The Power of Group Cultural Tourism to Build Deeper Connections Among People of the African Diaspora
What does it mean to truly own your story? How can storytelling connect people across borders? These are the questions that drive Obehi Ewanfoh, a storyteller, writer, and cultural advocate. From the streets of Uromi, Nigeria, to his life in Verona, Italy, Obehi’s journey has been far from ordinary. His mission is clear: to inspire the African diaspora to embrace and share their personal and cultural stories.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
Through every narrative, Obehi isn’t just preserving history; he is reshaping the way we connect, understand, and empower each other across the world.
Storytelling holds a special significance within the African diaspora. It’s not just about recounting history or personal experiences; it’s about creating space for the stories that have been unheard, untold, and need to be owned by those who lived them.
This is the heart of the weekly Diaspora Storytelling Series, hosted by Obehi Ewanfoh. If you are part of the African diaspora and looking to connect and share your experiences with like-minded individuals, join us every two weeks on our LinkedIn Audio Live event.
Embark on a transformative journey of storytelling, inspired by Obehi Ewanfoh’s decade of expertise about the presence of Africans in northern Italy. Our events offer valuable insights to help you harness the power of your own story.
Make no mistake about it. Cultural tourism, particularly group cultural tourism, serves as a powerful medium for achieving this connection, building solidarity, and driving entrepreneurship within the African diaspora.
That is why Obehi and his team are currently developing what they call Project DEAR (Diaspora Exchange and Retreat), an initiative designed to use cultural tourism to unite people of African descent.
But why is this concept so powerful, and how can it benefit you as a creative entrepreneur in the tourism industry?
The answer lies in the synergy between storytelling, cultural tourism, and the African diaspora’s collective identity.
Together, these elements can shape the future of cultural travel, build deeper connections within the diaspora, and create sustainable tourism businesses that thrive in an increasingly globalized world.
The Power of Cultural Tourism: More Than Just Travel
Cultural tourism, as defined by the UN World Tourism Organization (UNWTO), is “travel for cultural purposes, either to learn or experience different cultures or to share one’s own.”
For you, as a creative entrepreneur, it’s important to understand that cultural tourism is not just about providing a travel experience. It’s about crafting a story—a story that is rooted in history, identity, and community. It’s about creating a journey that fosters connection, understanding, and solidarity, particularly within the African diaspora.
One key benefit of cultural tourism is its ability to connect people through shared experiences. The African diaspora is vast and diverse, with people of African descent spread across the world, each with their own unique narratives and struggles.
Whether you are in the United States, the Caribbean, Europe, or Africa itself, cultural tourism offers a way to celebrate this shared heritage and forge connections that transcend geographical boundaries.
Take Verona, for example, where Obehi has lived since 2004. The city’s patron saint (Saint Zeno) is an African, and African influences are evident throughout Italy, from Florence to Sardinia to Rome.
For members of the African diaspora, whether from Canada, the UK, or the US, it’s powerful to learn about this history through the perspective of fellow Africans living in these regions.
This is just one of the many benefits of Project DEAR (Diaspora Exchange and Retreat), which is being developed to champion this movement. Soon, it will have a global reach, connecting the African diaspora community worldwide.
So, as an entrepreneur, you can create travel businesses that focus on this shared history experiences that go beyond traditional tourist activities and instead immerse visitors in the richness of African heritage.
Group cultural tourism provides a platform for people to connect with one another and engage with the cultural roots that unite them. What about leveraging storytelling along with it? Let see to that.
Storytelling: The Bridge That Connects Diaspora Communities
Obehi Ewanfoh’s career is a prove to the power of storytelling in connecting people from diverse backgrounds. Born and raised in Uromi, Nigeria, Obehi began his writing career in his early teens, publishing his first book, Round My Mind, while still in junior secondary school.
Over the years, his work has expanded to include more than ten books, over 2000 articles, and podcasts that highlight the experiences of Africans, both on the continent and in the diaspora.
But his focus hasn’t always been on the art of writing. It’s been on the message, the stories that need to be told, and the power of sharing them with others.
Obehi’s exploration of African identity and cultural preservation has brought him into contact with diaspora communities across the world. His podcast, “The Obehi Podcast”, delves into topics like agribusiness, technology, spirituality, and cultural preservation.
Through these discussions, he highlights the importance of storytelling not just as a tool for personal expression but as a means of cultural empowerment.
But what does this mean for you as a creative entrepreneur? Simply put, storytelling is your secret weapon for success. It’s how you can differentiate your tourism business, attract the right audience, and build a loyal customer base.
By weaving powerful, culturally rich narratives into your travel experiences, you create more than just a service, you can create a community. Through these stories, you allow travelers to experience culture not as outsiders, but as participants, fully immersed in a history that’s just as much theirs as it is anyone else’s.
