Writes: Christopher Gekonge

I have lived in America for two years as a scholar and researcher at Syracuse University.

I have interacted with Americans at various levels, including professionals in business, academia, religious leaders and ordinary people on the street. Because of the nature of my work — teaching and research — I have had many opportunities to engage with people in official and unofficial discussions regarding the competitiveness of American businesses in Africa, economics, politics and social issues.

I also keenly follow radio, TV, magazines and newspaper commentaries done professionally.

Other than Darfur, Somalia and issues of the blood diamonds in Liberia, Sierra Leone and Angola civil wars, you never get positive commentary on Africa.

The little that is reported often focuses on hunger, starvation, conflict and disease. Recently, I met an American couple as I entered a local restaurant. They asked me where I am from.

When I said Kenya, the man shot up and said: “Why are you killing yourselves in Darfur and Somalia, using children as soldiers?” I tried to explain that I come from Kenya and it is a peaceful country. The gentleman could not believe that though Darfur and Somalia border Kenya, they are not one and the same.

Americans erroneously believe that Africa is one large country, with pockets of civil unrest and killings, a country where disease and hunger are the order of the day. That is the perception of most Americans regardless of education and position.

Africans have to deal with the negative perceptions. African countries trying to isolate themselves to deal with the damaging perceptions do not succeed. America is a huge and sophisticated market Africa should exploit, particularly in tourism. But you cannot sell tourism successfully with negative perceptions hanging over you.

Africa has a competitive advantage and with 78 million American baby boomers, who are wealthy and are expected to retire in the next five to 10 years, travel and tourism will be their number one priority. Tourism is an intensively perception-influenced product. Americans are good tourists because they spend heavily and love to travel.

Africa cannot be competitive in IT and manufacturing. India and China will have a competitive advantage in the fields for a long time to come.

Africa, particularly eastern, southern and Central parts, has an edge in tourism. Furthermore, tourist products are income elastic and their demand will grow faster than the growth of world income.

Africa cannot exploit the advantages unless it changes negative perceptions. How can this be done? Africa should deal with the problem through the African Union.

A single country cannot succeed on its own. It needs a concerted Africa effort. As a matter of urgency, Africa must act together to deal with pockets of instability.

Africa, through the AU and Nepad, should sponsor publicity programmes and campaigns to promote the positive aspects of Africa, including attractive sites, cultural artefacts, economic development and improved governance and what Africa is doing to deal with disease and poverty.

The AU should engage media experts, in Africa and abroad, to promote the continent on radio, TV, newspapers and news magazines and encourage the media to promote positive images of Africa and highlight tourism destinations in various countries. The AU should also invite and engage US media personalities to cover annual conferences.

During the conferences, time should be set aside for pro-Africa promotion. The AU should have strong lobbyists in Washington and New York to promote Africa. The AU should sponsor country analyses in major magazines such as BusinessWeek, Newsweek, The Economist and Time.

About The Author: Christopher Gekonge is a scholar at Syracuse University, US