By Mbatjiua Ngavirue
WINDHOEK
Available data suggests tourism is the second largest economic sector in Namibia, bypassing fisheries since the slowdown in that sector.
Globally, it is the largest industry, accounting for an astonishing one in 20 jobs worldwide.
Managing Director of the Gondwana Desert Collection tourism lodge group, Manfred Goldbeck, presented these facts during a public lecture held at the University of Namibia (Unam) recently.
He said in several countries – including some of Namibia’s neighbours – tourism received considerable attention because of its potential to become a powerful economic player.
Goldbeck spoke at a lecture organised jointly by the Namibia Institute for Democracy and Unam’s Sociology Department.
The lecture looked at the changing nature of tourism in Namibia, and how tourism operators have to adapt to changing circumstances.
He defined tourism as a service-based industry comprising a number of tangible and intangible components.
The tangible elements include transport, food and beverages, tours, souvenirs and accommodation.
The intangibles include education, culture, adventure or simply escape and relaxation.
He introduced the novel idea that car advertisements often serve as a good guide to what motivates people to travel.
Car advertisements usually emphasise qualitative values such as space, freedom, excitement, safety, sunshine and good weather.
According to Goldbeck, tourism is entering an entirely new phase as an industry, resulting from progress in society and its economic values.
Society and people’s economic values had moved towards a “dream society”.
Modern society had progressed from an agricultural society 10???_?_’???_?’???_???