Tourism Expo to boost sector competitiveness
Pauline Dikuelo | Tuesday December 2, 2014 14:51
Speaking at a Botswana Tourism Organisation (BTO) press briefing on the second BTTE in Kasane, Dithebe said local entrepreneurs, a European delegation, government officials as well as a BTO representative, who is currently based in Germany, Karin Zweirs, would attend the expo.
Dithebe noted that this expo is expected to give visiting travel wholesalers a chance to sample the Botswana tourism product. Also it would accord local entrepreneurs a chance to learn about the European market and initiatives taken in order to grow the Botswana Travel and Tourism sector.
“We know that tourism is an important sector to our economy. As the tourism sector we are competing with the rest of the world and not just regionally but internationally as well,” he said.
Dithebe also emphasised that it is important to keep up with the current marketing trends as well as customising strategies to ensure Botswana becomes unique by setting itself apart from the rest. He noted that there is a need to leave traditional marketing ways and keep refreshing linkages that Botswana has with the stakeholders from around the world. “Our experimental tours also make Botswana a well sought-after destination. Our conservation policies and sustainability developed industry sets us apart from the rest of the world and has earned us respect and endeared us amongst the discerning traveller,” he said.
He emphasised that as a tourism industry they cannot afford the ‘business as usual’ type of strategies if they are to keep and grow their stake in the global tourism adding that tourism sells best through direct network linkages between tour operators from the various source markets. On another note, Dithebe pointed out that Batswana should appreciate this opportunity accorded by the global tourism wholesalers because they pick and choose which destinations they sell to adding that this opportunity should be embraced.
He said: “If these operators are to sell our destination confidently and in the manner in which we want it sold we are going to have to go an extra mile to ensure we equip them with the necessary training to do so.”
Tourism is one of the sectors that highly contributes towards the country’ s Gross Domestic Product. The expo opened yesterday and is expected to end tomorrow.