A decline in tourist arrivals and shorter visitor stays could be costing Namibia's economy hundreds of millions of dollars, prompting the Namibia Professional Hunting Association (NAPHA) to call for measures to strengthen the country's tourism industry while capitalising on emerging international markets.
NAPHA said the country's tourism industry remains one of the most important pillars supporting conservation, rural livelihoods and economic development, despite a slight decline in visitor arrivals last year.
Reacting to the recently released Tourist Arrivals Statistics Report 2025, the association said the figures present a mixed picture, with several encouraging trends offset by concerns that require urgent attention.
The report shows that Namibia welcomed 1.21 million visitors in 2025, down from 1.257 million in 2024, a decline of about 3.2%.
While overall arrivals fell, NAPHA said Namibia continues to demonstrate its appeal as a global wildlife and nature destination.
"Maintaining a healthy tourism industry benefits not only tourism operators, but also conservancies, farmers, local communities and wildlife conservation efforts across the country," the association said.
Among the report's positive findings is continued growth in several overseas markets. The United States strengthened its position as Namibia's second-largest overseas source market, with visitor numbers increasing from 28 686 in 2024 to 31 090 in 2025.
Russia also recorded strong growth, entering Namibia's top ten overseas markets with 8 727 visitors, while China joined the top ten with 9 657 arrivals. According to NAPHA, these figures indicate that Namibia is attracting tourists from an increasingly diverse range of international markets.
National parks also experienced increased visitation, with visitor numbers rising from 943 408 in 2024 to 994 780 in 2025. NAPHA said this reflects sustained international interest in Namibia's wildlife, conservation achievements and natural landscapes.
However, the association also highlighted several areas requiring attention.
One concern is the decline in same-day visitors, with Namibia receiving approximately 36 083 fewer day visitors than the previous year. NAPHA suggested that the government consider introducing reduced visa fees for same-day visitors, similar to the arrangement currently available to cruise ship passengers.
The association believes such a measure could encourage more cross-border excursions, particularly in the Zambezi Region, where many tourists enter Namibia for day trips before returning to neighbouring countries.
Another concern is the decline in arrivals from Europe. Although Germany remained Namibia's largest overseas source market, arrivals dropped significantly from 111 164 visitors in 2024 to 80 657 in 2025. Similar declines were recorded across several traditional European markets.
NAPHA said the reasons for the decline are likely varied but stressed that improving international air connectivity and expanding route options will be essential to maintaining Namibia's competitiveness as a long-haul destination.
The report also points to a continued reduction in the average intended length of stay, which fell from 14 nights in 2024 to 13 nights in 2025.
According to NAPHA, while the loss of a single day per visitor may appear minor, the cumulative economic impact is substantial. Based on the 1.217 million tourist arrivals recorded, the association estimates that even a conservative expenditure of N$100 per visitor per day would translate into approximately N$121.7 million in lost economic activity. It noted that the real financial impact is likely to be considerably higher given average tourist spending patterns.
Despite these challenges, NAPHA remains optimistic about the sector's long-term prospects.
"Namibia continues to attract more than one million visitors annually and remains one of Africa's premier wildlife and nature destinations," the association said.
It added that building on the positive trends identified in the report, while addressing the sector's challenges, will require stronger cooperation among government, tourism operators, industry associations, and conservation stakeholders.
Through greater collaboration and a shared vision, NAPHA believes Namibia can continue to grow tourism in a way that supports conservation, creates jobs and delivers lasting benefits to rural communities.
"The report serves as a reminder that tourism, conservation and rural development are closely linked," the association said.
