Eco-branding Africa
Edition 35: Summer 2006

Campaigners for conservation are celebrating a breakthrough: there’s evidence to suggest that an increasing number of African leaders now acknowledge that their nation’s wildlife and natural beauty could be the key to reducing poverty.  They’re also aware that by branding their country as an eco-destination they can attract high-spending visitors.

Several African countries are looking closely at the role that ecotourism and responsible tourism can play, both in preserving the natural environment and in spreading wealth to impoverished communities. Rwanda and Madagascar are at the forefront of the trend. Each year, 5% of the income generated by visitors to Rwanda’s national parks is redistributed to local communities for economic and social projects of their choice. Some have chosen schools and clinics, others help with agriculture and businesses.

A recent international conservation conference in Madagascar, The Global Symposium, showed that well-run ecotourism can be a strong, positive force for change. The conference was organised by the environmental group, Conservation International, whose vice-president, Olivier Langrand, believes that promoting the image of African countries as bastions of conservation will in turn bring real benefits to the poorest people. “The world has a romantic idea of Africa, as far as nature is concerned,” he says. “We have to build on this idea to make nature the economic force for the development of Africa. Biodiversity is the main asset of many African countries. They need to use this asset to foster economic development. Nature is their main commodity.”

Only Brazil has more biodiversity than Madagascar, which is home to unique species like lemurs, chameleons and tropical fish. Yet much of the island’s flora and fauna is threatened by deforestation, which in turn has been blamed to a large extent on grinding poverty; three quarters of Madagascar’s population live on less than half a dollar a day. As more and more western tourists choose to travel responsibly, actively re-branding the country as a top eco-travel destination could give Madagascar’s tourist industry a major boost.

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