A decade and a half ago, Namibia was branded as the natural, rugged, soulful and liberating destination, a destination of choice that promised endless tourism growth and prosperity.
Growth and prosperity was experienced over the past ten years – and in that time, Namibia has been ranked among the top travel destinations globally by various internationally recognised publishers, including the New York Times, Conde Naste Traveler, and most recently by National Geographic, an article highlighted top destinations that give reason to travel in 2020 – to discover how the places loved are reinventing themselves.
Hospitality Association of Namibia (HAN) CEO Gitta Paetzold says tourism Remains everyone’s business and especially in times like now, where Namibia has also joined in the array of new online offerings, with hundreds of properties, private and non-registered, but offered on online platforms, such as Air BnB.
“There is a need to stand together, and combine efforts and ideas. Tourism Associations, including FENATA, HAN and TASA, have dedicated their annual events to focus inwards because tourism begins at home; our house needs to be in order, attractive and accessible to attract visitors – and together, we can excel – as truly, Namibia’s horizons are endless if our focus is right,” Paetzold said.
In 2018, the government had said the Namibian hospitality industry is projected to inject N$26.4 billion in Namibian coffers by 2020 through tourism and other related value-added activities and services within the industry.
That amount would be equal to 11.7% of Namibia’s overall gross domestic product (GDP).
Further, the hospitality industry is projected to create 123 000 job opportunities.
According to the recent HAN report, Namibia has what it takes, with the over 1 400 officially listed properties (not counting the hundreds of unlisted properties offered online) achieving an overall occupancy of just above 50% over the year.
She explained this means Namibia has more in terms of accommodation infrastructure than there is a demand for at present.
What seems neglected and not recognised, however, by Namibians, Paetzold noted it is the value of the “experiences” to be had during the visits and travels – and these are largely made even before guests arrive at an establishment at night.
She stated immersive tourism, cultural tourism and experiential tourism are the catch-phrases, which is where the huge scope lies for young, emerging entrepreneurs in tourism.
She encourages Namibians to be proud of their culture, their environment and their history, as this is what makes the country and its people unique against the over 200 other tourist destinations aiming for the same international travel market that Namibia is gearing itself for.
She emphasised the need to entice Namibians to develop tourism products, attractions and activities that will allow visitors to be immersed in cultural traditions, taste the local food, sing local songs, dance to the Namibian sounds and learn about the traditional knowledge the forefathers were proud of.
“My dream and the dream for tourism going forward into the next decade of independence: Namibia is a very special place – and we, as Namibians, should realise this too and recognise the need for us to join hands in cherishing our history, our cultural diversity and our uniquely beautiful environment, as well as to celebrate and showcase this to the rest of the world through innovative tourism packaging that will allow visitors to immerse themselves into our way of life – even if only for a while,” Paetzold said.
She is of the notion that tourism marketing remains key – trends and expectations of the global traveller change constantly and the key to success in tourism is the ability to stay ahead of these demands, and to exceed expectations of clients every time.
Equally, she opined Namibia will always be a long-haul destination for the largest part of its clients, and even visitors from the Southern African region often opt for flying options into Namibia, as this provides convenience, saves time and adds an element of excitement.
Air Namibia has achieved a remarkable route network within the Southern African region, and its expansion over Africa adds exciting new opportunities to the Namibian travel industry. “Our national airline has reached out to the Namibian tourism industry to join hands in packaging tours that will allow travellers to fly into a region of Namibia, rent a car, drive to a selection of activities and accommodation establishments in the area, and then fly home,” she noted.
This option is ideal for Namibia’s northern regions, including Oshana, Oshikoto, Ohangwena, Omusati, Kavango and Zambezi regions, as well as Namibia’s coast, including Lüderitz and Oranjemund.
This, she says, is a convenient and safe way of travel, as it also relieves pressure on Namibia’s roads. ◆