The Journey worked with Prof Ernie Heath, head of the Tourism Department at the University of Pretoria to formulate a 3-year strategy for rapid tourism growth. This was done by drawing on available information and facilitating a full day workshop with key industry stakeholders.
The strategy is based on Namibia's unique selling proposition of offering visitors the opportunity of "quenching their thirst for nature" by experiencing Namibia's unique nature, culture, scenery, space, freedom and peace. In addition to identifying specific target markets five core strategic thrusts are proposed, each underpinned by practical implementation proposals. The strategy should be given momentum through launching and integrated communications campaign, "Namibia Expands My Horizon".
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