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for a one-fits all approach. However, on the flip side is the tendency for countries to exploit the known and tried approaches. For instance a quick look at various National Tourism Boards shows tourism marketing initiatives exhibit some common elements. For instance, the collage below shows screenshots from different countries in Africa. Seems one can interchange the names, and will still pass. (Can we get better images?) Wildlife is a common theme - implying Safari can soon be a common offer, no longer a competitive advantage. Destinations such as Cameroon and even Sudan can place a Safari advert just as players like Kenya or Tanzania would. Other Africa countries have also taken their communication to international broadcasters, competing for that share of voice with other global destinations. ‘Open to everyone’ comes the line from Equatorial Guinea just before a ‘Malaysia truly Asia’ ad on CNN. As the countries within the continent open to the new possibilities, the pie will expand, but will also become more competitive. Technology is making it easier and faster to reach both the local and global audience. In other words, local brands and offering will face greater scrutiny, but at the same time have new markets. It is time therefore to develop unique propositions. The above example on wildlife offering just highlights that need. This will run across other sectors/ categories. As we look out for larger intra- Africa markets, let us also consider the competitive aspects that will emerge. Kenya has the unique offer - the welcome home (karibu nyumbani) would be something to run with. It has a historical element, has a hospitable view, practical at both local and international levels, and is believable. With a proper execution, it is a line one can paint on the runway to welcome global visitors, just as neighbours in a local village would welcome each other over a cup of tea. The emerging Africa market space will indeed require a glocal approach. Isaac is a marketing research consultant within the Africa and Middle East region. You can reach him on this and related issue via email at: [email protected] or on Twitter @IsaacTN.