Unlocking Tourism Potential

Numerous reports have been published on Africa’s untapped tourism potential for years now, alluding to the billions of dollars that could be generated if strategic shifts are made by countries on the continent.

Shifts such as renewed efforts to move away from traditional markets by identifying new ones that may have been ignored, addressing infrastructure inadequacies, and broadening participation by the population across the demographics, thereby ensuring inclusivity.

Community-based tourism is often listed as an example of untapped potential that is undermined by challenges such as poor infrastructure, weak policies and local capacity limitations.

Namibia is known for its unique landscape with spectacular contrasts from north to south and east to west, and iconic wildlife, fauna and flora. One of the few places in the world where the desert meets the sea can be experienced up close.

Tourist arrival numbers have grown spectacularly over the past years.

Industry leaders project that the figure is set to continue growing, provided Namibia remains on the radar of foreigners looking for a holiday destination offering scenically unique and contrasting landscapes with an abundance of fauna and flora.

How are inclusivity, infrastructure upgrades and policies promoting tourism in areas away from the mainstream tourism routes being tackled here?

Tourists stay and dine in the areas they visit, buy arts, crafts and souvenirs produced by the locals, and shop for basic essentials.

Tourism is a significant contributor to Namibia’s gross domestic product, and a large chunk of the tourist’s spend goes directly to the pockets of locals, en route to or from holiday destinations.

The number of jobs currently created by the sector is impressive, and so too are the longer-term employment creation prospects.

There is no room for complacency in Namibia’s tourism and hospitality sector when it comes to the standard of products and services offered.

If subjected to sloppy services and a feeling of being ripped off, it is unlikely you would return, and negative experiences would be shared with others.

It is essential for industry players to train and retrain staff continuously, and to work closely with the authorities to ensure entry and exit into the country is a pleasant experience.

They must cooperate, mentor and advise transport and other service providers in the sector and subsectors, thereby ensuring Namibia maintains a competitive edge as a holiday destination.

Visitors must tell their families, friends and acquaintances about their glorious holiday experience in the country, enticing them to pay repeat visits to Namibia.

It is also high time a concerted effort is made to open new tourist routes.

In his book ‘Discover The Colourful World Of Owambo’, veteran journalist Willie Olivier maps out new destinations and holidaying experiences for tourists by introducing Namibia’s northern regions.

He provides an overview of the geographical aspects of the region’s explorers, traders and colonisers, and maps out six tourist routes: Lake Oshikoto to Ondangwa, Ondangwa to Ruacana, Outapi to the Oshakati circuit, Outapi to the B1 south of Oshikango, Ondangwa to Oshikango, and Onethindi to Eenhana, Okongo and beyond.

There is empirical evidence reflecting that Namibia’s travel and tourism sector has the potential to become an even more significant driver of economic growth and job creation at grassroots level.

The opportunity must not be missed.

– Danny Meyer is reachable at danny@smecompete.com

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