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Country Report

Travel in

Travel and Tourism in Botswana

19 pages, Oct 2013

US$660

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Executive Summary

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Botswana’s travel and tourism suffers from lack of investment in infrastructure

Travel and tourism has been held back by a failure to invest in basic infrastructure projects, particularly the road network, which has left much of the country inaccessible to tourists, but also in new hotels and sites of tourist interest, such as safari parks and shopping facilities. There are signs that the government is now willing to invest more money with a view to developing the industry, and it is actively encouraging foreign private investment in the country.

Botswana continues to lack a strong identity as a tourism destination

Despite some limited marketing campaigns, Botswana has struggled to develop a cohesive brand image as a tourism destination and there has been a general failure to communicate some of the unique attractions that Botswana has to offer to potential incoming tourists. Successive advertising campaigns have amounted to little, with only a small budget allocated to national campaigns.

European tourists are a key growth area

Europeans are the fastest-growing group of incoming tourists, reflecting increased ad spend in northern Europe in particular, but also an increase in connecting flights to northern Europe, which allows tourists a lower cost and quicker route into the country. Botswana does not have strong colonial ties to any particular European country, despite being a British colony until 1964, but given the strong growth in incoming European tourists to neighbouring countries such as Angola and South Africa, it has been an obvious area for the country to focus on.

Liberalisation of the airways to encourage new airlines into Botswana

As a result of the Open Skies Policy, Botswana has negotiated 21 and signed 8 Bilateral Air Service Agreements. Air Botswana’s acquisition of new aircraft will enable it to expand into the SADC region and beyond. The airline has successfully completed all the requirements for the International Air Transport Association (IATA) Operational Safety Audit. As a result IATA approved its re-registration as a member in June 2012. This will allow the national airline to forge alliances, as well as compete, with other international carriers

Lack of qualified staff impacts on growth of high-end hotels

A failure to provide appropriate training for hotel staff has meant that many of the high-end hotels in particular have struggled to provide high-end service for premium tourists. This has contributed to the difficulties that the country has had in portraying itself as a viable high-end tourist destination. Many of Botswana’s hotel workers are still training abroad and there is a clear need to invest more in domestic training.

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Files are delivered directly into your account within a few minutes of purchase.

Overview:

Discover the latest market trends and uncover sources of future market growth for the Travel industry in Botswana with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Travel industry in Botswana, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Botswana for free:

Car Rental
Health and Wellness Tourism
Tourism Flows Domestic
Tourism Flows Inbound
Tourism Flows Outbound
Tourist Attractions
Transportation
Travel Accommodation
Travel Retail

The Travel in Botswana market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation
Historic volumes and values, company and brand market shares
Five year forecasts (of market share, market trends, market growth)
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Travel in Botswana?
What are the major brands in Botswana?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our

Travel And Tourism market research database.

Each report is delivered with the following components:Report: PDF and Word Market statistics: Excel workbook

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