, sociology and so on and thus encompasses the

range of phenomena that are transmitted through social learning in human

societies.

Indeed, scholars have given different but detailed definitions of culture.

However, we can consider the definition given by Thurstan Shaw, which describes

culture as “a way of life, the mental outlook and the characteristic artifacts

produced by a fairly homogenous group of people over a limited period.” Culture

can also be seen as developments in art, architecture, music, dance, literature,

fashion, cuisine, etc. In fact, culture is what gives order and meaning to the

linguistic, social, economic, political, aesthetic, religious and philosophical modes

and organization of a people, nation or ethnic group. It is the hallmark of the

distinction as well as the connection between one group and another.

Types of Culture

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Material Culture: This encompasses those concrete objects made by people that

can enable them master or control their environment. This includes weapons, tools,

dwelling sites, houses, household ware, clothing, pottery, and others.

Non-Material/Intangible Culture: This may refer to non-material cultural creations

such as ideas, societal institutions, religious ideas, political and economic ideas and

others developed by people that can be expressed in concrete terms.

Tourism

Tourism is the activities of people traveling to and staying in places outside their

usual environment for leisure, business or other purposes for not more than one

consecutive year. It is an important part of culture (social and economic) of a

people. It encompasses the commercial organization and operation of holidays and

visits to places of interest. In other words, tourism encourages the art and practice

of spending holidays and other forms of vacations, which could include touring or

travelling from one place to another for pleasure.

Significance between Culture and Tourism

A significant aspect of the discussion on culture and tourism is to emphasize the

nature of the relationship or interconnectedness that exists between culture and

tourism. Culture and tourism have a symbiotic relationship with each other.

Indeed, culture is related to tourism in the sense that the culture of a people

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generates the tangible materials (or material culture), such as the artifacts

(artefacts), monuments, historical sites, and other preserved elements in our natural

environment, which tourists are encouraged to visit and appreciate.

Naturally, culture comes first before tourism. Hence, tourism is an offspring

of culture. Tourism is a dynamic and competitive industry that requires the ability

to adapt constantly to customers’ changing needs and desires, as the customer’s

satisfaction, safety and enjoyment are particularly the focus of tourism businesses.

Tourism encompasses:

Outbound Tourism

Outbound tourism involves the people going from their original community to

other areas, territories or countries. For example, going outside Africa for a holiday

is considered outbound tourism.

Inbound Tourism

Inbound tourism involves tourists coming from other places to Africa or into any

given area.

Domestic Tourism

Domestic tourism involves tourists who travel within their community, etc. for

pleasure and other related reasons.

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Tourism Sectors: These could include: Transport industry, hotels and hospitality,

tour guide (e.g. a person employed to show tourists around places of interest; is a

person employed by a travel company to assist people who are on vacation), arts

and craft, etc.

Culture, Tourism and the Environment (Eco-tourism)

Environment or Eco-tourism (or sustainable tourism) is the type of tourism that is

directed towards exotic, often threatened, natural environments, intended to

support conservation efforts and observe wildlife. It involves visiting fragile,

pristine, and relatively undisturbed natural areas to create awareness about them. It

can also be seen as a part of environmental conservation, and understanding what

the needs of the people in a particular place are. It can also be perceived from the

perspective of focusing on local cultures, wilderness adventures, volunteering,

personal growth and learning new ways to live on our vulnerable planet.

The natural heritage of a people is a component of their overall cultural

heritage. Natural and environmental resource endowments are some of the socially

and economically options in launching Africa. Africa has in abundance diversity of

environmental or eco-culture such as flora and fauna, forests, mountains, rivers,

wildlife sites, and others which remain a selling point for the continent. In the past,

the underutilization of Africa’s eco-tourism resources in creating wealth and

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opportunities for its people has been one of the problems affecting the

development of the continent.

Some of the ecotourism sites in Africa include: Obudu Cattle Ranch,

Serengeti National Park, Tanzania, The Rainforests of the Atsinanana,

Madagascar, Volcano National Park, Rwanda, Masai Mara Wildlife Reserve,

Kenya, Chobe National Park, Botswana, Loango National Park, Gabon, Kalahari

Gemsbok National Park, Namibia/Botswana, Kruger National Park, South Africa,

Virunga National Park, Congo, Waza National Park, Cameroon. In some of these

parks, one can easily see Africa's big game/animals such as lions, elephants,

cheetahs, and other animals such as giraffes, ostrich, antelopes, etc.

