Africa is characterised by a low level of tourism/events (Burton, 1995, 358) due to the negative images that is attached to continent, as many of the world most ‘trouble-spots’ (Boniface and Cooper, 2001, 241) are located in Africa. As well as this, other factors such as climate change are hindering the development of the tourism and events industry, and Boniface and Cooper state that investor are reluctant to invest in countries where the return of the investment is not guaranteed, as well as barriers set by the local government which make it harder for the industries plan to be set (2001, 241). However considering these factors the industry is rapidly growing due to mega events being held in Africa such as the 2010 FIFA World Cup, they are a great contribution to the rapid growth, and in some way act as a distraction to cover up the negative stigma that is associated with Africa for a period of time.

In addition to this despite the current effects of climate change (UNWTO, 2008), particular countries have been making great use of the regions distinctive feature both natural and cultural resources, and have been selling the resources as a tourism experience for many years. For example ‘Kenya and Tanzania Safari in comfort’ 15 night for £3990(Lonely planet, 2014), this is something which is done worldwide in the tourism and events industry. With further development to this area, and other controllable matter like transport, the utilisation of more part of Africa rather than specific areas, and more participation in global mega events it is believed that Africa’s tourism and events industry can grow rapidly, reaching the high standards of other regions industry, and can make a big economic impact on the continent.