As a firm specializing in market research and data analysis through surveys, feasibility studies, polls, among others, we hope to bring valuable insights through today’s article as we focus on the nature of tourist inflows into Botswana.
Tourist numbers rising again
Statistics Botswana recently published a report which provides information on the attractiveness of Botswana as a tourist destination. According to the report, Botswana received a total of 358,225 visitors in 2020, with the highest number 258 747, being recorded during the first quarter of 2020. The imposition of a travel ban beginning of April in response to the Covid-19 pandemic saw the numbers drastically fall from 69,537 in March to 5,165 in April. However, the numbers have been slowly rising again with the first quarter of 2022 alone having recorded 158,284 tourists into the country compared to 46,512 in the last quarter of 2020.
Origin and purpose of visit
The majority of the visitors in 2020, were visiting friends and relatives, followed by those on business trips, then on holiday, and lastly those who visited for purposes of ‘Religious, Conferencing, Sports, Medical & Shopping activities’ grouped under the ‘Other’ category. The same trend was also observed in the first quarter of 2022. The statistics also show a significant volume of tourists who cross Botswana’s borders in transit to other countries.
In both periods under analysis, the majority of tourists, i.e. over 90% reside in the SADC Region with neighbouring South Africa, Zimbabwe, Zambia, Namibia and Malawi consistently making it in the top 5. Most of these visitors largely enter the country for business, followed by leisure or holiday purposes, then to visit friends and relatives and the smallest portion for ‘other’ purposes. Furthermore, Botswana also attracts tourists from far nations overseas and countries that top this list include the USA, Germany, UK, Australia and Canada in that order. Tourists from these countries are known to visit the nature reserves and explore Batswana’s rich cultural heritage.
Tourists are nomadic and big spenders who buy souvenirs from the host country with the view of making the acquired artefacts perpetual reminders of their past travels. Thus, innovative businesspeople need to study the tourism value chain and assess the gaps where they may fit in so as to benefit from the promising windfalls of the industry. The value chain needs providers of charter services, shuttle services, beverages, accommodation, sculptors, historians, archaeologists, and gatherers of ancient products among others. Analysing the value chain and properly identifying where your business may fit is a key enabler in diversification of income streams and ensuring a stable flow of revenue to the business venture.
Why is this key?
Like all businesses, tourism has its peak and off-peak periods and it is not immune to other external factors. Owing to Covid-19 induced lockdowns, businesses were disrupted and forced to come up with survival strategies. Investment in technology and online retailing are key since the world witnessed that disruptions that threaten the status quo are inevitable. Innovative tourism service providers have since come up with virtual tours coupled with online shopping to ensure business continues even without travelling.
Conclusion
We hope that this article was insightful and that it demonstrated to some extent the importance of market research or data in business decision-making. As stated above, we offer market research and data analysis through surveys, feasibility studies, polls, among other data-related services.
Please contact us on +267 7187 0023 or research@easternman.co.bw for consulting or to join our free research WhatsApp group