Importance of Ecotourism

1. Preservation of the environment (biodiversity, etc.)

2. Creation of job opportunities for local communities

3. A viable and sustainable aspect of tourism

4. Provision of education to tourists

5. Creation of opportunities for developing countries in terms of comparative

advantage

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“Soft” Culture and its Tourism Potential: Nollywood, Cinema, etc.

Introduction

The culture of cinema has assisted the tourism industry in Africa and in other parts

of the world by serving as a type of leisure, pastime, education and enlightenment.

Indeed, the cinema culture is a kind of sophisticated behaviour that has continued

centuries after the development of the television and portable picture viewing

devices for the homes. From its centre of creation in the West, the cinema culture

spread to Africa during the period of colonialism and Christian missionary

activities. Therefore, cinema centres and houses were created in urban centres in

Africa to entertain and educate the people. However, this elevated culture suffered

a break during the 1980s following the adoption of the Structural Adjustment

Programme (SAP) in several African states. Interestingly, in the 1990s indigenous

African initiatives, with some external supports, led to the development of the

Nollywood (possibly the second largest in the world), and similar examples in

other African countries.

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The Tourism Potential of the African Film/Cinema/Movie Industry

First, the African movie/film/cinema industry such as the Nollywood, Ghallywood,

Kenywood and others have become a veritable window for the propagation of

African culture, philosophical values, history and society to the rest of the world.

Hence, tourists can be encouraged to visit Africa if there are centres like the Silver

Bird Cinemas and others where African films/movies are showcased or projected.

Second, African cinema can provide a veritable relaxation to tourists visiting

the continent. Indeed, the cinema as well as films and movies, has characteristics

that encourage relaxation to both locals and tourists.

Third, the African cinema industry will afford tourists the opportunity to

bond with their host communities where the cinema houses or centres are located.

Fourth, as a product of leisure, African cinema can serve as an avenue for

the dissemination of education about Africa to tourists visiting the continent.

Indeed, cinema culture can be an easier and faster direct way of learning.

Fifth, sometimes the cinema culture can serve as a means of cultural

exchange between Africans and tourists. Indeed, the cinema culture can create the

atmosphere for the exchange and collaboration of ideas between tourists and their

local community without necessarily maintaining physical contact.

Sixth, the cinema culture can be a faster way of assimilation for the tourists

in their home communities.

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 Seventh, the cinema culture can provide the necessary avenue and awareness

for socialisation and networking between tourists and their home communities.

Lastly, the cinema culture will help to generate the much needed fund for the

development of Africa.

Gender, Culture and Tourism (E.g. Commercial Sex Activities and Tourism

in Africa)

Introduction

Commercial sex activities (prostitution) involve the commercialisation and

commoditisation of sexual activities. However, they promote domestic and

international tourism because they have socioeconomic potential that can influence

the tourism industry in Africa. Interestingly, the issue of commercial sex activities

has a lot to do with gender relations as far as Africa is concerned. For instance, it

has been debated in some quarters that females seem to have dominated the sex

business in Africa while the cases of male involvement have been largely

unreported. Hence, the focus of this topic is on female involvement in commercial

sex activities in Africa and its potential to promote tourism in Africa.

The African Example of Commercial Sex Activities

While commercial sex activities or “erotic entertainment” is a global phenomenon

and a major part of the tourism industry, Africa has had her own share of the trade

during the pre-colonial, colonial and post-colonial periods.

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 Examples of the tradition of commercial sex behaviour(s) in Africa since the

pre-colonial period include: the tradition in Cameroon that allowed husbands the

right subject their wives’ sexuality to commercial venture and to profit from it.

Second, the Karuwai system among the Hausa that allowed commercial sex

workers to operate in secluded places, although some of them still embraced the

popular “how-much-you-go-pay” system. Third, in East Africa, there was the

Malaya system that allowed women to rent their apartments and be their own

managers. Fourth, there was the wazi-wazi (or “walking prostitutes,”) system in

Kenya, which allowed women to solicit in the streets and take clients to their hotel

rooms. Fifth, the Vedettes (or “free” or “independent” women) system allowed

women to be mistresses to wealthy Africans or tourists in their communities in

Central and Southern Africa.

Impact of Commercial Sex Activities on Tourism in Africa

First, it has been established that commercial sex activities benefit both individuals

and government and constitute an important aspect of the socio-cultural and

economic sectors. Indeed, the sex industry links the global village and can capture

the interplay of trans-African migration, commercial sex activities and tourism.

