High-end tourism in robust recovery

Namibia’s high-end tourism sector is experiencing a robust recovery, with international visitor arrivals reaching 1.2 million in 2024, translating to a 79% sector recovery rate from the pandemic era.

According to the 2024 Namibia Tourism report released by minister of environment and tourism Indileni Daniel in December, tourism is fast getting back to former record numbers.

Launching the report in Windhoek, Daniel said the surge in arrivals highlights the sector’s resilience and its ability to withstand external shocks.

“The year 2024 recorded 1 257 093 tourist arrivals, representing a 45.5% increase from 863 872 recorded in 2023,” she said.

This was corroborated by results of a survey by Michelangelo Magazine of nearly 38 million tracked QR Codes across 157 countries, which showed where real value, demand, and future growth are converging within global tourism markets.

“Namibian destinations such as Etosha National Park, Swakopmund, and Sossusvlei remain highly popular with readers. At the same time, a clear and encouraging shift is emerging beyond these traditional routes,” the magazine says.

Engagement is increasingly growing around more remote, experience-driven destinations, including Damaraland and the Zambezi region.

According to United Nations Travel, this trend points to rising interest in destinations offering wilderness, low-density travel, cultural depth, and sustainable conservation-led luxury experiences.

Namibia’s Etosha National Park is recognised for wildlife viewing and luxurious, private lodges that offer exclusive waterhole access, while Sossusvlei is world renowned for the highest sand dunes.

This area attracts travellers with scenic flights, hot air ballooning, and accommodation options that feature private plunge pools, such as Desert Grace and Little Kulala.

“The Swakopmund/Walvis Bay destination is an adventure hub that offers desert-based experiences, including Sandwich Harbour tours, quad biking, and marine cruises, combining desert landscapes with the Atlantic Ocean,” says Hospitality Association of Namibia chief executive Gitta Paetzold.

She says the tourism sector has rebounded through targeted marketing and a shift towards eco-conscious, intimate travel experiences.

To attract more visitors, strategies such as diversifying source markets beyond Europe to include Asia, North America, and the Middle East, must be employed.

“Developing and marketing niche tourism, such as community-based conservation like Ovahimba and San experiences, as well as high-end photographic safaris should be implemented, as well as strengthening meetings, incentives, conferences, and exhibitions tourism,” the association says.

Air Connect Namibia board chairperson Bisey /Uirab says a higher frequency of flights coming into Namibia is essential for the country’s tourism sector recovery.

Improved connectivity, specifically with carriers like FlyNamibia, Ethiopian Airlines, and Discover Airlines, allows for faster, direct access to Windhoek from major global hubs, he says.

This increased accessibility directly boosts tourist numbers, enhances convenience for premium, time-constrained travellers, and reduces the travel costs associated with longer, indirect routes, he says.

Michelangelo Magazine says in 2025, global international tourist arrivals reached an estimated 1.52 billion, a 4% increase from 2024, marking a full recovery and record high in the post-pandemic era, driven by strong demand and increased air connectivity.

Revenue grew faster than arrivals in many destinations, indicating a robust financial recovery for the sector.

Namibia is projected to generate N$4.6 billion in 2025, with a 7.3% increase in visitor arrivals.

– email: matthew@namibian.com.na

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