By Evelyn Mahlaba
Much has been said and written about the fortunes of doing business on the African continent or simply, in countries outside ones own familiar comforts. There is something to be gleaned from those who have gone before us and have gathered various insights into what it takes to make operating in Africa a success.
For a global tourism marketing organisation like South African Tourism, we are of the opinion that all these views and learnings are valid. Doing business on the continent is not smooth sailing and it’s definitely not for those who aren’t in it for the long haul.
To quote Mark Steinhobel, Chairman of the VWV Group:
“If you take the time to understand Africa, if you respect her many cultures and diverse needs, and if you cast off your own preconceptions, you will discover that she is the wonder and beauty of the rainbow, with a real pot of gold at its end.
