London — The 2009 World Travel Market (WTM) and Euromonitor International Global Trends Report, released yesterday said the global economic meltdown is taking a heavy toll on the travel and tourism industry, with business travel revenues down globally by 40 percent in July 2009 compared to the previous 12 months.

The report also said despite the global crisis, Africa has enjoyed one of the world's highest growth for inbound arrivals of three percent in 2008, fuelled by government tourism investment and improved quality standards, saying President Barack Obama's recent visit to Ghana not only put Africa under the international tourism spotlight but has also opened up the potential for African tourism revival among Africans living abroad.

The report, which was released at the 30th anniversary of the WTM, taking place in Excel, London, said the global financial crisis had also resulted in falling expenditure, lack of credit and rising unemployment causing what it described as a slump in confidence and demand in the travel and tourism industry.

The report also said global arrivals are expected to decline by eight percent, hotels by 16 percent and air sales by 14 percent, which it described as going from 'boom to bust', noting that with the volatile oil prices and fuel hedging costs, airlines fell massively into the red.

It said that IATA forcasts losses to reach US$11 billion in 2009. According to the report, a full tourism recovery to pre-crisis levels is not expected until 2013, with emerging economies set to lead the world out of recession.

The report said the onus is now on the travel industry to put sustainability at its heart to surving with the United Nations climate change conference coming up in December this year, noting that being ahead of the curve on carbon emissions is a smart way to engage with the new, rational consumer.

It said that root tourism which is largely unknown to many core markets can provide a huge boost to economic prosperity in Africa and to its local communities, noting that a great number of heritage attractions connected with the Transatlantic Slave Trade are in West African countries such as Ghana, Gambia and Senegal.

According to the report, root tourism enables Africa to re-brand itself by changing perceptions and projecting a positive image of thecontinent, adding that with Obama as an ideal role model, there is nobetter time to do this.

"An asset to the promotion of root tourism is the inreasing stability in countries such as Ghana. The country was the first to welcome President Obama on his first official trip to Africa." The internet has raised awareness of Africa and helped make the region more accessible.

The expansion of package holiday itineries to include countries such as Gambia has opened up a wider audience, adding that "Obama's election to the President of the United States has resulted in a surge of popularity for Kenya especially amongst African Americans wishing to visit his ancestral village Kogelo where his grandmother still lives."

It also said that the US is Africa's biggest source market where 41 million African Americans reside, growing in population by over one percent year-on-year and enjoying an average income of US$32,000.