Windhoek: Namibia's tourism sector will focus on integrated and inclusive growth over the next five years, Namibia Tourism Board (NTB) Chief Executive Officer Sebulon Chicalu said on Monday. Chicalu emphasized the alignment between the board and government in seeking a tourism sector that encourages broader participation and places equal value on both international and domestic markets.

According to Namibia Press Agency, Chicalu stated, "We want a tourism sector that is more inclusive than it was. Domestic and international tourism are of equal value, and we must spread the benefits across the country, not only in flagship sites like Etosha or Sossusvlei." He made these remarks during the launch of NTB's Southern Experience familiarisation trip for local media, a six-day programme that includes visits to Mariental, Stampriet, the Fish River Canyon, Aus, Lderitz, Sesriem, and Deadvlei.

Chicalu highlighted that tourism contributes approximately N.dollars 25 billion to Namibia's economy, incorporating both domestic and international activities. He noted, "In 2015, the value of the domestic market was about N.dollars 1 billion. After COVID-19, that contribution reduced, but the sector as a whole remains significant, with the most recent comprehensive figures placing the total tourism economy at around N.dollars 25 billion."

He stressed the importance of tourism growth reaching community levels and involving wider participation. NTB is facilitating this through regional offices to enhance access to information and services. "Tourism must not end at national parks or the main attractions. It must reach villages and regions across the country. That is why the ministry is finalising a special master plan to identify tourism assets in all corners of Namibia," he said.

Chicalu pointed out that cultural services are underdeveloped as a tourism resource, particularly in food and heritage activities. He urged the media to help profile cultural and community-based assets through their coverage, stating, "These trips are important because they profile areas and bring new stories that may not have been covered before. If tourism reaches the villages and communities, it is because of the media helping to highlight those resources."

He further explained that the media tour aims to highlight authentic experiences in southern Namibia and provide journalists with firsthand exposure to tourism products, with sites on the itinerary including the Fish River Canyon, Kolmanskop ghost town, the wild desert horses near Aus, and Sossusvlei.