Senegal's dramatic coastline. The National Tourism Promotion Agency (NTPA) is charged with driving the country's tourism industry forward.

Tropical paradise seeks Chinese visitors and investors in bid to become a tourism hotspot.

Famous for its lovely climate, golden beaches and broad range of natural and cultural delights, Senegal has been a popular destination for millions of European and American tourists for more than 30 years.

The welcoming country is now hoping to repeat this outstanding success in the lucrative Asian travel market and is inviting Chinese tourists and investors to tap into the sector's rich potential.

From a relatively small industry that started with the introduction of the first Club Med resort in the 1970s, tourism has grown to become an important part of the Senegalese economy through foreign exchange earnings.

Over the last couple of decades, Senegal has made a major effort to attract visitors from outside its traditional strong markets of France and Belgium.

Natural places of interest include the Sine-Saloum Delta, the Grande Cte (north of Dakar), the Lac Rose, and the Senegal River, while the present and former capital cities -Dakar and Saint Louis - guarantee visitors a warm welcome.

Unfortunately, the impact of the global financial crisis and increased competition from rival destinations in North Africa, like Egypt, Morocco and Tunisia, have resulted in a drop in tourist arrivals to Senegal in recent years.

According to recent figures put together by industry groups, around 500,000 foreigners visited in 2010, with that total expected to slip again this year due to a combination of external factors - like higher oil prices - and internal factors such as lack of investment in tourism infrastructure.

However, with the opening of the new Blaise Diagne International Airport later this year or in early 2012, and the recent launch of Senegal Airlines and expected arrival of domestic carrier Air Teranga in the near future, that downward trend should soon be reversed.

Statistics compiled by the government paint a far rosier picture and earlier this year, tourism officials unveiled figures showing a 62 percent year-on-year rise in foreign visitor numbers to the southern province of Casamance.

Natural beauty shines bright

Given its vast natural and cultural wealth, Senegal rightly considers itself one of the safest and most beautiful countries in Africa, with the tourism industry seeking large sums of fresh FDI in order to take advantage of these unique assets.

Ministers are keen for Chinese investors to exploit the nation's untapped potential through the building of hotels and launch of new tours and companies catering to Chinese guests and foreign visitors.

Driving developments across the sector is the National Tourism Promotion Agency (NTPA) - a government-run organization that arranges trade events and shows on the world stage to highlight Senegal's natural and cultural treasures.

"Senegal is only five hours' flight time from some of Europe's greatest capital cities and only seven hours from the US," said NTPA Director General, Ibrahima Sarr. "Senegal has lots to offer tourists from those continents as well as visitors from major nations across Asia, including China.

"Our aim to turn Senegal into the most preferred destination on the West African coast. We have several hundred kilometers of wonderful coastline with beautiful sandy beaches and a great climate that provides sunshine all year-round.

"When combined with our famous hospitality and diverse range of scenery that offers unforgettable tours through gorgeous savannah, lush tropical rainforests teeming with animal and bird life, and the stunning Lompoul Desert, you can see why Senegal most certainly has a winning formula."

According to Sarr, Senegal offers something for everyone and satisfies the needs of all types of travelers. "We have nature reserves and wildlife parks that are home to West Africa's largest mammals; more than 400 bird species; a rich and varied culture; and monuments such as the African Renaissance - built at a cost of $28 million and unveiled in April 2010 - and the wondefiul 1,800 seat Grand Theater built and funded by China.

"All these natural, cultural and historical attractions are supported by a broad range of tourist facilities such as hotels, hostels and restaurants, all of which meet international standards of comfort and quality.

"I encourage Chinese travelers and people from across Asia to discover and enjoy all the memorable adventures and experiences Senegal has to offer and urge them to come and sample our legendary 'Teranga' welcome."

Maritime trade key to exports

Given the country's extensive coastline and waters rich in fish and marine life, Senegal's maritime sector is a leading source of government revenue, employment and foreign exchange earnings.

The fisheries sector alone involves tens of thousands of people, while the maritime industry comprises more than 20,000 businesses and enterprises of varying sizes.

Maritime transport also plays an important role in the development of commercial trade between Africa and other regions of the world. The sector holds an important position in terms of strategic national reforms for sustainable economic development and has been earmarked for reform by President Abdoulaye Wade and his team of ministers.

"The Senegalese government is making a huge effort to grow the economy and focusing on prominent sectors like fisheries and maritime activities," said Khouraichi Thiam, minister of maritime economy, maritime transport and fisheries.

"The fisheries sector represents about 30 percent of total exports, while the maritime sector contributes greatly to our economy and generates around 70,000 jobs through direct and indirect employment. My ministry controls the exploitation, production and export of fish and ensure the promotion of such products by encouraging their export."

Minister Thiam explained his team of staff is also responsible for promoting and monitoring the development of fish farming in Senegal, as well as the careful management and environmental protection of the nation's seabed. In addition, his ministry plays a vital role in domestic and regional shipping issues and trade exports made via established shipping routes.

"We need to establish rules and quotas in order to avoid destroying or impoverishing the natural marine environment," he said. "My ministry is the official representative of Senegal in all international meetings on fisheries and fisheries agreements.

"We are introducing many reforms to encourage businesses in the sector and boost the economy."

InFocus provided the story.