05 May 2026

While the world’s fastest athletes were shattering records on the track, Botswana was simultaneously breaking new ground in tourism.

As the curtains close on the Debswana World Athletics Relays Gaborone 2026, its impact is reverberating far beyond the stadium cementing the country’s reputation as an emerging hub for global events.

In an interview with BOPA, Botswana Tourism Organisation (BTO) Marketing Manager for Public Relations, Tebogo Ramakgathi, said the relays were never just about sport, but a strategic platform to showcase Botswana’s destinations, products, and culture to the world.

With 40 nations converging on the capital, the event brought a surge of athletes, officials, and international media, delivering a timely boost to the economy. Tourism currently contributes about 13.1 per cent to Botswana’s Gross Domestic Product (GDP), underscoring its importance as a key economic pillar.

Ms Ramakgathi described the return on investment from the high-profile event as substantial, spanning global brand exposure, capital inflows, and a notable increase in international arrivals.

She said the relays demonstrated Botswana’s strong potential in sports tourism, positioning the country to attract more MICE (Meetings, Incentives, Conferences, and Exhibitions) events as part of efforts to diversify tourism offerings.

To maximise impact, BTO worked closely with the Local Organising Committee, a collaboration that stimulated business across the hospitality sector, including hotels, restaurants, car hire services, and taxis.

To maintain world class standards, Ms Ramakgathi said BTO conducted refresher training for all accredited accommodation facilities, focusing on the principles of Botho and exceptional service, the very traits that encourage visitors to return.

Beyond the event itself, targeted digital campaigns were deployed to capture global attention, promoting destinations such as the Okavango Delta, Makgadikgadi Pans, and Tuli Block.

Specialised tour packages were also curated for the relays, encouraging visitors to extend their stay or return in the future.

Ms Ramakgathi emphasised that tourism is a collective effort. From information desks at airports and the National Museum to city tour operators highlighting Gaborone’s culinary and leisure offerings, the capital was transformed into a vibrant destination to visit, explore, and invest in.ends