Uganda: MTN Nyege Nyege sparks interest from tourism players

Although East Africa has a thriving tourism sector, festival tourism has only recently begun to gain traction in the region, driven by festivals such as Nyege Nyege. Tourism accounts for 3.7% of the Kenyan economy but a majority of that number represents wildlife tourism, with Kenyan companies traditionally focusing on game drive packages and outdoor excursions.

Until recently, music festivals were not considered as tourists attractions and as such little investment has been made in the sector. However, changing tastes, especially in the domestic tourism sector, is slowly driving demand for music tourism. Young urban dwellers who are more interested in attending a great festival than seeing wild animals are shifting the demand.

“This is a lifestyle product and we think Nyege Nyege is a perfect fit for us," Kenston Outdoors CEO Gaston Wabomba tells Music In Africa. "We have been in the travel business for about seven years now and we have noticed that Nairobi residents are seeking new travel experiences.

“Our focus has been on extreme sports and camping events such as the Mad Run. But we realised that the younger crowd was not adequately catered for so we began shopping for a music festival we could work with. We sent a team to check out last year’s Nyege Nyege festival and we were satisfied. It met our criteria.”     

Music festivals around the world have for years created elaborate commerce ecosystem. Beyond ticket sales, music fans provide a ready market for various goods and services. US cities like New Orleans, Nashville, Seattle and Austin are textbook examples on how such ecosystems can turn a profit for multiple players. According to Travel Weekly, “What these successful music tourism destinations have shown is that fostering a thriving music scene ultimately feeds into improved tourism experiences in other areas, as well, such as dining and the arts, and vice versa.”

Similarly, companies such Kenston Outdoors, as well as Bucketlist Adventures, offer packages that include additional activities such as rafting and bungee jumping, on top of a concert ticket, accommodation and transport to and back from the festival.

“Travel while you are still young before responsibilities catch up with you," Wabomba says. "There is a perception that traveling is expensive but if you plan in advance it's doable. Our package cost about 17 500 Kenyan shillings [$175], which is quite affordable. For this you get a 900km road trip with amazing people, a chance to explore Ugandan food and culture, and an experience that you will never forget.”

Last year, Lit Adventures sent a group of 13 festivalgoers to Nyege Nyege from Nairobi. In 2018, the company is targeting 20 customers. Having already ventured into Zambia's Livingstone Motorbike Festival, the Kenyan tour company is looking to develop more travel products for music fans.

"Festival tourism remains largely untapped and it would really help if festival organisers worked closely with us," Lit Adventures director Vincent Gichamba says. "Security, parking and coordination of logistics remains a major concern for us at Nyege Nyege, and incentives such as negotiated discounts would go a long way in increasing participation of tour firms."

If Gichamba's analysis of the state of music tourism is anything to go by, there seems to be a lack of cooperation between festival organisers and tour operators. If this is ameliorated, says Kalakala Safaris boss Elias Musyoka, the music tourism industry could reach a sustainable model with unlimited potential for growth.

“If we got recognition as an official Nyege Nyege tour partner and prepared a co-branded tour van two or three months before the event, this would have a great effect," Musyoka said. "As tour operators we have intimate knowledge of the tastes and preferences of our clients. I believe if we sat down with festival organisers, we would be able to help them develop a better product and market it more effectively.

“Last year we did a recce trip and we ascertained the potential of Nyege Nyege. This year we decided to test the waters and so far we have 16 confirmed bookings. It takes a minimum of 22 clients per trip to break even, so we need grow the numbers to ensure sustainability."

MTN Nyege Nyege festival takes place in Jinja, Uganda, from 6 to 9 September. For more information, visit the official festival website.