Interview with Lt-Gen Ian Khama Seretse Khama

Botswana tourism has proved remarkably resilient in face of an overall decline in the world tourism industry. In this interview Lt-Gen Ian Seretse Khama answers a dozen tough question and tells why he remains an optimist.

Q: Following the events of September 11 2001 in New York, there has been a decline in the world tourism industry. How has this affected Botswana?

A: Our statistics reveal that there has been a marginal decline in the tourism arrivals after the September 11 incident. Since Botswana's tourists originate from different parts of the world the industry was not seriously affected.

Q: What is government policy towards tourism in general and has this changed in anyway since September 11?

A: The Tourism Policy of the Government is based on the following objectives:

• To increase foreign exchange earnings and Government revenues;
• To generate employment mainly in rural areas;
• To raise incomes in rural areas in order to reduce urban drift;
• To promote rural development and to stimulate the provision of other services in remote areas of the country;
• To improve the quality of national life by providing educational and recreational opportunities; and
• To project a favourable national image to the outside world.

In addition, it emphasises the need to ensure that tourist activities are carried out in an ecologically sustainable manner.

While the events of September 11 have impacted negatively on the international tourism industry and have forced governments to review various aspects of their tourism policy to cope with similar disruptive events, we have not altered the thrust of our tourism policy.

However, we have reviewed security measures at the entry and exit points of the country with a view to implementing more effective measures to protect the travelling public.

Q: When will the Tourism Board become operational and how will this affect government policy and administration of the industry?

A: Cabinet approved the establishment of a Tourism Board and a Draft Tourism Board Bill is to be tabled before Parliament sometime this year. When the Board is established, its major focus will be the marketing of tourism. The work of this Board will be complemented by the Department of Tourism, which will be responsible for the administration of policy issues related to the industry.

Q: Does Botswana tourism have unique advantages that set it apart from its main competitors? What are these advantages? Are they being published sufficiently vigorously?

A: Botswana offers a unique wilderness experience to the traveller with its vast natural environs, and boasts the largest concentration of wildlife in this part of Africa. This is complemented by the contrasting landscape of desert and delta and the rich cultural heritage. All these factors, together with the safe and secure environment, no doubt make Botswana a first choice holiday destination.

The Tourism Department, in conjunction with the private sector, continues to promote Botswana as a premier tourism destination in major international markets. In order to achieve this, a number of strategies have been put in place, including advertising in reputable international print media and participating at major international tourism fairs and road shows.

The Department also hosts tourism wholesale agents and reputable travel journalists on familiarisation tours to gain first-hand experience of Botswana tourism.

These journalists thereafter write and publish feature stories about Botswana tourism attractions in their respective countries and also share their personal experiences with potential tourists.

Marketing Representatives appointed for North America, Germany, United Kingdom and Japan further complement and strengthen the Department's marketing efforts in their areas of representation.

They also organise road shows, workshops and undertake other promotional activities on our behalf to specific target audiences.

The Department of Tourism has also established a website, www.botswanatourism.org, which provides comprehensive visitor information.

Q: Is Botswana a safe tourist destination? Should this be emphasised internationally?

A: Botswana is a safe and secure destination. It has so far not been characterised by industrial strikes, national political and ethnic uprisings, and wars. Hence it has been labelled as the shining example of democracy in Africa.

There have been relatively few incidents and accidents concerning tourists. Tourists want guaranteed safety at the destination of their choice in addition to the physical attractions and, therefore, security has become Botswana's trademark.

Q: Does tourism provide an important method of economic diversification away from over-reliance on the mining sector?

A: Yes. Botswana's rich cultural and historical heritage, and abundant wildlife resources provide opportunities for investment in the tourism industry. Global statistics continue to record a good growth on tourist arrivals.

Tourist arrivals in Botswana grew from 571,931 in the year 1997 to 923,132 in year 2001. This, coupled with the tourism industry's multiplier effect and increased local participation, provides the potential to diversify the economy from reliance on other sectors.

Q: What do you see as the government's role in the future development of the tourist industry. Has Government a greater role to play?

A: Government will continue to play a major role in the formulation of policies and legislation related to tourism. This is so because of the environmentally-sensitive nature of the national assets that are associated with the industry and the responsibility that is ascribed to the Government to ensure that those resources are utilised in a sustainable manner for the benefit of the nation.

After the intended tourism administrative changes, the role of the Government in the marketing of tourism will diminish, but Government will still have a major role to play in diversifying tourism geographic spread of tourism activities throughout the country by attracting a diverse range of investment interests.

Q: Do you have any specific advice for tour operators who want to send their clients to Botswana?

A: Botswana offers an exclusive safari destination in the Southern African region. It offers a unique wilderness experience to the traveller with its vast natural environments, and the largest concentration of wildlife in the National Parks and Game Reserves.

This is complemented by the contrasting landscape of desert and delta and the rich cultural heritage. All these factors, together with the safe and secure environment, undoubtedly make Botswana a first choice holiday destination.

Q: Do you have any specific advice to the owner of the lodges and campsites in Botswana?

A: While Government greatly appreciates the investment efforts in the established tourist areas it also encourages investment in other parts of the country where there is a potential, i.e Kgalagadi and South Western Botswana. The development of joint-venture arrangements with citizens are encouraged to facilitate skills transfer and local participation. Lodge owners are advised to promote their facilities to citizens at affordable rates, particularly during the lean season.

Q: How would you encourage new investors to come into the tourist industry?

A: Botswana has an investor friendly climate, both in the industrial and tourism sectors. We have established a one-stop service centre at the Botswana Export Development and Investment Authority (BEDIA) to expedite processing of licenses and permits.

There are many new opportunities that exist in the eco-tourism and man-made attractions.

Q: What plans are there to develop eco-tourism?

A: Botswana is one of the first countries to develop a National Eco-Tourism Strategy. The Strategy, which encompasses community-based tourism initiatives, will drive the tourism diversification programme both in terms of geography and product.

An Eco-Tourism division was established in the year 2000 within the Department of Tourism, which will facilitate the implementation of the National Eco-Tourism Strategy. I am happy to report that an Eco-tourism pilot project was launched in Goo-Moremi (Moremi Gorge) during the International Year of Eco-Tourism 2002.

Q: Is there any way that local people can participate more fully in the tourist industry and enjoy more of the wealth that tourism brings?

A: Yes. There are opportunities and the Departments of Tourism and Wildlife, and National Parks continue to provide technical assistance to communities in order to help them benefit from the different government schemes such as Community Conservation Fund (CCF), Community-Based Natural Resources Management (CBNRM), and Citizen Entrepreneurial Development Agency (CEDA).

The National Eco-Tourism Strategy puts emphasis on citizens not only in accommodation facilities such as lodges and guesthouses but also in campsites, traditional huts, mobile safaris, and the provision of traditional cuisine and entertainment and other activities which depict Botswana culture.

Q: Is Botswana tourism mainly directed towards affluent tourists or is there still a place for a younger generation of back-packers?

A: The tourism industry in Botswana has, over the years, adopted a 'high value low volume' approach towards the tourism activities. This approach minimises the degradation of the fragile ecosystems within which our natural resources depend.

However, there are public campsites within the National Parks and Game Reserves, which are frequented by budget tourists.

With the expansion and the development of new tourism attractions, we will be able to provide more opportunities for all segments of tourists.

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