Namibia – a thriving hideaway
NAMIBIA seems to go everywhere slowly. The country reaped the benefits of an 11 per cent increase in tourist arrivals last year with over 900 000 visitors. The slow, tranquil lifestyle is probably playing a major role in attracting tourists who are looking to slow down.
This doesn’t mean, however, that the country isn’t marketing itself aggressively. The Namibia Tourist Board (NTB) has implemented marketing strategies that are targeting tourists from all over the globe, including the European market which is responsible for 21 per cent of visits to the country.
Included in the marketing strategy is this year’s Diamond Centenary, a year-long celebration of the discovery of diamonds in 1908. The campaign will see diamond companies “paying homage to diamonds by commemorating the Diamond Centenary,” says the NTB. The campaign will continue late into the year when industry stakeholders will hold an anniversary event.
The NTB also recently hosted its 10th annual Namibia Tourism Expo, geared to showcase the country to more than 13 000 visitors. Says Shareen Thude, Strategic Executive: Marketing and Research at NTB: “The expo has hit a major milestone and is continuing to thrive in putting a face to Namibia’s booming tourism industry.”
In addition, the tourism organisation will be implementing a 2010 promotional strategy that will aim to expose the destination to a wider international audience. “The friendliness and cultural diversity of Namibia’s people, a well-developed infrastructure and an extensive choice of parks, resorts and a wide range of accommodation, from luxury to economy, all add to Namibia’s appeal as an ideal destination for 2010 – whether before, after or during,” says Digu Naobeb, NTB CEO.
The strategy will incorporate Namibia’s four core brand values: rugged, natural, soulful and liberating. The values interpret Namibia’s highlights into a tangible marketing campaign.
