Experts in the tourism sector urge that conventional sea-sun-sand tourism or cultural tourism where tourists see things does not satisfy them anymore. Thus,new form of tourism, that meets the new demand and known as creative tourism, has emerged.
Accordingly, in major cities such as Barcelona, Paris, and Rome, creative tourism is now being developed as an alternative to mass cultural tourism. Creative tourism is experience-based and educational tourism, which makes tourists live like locals, interact with locals, see their way of living, take part in it, and learn.
Therefore, countries are now exploring more about the newly emerged creative tourism to attract more tourists and generate a tangible income from the sector.
In 2006, UNESCО determined creative tourism as “travel directed toward an engaged and authentic experience, with participative learning in the arts, heritage, or special character of a given place; and it provides a connection with those who reside in this place and create this living culture.”
Thus, creative tourism is considered the new generation of tourism, characterized by co-creating authentic experiences between locals and tourists.This new way of discovering, the genuine culture by experiencing it with the locals, has been growing for the last decade. The creative arts sector can also contribute to tourism in a number of ways, including; enriching the visitor experience through integrating the tourists with locals, promoting sustainable tourism, and developing new demand, among others.
In addition, the cultural landscape of the destination including festivals, cultural routes, museums, and cultural heritage could be re-created to have an interactive role and provide better and more engaging experiences co-created between the visitors and the local population.
Recently, the Africa Celebrates 2024 event was held at the African Hall in Addis Ababa with the participation of numerous African actors and other stakeholders in the cultural sector.
Accordingly, the Africa Celebrates is an annual event designed to support the development and prosperity of the continent by connecting Africa through education, art, culture, and technology.
At the event, Africans are urged to adequately use the potential of tourism for sustainable economic development and prosperity.
On the occasion,Ethiopia’s TourismMinister, SelamawitKassa said that Africa has a tourism potential that could enhance its economic growth and prosperity.
Stating that Ethiopia is an ancient country endowed with various historical heritages and unique cultures, she highlighted the significance of such continental events to showcase these attractions to African brothers and sisters.
There is huge potential for the African continent to be globally competent and a very unique destination that can ensure sustainable socioeconomic benefits, she indicated.
“Organizing events like this, Africa Celebrates, would indisputably enhance the visibility of Africa as a continent and Ethiopia as a host country showcasing our variant products, offering and setting a path to unleash untapped potential.”
‘Africa Celebrates’ is an opportunity to use Africa’s diverse culture, art, and creativity for the development and prosperity of the continent, the Minister added.
Tourism excels in its role in accelerating economic growth by strengthening people-to-people ties, Selamawit said noting that Africa has the potential to be competitive across the globe in the sector.
According to the Minister, Africa is a continent with unique and magnificent tourism destinations that can expedite its social and economic development, so platforms like Africa Celebrates are useful to promote these potentials to the world.
Historical and cultural heritages in Africa should be utilized as tourism attractions to realize a peaceful, united, and prosperous Africa, she urged.
As the birthplace of Pan-Africanism, Ethiopia is ready to tap the tourism potential through cooperation, the Minister affirmed.
“Ethiopia is a destination forMeetings, Incentives, Conferences and Exhibitions (MICE) tourism being a vibrant diplomatic center of Africa and Addis Ababa stands out as a classic destination for MICE.”
General Manager of Africa Celebrates, Lexi Mojo for his part said the African Celebrates is an annual event organized with the main objective of enhancing trade exchange and cultural ties among Africans to realize the continent’s prosperity.
The Director General of Pan African Trade and Industry Council, KiburGena on his part said that the creative art industry has a 2.5 trillion USD market and 50 million jobs worldwide.
However, he added that Africa currently spends less than 0.03 percent of its annual budget on creativity and arts, stressing the need for more attention.
Burundi’s Ambassador to Ethiopia WillineYamituwe underscored that Africans should strengthen their unity and mutual understanding in order to use their culture, history and heritage for economic development.
“Africa Celebrates is not just a festival; it is the world’s largest event showcasing Africa’s unity in diversity. We gathered here to share our cultures, arts, stories and most importantly our heritages,” the Ambassador pointed out.
The Africa Celebrates 2024 event was held focusing on promoting African art, culture, heritage, technology and business. Ambassadors of African countries, scholars of economics, elders, media professionals, tourism actors and others attended this important continental event.
What is more, creative tourism is a type of tourism that involves visitors participating in creative activities and learning experiences to connect with the local culture and people. Above all, it is a way for tourists to feel like part of the community and gain a more authentic experience.
In sum, linking the creative industries with tourism can boost demand, stimulate innovations in tourism experiences, revitalize tourism products, add atmosphere to destinations, and improve place image. Creative tourism was first defined in 2000 and it offers a new way of redesigning non-interactive mode of discovering cultural tourism.
BY TEWODROS KASSA
THE ETHIOPIAN HERALD FRIDAY 29 NOVEMBER 2024
