As a country that boasts stunning landscapes and a rich cultural diversity, Namibia is attracting more and more attention from travelers around the world. And this year, the country has taken center stage at the ITB Berlin trade fair – one of the largest tourism events in the world. With a range of exhibitions and presentations showcasing Namibia’s unique attractions, visitors to the fair have the chance to learn more about all that this spectacular African nation has to offer. From the towering red sand dunes of Sossusvlei to the diverse wildlife of Etosha National Park, Namibia is a destination that truly has something for everyone. And with its presence at ITB Berlin this year, it’s clear that this extraordinary country is well on its way to becoming a must-visit destination for travelers from all over the world.
At least 19 Namibian tourism companies exhibited at the ITB Berlin tourism trade forum last March, one of the largest tourism events in the world. The forum focuses on business-to-business engagement rather than on consumers or members of the public. Namibian names involved in the event were Gondwana Collection, Fly Namibia, the O&L Group, N/a’an ku sê Collection, Wilderness, and Sense of Africa.
Foreign tourist operators have indicated a high demand for travel to Namibia, and Namibian travel packages are gaining traction, as per economic analysts Simonis Storm Securities. They anticipate a rise in international visitor arrivals, following the completion of the American embassy in Windhoek. This presents an opportunity for the country’s tourism sector to capitalize on the ensuing tourist peak season. Simonis reports that about 400 permanent workers are to be recruited with a 70/30 split between Namibian and American workers.
According to Simonis, most visitors came from Namibia’s main tourist source markets, with 37,4% coming from Germany, Switzerland and Austria, while South Africa contributed 5,4%, the Benelux countries 4,5%, and France 3,5%. The number of guests from the United States and Canada has doubled since February 2022.
In February this year, occupancy rates averaged 31,7%, dropping from 37,1% in January this year, and increasing from 22,5% in February 2022, as stated by HAN data. Occupancy rates continue to follow their longer-term seasonal trend, where occupancy rates typically dip every January and remain below average until Namibia’s peak tourist season commences from May to September. February and March are usually the quietest months for tourism in Namibia, according to CEO of the Hospitality Association of Namibia, Gitta Paetzold.
Namibian travellers accounted for 55% of all guests at hospitality establishments throughout the country. However, only 31% of all guests were Namibian in February, reflecting the general rise in living and travelling costs, leading to more households delaying or cancelling planned trips.
Tourism remains a key driver for Namibia’s economic growth and has great potential for significant job creation at different skill levels. According to 2018’s Labour Force Survey, the accommodation and food service sectors were among the top-five largest employers in Namibia. The hotels and restaurants sector is predicted to expand by 7.4% in 2022, 5.4% in 2023, and 3.7% in 2024 as per the latest budget documents from the Ministry of Finance and Public Enterprises.
However, the Namibia Tourism Board may not be able to do much marketing in 2023 and is still facing limited funding from the government’s budget. Consequently, the private sector will have to play a more significant role in advertising Namibia as a welcoming and safe tourist destination to boost tourist inflows.
In conclusion, the attendance of Namibian tourism companies at the ITB Berlin tourism trade forum is an excellent recognition of the country’s travel industry. Although Namibia faces some challenges, there are great opportunities for the tourism sector to continue contributing to the country’s economic growth and job creation.