Africa has benefitted from this global business.

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 Second, commercial sex activities can assist tourists to have the feeling of

“home-away-from-home.” This has a way of attracting tourists and promoting

tourism in Africa.

Third, with respect to the women involved in the activities, commercial sex

activities afford women the opportunity to negotiate and occupy an important

position in power and gender relations in their communities as well as in their

relationship with the tourists or clients.

Fourth, commercial sex activities have to potential to encourage rural-urban

migration in Africa or vice versa. In that connection, the presence of tourists can

affect the direction of migration, while the business can offer women numerous

socioeconomic and political options with which to choose from.

Fifth, the services offered by commercial sex workers such as a whole series of

household tasks including preparing meals, serving drinks (beer and others),

laundry, ironing, and providing relaxation for their clients are important aspects of

the tourism industry.

Conclusion

In all, despite the negative perception and stigma associated with commercial sex

activities in Africa because of moral issues, they have continued to influence

tourism on the continent. Indeed, they have remained important segments of the

tourism industry in Africa and elsewhere in the world.

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 Festivals and Tourism

Introduction

Festivals can be seen as a periodically recurrent, social occasion in which members

of a community, united by ethnic, linguistic, religious, historical bonds, etc.

participate in well-planned activities. Global examples could include Rio de

Janeiro festival, Cannes festival, Montreal festival, etc. Festivals are connected

with tourism in the sense that they attract visitors from within and outside the

communities where they are performed. Indeed, festivals are an indispensable part

or aspect of the way of life of African people. They play an important role in

almost all segments of the people’s cultural life and worldview.

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 Several societies across the world have one form of celebration or another that

are related to festivals. Such celebration may bother on social, religious, political,

or economic activities that are connected with the life of the affected people.

Relevance of Festivals to Tourism

First, both the social functions and the symbolic meaning of festivals are closely

related to tourism because of the tendency for them to attract visitors or tourists.

Indeed, festivals represent occasions for merriment and celebration.

Second, festivals have the tendency to bring about meaningful interactions

between tourists and their host communities. This can bring about good fortune,

love and friendship between the communities of the tourists and the communities

where the festivals are held. Thus, apart from helping to boost economic activities,

festivals promote peace and help to cement bonds of friendship among

communities and societies.

Third, festivals represent good opportunities for people to be entertained. For

instance, during festivals, the guests or tourists may be entertained with food,

drinks and other related items.

Fourth, festivals can be used to generate funds for communities where they are

organised whenever they are performed. Besides, economically festive periods

have major effects on the local economy directly or indirectly. For example,

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tourists usually spend their money on local goods and services that have direct

economic impact on local businesses such as transport, hotels, restaurants, etc.

Fifth, festivals afford tourists the opportunity to learn and be educated about the

culture and tradition of their host communities such as cultural rites of passage,

birth ceremonies, circumcision, initiation ceremonies, marriage and funeral

ceremonies, remembrance rites, etc.

Sixth, festivals have a personality of their own that guides tourists to form

impressions of the areas and people they encounter during their visits. Thus, good

and colourful festivals have the tendency to attract tourists to the area over and

over again.

Conclusion

It is important to note that festivals help to promote tourism in any community.

However, in the process of marketing festivals to attract tourists, communities and

organisations must brand their products to reflect sincerity of purpose, excitement,

competence, sophistication, and diligence in planning. Besides, organisers of

festivals must note that the commercial relevance of festivals is boosted by proper

advertising, provision of souvenirs, and other related expectations. This is because

festivals are a special type of product that should be properly marketed and served

to tourists.

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Socioeconomic Importance of Tourism in Africa

Introduction

Tourism is important to the socioeconomic development of any given country or

community. Indeed, it can be a catalyst for the rapid social and economic development of

Africa. Obviously, tourism offers people the opportunity for meaningful vacations and

chill-outs as well as the avenue to uplift the livelihood of those in the communities that

are directly or indirectly related to tourism sites. Therefore, tourism has a lot of

importance for Africa due to its beautiful beaches, incredible hill forests and stations,

large mangrove forests, lakes, rivers, archaeological sites, historical architecture and

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memorials, resorts, wildlife of several kinds, flora and fauna, fabulous backwaters,

intricately designed festivals and other related institutions, and gorgeous heritage and

culture. Hence, the tourism industry can play a significant role in socio-economic

development, poverty alleviation, employment and foreign exchange.

