BTO’s Keitumetse Setlang: Why the world should visit Botswana

Botswana's presence at this year's Travel Indaba in Durban, South Africa, has been a significant one, showcasing the country's commitment to enhancing its tourism sector. Setlang Keitumetse, the Acting CEO of the Botswana Tourism Organization, highlighted the country's expanded participation at the event, with 45 companies representing various sectors such as mobile operators, accommodation service providers, travel agencies, and the national airline. The inclusion of youth and community representatives on the Botswana stand reflects the nation's dedication to promoting diversity and engagement within its tourism industry. To achieve its goal of surpassing the 2019 visitor numbers, Botswana has implemented a multi-faceted approach. This approach involves targeting local, regional, and international travelers through collaborations with global travel networks and local suppliers. The country has also focused on promoting different sectors such as events, mice, and lifestyle experiences to attract more tourists. One key aspect that sets Botswana apart from its competitors is its successful recovery of biodiversity during the COVID-19 pandemic, providing visitors with the unique opportunity to observe wildlife up close. Keitumetse outlined ambitious targets for Botswana's tourism sector, aiming to reach 2.5 million visitors by 2025 and exceed the previous total gross revenue of 14 billion. Additionally, the country hopes to increase its contribution to the gross domestic product to average five percent. The diverse offerings in Botswana, including the UNESCO heritage site of the Okavango Delta, the abundant wildlife in Chobe, and cultural events, entice travelers to explore the country's rich heritage and natural beauty. Collaboration between the government and the private sector plays a crucial role in Botswana's tourism strategy. Keitumetse emphasized the importance of working together at the destination management organization level to facilitate the movement of travelers across different countries in the region. By combining attractions with neighboring countries like Zimbabwe, Botswana aims to create seamless travel experiences for visitors. Despite its relatively small population, Botswana's tourism strategy focuses on quality over quantity. The country adopts a mixed approach, emphasizing high-value, low-volume eco-sensitive areas, while also catering to larger numbers in less environmentally sensitive regions. This strategy allows Botswana to showcase its commitment to sustainability and conservation, positioning itself as a responsible tourism destination. Looking towards the future, Botswana aspires to be recognized globally as a destination dedicated to sustainability and conservation. The country strives to leave a legacy of responsible tourism development, where every project is carefully planned to benefit both the local communities and the environment, providing meaningful experiences for visitors.