Global exertions to bring business to Botswana
Pauline Dikuelo | Friday April 17, 2015 16:02
BusinessWeek: Brand Botswana has embarked on several initiatives to put Botswana on the map including partnering with CNBC Africa. How is this partnership developing?
Gaorekwe: Brand Botswana continues to explore opportunities that can put Botswana on the world map and tell Botswana story to the rest of the world.
Our organisation entered into a contract with Africa Business News (PTY) Ltd, to air the ‘Doing Business in Botswana’ weekly show on CNBC Africa.
The programme, which airs on Tuesday at 1830hrs with repeats on Wednesdays 2130hrs, started airing in August 2014 with an initial contract to air 26 episodes. The show aims to promote Botswana and the trade and investment opportunities here.
The programme also profiles and promotes Botswana’s business and investment offer to the world, focusing on the different sectors of the economy like mining, manufacturing, ICT, agro-processing , agriculture, energy, real estate and international financial services.
BusinessWeek: Can you say Doing Business in Botswana show is living up to expectations, and when is the term ending? And do you have any plans to extend it ?
Gaorekwe: So far 25 of the 26 episodes in the initial contract have been aired and plans are underway to extend for another 26 episodes. The television programme shows signs of success and has stimulated enquiries on Botswana. Even local businesses have called the office to enquire on how they can be featured on the show. Brand Botswana will still carry an indepth analysis of the impact the show has created.
BusinessWeek: We understand that Brand Botswana participated in the Annual Diamond and Jewelery fair in Las Vegas where Botswana was awarded the Global Diamond Industry Achievement Award; What does this mean ?
Gaorekwe: Botswana was honoured at the Annual Diamond and Jewellery Fair held in Las Vegas, United States of America. The award was received on behalf of Botswana by the Minister of Minerals Energy and Water Resources, Kitso Mokaila. Botswana was awarded the 2014 Global Diamond Industry Achievement Award.
The award was in recognition of Botswana’s outstanding global leadereship and contribution to democracy, sustainable development and growth of the international diamond industry. This presented an opportunity for Botswana to promote itself with particular emphasis on the diamond story and what diamonds have done for the country. Brand Botswana, therefore, partnered with the Botswana mission in the USA , Botswana Diamond Hub and Botswana Tourism to participate at the fair.
BusinessWeek: About the latest endevour; the partnership with BBC World, why did you choose BBC and the details of the partnership?
Gaorekwe: The partnership with the BBC World is for a seven months period, and will run until October 2015. The campaign will be across all BBC World platforms; includng their social media platforms and mobile apps.
The BBC World was ultimately decided on based on the fact that they offered exposure in all regions of the world while the other networks only offered certain regions.
We, therefore, decided on the one that offered exposure to all regions/parts of the world. This was also based on the reputation and trust that BBC World enjoys from their viewership. There are, however, plans to explore other networks and different opportunities in future.
BusinessWeek: What other plans does Brand Botswana have to reach the international market?
Gaorekwe: There are several initiatives planned for the upcoming year to tell Botswana success story to the rest of the world and promote Botswana as a destination of choice to live, work and invest. These will be right across the globe as we strive to reach all corners of the world. Plans are underway to launch the brand ambassadorship programme, to allow Batswana locally and internationally to sell Botswana and share the country’s success story. We will be targeting Batswana who have great influence based on their various jobs and engagements. Brand Botswana continues to work with the different stakeholders like hubs, Botswana missions abroad and the private sector to reach most markets. We will continue to share information on the intiatives with Batswana as and when we implement them.
BusinessWeek: According to the latest World Bank’s 2015 ‘Doing business’ report, Botswana has slipped eight positions down the ease of doing business ranking. What are you doing to improve the country’s global ratings?
Gaorekwe: It is a concern that we have slipped down the ‘ease of doing business’ rankings as we are competing for investment with other countries.
Key stakeholders such as the Ministry of Trade and Industry, as well as as BURS and BITC, are working around the clock to ensure that Botswana continues to improve its ease of doing business.
I must, however, note that Botswana continues to perform well in other international rankings, like the Global Competitiveness Report, Worldwide Governance indicators and the Corruption Perceptions Report. Botswana is currently ranked first in the Baseline Profitabilty Index. Botswana was also rated the best destination in the world for foreign investors, according to the US based Foreign Policy magazine.
BusinessWeek: Is there any more information you would like to add?
Gaorekwe: Brand Botswana would like to implore Batswana to be active ambassadors of the country.
The promise that is being made outside the country by Brand Botswana and other entities such as BTO can only be locals on the ground.
It is important that we do our work knowing that we are doing for the benefit of the country and ourselves.