Marketing Africa as a tourist destination in the United States: Nigeria, a case in point

Abstract

Since the independence of many African states, their tourism marketers have had difficulty formulating a dynamic strategy for marketing themselves as a tourist destination in the United States. At times, some African nations promoted wildlife tourism; at other times they promoted the benefits of the affluence acquired in more recent days. Very often they advertise outdoor recreation tourism, whereas other times they seek business tourism. These conflicting approaches depict a state of confusion in the selection of an appropriate national direction from the standpoint of the strengths and weaknesses of their tourism resources.

Citation

Uddin, Z. and Krohn, F.B. (1990), "Marketing Africa as a tourist destination in the United States: Nigeria, a case in point", The Tourist Review, Vol. 45 No. 3, pp. 7-11. https://doi.org/10.1108/eb058044