How Group Cultural Tourism Creates Deeper Connections
The African diaspora is a rich fabric of cultures, traditions, and stories, and group cultural tourism is an ideal way to weave these elements together. Imagine a tour where participants aren’t just sightseeing but are engaging in deep, meaningful conversations with fellow travelers, exchanging stories, and sharing experiences.
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These tours can be a conduit for dialogue about identity, history, and the common threads that connect all members of the African diaspora, regardless of their specific roots.
One of the primary benefits of group cultural tourism is the opportunity for shared experiences. Think about it: When you travel with a group of people who share similar cultural backgrounds, your connection to both the place and the people around you are heightened.
Group dynamics foster a sense of solidarity and mutual understanding, as each participant brings their own perspective, shaped by their unique experiences and the shared history of the African diaspora.
Obehi’s own work is a perfect example of how shared cultural narratives can bring people closer together. Through his documentary Creating the Blackness of Africa, which won an award at the Verona African Film Festival in 2011, Obehi challenged simplistic portrayals of African identity.
By presenting a more nuanced and layered view of Africa, he sparked important conversations about the complexities of the African experience. Similarly, group cultural tourism can create an environment where participants engage with a richer, more multifaceted understanding of their shared cultural history.
For creative entrepreneurs in the tourism sector, this presents a unique opportunity to build experiences that go beyond surface-level tourism.
You can create itineraries that allow travelers to engage in meaningful cultural activities, such as cooking classes, art workshops, or heritage tours, that spark reflection and conversation about their identity.
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These shared experiences, much like Obehi’s work, help build deeper connections between people and foster a sense of belonging within the global African community.
Storytelling as a Catalyst for Tourism Entrepreneurship
As a creative entrepreneur, storytelling is more than just an art form—it’s also a business strategy. The tourism industry, particularly the cultural tourism sector, thrives on authentic experiences. And remember that authenticity is rooted in storytelling.
When you tell the story of a place, a people, or a community, you offer travelers an experience that goes beyond mere sightseeing. You give them something to connect with, a narrative that makes them feel invested in the journey.
A study by the African Travel and Tourism Association (ATTA) revealed that 71% of African travelers are motivated by cultural experiences when choosing a destination. This statistic underscores the importance of incorporating storytelling into your tourism business strategy.
When you share authentic stories, whether about local traditions, historical events, or the personal journeys of community members, you create an experience that resonates deeply with travelers, encouraging them to engage with the culture and return for future visits.
For example, Obehi’s work with Evideos Association, which documents African experiences in northern Italy, highlights how storytelling can elevate the tourism experience.
By documenting the stories of African immigrants in Italy, Obehi not only preserved important cultural narratives but also created opportunities for cultural exchange and tourism that attract visitors interested in learning more about the African diaspora in Europe.
This is a powerful lesson for creative entrepreneurs in the tourism industry: If you want your business to thrive, it’s crucial to embrace storytelling as a central component of your brand.
See also Crafting Emotional Narratives: A Blueprint for Attracting Ideal Clients to Your Tourism Business
Whether you are running cultural tours, organizing events, or promoting African heritage sites, telling compelling, authentic stories will help you stand out in a competitive market.
The African Diaspora and Its Role in Cultural Tourism
The African diaspora is a global phenomenon, with over 300 million people of African descent living outside of Africa. This vast community represents a wealth of cultural diversity, and it is increasingly playing a significant role in global tourism trends.
The diaspora’s connection to Africa, whether through heritage tours, ancestral pilgrimage sites, or cultural festivals, is a driving force in cultural tourism, especially in destinations with a rich African history.
According to the UNWTO, cultural tourism accounts for 40% of global tourism receipts, with the African continent playing a key role in this growing sector. But what does this mean for you as a creative entrepreneur?
It means that the African diaspora, with its deep-rooted connections to Africa, represents an untapped market for cultural tourism. By catering to the needs and interests of this community, you can create travel experiences that not only celebrate African heritage but also provide opportunities for business growth.
Group cultural tourism offers an ideal opportunity to connect the diaspora’s diverse communities, allowing travelers to engage with each other and with the places that form part of their shared history.
See also Making Tourism & Hospitality More Appealing to Travelers in 2024: Insights from Industry Leaders
As an entrepreneur, you can harness this potential by developing travel packages, cultural exchanges, and events that cater to the diaspora’s need for deeper connections to their African roots.
Conclusion: Embrace Your Story, Build Connections, and Transform the Future of Tourism
As you embark on your journey as a creative entrepreneur in the tourism industry, remember that your story, your culture, and your connection to the African diaspora are your greatest assets.
Just like Obehi Ewanfoh, who has dedicated his life to preserving and sharing the stories of Africans and their diaspora communities, you too can use your voice to shape the future of cultural tourism.
Your story matters, and by sharing it, you will help create a more connected, empowered, and unified diaspora. The world is listening—now is the time to speak up, share your story, and build something truly meaningful.
Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.
