Let’s also target World Cup benefits
As we get set for a defining constitutional moment in July, we should not lose sight of the millions of dollars that will be flying overhead to South Africa.
The debate on the constitution ought not to be acrimonious and reduced to personal ego fights.
To do so, will but puncture huge holes into the “money nets” already set up in the sky by Kenya's hospitality industry to capture football fans headed down south.
Whereas our strategists believe that the FIFA World Cup will benefit South Africans, the perception from outside the continent is that the competition is in Africa.
Kenya and by extension other African countries ought to capture this element and repackage products for soccer tourists, film industry and marketing firms among others.
This is the time to market African cuisine, music, art, philosophy, indigenous products and national brands among other items. It is simply Africa's moment.
Retail chains across the soccer loving world will make money selling Africa branded products.
Some already are capitalizing on the attitude of charity, that is, they brand products with Africa with a view of ceding a few dollars to the needy.
Others are simply focused on social investment and brand their products as such.
The question is how many of these products are produced by African companies and or companies in partnership with Africans?
Kenya and by extension Africa risk losing millions of dollars they shut the window of opportunity presented by “soccer dollars.”
The challenge is not only restricted to government but also to intellectuals and indigenous artists.
This is the time to reflect on the type of art we churn out.
If we simply mimic the Western countries; they will find it difficult to purchase their own art produced through the mouths of Africans.
For intellectuals, the focus on Africa will push demand for indigenous material and arguments – yet again; it will turn out to be a disaster if our potential clients face nothing but a reflection of them in us.
Soccer just like the English language I am using to write this piece, presents us with an opportunity to connect and communicate Africa.
Africans must take this opportunity to learn how the global economy operates.
Corporations invest long term; engage in constant research and scenario simulations and governments support with security and sound policy. It is never and rarely a knee-jerk reaction.
It is always team work from various sectors with each eyeing its own strategic interests; the convergence of such interests creates a huge pool from where each fish dollar profits from.
It is going to be a tough challenge to midwife a new Kenya and grab “soccer dollars” at the same time.
The choice and power to ensure both succeed concurrently is in the hands of political leaders, elite, media and the Kenyan people.
Debate the constitutional referendum (two months) but spare a moment to grow business with the renewed attention on Africa (that may dissipate after four years).
Shikwati is Director Inter Region Economic Network. james@irenkenya.org
Kenya's constitutional debate should be restricted to the battle of minds and reason and leave Kenyan streets open for safe business transactions.
The government should offer a competitive edge to its tourism strategy by reviewing visa fees during the World Cup season and generate revenue through hotel beds and tour packages.
Local producers should scan the horizon for European and other region business partners keen to cash on to the world cup to sale Africa branded products.
This is also an opportunity for Africans to reach out to each other both culturally and businesswise.