Let’s fully exploit benefits of hosting major international events
Thuso Palai | Tuesday April 28, 2026 09:14
The national MICE Strategy clearly signals a deliberate intention to host global events as part of a broader effort to profile, promote, and position Botswana as a competitive destination for Meetings, Incentives, Conferences and Exhibitions (MICE), as well as a place to live, work and invest.
The benefits of hosting such international events can be significant – provided we deliberately take advantage of the many opportunities that arise when the world gathers on our soil.
Botswana has successfully hosted several major events in the past, and this year will be no different, with a number of high-profile international gatherings lined up across different sectors. In recent years, the country has hosted events such as the US–Africa Business Summit, the Kusi Arts Festival, the Forbes 30 Under 30 Summit, the Kimberley Process Secretariat Intersessional Meeting, the Gaborone Golden Grand Prix, and the ITF Juniors Tennis Championships, to mention just a few.
Whilst these events were undoubtedly successful, an important question remains: did we truly maximise the opportunities they presented? As Batswana, and particularly as Batswana in business, did we actively explore how we could benefit from the international traffic these events brought into the country? Your guess is as good as mine.
Across the world, countries host mega sporting events not only for prestige but also for the economic benefits they bring – especially developing economies. Botswana is therefore honoured to host the World Athletics Relays 2026, a major global sporting event that will once again place our country firmly in the international spotlight. The event is expected to attract more than 500 athletes and approximately 2,000 visitors, including family members, officials, and international media. For several days – and even weeks before and after – the country will be abuzz with activity as Botswana becomes host to the world. The world’s attention will be on us, and we must put up a good show. In fact, we must put up an exceptional and memorable show. I am confident that we will rise to the occasion.
But it is important to remember that this is Botswana hosting – not just government. This is all of us. From the immigration officer at the airport, to the customs official, to the taxi driver who transports visitors into the city; from the hotel receptionist, to the restaurant server, to the volunteers at the stadium; from event officials to the spectators on the stands – each of us plays a role in shaping the experience of those who visit our country. Together, we are responsible for creating a lasting and positive impression of Botswana.
Often, people say Botswana rarely features prominently in international media. My usual response is simple: Botswana is a relatively peaceful, stable, and conservative country. We have no major conflicts or upheavals. Unfortunately, peace rarely makes headlines. Bad news elsewhere tends to dominate global media.
However, events like the World Athletics Relays 2026 force the world’s attention onto us. This is our moment to show the world who we are. Such events offer tremendous opportunities for nation branding. They allow visitors and global audiences to experience Botswana’s culture, heritage, music, cuisine, service excellence, and governance first-hand. From an economic perspective, hosting international events also brings a welcome injection of spending and foreign currency into the economy. Even though the influx may last only a few weeks, it still creates a meaningful impact.
In the period before, during, and after the championships, visiting athletes, officials, and spectators will drive increased demand for hotels, lodges, guesthouses, restaurants, retail outlets, and tourism services. Whilst the boost may be temporary, it will result in a noticeable spike in bookings and economic activity.
Major sporting events also tend to stimulate infrastructure improvements. Currently, the National Stadium is undergoing refurbishment, whilst the University of Botswana Stadium – unused for some time – is also being upgraded to serve as a warm-up arena. These improvements will leave a lasting legacy for local sports long after the championships conclude.
Equally important is the global visibility Botswana will gain. For a few days, the world’s spotlight will be firmly on us. Already, people across the globe are searching online for 'Botswana' and 'Gaborone' to learn where the games will take place. This is precisely the global awareness we have long sought. The media exposure will be immense and will give Botswana a valuable platform to showcase its tourism offerings, investment opportunities, culture, and people.
Hosting such events also strengthens civic pride and social cohesion. Communities rally together, national spirit is ignited, and cultural exchange flourishes. In the lead-up to the event and during the championships themselves, there will also be opportunities for short-term employment in areas such as construction, security, hospitality, entertainment, transport, logistics, and event management. Whilst temporary, these opportunities can provide meaningful income for many Batswana.
For the ordinary person on the street, events like these also present opportunities to earn a few extra pula. Increased visitor traffic creates opportunities for small businesses and entrepreneurs. One might offer transport services around town, set up a food stall, sell memorabilia, or even provide face painting services at the stadium – painting the blue, black, and white flag on spectators’ cheeks for a small fee. (Perhaps I’ve just given away a business idea.)
Others might offer personalised city tours, sell crafts, or market locally made products. That visitor from Hungary or Poland might become your next customer – or even your gateway into an export market.
Hosting international events opens doors across the entire economic spectrum – from large enterprises to small informal traders. The key is for each of us to identify our space and seize the moment.
The opportunities are there. The possibilities are endless. Let us find our place in them.
And together, let us ensure that Botswana successfully hosts the world.
*Palai is the Botswana Investment and Trade Centre’s Director – Brand Management