Botswana Champions Sustainable Tourism with New Policy, MICE Ambitions, and Air Access Drive

Botswana is charting a bold course for its tourism sector, blending a steadfast commitment to sustainability with dynamic new ambitions in MICE, sports tourism, and improved air connectivity. Speaking at the 2025 AirlinePros Global Conference in Cape Town, Keitumestse Setlang, CEO of the Botswana Tourism Organisation (BTO), outlined how the country’s policy reforms and strategic initiatives are positioning Botswana as a pioneering destination for African and international markets alike.

In a comprehensive discussion on the VA Tourism Podcast, Keitumestse announced that Botswana’s updated Community-Based Natural Resources Management (CBNRM) policy has secured parliamentary approval and is poised to take effect with the finalisation of supporting regulations. This overhaul is designed to ensure that local communities benefit more directly from the nation’s rich natural resources, while upholding rigorous standards for conservation and heritage preservation. “It is a government position to ensure that we extract value from our resources,” Keitumestse stated, “and it is also a government position to ensure that as we extract this value… animals are protected and we use tourism activity to plant back into preservation of the heritage resource and conservation of the natural resource.”

Botswana’s sustainability message resonated strongly at the conference, bolstered by a video address from President Advocate Duma Gideon Boko. The President’s remarks, broadcast to global industry leaders and destination management companies (DMCs), reinforced Botswana’s vision of balancing the needs of the ecosystem, environment, and people. Keitumestse highlighted that this message, consistently echoed by Botswana’s successive leaders, signals to partners that sustainability is deeply woven into the nation’s tourism strategy — and not just a passing trend.

The transition to the new CBNRM policy is seamless, as Keitumestse assured industry stakeholders that regulations are already drafted and the previous framework remains in effect until the new one is implemented. “There is no vacuum,” she explained, underscoring the government’s proactive approach to policy continuity and community engagement. The Minister of Environment and Tourism has led nationwide campaigns to help communities understand the value they can derive from conservation, inspiring greater grassroots participation in sustainable tourism.

Looking ahead, Botswana is set to elevate its profile on the continental stage by hosting AviaDev Africa, the premier route development forum, from 10–12 June 2026. Keitumestse described the event as a milestone that showcases Botswana’s fast-growing status as a destination for meetings, incentives, conferences, and exhibitions (MICE). “We’ve got the space, we’ve got the infrastructure, we’ve got the people, we’ve got the services to host the world,” she said, noting that the BTO is actively rolling out a national MICE strategy. This includes the addition of new convention facilities and upgrades to existing venues, ensuring Botswana meets and exceeds global standards for business events.

Beyond its iconic natural attractions—such as the Okavango Delta, Chobe River, Makgadikgadi pans, and Kgalagadi landscapes—Botswana is expanding its tourism offerings to include lifestyle experiences and creative arts. The vibrancy of Botswana’s cities is being harnessed to attract visitors seeking unique encounters in dance, music, culinary arts, and traditional dress. This diversification is supported by the rising profile of Botswana’s sports stars, notably world athletics sensation Letsile Tebogo, who have become powerful ambassadors for the country. The BTO collaborates closely with the Botswana National Sports Commission (BNSC) to ensure athletes play a central role in promoting the destination.

Major sporting events—including the Makgadikgadi Epic, the Kalahari Challenge, and the revived Desert Race—continue to draw international attention and visitor numbers, creating valuable opportunities for tourism businesses across Botswana. Keitumestse emphasised that these events, alongside traditional tourism pillars, are integral to the country’s growth strategy.

Air connectivity is another cornerstone of Botswana’s tourism agenda. Keitumestse, a member of the national air access team, highlighted recent successes in attracting more carriers and increasing frequencies. “We recently received South African Airways, which flies from Gaborone to Johannesburg and back,” she shared. “South African Airlink has increased its frequency. Ethiopian Airlines have done that also for the routes in Maun. We also have FlyNamibia… we have ProFlight. We need more direct flights into Botswana.” Enhanced air access is fundamental to achieving Botswana’s targeted 10% increase in arrivals for 2026, building on the current all-time high of 1.8 million visitors. The long-term vision is to double arrival numbers within five years, a goal that will require ongoing collaboration with airlines, tourism operators, and government agencies.

For Africa’s tourism professionals, Botswana’s integrated approach demonstrates how policy, partnerships, and product diversification can drive sector resilience and future readiness. The combination of a robust sustainability framework, investment in business events infrastructure, creative use of sports and lifestyle assets, and a relentless focus on air connectivity offers a blueprint for other destinations seeking to compete in a rapidly evolving market.

Keitumestse Setlang’s message to the world is clear: Botswana is open, safe, and ready to deliver exceptional experiences for visitors, with rooms to fill and a red carpet welcome awaiting guests. As the country pushes ahead with innovative strategies to grow arrivals and deepen community benefits, it is positioning itself as a leading light for sustainable tourism development in Africa and beyond.