TOURISM GAINS, BUT GAPS REMAIN

The Botswana Tourism Organisation (BTO) has reported significant progress in the recovery of the country’s tourism sector following the COVID-19 pandemic, while acknowledging persistent governance, funding, product development challenges, and event disruptions that continue to constrain the industry’s full potential.

Presenting before Parliament, BTO Acting Chief Executive Officer Mr Justice Ofentse described the organisation as the country’s principal tourism agency mandated under the Botswana Tourism Act, operational since 2006 and reconstituted in 2009. He noted that BTO is responsible for destination marketing, tourism development, grading of tourism establishments, and investment facilitation across Botswana’s tourism value chain.

Mr Ofentse explained that the organisation’s strategic mandate is aligned with key national frameworks, including the Botswana Economic Transformation Programme, Vision 2036, and the National Development Plan 12 (NDP 12). He emphasised that sustainability, quality assurance, and citizen participation remain central to BTO’s operating model, particularly through support for community-based tourism enterprises and eco-certified establishments.

However, the presentation highlighted ongoing governance and operational challenges within BTO that have affected institutional stability and delivery efficiency. These include periods between 2023 and 2024 when the organisation operated without a fully constituted board, frequent leadership changes with four chief executive transitions in the past five years, and persistently low audit closure rates averaging 23% against a targeted 100%. Officials also noted weaknesses in internal audit implementation, constrained training delivery due to budget limitations, and high vacancy rates that continue to affect operational capacity and service delivery.

Despite these constraints, BTO reported strong post-pandemic recovery indicators. International tourist arrivals increased from 358,225 in 2020/21 to 1.15 million in 2025, while tourism revenue rose from P2.3 billion to P8.3 billion. Employment in the sector expanded from 26,086 to 38,661 jobs, and citizen-owned enterprises grew by 42%, reflecting gradual localisation of tourism benefits.

However, officials cautioned that these gains are tempered by weak product diversification, low investment mobilisation, and underperformance in citizen empowerment targets. Product development achievement stood at only 10% against a 48% target, while investment mobilisation reached P64 million compared to a P250 million goal. Citizen empowerment implementation also lagged at 25% against a 50% benchmark.

A key concern raised during the presentation was the cancellation of major domestic tourism events, including the Makgadikgadi Epic and the Khawa Dune Challenge and Cultural Festival. These cancellations were said to have weakened domestic tourism stimulation, reduced marketing opportunities, and limited revenue generation for local operators.

In subsequent feedback from the private sector, local tourism operators noted that the cancellation of Botswana’s participation in international trade fairs was also a major setback, particularly regarding Africa’s Travel Indaba. Operators who attended the event independently reported that the absence of Botswana’s national tourism stand had a direct commercial impact, especially for small and medium-sized enterprises that rely on such platforms for visibility and business generation.

According to these industry representatives, some businesses were informed of Botswana’s non-participation at short notice, leaving limited time to adjust marketing strategies. They further emphasised that Botswana’s national stand has historically attracted significant international buyer traffic, and its absence reduced visibility for both the destination and participating operators.

Consequently, industry stakeholders called for improved planning, communication, and coordination ahead of major tourism marketing platforms such as ITB Berlin, World Travel Market (WTM), and Africa’s Travel Indaba. They stressed that early engagement is essential to maximise opportunities and ensure effective representation of Botswana’s tourism sector.

The parliamentary presentation and subsequent feedback from operators underscore an industry consensus that while Botswana’s tourism sector continues to recover strongly, sustained growth will depend on improved institutional stability, predictable funding, consistent participation in key tourism events, and strengthened collaboration between the public and private sectors.