Tourism is for many countries an important economic sector: it creates employment, contributes to the exports and to the GDP.

Tourism statistics usually tell us how many tourists visit a country, how long they stay on average, and how much they spend on average.

So, assuming that a tourists spends on average 100 dollars per day, that the average stay is 3 days, and that a country receives 100 tourists, the amount of money generated by tourisms is 100*3*100 = 30000.

Countries obviously try to increase the amount money generated by the tourism industry, by attracting more tourists, by ensuring that tourists spend a little bit more than they did, and that they stay a little bit longer.

If our fictional 100 tourists spend 4 days in a country and spend 105 dollars per day, the amount of money generated by the tourism sector is 100*4*105 = 42000, that is 12000 or 40 per cent more what the country had earned from tourism in the previous year. A 40 per cent increase is something that all policy makers would welcome and that they actively pursue.

The try to do by organizing special events but also by creating new attractions. South Africa few weeks ago launched the Museum of Conteporary Art Africa (MOCAA), Abu Dhabi opened the Louvre Abu Dhabi, next year Dubai will inaugurate the largest library of the Arab world ( and attractions of all sorts are being built to attract more tourists and to ensure that they enjoy a longer stay.

As tourism in Africa evolves, as the tourism market evolves, as different segments of the tourism market develop different needs and demands, African policy makers and tourism boards may wish to consider a diversification of the tourism offer: not only safari, sun and sandy beaches, but perhaps also museums and art collections.

With launch of MOCAA, South Africa built the biggest museum on African soil in nearly 100 years. Perhaphs other tourism powerhouses should consider doing something as bold as what South Africa did with MOCAA.