Wilderness Safaris champions Botswana’s premium tourism model at ITB Berlin 2026
DAVID KARABO | Wednesday March 11, 2026 08:34
As ITB Berlin marks its 60th anniversary this week, Okavango Wilderness Safaris (OWS) has emerged as one of Botswana's most visible champions at the world's leading travel trade show, demonstrating an unwavering commitment to destination marketing that extends far beyond typical operator participation.
The company's presence at this year's show is unprecedented: OWS occupies two strategic positions. One as part of the greater Wilderness Group's pan-African showcase and another alongside Botswana Tourism Organisation (BTO) and 24 other local operators on the national stand. The company has also stepped forward as a significant sponsor of the official Botswana Night reception, hosted by Hon. Wynter Mmolotsi, the Minister of Environment and Tourism.
'Our dual presence at ITB this year reflects a deliberate strategy,' says Kabelo Binns, non-executive chairman of Okavango Wilderness Safaris, who traveled to Berlin to personally oversee the company's participation. 'We're not just here to market our multiple camps. We're here to champion Botswana as a destination. When Botswana succeeds, we all succeed. “That's why supporting Minister Mmolotsi's reception and standing shoulder-to-shoulder with BTO and our fellow operators matters so much.'
A legacy of destination partnership
Wilderness Safaris' commitment to ITB Berlin stretches back decades, mirroring the company's 43-year journey in Botswana since establishing its first operation in the Okavango Delta in 1983.
For Binns, ITB represents far more than a commercial transaction venue, it's a strategic platform where Botswana's conservation-first tourism model can be articulated to the world's most influential travel decision-makers.
'ITB brings together over 100,000 trade buyers from 160+ countries in one place,' Binns explains. 'For a destination like Botswana which competes globally for high-value travelers, this concentration of decision-makers is invaluable. “Every country here is aggressively pushing their unique story and offerings. Botswana is not alone in having unique places to visit on the planet. “So, the strategy here is to influence travel itineraries and ensuring Botswana is top of mind when that planning happens, sometimes years in advance. “The pre-scheduled B2B meetings we conduct here directly influence travel itineraries and secure advance bookings that sustain our operations and critically, our conservation efforts throughout the year.'
The significance of the European market, Germany specifically, cannot be overstated. Recent data shows German arrivals to South Africa grew 14% between 2024 and 2025, from 254,992 to 290,795 visitors. Botswana has not seen this kind of growth and would like very much to gain a greater slice of the growing interest in the region. It goes without saying that for safari destinations, like OWS’ properties, pursuing high-value tourism, the German market represents both volume and spending power.
'What makes ITB particularly valuable is that we're not just reaching German operators,' Binns notes. 'We're engaging with international buyers who use this platform to construct multi-destination African itineraries. “Botswana's presence here, supported by private sector investment from companies like ours, ensures we remain top-of-mind when those itineraries are being designed.'
The Differentiation Imperative
With Angola serving as ITB 2026's official host country and increased African participation from destinations like Benin, Madagascar, and Cabo Verde, Binns acknowledges that competition for European travelers has intensified. Botswana's differentiation strategy, however, rests on fundamentals that competing destinations cannot easily replicate.
'Our competitive advantage is structural, not promotional,' Binns states. 'Botswana maintains strict limits on the number of camps, beds, and vehicles allowed in each concession. “Nearly 40% of our country is dedicated to wildlife conservation. This isn't marketing language; it's policy enforced through our concession system.'
Binns added: 'In many African destinations, a lion sighting might attract a dozen vehicles within minutes. “In Botswana's private concessions, you could spend an entire day tracking a pride without encountering another vehicle. That exclusivity, that sense of genuine wilderness, is what our guests are purchasing. “That’s only possible because of deliberate policy choices that prioritise conservation over volume.'
The model extends beyond guest experience to community impact. At Wilderness's operations, approximately 95% of staff are Batswana, many from neighbouring communities. The company sources 89% of operational spend from Botswana businesses, supporting local suppliers, farmers, and artisans. Since 2016, Wilderness Botswana has contributed close to P40 million in lease fees to communities and over P15 million in park fees and levies to government. This does not include the taxes to government or the salaries to the nearly 1,000 strong workforce. Wilderness in Botswana is a major contributor to the economy and is able to do so because of the forward-thinking policies Botswana has.
'Sustainability isn't a department for us, it's our business model,' Binns explains. 'We've invested in 100% solar power across our camps since 2012, saving 2.1 million litres of diesel. “We've spent over P30 million on conservation projects since 2014. These aren't CSR expenses, they're investments in the asset base that makes luxury tourism viable.'
