Tourism operators in Botswana will need to stretch marketing budgets even further to exhibit at trade fairs following a decision from the Botswana Tourism Organisation (BTO) to increase the cost of exhibiting at travel fairs by up to 200%, with immediate effect.
Small and medium-size operators with an annual turnover of less than P2m (R2,4m) will now be charged P10 000 (R12 070) as opposed to P3 000 (R3 620). Operators with an annual turnover above P2m will need to fork out P30 000 (R36 220) as opposed to P9 000 (R10 865).
BTO spokesperson, Keitumetse Setlang, was quoted in The Monitor Business as saying that the prices have been increased to make it more sustainable to continue to facilitate for the industry to participate at travel fairs and road shows.
The Botswana Guides Association (BOGA) Chairman, Kenson Kgaga, has described the increase as a ‘ploy by government to run small operators out of business. Hospitality and Tourism Association of Botswana (HATAB) Chief Executive Officer, Lily Rakorong, says the increase is posing a huge problem for HATAB members.
A Botswana-based tour operator, who preferred to remain anonymous, told Tourism Update the increase would limit his opportunities to participate in the bigger international fairs, and would therefore have a negative impact on the marketing of his business.
Other operators are less worried. Walter Smith, Marketing Director for Desert& Delta Safaris, says the operator has a defined marketing budget. “Where we feel we will gain sufficient ROI on particular shows, we will accept BTO rates and attend. Where we feel the shows do not deliver, we will invest those funds in other ways to market our products. We know how to do this and therefore the tariff hikes are not going to significantly change the manner in which we market our product. It might just mean that our company will attend and co-operate with BTO in a different manner moving forward.”
According to Smith, these tariff changes will undoubtedly impact incredibly on the manner in which BTO gains support from the private sector at large. “I also believe that this will lead to Botswana product diversifying the manner in which they conduct their marketing activities within certain markets. But these tariff hikes really have no bearing on how my company will market our services.”
BTO had not responded to a request for comment at the time of publication.
