Namibia grows ITB presence

Namibia’s attendance at the International Tourism Trade Fair Berlin (ITB) in Germany has been described as a great success, with an increase in private sector exhibitors joining this year.

The Namibia Tourism Board (NTB) attended the ITB, the world's largest tourism trade fair, from 5 to 7 March, with 29 co-sharers from the private sector.

This is an increase from the 19 that attended last year.

Acting CEO of NTB, Bonnie Mbidzo, said over the years NTB has been marketing in the West European market, and they have made a decision to diversify their markets.

“We are going to be going to the East, and the Asian market has potential because our tourism market is seasonal. There are five months of the year where there is practically no business," he said.

“When it is time for business, some of the beds are unaffordable for Namibians. But if we have a spread-out season throughout the year, the prices will be able to stabilise, and we will be able to entice the local travellers.”

Positive feedback

NTB’s head of marketing, Charmaine Matheus, said with the increase in co-sharers, Namibia’s stand increased from 100 square metres in 2023 to 200 square metres this year.

“We actually got so many compliments with regards to the stand and the design of the stand setup.”

Matheus said feedback was positive.

“We are currently busy conducting a survey, which we do after the end of every show or event that we have. But based on the general feedback that we received on the ground, it has been extremely good.”

She added that they engaged in positive engagements with other tourism boards and in-depth discussions on how Namibia can learn from them and vice versa.

Market share

Matheus added that it was extremely important for the NTB to attend the ITB.

“We do know that Germany, the UK and France fall within the top contributors to the Namibian tourism market.”

However, she said that it is important to retain and defend the market share, because competition is moving into these important markets.

Mbidzo stressed that NTB markets Namibia in different ways.

For instance, previously, cruise liners were not really a market in Namibia, but this year, 40 dockings by cruise liners are expected at the Walvis Bay Port.

“So we are marketing Namibia not only as a traditional or classic market, but we have segmented exactly what we are available to offer.”

NTB board member Maggy Mbako said although Namibia has its traditional routes, it should open new routes and develop new products.