Evolving key to healthy tourism

Tourism has the potential, if applied successfully, to be number one in the economic sector, says the group sales manager of Gondwana Collection Namibia, Gerhard Swart.

“Being sustainable, tourism has ample room for growth and holds vast potential. We have all the ingredients: a whole continent in one country with all its diversity, natural beauty and rich heritage,” he says.

When the right processes are applied and when the conditions for development are supportive, the Namibian tourism industry will continue to grow, and with it bring much-needed new jobs into the economy, Swart continues.

“This year has been difficult for most communities and industries, Gondwana included. However, despite the economic climate, drought and global developments (such as Thomas Cook), we are optimistic.”

These challenges have allowed Gondwana’s teams and communities to be innovative and creative with the planning and evaluation of the road forward, Swart explains.

Sustainability

In tourism, as with most industries at this point, sustainability is a strong and very important marketing tool, he says.

“From the tourist’s perspective it’s about lowering your carbon footprint, travelling with your family and being adventurous - all while keeping the environment in mind.”

Sustainability is essential to the preservation of Namibia’s unique natural environment and cultural heritage, and contributes to strengthening the country's reputation as an attractive, competitive travel destination, Swart stresses.

“That is why Gondwana is trying to create unique experiences for every traveller from luxurious hide-ways, comfortable lodges and adventurous Camping2Go offers to eco-friendly activities, where you can be close to nature with a minimum impact, but still maintain a level of comfort.”

Opportunities

Swart says Namibia’s leadership has built an integrated and stable society and economy since independence. “This conducive environment has supported the growth of Namibian tourism.”

He continues: “The positive image of the country gives tourists confidence that they are travelling in a safe place where they can have a rewarding African experience. This is a sound foundation for the way ahead.”

Since the early days of the Namibian tourism industry, the world has become far more connected and accessible to travellers, making it more competitive than ever before, he points out.

“To continue to grow at the pace Namibian tourism has enjoyed so far, the sector will need to keep evolving its product and experience to meet the changing demands of an increasingly sophisticated traveller.”

“Guests are more spontaneous in their travelling and bus tours are lessening with each season. Our guests arrive in close knit smaller groups with the idea of emerging themselves in our cultures. Tourism is all about authenticity at the moment,” Swart says.

Crucial elements

Today’s customers know more and demand more, he says.

“With access to modern communication-technology, people are no longer as reliant on third parties for information – often planning and even executing their travel plans themselves.

“Travellers are increasingly looking to connect in more personal and authentic ways with the destination they are in, sincere and insightful service touches are important dimensions of the Namibian travel experience,” Swart says.

Customer experience management and service excellence are therefore more relevant than ever before, he emphasises.

In this regard, the ministry of home affairs and immigration’s launch of the new visa application process this week is making great strides in the right direction, Swart says.

“The other main impact will be to create impressive and unique guest experiences with enticing accommodation establishments and enthralling activities that exceed expectations - so that international guests can also connect with the local communities and cultures in manifold ways,” he says.