25 Feb 2018

Botswana Tourism Organisation (BTO) acting chief executive officer, Mr Zibanani Hubona says the organisation has done well in marketing the country as a destination of choice.

Speaking during a media engagement meeting in Gaborone recently, Mr Hubona said the organisation had come up with marketing strategies which helped promote tourism both locally and internationally.

He explained that the strategies included to increase the length of stay, to enhance its presence in existing markets, penetrate new markets, deliver consumer driven products by understanding global tourism demand, tourism awareness and strengthening the global trade network.

Mr Hubona noted that the private sector was also involved in promoting tourism and marketing the country as a destination of choice, and that there had been a reduction in the number of services being imported for events since locals identified a niche and positioned themselves for tenders.

He explained that tenders would be commissioned for all the events, and that the private sector should ready themselves for the jobs.

He highlighted that some of the events that were supported by BTO included The Hamptons Festival, Khawa Dune Challenge and Cultural Festival, Toyota Desert Race, Wesbank Botswana International Airshow, Race for Rhinos, Makgadikgadi Epic and the Desert Bush Walk among others.

Mr Hubona noted that the organisation also supported the private sector whenever they had something to do concerning tourism. He noted that the private sector initiated some events and that such events were then sponsored based on an assessment of how each event fitted into the product and regional diversification strategy and availability of the budget.

He said some of the events sponsored in the past and those that would be sponsored in future included among others; Gaborone International Music Concert, the inaugural Gaborone City Marathon, Son of the Soil, Dithubaruba Festival, Poetavango, My Maun Experience, Ghanzi Show, Bangwaketse Cultural Festival and Northern Letlhafula among others.

Mr Hubona noted that the activities created destination awareness and positioned Botswana globally as well as  help the country to penetrate new markets and grow existing ones.

He noted that some of the awards won by BTO included New York Top 52 destinations only African countries, Partner Country National Geographical World Legacy Awards, 2^nd Best Stand ITB 2017, World Travel and Tourism Council Destination Stewardship, Green Destinations Top 100 sustainable destinations and Luxury Travel Guide Best Luxury Destination of the year among others, and that the awards were an indication that a lot had been done even with a small budget.

He explained that BTO was mandated to market tourism, grade accommodation facilities, develop and promote tourism investment. ENDS