The internet has made it possible for small players to use creativity and innovation to connection with global markets.  Hence, East African tourism companies have been challenged to take advantage of new media to grow their businesses.
E-Tourism Frontiers is an initiative that started in Kenya and works to help emerging destinations make better use of the internet and social media to market and manage their destinations and businesses.CEO of e-Tourism Frontiers Damian Cook says it is vital that all tourism players continue to increase both their understanding and investment into the online sector.  "Travel is now the number one selling commodity online,” says Mr Cook. He adds that there is continual growth in online sales despite the global recession. More than 60% of travel for both business and leisure now being booked via the internet and generating over USD150 billion annually in sales. The internet can no longer be considered a small part of the tourism sector. It has been established that 50% of travelers read a review before booking a hotel or trip for a long haul destination and this is especially relevant for travel to Africa. However, only a small proportion of African tourism is sold online and finding and booking African destinations on the web can be a challenge.
South Africa tourism global e-marketing manager, William Price said faster internet connections, development of e-commerce and the growth of social media sites would accelerate growth in the tourism sector. Price, who is in the country for the launch of the e-tourism East African road show, said more African tourism products are needed online to take advantage of current developments in information technology.
The e-tourism East Africa road show will take place throughout May and June 2011 in Nairobi, Mombasa, Mt. Kenya, Kampala, Dar-es-Salaam, Zanzibar and Arusha. During the road show, seminars will be conducted to explain the benefits of online payments and e-commerce.  They will also introduce business solutions for tourism companies that may be struggling with reservation and booking systems.
Sponsored by Kenya Commercial Bank, (KCB) and Visa, the e-tourism East Africa road show will help the sector to grow and leverage the latest online opportunities available for travel.
“With further education and awareness, the tourism sector in the region will harness and implement online marketing tools,” says Cook