Tourism should be an easy win for emerging market (EM) and frontier market (FM) economies with weakened currencies, and cheap jet fuel; an opportunity that we think is being missed.
When in the last decade did Iraq do better from tourism than Russia or India?
Why did you go on holiday to France, Spain or the US this year, rather than Russia? Why is Nigeria the second-worst out of 43 countries in Africa at attracting tourist receipts, while nearby Ghana is 25 times more successful? How is it even possible that as recently as 2010, Iraq was benefiting more from tourism than India, Russia, Nigeria or Bangladesh?