The Ministry of the Environment and Tourism recently launched a domestic travel campaign that is geared at showcasing the country’s unique tourism offering.
Launching the campaign, the Permanent Secretary in the ministry, Grace Muzila, described the campaign as a commitment to showcasing Botswana’s unique offering in terms of wildlife, culture, heritage, and hospitality at the same time ensuring sustainable and responsible tourism practices.
“We urge all citizens and residents alike to respect the environment and local communities around where tourism is practised,” she said. “Botswana has always been the land of impeccable natural resources. It hosts a diversity of attractions that are second to none.”
The friendliness of the people
Muzila noted that cultural heritage, warm hospitality, and the friendliness of the people make Botswana a destination of choice. “Domestic tourism is paramount in contributing to the growth of the industry,” she said. “It makes a substantial contribution to the financial resilience of the tourism industry. This campaign has been developed to promote different tourism products.”
She pointed out that the campaign is not just about promoting tourism but exploring, re-experiencing, showing love for the country, and supporting local businesses. Muzila said her ministry has devised a multifaceted strategy to promote national pride, increase domestic tourism, and boost the local economy. In addition, she said, the domestic tourism industry is not just about revenue but preserving the environment, culture and heritage for generations to come as well.
“It is about creating jobs, supporting communities, and showcasing the best of Botswana to the world,” said Muzila. “Transformation, therefore, is driven through our revised Tourism Policy which aspires for a diversified tourism sector, value chain development, citizen empowerment, and promotion of MICE (Meetings, Incentives, Conferences, and Exhibitions).”
More united
She said through this campaign, the country will strengthen its bond as a nation, build a resilient tourism industry, and emerge more united and prosperous than ever before. “In domestic tourism, we are building a strong foundation for this industry,” she said. “So let’s work together to make sure that domestic tourism is strong, and we can do that using this campaign.” Muzila noted that the campaign is in its third year but previous editions were never officially launched, hence the need to market it through this launch.
