As Africa’s potential rises, GTA expands across continent with new appointments

After its successful presence at Arabian Travel Market, leading fully independent travel (FIT) wholesaler GTA is already looking forward to the opening of Africa’s top travel show, Indaba (11-14 May 2013). To help it double its business in Algeria and extend its presence across the continent, GTA has signed a new General Sales Agent (GSA) agreement with Air Plus Tourisme in the country.

• GTA signs General Sales Agreement with Air Plus Tourisme to extend its presence in Algeria and across Africa
• The partnership recognises Algeria’s increasing tourism potential as the travel industry profits from the rise of ‘Africa to Africa’ business
• Algeria’s energy revenues make it one of the richest nations on the continent
• Travel is increasingly accessible to its 38 million-strong, relatively well-educated population
• GTA also recently sealed a partnership with a new General Sales Agent for Nigeria, Tour Brokers

While GTA has served the needs of Algerian travel agents – and by extension consumers – for seven years through its representatives in neighbouring countries, the new GSA appointment recognises the country’s increasing tourism potential. The decision advances GTA’s strategy to grow where the future is in markets with rising consumer demand for domestic and outbound travel.

Rami Mashini, GTA’s Vice President of Sales for Middle East & Africa, says: “With trade from Tunisia and Libya already very strong and demand from Algeria steadily rising in the seven years we have been trading there, a new GSA based in Algeria is a natural extension of our footprint in the region and around the world. Air Plus Tourisme will help us help many more travel agents sell travel to consumers and double our business.”

Africa’s biggest country, Algeria is emerging strongly as an opportunity for tourism. It has grown more stable and prosperous thanks to energy revenues which make it one of the richest nations on the continent. That prosperity is helping GTA and its travel agent partners profit from the rise of ‘Africa to Africa’ business as travel becomes increasingly accessible to Algeria’s 38 million-strong, relatively well-educated population.

Samir Azzouz, Sales Manager for Air Plus Tourisme, says: “GTA has a great reputation in our country and is already familiar to many agencies. This is a very competitive market but we are already off to a great start as we look forward to representing GTA at SITEV, Algiers’ International Tourism Fair and reach out in other key cities. There is enormous potential in the market and we are pleased to be able to help GTA grow here.”

GTA also recently sealed a partnership with a new General Sales Agent for Nigeria – Tour Brokers – which is already returning significant dividends thanks to an increase in hotel openings last year. Radisson Blu, Four Points by Sheraton and Ibis were among those opening in Lagos while Hilton, Accor and IHG all have properties under construction or in the pipeline.

GTA’s network of GSAs gives it added advantage over its competitors. These local business partners provide GTA with accurate and powerful insights into consumer behaviour, preferences and travel habits.

Says Ivan Walter, Chief Executive Officer of GTA: “Africa is still an emerging destination but its close trade and economic relationships with the Middle East and Asia mean its potential is rising fast. With 15 years at the forefront of tourism in the region, GTA’s reputation and its network of locally employed staff give us extensive insights into these very different, sometimes sensitive, markets.

“Africa’s hotels and providers of destination services are confident that we will bring them customers from around the world, while travel agents and tour operators know we have inventory that suits African visitors travelling within their own region and abroad.”

Africa’s potential has been underlined by the International Monetary Fund, which last October revised up its 2013 forecast to 5.7%, as GDP across sub-Saharan Africa has risen by an average of 5% to 7% per year since 2003¹. As well as its own fortunes, the continent is increasingly connected to expanding economies and rising middle-classes with increasing discretionary income and the aspiration to travel abroad.

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