Importance of Tourism

First, tourism can be an engine for inclusive growth and sustainable economic

development. Since the 1990s, tourism has increasingly contributed to Africa’s growth,

employment and trade. Besides, tourism can generate or create job opportunities in Africa

that will in turn develop the lifestyles of the people in the communities with tourism

potentials. These job opportunities can range from those available to tour (tourist) guides,

hotel operators, restaurant owners, petty traders, hawkers, engineers and technicians,

artisans, and so on. Besides, tourism is the fastest growing industry in the world and will

continue to play a vital role in the economic development of any country. That is why

many countries of the world survive upon the tourism sector. Hence, tourism can

contribute to the Gross Domestic Product (GDP) of African countries in no small ways.

Second, tourism can facilitate the creation of small and medium size/scale businesses

in communities where tourism sites are located. Indeed, the tourism business is

considered the speediest business industry in the world and can create employment

prospects and ideas that are very essential for the economic development of a country. As

mentioned above, tourism sites can attract diverse businesses such as small shops, banks,

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boat operators, artists, and so on. This can help to reduce poverty and develop human

resource and culture. It is reported that between 1995 and 2014, international tourist

arrivals to Africa grew by an average of 6 per cent per year and tourism export revenues,

9 per cent per year. The average total contribution of tourism to gross domestic product

(GDP) increased from $69 billion in 1995–1998 to $166 billion in 2011–2014, that is

from 6.8 per cent of GDP in Africa to 8.5percent of GDP. Furthermore, tourism generated

more than 21 million jobs on average in 2011–2014, which translates into 7.1 per cent of

all jobs in Africa. This means that over the period 2011–2014, the tourism industry was

supporting 1 out of every 14 jobs.

Third, through the development of tourism sites, the infrastructure of the affected

communities will also be developed as well. Some of these instances of physical

infrastructure may include airports, seaports, roads, markets, rural and urban

electrification, landscaping projects, and other related projects.

Fourth, in a situation where local tourism sites are developed to attract foreign

tourists, the tourism industry can serve as a major foreign exchange earner for African

countries and communities. For instance, tourism sites such as Lake Victoria, the Source

of the Nile River, the Source of River Niger, and Mount Kilimanjaro have been visited by

foreigners are exchange internationally exchangeable currencies such as the dollar, pound

sterling, Euro, Yuan (RMB), and others. This has a way of boosting the local and national

economies of affected communities and countries.

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 Fifth, tourism is a core sector of any economy and its development is a major

condition for the development of Africa in the 21st century. Therefore, the development of

tourism must be considered a driving force in any country. Interestingly, tourism itself is

merchandise or produce that should be properly coordinated and utilized.

Sixth, the tourism industry plays a vital role in culture and tradition of a people by

forming the socio-cultural development in the destination, education, progress, and peace

of the affected community. As a result, human values, behaviour, good lifestyle, etc. are

established through a properly managed tourism. For many developing countries like

those in Africa the tourism industry can work like "Life Blood" that will galvanise the

people. Moreover, tourism activities can help to facilitate and encourage the supply of joy

for people by bringing comfort and leisure opportunity closer to them. People know one

another, gather experience and make friends with people from different communities and

in the process create harmony that will cement their relationship.

Seventh, the quality of life can improve if the tourism industry in Africa is properly

run and managed. The development of tourism industry and the development of tourism

destinations are helpful for local people by creating small business opportunities and

forming many more options.

Eighth, the African Union’s Agenda 2063 and the Tourism Action Plan under its New

Partnership for Africa’s Development recognize tourism’s importance in driving Africa’s

socioeconomic development and structural transformation through job creation, in

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catalysing growth in other productive sectors and in fostering inclusion through the

participation of women and youth in the sector’s activities

Conclusion

Finally, we must note that proper practise of tourism will go a long way to create social

and economic prosperity that will help to transform Africa from a developing continent to

an advanced part of the globe. Therefore, in order to boost the social and economic

prosperity of African countries, there is the need to develop and sustain old and new

forms of tourism such as wildlife sites, sustainable tourism, ecotourism, geo-tourism,

green tourism, cultural tourism, and so on. All these tourism opportunities will impact

socio-economically on the welfare of local inhabitants, create new jobs and income,

facilitate employment, boost infrastructure development, improve lifestyle and livelihood

as well as facilitate the setup of petty businesses.

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