Client

Namibia Tourism Board

(via EU Namibia Tourism Development Programme/Emerging Markets Group - 2005)

Challenge

Namibia was a relatively unknown destination in world tourism markets. It wanted to grow its tourism. But how could Namibia put itself on the international tourism map? 

Solution

We developed a marketing strategy for Namibia which:

• Identified Namibia’s best international market prospects (South Africa, Germany, UK, followed by Switzerland, Austria, France, Italy and then Scandinavia)

• Proposed a highly cost-effective marketing mix, which included PR and trade sales representation in key markets, cooperative marketing with overseas tour operators, website development and selected trade and consumer shows

• Included development of a country brand

• Identified skills that needed to be developed

• Identified opportunities for partnership with organisations and businesses who had an interest in promoting Namibia

Result

• Namibia’s tourism promotion is now highly targeted on key markets

• Extensive press coverage of Namibia has been achieved in key markets, with a resultant increase in awareness of Namibia as a holiday destination

• There are now many more outbound tour operators selling Namibia in key markets

• Tourism to Namibia has increased from the UK, Europe and South Africa