- Tourism minister delivers a pointed challenge to industry players
- Mmolotsi decries low participation of citizens in premium tourism
- government overhauls the 2009 tourism Act
Botswana’s long-standing reliance on high-end wildlife tourism is facing a critical reckoning as government officials and industry leaders warn that the nation’s diversification efforts are lagging behind a rapidly evolving global market.
Addressing the Hospitality and Tourism Association of Botswana (HATAB) Annual Conference on Thursday, Environment and Tourism Minister Wynter Mmolotsi delivered a pointed challenge to industry players.
Speaking under the theme “Redefining Tourism Strategies to Reshape the Botswana Tourism Landscape,” the minister characterised the current climate as a necessary “call to action,” urging a collective re-imagining of how the country approaches development in the sector.
While acknowledging that Botswana’s signature “high-value, low-volume” model has served the nation well for decades, safeguarding delicate ecosystems, protecting biodiversity, and maintaining the exclusivity of the brand, Mmolotsi cautioned that the world is changing at a pace Botswana must match.
“Markets are changing, visitor expectations are changing, and climate realities are changing,” Mmolotsi told the delegates. “Moreover, the tourism economy is becoming more competitive, more diverse, and more dynamic. It goes without a doubt that if Botswana is to remain resilient, relevant, and highly competitive, then we too must adapt.”
The minister’s concerns are backed by data. A recent diagnostic study conducted by the World Bank confirmed a heavy over-reliance on luxury wildlife offerings, noting that the pace of diversification has been slower than the country’s economic needs require.
Current trends indicate a troubling contraction in visitor engagement. Mmolotsi revealed that the average length of stay for international tourists has been on a steady decline. In 2019, visitors remained in the country for an average of 6.3 nights. However, by 2025, that figure had dropped significantly to just 4.9 nights.
The financial metrics tell a similarly volatile story. While average daily tourist spend rose from P1,328 in 2022 to P1,183 in 2023, the Minister noted fluctuations that saw figures stand at P1,493 in 2024 before reaching P1,183 in 2025.
“These figures tell us something important,” Mmolotsi emphasised. “Attracting visitors is not enough. We must also give them stronger reasons to stay longer, travel wider, and spend across a broader tourism value chain. That is why diversification is not optional. It is essential.”
The path forward, according Mmolotsi, lies in the creation of robust inter-district tourism circuits. He proposed a more integrated map that connects established hubs like Maun and Kasane with Francistown and Gaborone. The vision involves bridging the gap between the natural wonders of the Okavango Delta and the cultural heritage of the Tsodilo Hills, effectively weaving wildlife offerings into a tapestry of culture, conferencing, sport, and urban experiences.
“Our goal must be to build a Botswana in which the visitor who comes for the Delta stays for culture, travels onward for business, and returns again for events, heritage, or leisure,” he said.
This shift is a cornerstone of the Botswana Economic Transformation Programme (BETP), which aims to position the country as Africa’s premier destination for authentic and inclusive tourism. The BETP has set aggressive benchmarks: reaching 2.7 million arrivals by 2033, extending stays to an average of 7.9 nights, and positioning tourism as the number one contributor to the national GDP by 2030.
However, the Minister admitted that the obstacles to this growth are often internal rather than a lack of vision. The BETP process has identified significant “bottlenecks” involving land allocation, slow approval processes, procurement hurdles, legal interpretations, and poor institutional coordination. He stressed that these constraints must be met with “urgency, discipline, and partnership.”
Mmolotsi noted that while the recent Tourism Pitso provided a platform for dialogue, the HATAB conference must serve as the bridge from “reflection to implementation.”
Echoing the minister’s sentiments, newly elected HATAB Chairperson Lawrence Lecha agreed that the industry’s survival depends on its ability to evolve. While maintaining that Botswana’s wildlife model remains world-class, Lecha argued for a strategic pivot toward the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector to round out the country’s portfolio.
