27 Jan 2026

While the name once referred to the gold buried beneath its soil, it is now being used to describe a different kind of wealth, the cultural and heritage treasures of its people.

At the recent Tourism Pitso, the first of its kind since 2013, the atmosphere was thick with a sense of belated opportunity. Under the theme, Tourism as a Catalyst for Economic Transformation, leaders gathered to discuss how Botswana’s second-largest city can finally capitalise on its untapped potential.

Mayor Gaone Majere sees the ‘precious’ nature of the city in its diversity. To him, Francistown is a living museum. From the prehistoric silhouette of Nyangabwe Hill to the colonial echoes of St. Patrick’s Church, the city offers a treasure trove for the modern traveller.

“Francistown possesses a wealth of cultural and heritage tourism attractions,” Mayor Majere said, pointing to the Supa Ngwao Museum and the city’s unique legacy as the site of Southern Africa’s first gold rush.

This identity is expressed through the rhythm of local music, a vibrant arts scene and a multicultural cuisine that makes the city a true melting pot.

On one hand, for too long, tourists have viewed Francistown as a mere transit point, a place to refuel before disappearing into the Chobe District or the salt pans of Makgadikgadi. Mayor Majere is determined to turn that transit into a stay.

By leveraging its strategic position as the gateway to the northern circuit, the city aims to capture the flow of international travellers.

The city has already proven it can handle the spotlight including major events like the BTC Francistown Marathon, Northern Trade Fair and the glitz of Miss Universe Botswana have demonstrated that the city has the infrastructure and what is required to host the world.

However, a transformation of this scale cannot be built on government policy alone. The buzzword of the summit was collaboration.

“Government efforts alone cannot lead to transformation,” Mr Majere warned.

He called for a robust alliance between local authorities and the private sector, a sentiment echoed by HATAB chairperson, Mr Joe Motse. Mr Motse emphasised that revitalising Public Private Partnerships (PPPs) was the only way to mobilise the innovation needed to build world-class tourism products.

Such a shift, he said was an economic lifeline designed to invigorate local supply chains by sourcing from residents, empower SMEs to move beyond traditional retail and mining support as well as create sustainable jobs, specifically targeting the energy of youth and women.

Vice President, Mr Ndaba Gaolathe officially opened the Pitso and the vision was established that Francistown is no longer content to sit in the shadow of the wilderness, but stepping into the light as well as proving that it truly is the City of All Things Precious, where history, culture and opportunity meet. BOPA