By standards of the industry, 5.5 percent of annual growth rate is considerably fair as it is above the projected world annual average of 4.1 percent. The SADC report is compatible with predictions made by the World Trade Organisation’s (WTO) Tourism 2020 Vision, which had also predicted an overall growth of the industry. The WTO Tourism 2020 Vision predicted that international arrivals in the market would register over 1 billion tourists by the year 2010 and 1.56 billion by 2020.
“As regards Africa, international arrivals will more than double to reach 47 million in 2010 and 77 million in 2020,” says the report.
The most interesting target for Botswana would be the 2010 target as there has been rife speculation that the country would benefit from the 2010 world cup soccer tournament billed for neighbouring South Africa. There is widespread optimism that the country will take advantage of the world soccer showpiece. The onus is now on the recently launched Botswana Tourism Board which is reported to be three years behind schedule. The board was launched by the Minister of Environment, Wildlife and Tourism Pelonomi Venson, who also said that there are chances of the industry making a round-about turn. Statistics show that African countries that are leading in attracting tourists are Namibia, Tanzania, Nigeria and South Africa. In terms of regional growth, Europe is still maintaining a firm grip on the top spot, while Asia and the Pacific have claimed the second spot from the Americans. Africa and the troubled Middle East follow the pack respectively.
Africa as a whole has a tall order to climb, given the unstable geo-politics and continuous upgrading of airline capacities in Europe and Asia.
“Given the potential of growth of the tourism sector in the SADC region and the exigency of tourists who are demanding more quality services, training of employees at all levels in the travel and tourism industry is now crucial,” notes the report.
The report further says that there is a need to facilitate intra-regional travel and the movement of international tourists in the region “in order to increase the market share and revenue of the region in world tourism”.
