Making Namibia the No.1 Tourism Destination in the World
Interview with Charmaine Matheus Acting CEO, Namibia Tourism Board
Charmaine Matheus
Acting CEO, Namibia Tourism Board
Charmaine’s energy and enthusiasm are infectious while her ideas and innovations are inspiring. In this exclusive chat with AirWaves, she tells us about her unwavering commitment to make Namibia the most preferred tourism destination. From her own vision to sharing the big picture with the new President Elect HE Netumbo Nandi Ndaitwah, a staunch conservationist from her previous position as Minister of Environment and Tourism. Charmaine also takes us through expectations from DMOs to ensuring sustainability in tourism.
From the Head of Marketing, Namibia Tourism Board (NTB), you were appointed the Acting CEO in August 2024. Is this a dream come true and how are you taking this opportunity to make a difference?
I view it more as an opportunity and an honor afforded to me to serve my country, driven by both my passion for marketing and tourism. Ultimately, it has been a rewarding journey. I’ve remained committed and focused on NTB’s mandate which is to promote Namibia as the most preferred travel destination. Supported by our key stakeholders and driven by our aim to ensure Tourism remains a key contributor to our country’s GDP. We continued to strengthen Namibia’s positioning by constantly finding new and creative ways to reach and engage with existing and potential travelers.
Soon after you became the Acting CEO in August, you kicked off a series of roadshows with the aim to educate travelers, travel agents and partners about Namibia’s exciting opportunities including adventure tourism, eco-tourism, cultural, culinary arts and family-friendly activities. How do you think this was received by all stakeholders? As you know, the markets are dynamic and the impact is short lived until someone else does another roadshow. So how do you plan to continue the momentum created?
Indeed, executing successful engagement events within our source markets remains a key communication touchpoint for us. The initiatives were successful and well-received. We further identified vast opportunities still to capitalize on in these markets. We will continue to reinforce the Namibian message with our audience with follow-up events i.e. Educational Seminars, International Visiting Journalists Programs and Familiarization Trips and Online campaigns. With the increased global focus on digital advancements, we are moving to incorporate Virtual Reality (VR) experiences as part of our communication channels.
Besides the bigger mandates like economic growth and global recognition, tourism growth also promotes local artisans. You go to a place like Swakopmund, you see them in scores, selling their wares in the open. Same with Windhoek – there is craft, culture, exemplary skills and talent at every other junction. Do you think there could be some way these talented people could be organised under the NTB Umbrella to create a “Made in Namibia” brand?
The Tourism industry supports employment creation and indeed growth opportunities and development of tourism centred businesses across the value chain is vast. The NTB continues to work alongside service providers in the industry, this includes local artisans to support its mandate through various initiatives.
Namibia’s conservation methods are innovative, grabbing headlines internationally. These, through fostering sustainable livelihoods, have transformed the lives of over 200,000 citizens. The Kavango-Zambezi Transfrontier Conservation Area (KAZA) is a prime example. How do you make use of these projects to promote NTB’s sustainable tourism initiatives?
The NTB has worked jointly with the 5 member states through the KAZA Secretariat to support the activities steered at promoting the region. The KAZA Secretariat alongside the partner states recently worked on the development of KAZA TFCA’s new destination branding and corporate identity project, in addition to the implementation of various key marketing and development initiatives such as Media and Tour FAM Trips, KAZA Website, Investors Forum, Expos, Stakeholder engagements etc. NTB alongside our line Ministry continues to be a key focal point to coordinate & provide Namibia’s inputs and guidance to the Secretariat.
In your current role as the chief of NTB, what kind of marketing strategies have you initiated to attract international tourists to Namibia? What in your opinion is Namibia’s USP (Unique Selling Point) that can differentiate it from those of its neighbours?
Namibia is a country like no other! I’m motivated to continuously encourage people to travel and explore and celebrate the incredible beauty and diversity that our cherished Namibia presents. Our goal is to see that Namibia becomes the most preferred destination not just in Africa but in the world. We therefore continue to execute events in key source markets by means of Roadshows, Exhibition shows in additional to Educational Seminars, International Visiting Journalists Programs and Familiarization Trips, Digital campaigns to support this mandate.
The tourist offerings of Namibia are wide and varied, with something for everyone visiting the nation. Are there any DMCs – Destination Marketing Companies – that you are working with currently, who are able to execute the Namibian tourism vision of sustainable tourism development?
We are currently working with various DMCs to help us achieve our aim as a premium leisure and sustainable destination. All our partners fit into our strategic vision to become the most preferred destination not just in Africa, but in the world.
