Botswana wants to diversify and broaden its market appeal based on a valid target market strategy.
The Journey was appointed by the African Development Bank to conduct an outline market segmentation for Botswana’s tourism sector. This entailed an intensive programme of data analysis, interviewing and modelling to extract segments that offer high value and are relatively achievable and feasible. We worked closely with the ADB program manager in extracting a segmentation matrix with suitable evaluation criteria and measurable indicators. The indicators were allocated weights to compensate for varying priorities. The outcome was a clear focus on 2 priority growth segments, which should inform the country's tourism drive and policies over the coming years.
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