This is a welcome development considering that tourism has been identified as one of the new engines of the economy.
The roll out comes at a time when the country is grappling with economic diversification to move away from over-reliance on diamonds.
In an ideal situation, the benefits of tourism should accrue to everybody. However one cannot help but decry the fact that many of our people know next to nothing about this huge and untapped resource.
Batswana are yet to realise the benefits of this sector particularly the rural economy, which is hard hit by youth unemployment, idleness and the rural-urban migration.
That the potential of tourism is enormous is not in doubt. But the other truth is that only a fraction of this huge resource is being tapped.
This is not surprising taking into account the fact that there is a serious lack of awareness amongst the populace about the potential and benefits of tourism.
What is particularly pleasing about the Tourism Department’s roll out of the awareness programme is that it is modelled around five specific themes, tourism works for Botswana; tourism works for entrepreneurs; tourism works for heritage; and tourism works for the environment.
These themes are very sound as Batswana need to appreciate how tourism could benefit them in various ways such as sightseeing, visiting friends and relatives and going on vacations.
The themes also demonstrate that Batswana could engage in a variety of tourism businesses and related activities.
Examples of such businesses include operating tour guide services, providing transport, selling souvenirs, curios and the provision of accommodation.
Similarly tourism could benefit the preservation and revival of our national heritage such as historical sites, culture, craft production, traditional food and dance.
The Department has to go the extra mile to ensure that its roll out of the tourism awareness plan to the districts becomes a success.
