Recognising the importance of supporting new businesses, the Essence of Africa Mentorship Programme will empower these emerging leaders to make their mark on the industry leading up to, during, and after the Essence of Africa event in Nairobi from 2 – 4 December 2024.
Africa’s tourism industry holds immense potential to contribute to the continent’s economic development and global prominence. Maximising this potential means creating pathways for emerging professionals to enter and thrive in the industry – and this is where mentorship plays a leading role.
Essence of Africa 2024 is proud to launch a dedicated mentorship programme, led by Leanne Haigh of Lemala Camps & Lodges and backed by the Essence of Africa advisory board. This initiative connects industry veterans with emerging tourism and travel businesses in Africa, encouraging a collaborative environment for growth and innovation.
“Mentorship provides invaluable guidance, support, and knowledge transfer, empowering new entrants to navigate the complexities of the tourism landscape and reach their full potential. Mentors, with their experience and insights, can act as a shortcut to success, helping mentees avoid pitfalls and capitalise on opportunities,” says Chris Mears, Co-Founder of Essence of Africa and CEO of ATTA® Events.
The Essence of Africa Mentorship Programme
The Essence of Africa mentorship programme goes beyond networking, offering participants tangible benefits and actionable insights. It includes:
• A complimentary participation package worth US$4,000: This package comprises pre-show marketing coverage, online category entry, one exhibitor badge, and a designated meeting point with essential amenities.
• Pre-event training: An online training session with industry mentors provides practical tips on maximising meetings and navigating the event.
• Tailored meeting schedule: Mentees receive support in planning a full Essence of Africa appointment schedule, with up to 36 meetings with relevant buyers.
• Networking and learning opportunities: Access to networking events and seminars provides further opportunities to connect with industry leaders and gain valuable insights.
• Ongoing support: Mentees receive feedback from mentors and ongoing support in following up post-meetings to ensure they’re equipped to make the most of the connections made.
Benefits for the broader industry
The programme’s impact extends beyond the individual mentees, benefiting the African tourism industry as a whole:
• Fresh perspectives and innovation: New entrants bring unique ideas and challenge conventional approaches, encouraging a culture of creativity and adaptability.
• Enhanced digital capabilities: Many emerging professionals from younger generations possess advanced digital skills, contributing to the modernisation and efficiency of the industry.
• Deeper understanding of evolving consumer preferences: In many instances, mentees can offer valuable insights into travellers’ changing needs and expectations, giving the broader industry a leg-up.
• Championing eco-conscious practices: Due to evolving regulations, legislation, and consumer demands, many new enterprises prioritise eco-conscious tourism practices, contributing to the long-term health of the industry, the environment, and local communities.
• Increased job creation and economic diversification: The growth of new tourism businesses leads to job creation and economic diversification, benefiting local communities and contributing to the overall prosperity of the region.
Ultimately, the Essence of Africa mentorship programme strives to level the playing field for emerging businesses, providing them with the tools, knowledge, and connections they need to succeed. This initiative is working to create a more inclusive and dynamic tourism sector, ensuring its continued growth and relevance in the global market.
Applications for the 2024 mentorship programme have now closed. Essence of Africa is currently reviewing the applications received and will be selecting 10 up-and-coming businesses in due course.
