In world hospitality terms, Africa is the final frontier for rapid development and expansion, with staggering opportunities for development.
According to an African Development Bank estimate, Africa’s population has grown to over one billion since 2010, with the middle class now 350-million strong. It is this expanding segment of potential travellers that presents a major expansion opportunity for the hospitality industry.
But it’s not only local tourist numbers that are growing. In recent years, international travel to Africa has expanded immensely.
With this increase in visitor numbers, comes a proliferation of hotels, resorts, lodges and restaurants and the need to staff them with properly trained people filling all sorts with positions – from MDs to managers, in front of house, HR, marketing and PR professionals and more.
Says Marius Stols of The IIE’s School of Hospitality & Service Management: “There is a huge need in Africa for academically trained hospitality professionals, particularly when one considers that many executive positions in the African hospitality industry are not filled by those from the continent.”
While it is still possible to build a career in hospitality without a degree or diploma, increasingly employers are being more selective and recognise a degree as an indication of competence, signalling those students have learnt about and worked in the industry (through internships) and have the capability to contribute, learn and grow, often more rapidly than those without a degree. A bachelor’s degree provides students with knowledge, skills and abilities in most aspects of hospitality operations, on which they can build when they start working full-time. Graduates understand the inter-relationship and interdependencies between various functional areas. They also learn how to analyse and research workplace issues, solve problems, make decisions, and work in teams.
Says Sindile Xulu, CEO of TIA360 (Tourism Investment Africa), a platform to mobilise and stimulate investment in Africa’s tourism: “It is vital that Africa’s hospitality industry is supported and staffed by professionals from the continent because they are often more culturally aware and sensitive to the needs of local customers. They are also often the first point of introduction to their country for overseas guests, so they are better positioned to offer advice and demonstrate local hospitality.”
For more information visit www.iiehsm.com
