Tourism takes centre stage at 60
Tsaone Basimanebotlhe | Tuesday September 29, 2026 10:56
The celebratory mood started building last Friday, when government departments dedicated the afternoons for pre-celebration activities that included talent showcases and reflections on the country’s journey since independence. The Independence spirit spread into communities, with constituencies and wards joining the build-up to the national milestone. In Gaborone North, area Member of Parliament Shawn Ntlhaile organised activities aimed at creating an independence mood amongst residents, including competitions for individuals born in 1966. Residents were also serenaded by dikhwaere melodies from different wards in the area, adding a cultural dimension to the celebrations. Meanwhile, the country’s 60th anniversary has also featured prominently in discussions about tourism and Botswana’s economic future. Speaking on Sunday during the commemoration of World Tourism Day at the Three Dikgosi Monument, Minister of Environment and Tourism Wynter Mmolotsi said the occasion was particularly significant because it coincided with Botswana’s Diamond Jubilee. He added the 60th anniversary provided an opportunity for the country to reflect on its journey, achievements, and progress whilst also considering where Botswana wants to be over the next 60 years. According to the minister, tourism has played an important role in the country’s development. He said the sector has been creating employment and enterprise opportunities, generating foreign exchange, supporting communities and businesses, promoting culture and heritage, and enhancing the country’s international profile. However, Mmolotsi challenged the tourism sector to look beyond its achievements and consider how it can contribute more broadly to Botswana’s economic transformation. He also questioned how tourism could stimulate other sectors, including agriculture, transport, aviation, creative industries, technology, manufacturing, hospitality, and entertainment. Additionally, the minister called for greater use of tourism resources to create meaningful economic opportunities for Batswana and contribute to the country’s ambition of becoming a sustainable, high-income economy. The minister’s remarks came under this year’s World Tourism Day theme, 'Digital Agenda and Artificial Intelligence to Redesign Tourism'. The theme, he said, challenges Botswana to move beyond traditional approaches to tourism and embrace digitalisation, innovation, and artificial intelligence as tools for developing a more resilient, competitive, inclusive and sustainable sector. Furthermore, Mmolotsi linked the adoption of new technology to Botswana’s efforts to diversify her economy beyond minerals, particularly diamonds. He noted that the tourism industry is changing rapidly as travellers increasingly use digital platforms to discover destinations, search for information, make travel decisions, book accommodation and experiences, navigate destinations, and share their experiences. As a result, he said Botswana could not afford to remain on the margins of the digital transformation. Mmolotsi called for the tourism sector to harness digital platforms, data, artificial intelligence, virtual experiences, and digital marketing to improve the way Botswana develops, packages, markets, and delivers tourism products. The minister said technology could also make it easier for visitors to discover Botswana, plan and book trips, travel within the country, and share their experiences with audiences around the world. In addition, he said digital technology offered Botswana an opportunity to tell its own story by showcasing its natural, cultural, and historical assets. Botswana’s wildlife, landscapes, communities, traditions, heritage, cuisine, arts, and creative industries, he said, provide stories and experiences that can be presented to a global audience through digital platforms. The minister also stressed the importance of collaboration in positioning Botswana within the global digital tourism space. Drawing on the Setswana expression, 'Setshwarwa ke Ntsa Pedi ga se thata,' Mmolotsi called for collective and deliberate efforts to embrace digital technology and strengthen collaboration within the tourism sector. He further urged stakeholders to ensure that the World Tourism Day theme goes beyond the annual commemoration and becomes part of the country’s broader tourism development agenda. The focus on tourism and digital transformation comes as Botswana marks six decades of independence, giving the country an opportunity not only to celebrate its past but also to examine the economic opportunities available for its future. From government departments showcasing talent and communities participating in cultural activities to renewed calls for innovation in tourism, the Diamond Jubilee celebrations are providing a platform for reflection on Botswana’s journey and the direction it intends to take in the decades ahead. As Wednesday’s anniversary approaches, the message emerging from the celebrations is increasingly centred not only on commemorating 60 years of independence, but also on considering how the country can use its resources, people, culture and emerging technologies to shape the next chapter of its development.