Namibia has set its sights firmly on Africa as its next major tourism growth frontier, with O&L Leisure and South African Airways (SAA) leading a powerful new initiative designed to reposition the country for continental dominance.
More than 100 top travel agents from nine African markets joined a landmark pan-African webinar on 4 December, marking one of the most coordinated destination-marketing efforts yet undertaken by Namibia’s tourism industry.
The campaign brings together O&L Leisure, SAA, Gondwana Collection, Namibia Wildlife Resorts (NWR), and the City of Windhoek.
National tourism associations, such as the Namibia Tourism Board (NTB), the Tour and Safari Association of Namibia (TASA), the Hospitality Association of Namibia (HAN) and the Communications Regulatory Authority of Namibia (CRAN) are also involved.
According to a statement issued by O&L Leisure, this signals unprecedented alignment behind a single goal: capturing Africa’s booming intra-continental travel market.
“This collaboration marks a pivotal moment for Namibia’s tourism industry,” said Maryke van Lill, marketing general manager at O&L Leisure.
“Africa is our most accessible and fastest-growing market. With the African Union targeting 50% intra-African tourism by 2030, Namibia is perfectly positioned to capture this growth.”
Travel professionals from Zambia, Zimbabwe, Ghana, Nigeria, Côte d'Ivoire, Mauritius, South Africa, the DRC and Botswana were introduced to Namibia’s competitive advantage: exclusivity.
Van Lill said that Namibia’s value lies in “intimate wildlife experiences across vast, uncrowded landscapes”—from the Chobe River cruises to desert-adapted lions and elephants.
She highlighted the country’s strong road network, safety record, world-leading lodge standards and improved air connectivity—supported by SAA—as key selling points for African travellers.
Affordability is another drawcard, with O&L Leisure offering dedicated African rates and many Namibian suppliers providing SADC-friendly pricing.
The initiative rides on strong recovery momentum. Namibia recorded 1.25 million tourist arrivals in 2024, a 45.5% increase from 2023 and a 79% rebound toward pre-pandemic levels.
Regional markets are already dominant, with South Africa accounting for 38.5% of arrivals, followed by Angola, Botswana, Zambia and Zimbabwe.
Recognising this shift, SAA has committed to a major 2026 familiarisation trip, giving select agents firsthand experience at top destinations including Etosha, Sossusvlei, Swakopmund and Windhoek. Accommodation partners include O&L Leisure, Gondwana and NWR.
The initiative also aims to drive Meetings, Incentives, Conferences and Exhibitions (MICE) tourism—an area Van Lill said Namibia is primed to lead.
“All our properties are equipped for conferences and incentive travel. Why host in Johannesburg when you can host at Etosha? We are creating ‘Bleisure’ opportunities that blend business and leisure in unforgettable settings.”
Beyond immediate bookings, O&L Leisure has launched a long-term support programme for participating agents, offering preferential rates, tailored itineraries, ongoing training and joint marketing campaigns.
“We are building lasting partnerships,” Van Lill said. “Returns will materialise over the next six to twelve months, but the relationships we are forging today are the foundation of sustainable tourism growth across Africa.”
With a unified industry front, rising continental demand and strategic air connectivity, Namibia is making its strongest play yet to claim its place as Africa’s next must-visit destination.
More than 100 top travel agents from nine African markets joined a landmark pan-African webinar on 4 December, marking one of the most coordinated destination-marketing efforts yet undertaken by Namibia’s tourism industry.
The campaign brings together O&L Leisure, SAA, Gondwana Collection, Namibia Wildlife Resorts (NWR), and the City of Windhoek.
National tourism associations, such as the Namibia Tourism Board (NTB), the Tour and Safari Association of Namibia (TASA), the Hospitality Association of Namibia (HAN) and the Communications Regulatory Authority of Namibia (CRAN) are also involved.
According to a statement issued by O&L Leisure, this signals unprecedented alignment behind a single goal: capturing Africa’s booming intra-continental travel market.
“This collaboration marks a pivotal moment for Namibia’s tourism industry,” said Maryke van Lill, marketing general manager at O&L Leisure.
“Africa is our most accessible and fastest-growing market. With the African Union targeting 50% intra-African tourism by 2030, Namibia is perfectly positioned to capture this growth.”
Travel professionals from Zambia, Zimbabwe, Ghana, Nigeria, Côte d'Ivoire, Mauritius, South Africa, the DRC and Botswana were introduced to Namibia’s competitive advantage: exclusivity.
Van Lill said that Namibia’s value lies in “intimate wildlife experiences across vast, uncrowded landscapes”—from the Chobe River cruises to desert-adapted lions and elephants.
She highlighted the country’s strong road network, safety record, world-leading lodge standards and improved air connectivity—supported by SAA—as key selling points for African travellers.
Affordability is another drawcard, with O&L Leisure offering dedicated African rates and many Namibian suppliers providing SADC-friendly pricing.
The initiative rides on strong recovery momentum. Namibia recorded 1.25 million tourist arrivals in 2024, a 45.5% increase from 2023 and a 79% rebound toward pre-pandemic levels.
Regional markets are already dominant, with South Africa accounting for 38.5% of arrivals, followed by Angola, Botswana, Zambia and Zimbabwe.
Recognising this shift, SAA has committed to a major 2026 familiarisation trip, giving select agents firsthand experience at top destinations including Etosha, Sossusvlei, Swakopmund and Windhoek. Accommodation partners include O&L Leisure, Gondwana and NWR.
The initiative also aims to drive Meetings, Incentives, Conferences and Exhibitions (MICE) tourism—an area Van Lill said Namibia is primed to lead.
“All our properties are equipped for conferences and incentive travel. Why host in Johannesburg when you can host at Etosha? We are creating ‘Bleisure’ opportunities that blend business and leisure in unforgettable settings.”
Beyond immediate bookings, O&L Leisure has launched a long-term support programme for participating agents, offering preferential rates, tailored itineraries, ongoing training and joint marketing campaigns.
“We are building lasting partnerships,” Van Lill said. “Returns will materialise over the next six to twelve months, but the relationships we are forging today are the foundation of sustainable tourism growth across Africa.”
With a unified industry front, rising continental demand and strategic air connectivity, Namibia is making its strongest play yet to claim its place as Africa’s next must-visit destination.
