17 Nov 2013

The development of staff in the tourism industry is significant because they occupy an increasing space in the socio-economic development of the country.

Officially launching the Customer Care Training Project in Gaborone on November 15, the Minister of Environment, Wildlife and Tourism, Mr Tshekedi Khama said, “the staff providing for our tourists is the hidden gem that will unlock growth in this industry and lead the nation to prosperity.”

Mr Khama said tourism had become important as a vehicle for economic diversification and employment creation. However, he said Botswana faced growing competition from other nations which had similar product offerings for tourism and diverse landscapes.

“We can no longer be competitive based solely on the product; the people delivering the product have to be up-skilled to offer unique tourism experiences that leave a lasting impression on all tourists,” he said.


He emphasised the need to include air and road transport services, facilitation at ports of entry, financial and other services such as telecommunications in this training. To transform Botswana into a tourism destination of choice, Mr Khama said efforts to up-skill staff and make significant improvements into customer service offered in Botswana is everybody’s responsibility.


He said traditionally, tourism had been more about hotels, lodges, camps, adding that destination management as support structures were equally important and could even be the biggest differentiators.
 
This, he said, put the nation’s efforts in promoting the sector in the spotlight.

He highlighted that both the global competitiveness report, and the Travel and Tourism (T&T) report rank Botswana low in the key indicators that demonstrate the country’s preparedness. Batswana’s attitude towards foreigners and the degree of customer orientation are ranked l103/140 and 120/148 countries respectively in the latest T&T Report and the 2014 Global Competitiveness Report.

“It is these challenges that the training we are launching today seeks to address,” he said.

 As services were on the frontline stage for most external tourists; Botswana Police Services, Immigration and Customs personnel and other support functions at ports of entry have been included in the training this year, he explained.

Minister Khama beseeched the private sector to support ongoing learning of the staff by offering on the job training, implementing changes that make Botswana a destination of choice and take accountability for service delivery.

“Botswana can be propelled forward if we are all bound by the common ambition to elevate service experience,” he said. He said quality of air transport infrastructure, a key support area in tourism is ranked by WEF 94/148 countries; indicating a need to make major improvements to airports such as Sir Seretse Khama International Airport, Maun and Kasane to improve the efficiency of our national airline.

Other improvements, he said, needed to be made are in the facilitation of visas, improving technological readiness and the quality of health care.

For his part, Botswana National Productivity Centre (BNPC) executive director, Mr Baeti Molake said customer service is imperative if all strive to make strides in diversifying the economy through the tourism industry as a country. More often than not, Mr Molake said tourists return to the place they have been to, not because of what they saw but rather because of the service experienced.

He said it was therefore critical that all individuals up their game in service provision. The main objective of the customer care training project is to address challenges of customer service in Botswana with particular focus on the tourism industry, he said. Customer Care Training for the Tourism Industry Personnel started utilising the Tourism Industry Training Fund in 2010, an initiative which targets over 700 staff throughout the country. The programme targets, tourism and hospitality personnel, transport sector personnel, veterinary services, filling station attendants and personnel working at the country’s points of entry. ENDS