Africa has the youngest population in the world and the employment potential of tourism sector is huge. However, the necessary skills are still in its infancy, do you think NTB has a role to play in capacity building in the tourism segment to support its Tourism Vision?
Definitely. We have partnered with higher learning institutions as well as vocational and training institutions on initiatives aimed to link the theory with industry experience to seeks to fill the gap to ensure they have the right skills-sets to ensure that they meet the needs of the industry.
Women have always been at the forefront of awakening and development in Namibia. NTB has been no exception. The new President Elect, H.E Netumbo Nandi Ndaitwah, was a very effective Minister for Environment and Tourism at one time and extremely proud of the conservancies. Now as the first female head of state in Namibia, do you think Tourism would be one of her priorities for GDP growth? What do you think would be some of the topics that you may discuss with her when you meet her?
Namibia’s unwavering commitment to Tourism and conservation has consistently shown through our marketing and promotional efforts. Indeed, I’m confident that H.E. Netumbo Nandi Ndaitwah will be a champion for the industry given that that her background allows her to understand the industry’s challenges as well as the impact of Tourism as a key economic driver.
Africa’s tourism sector is experiencing a resurgence – a charge led by countries like Kenya, Zimbabwe, Botswana, Djibouti, Mauritania, Madagascar, Angola, Nigeria, Ghana, Nigerian and Namibia, largely. This revival highlights Africa’s potential as a premier global destination, with each country offering different distinctive experiences. How do you intend to ensure that Namibia features top of mind for travelers to Africa?
Namibia has indeed seen an organic growth from new markets over the past two years – we will continue to explore new source markets. Namibia offers a serene refuge for tourists looking for quiet, a vibrant cultural heritage, and a strong commitment to peace and our goal is to ensure that the world remains aware of that as we continue to communicate a strong, clear and simple message, that will support Destination Namibia to stand out from the rest. Our brand values – Rugged, Natural, Soulful and Liberating – reflects the essence of Namibia. We therefore base our communication on these values to define our destination’s unique attributes and differentiators.
2024 witnessed a powerful resurgence in global tourism with recovery touching 98 per cent of pre-pandemic levels according to the latest World Tourism Barometer by UN Tourism. The sector is poised for full recovery by end of 2024. Africa, especially Namibia, has been at the forefront of this revival with surging tourism arrivals. Namibia has a very delicate eco-system, and sustainable tourism is key to continue the trend in the future. How is NTB working and supporting the MEFT towards ensuring Sustainable Tourism Goals for Namibia.
MEFT leads policy-making in the tourism industry, and we have consistently collaborated with them to promote sustainable tourism. The NTB ensures that our initiatives support and prioritizes our goal to remain a sustainable destination in partnership with the DMO’s and all tourism cantered businesses in the value chain.
Global travel and tourism are constantly under attack in some form like natural disaster, pandemics, wars, etc. which affect the tourism potential of any nation, anywhere. Do you know if NTB has any strategies to future proof such situations.
As an organization, the unprecedent situation the industry went through (COVID19), has helped us develop our crisis management plan/toolkit that allows us to build our resilience and readiness should challenges arise.
Please tell us about your vision for Namibia, and how you would implement it through NTB.
The NTB together with its stakeholders play a crucial role in the success of Namibia’s tourism industry by promoting and enhancing the country’s authentic experiences support Destination Namibia to stand out from the rest. Identifying our target audience and understand their needs and expectations is key. Equally ensuring that we have a comprehensive strategy to communicate to our audience through an integrated approach is fundamental. We will continue to remain committed to our brand values, communicating a clear message that resonates with our audience.
How do you ensure that you have a work-life balance? Do you feel that as a woman, you are expected to work unrealistic hours to prove yourself or have you set the planned expectation of results for yourself and are working the plan?
Prioritizing work-life balance allows me to improve my productivity through self-care. It is crucial for leaders to maintain their physical and mental well-being as this comes with numerous benefits not only for oneself but for the team you are entrusted to lead. My experience this far has been rewarding and enthusiastic, a wonderful learning and growth experience. I have come to have a deeper understanding and appreciation of how all tourism-centered businesses across the value chain come together to create unique travel experiences for our travelers, in addition to the deep impact the industry has on our country’s economy. This has essentially given me an increased desire to contribute to the organization’s success, and I am additionally supported by a hardworking team who are equally committed to deliver the organization’s mandate.
What is the legacy you would like to leave behind for your family and your country?
To be able to continually pursue the vision of making Namibia the most preferred travel destination and tourism continues to take its place as one of the leading economic drivers of the country.
