The Tourism industry is growing at a high rate, market competition is changing with the changing market dynamics. Unlike other businesses, which can be categorized in a local market, business in the tourism sector is a global one which has a lot of determinant market forces. Even with the increasing competition, the tourism industry continues to flourish, many tour companies have been able increase their profit margin over the years.
Investors have invested in the tourism industry by proving tour safaris to different destinations. They offer tourists a better method of touring different destinations. Many tourists prefer using tour safari services since they are convenient, and people can be able to travel as a group that makes it more exciting. One of the most popular destinations is Africa, tourists from other nations such as European nations tour Africa during their holidays in large numbers. Its warm climate and wildlife have made the Continent a popular tourist destination. There are different companies that offer tour safaris to Africa, many of the companies that offer those services are mainly situated in Africa, they include Safari Operators who are located in Kenya, Zara Tours, South African Tours, Travel Tours and many others. Almost every country in Africa has got companies that offer tour safaris services. They do not only focus on the African local tourists; they provide tour safaris to both local and international tourists. They are brand names, which are internationally recognized. There are also other companies, which include Travel Beyond located in the US, Sira World Tours, Virgin Tours and African Mecaal LTD located in the UK.
In terms of services, we offer, and those offered by those already in the market, there are a lot of similarities. The companies plan the trips for their customers; they are involved in proving the information regarding visa and immigration. They also make arrangements on where the tourists will be staying, their meals and the areas they will visit in Africa. The safari packages offered by the companies are also diverse similar to those the company intends to provide. They offer wildlife safari, sport safari, adventure safari, and cultural safari for tourists interested in cultural tourism, birding safari, golf safari and also business travel services. The companies have integrated technology in their operations, which plays the most crucial part which is marketing. They have their company websites which advertise the product and services they offer. The competitors have also developed application such as Expedia which one can access through a smartphone. Social media advertising has also given the companies a marketing platform; social sites such as Facebook and twitter have given the companies an upper edge in the market. Many of them are able to make T.V adverts, which are viewed internationally. There are also some competing companies which have entered into partnership with leading airlines, the airlines market the safari companies and link those interested with the companies. The competitors who have been in the market are able to cope with competition by forming unions thereby working together as partners. There are companies which even lower their fee making it a challenge for new businesses to enter the market. Since they have a better understanding of the safari business, they are likely to introduce other safari charges; there are those who even take insurance cover for their clients. These measures are used to counter competition from new and existing tour farms (Mintzberg, Henry, Ahlstrand &Lampel 89-102).
Entry and success in the market will require the introduction of new and unique services, providing similar services offered by other competing firms might result to low or no profits since they are already established.
"2009 Virgin Holidays Responsible Tourism Awards: Vote for the Cleanest, Greenest and Most Responsible Travel Companies, Destinations, Operators and Individuals for a Chance to Win an Eight-Day Kenyan Safari for Two." Geographical 1 May 2009: 25. Print.
Mintzberg, Henry, Bruce W. Ahlstrand, and Joseph Lampel. Strategy safari: a guided tour through the wilds of strategic management. New York: Free Press, 2005. Print.
"Travel Business News - Africa / Middle East.(Company overview)." AirGuide Business 9 Jan. 2012: 61-64. Print.