19 Dec 2021

 Botswana’s first attempt at promoting its  heritage  and culture  through pageantry is already proving to be a success, says Minister of Environment, National Resources, Wildlife and Tourism, Ms Philda Kereng.

 Speaking at the Miss Botswana and Miss World candidate Palesa Molefe welcome ceremony, Ms Kereng said the ministry stepped in to support the queen at a time when there was need to resuscitate the ailing tourism industry hard hit by the COVID-19 pandemic.

  “In an effort to promote  the country’s tourism internationally, the Ministry of Environment, Natural Resources Conservation and Tourism, through Botswana Tourism Organisation, was actively involved in packaging Miss Botswana 2021 for her participation at the 70th edition of the Miss World pageant which was held in Puerto Rico,” she said.

  Acknowledging the role Palesa played in promoting the tourism sector during her Miss World boot camp, Ms Kereng said being one of the fastest emerging competitive niche tourism segments internationally,  pageantry tourism could be a primary catalyst for the reconstruction and revitalisation of Botswana’s tourism industry.

  “We need to market Botswana in everything we do as a nation and Palesa’s efforts are already unlocking other untapped possibilities in taking Botswana to the world,” she said.

   She stressed the need to diversify the tourism industry from the traditional wetlands and safari and for tourism mainstreaming in Batswana’s daily lives adding that Parliament recently passed the revised  national tourism policy seeking to transform the marketing and packaging of Botswana’s  tourism  to the world and as well as advocating for  inclusivity of locals in the industry.

  Saying the ministry planned to collaborate with all stakeholders  towards  the sustainability  of the tourism sector and diversifying tourism into different  spheres of  life, she revealed that a tourism pitso was being organised to map the way forward on the inclusion of all Batswana in  marketing the  industry.

The  pitso, she said, would assist  in bringing brains and  innovations  together  and ensure  the success  of  an all-inclusive  tourism model.

   She noted that diversification of the tourism sector had already extended to the agricultural sector through promotion of agro-tourism and lifestyle  tourism.

 On another issue, Ms Kereng applauded Batswana for the spirit of patriotism they exhibited in supporting Palesa saying the warm reception she received was testament to  a trait Batswana were well known for.

She  said  Palesa’s participation in the  Miss World  pageant meant a lot to the nation because she personified the true Botswana identity.

Her  Miss World journey should be a unifying symbol to all, said Ms Kereng.

She also praised the young innovators who utilised the digital space by fusing promotion of Palesa’s participation in Miss World pageant and Botswana tourism into one package.

Ms Kereng said the introduction of a digitalised museum was the next phase of promoting the country’s  tourism sector  globally.

 For her part, Palesa expressed gratitude for the support she received from all.

 Pageantry, she explained, availed a platform for one to be  the  voice of all young women.ENDS