State of the industry: Resilience amid transition
When asked about the current state of Botswana's tourism industry compared to the previous year, Binns' assessment is cautiously optimistic, acknowledging both challenges and opportunities.
'The broader economic context is challenging,' he admits. 'Botswana's economy contracted in 2024 due to weakened global diamond demand. Lab-grown diamonds and multiple changes in the luxury products are challenging the jewellery market, fundamentally altering our historic economic model in Botswana. “But here's what's remarkable: while diamonds struggled in 2024-25, tourism demonstrated counter-cyclical resilience.'
That resilience is evident in investment activity. Wilderness opened its Mokete camp in the Mababe Depression in 2023 after the Mababe River began flowing again, creating a 6,400-acre wetland with exceptional game concentrations. andBeyond launched two new Under Canvas camps. Singita, after years of careful evaluation, committed to its first Botswana property.
'When Singita invests in Botswana, when andBeyond expands their portfolio, when we at Wilderness continue developing camps and infrastructure, we're collectively signalling business confidence,' Binns notes. 'These aren't small bets; each luxury camp represents multi-million dollar investment in a country transitioning its economic model. “That confidence is grounded in fundamentals: pristine wilderness, stable governance, community partnerships and growing demand for authentic, conservation-oriented travel experiences.'
Investment confidence: Private capital's vote
Beyond operational camps, broader infrastructure investment signals market confidence. U.S. hospitality chains Hilton (2019) and Marriott International (2020) entered the Botswana market, though Gaborone's hotel capacity remains insufficient for conference demand. The government is pursuing the Kasane-Kazungula redevelopment project and value chain development in tourism.
'The investment landscape tells a clear story,' Binns asserts. “Private capital is decisively backing Botswana's tourism model. You're seeing it in luxury camps, urban hotels, aviation, aviation players such as SAA and Airlink are expanding routes into Botswana, and in specialized sectors like MICE. Botswana will host AviaDev Africa in June 2026, a premier route development forum. “ These aren't vanity projects; they're strategic investments in tourism infrastructure.'
From Wilderness's perspective, the company has launched innovative programs like the Wildlife Friendly beef value chain, connecting remote farming communities to camps while encouraging human-wildlife coexistence. The company operates an in-house training school that has trained over 400 people in career-shaping skills.
'Our business confidence manifests in continued investment despite economic headwinds,' Binns explains. “'We're not just maintaining assets, we're expanding capacity, upgrading facilities to 100% solar power, investing in staff training and developing community partnerships. “That's only rational if you believe in the long-term viability and growth of Botswana tourism.'
Yet Binns acknowledges a critical tension: 'There's a delicate balance between growth and exclusivity. Minister Mmolotsi articulated this challenge at the Tourism Pitso that we risk overtrading if we're not careful. “Botswana's brand equity rests on exclusivity, pristine wilderness and intimate encounters with nature. “Rapid expansion could erode the very qualities that justify premium pricing and support conservation. “That's why thoughtful government oversight of concessions and bed numbers remains essential.'
As Botswana night attendees gathered on Thursday at the ministerial reception in Berlin part sponsored by Wilderness, Binns reflected on what the event represents.
'Supporting the Minister’s reception isn't philanthropy, it's strategic partnership,' he states. 'For 43 years, Wilderness has grown alongside Botswana. Our success is inseparable from the country's success. “When we sponsor this reception, when we occupy dual stands at ITB. “When I personally attend to demonstrate our commitment, we're signalling to the international travel trade that Botswana has both government support and private sector confidence backing its tourism vision.'
That vision, articulated in the Tourism Pitso's theme, 'Tourism as a Catalyst for Economic Transformation and Sustainable Growth Through Partnerships', which aligns closely with Wilderness's operational philosophy.
'Partnership is the operative word,' Binns emphasizes. 'Partnerships between government and private sector. Partnerships between operators and communities. Partnerships between conservation and commerce. Partnerships between Botswana and source markets like Germany. “ITB Berlin provides the platform where these partnerships are forged, strengthened, and translated into bookings that sustain jobs, fund conservation, and support community development.'
Looking ahead, Binns sees Botswana's tourism trajectory as promising but requiring continued strategic discipline.
'We have the potential to be Southern Africa's preferred luxury tourism destination,' he said. 'We have the wildlife, the landscapes, the governance, and increasingly, the infrastructure. What we must maintain is the discipline that made us successful in the first place: high value over high-volume, conservation over exploitation, community benefit over corporate extraction, and long-term sustainability over short-term profit. “If we hold that line, Botswana's tourism future is extraordinarily bright. “And Wilderness will continue to be at the forefront of championing that vision, here at ITB and in every market we serve globally.'