Sustainability of MCC Investment in Namibia Compact: Tourism Project HAN Congress 2013 27 November 2013 Drs. Eline van der Linden Deputy CEO: Compact Implementation
Sustainability of MCC Investment in Namibia Compact: Tourism Project Strongly embedded Compact promotes country ownership Transformational investments require continued country-level support Early results provide impetus for tourism sector to sustain Compact investments Sustainability requires strong PPP
Public-PrivatePartnership Country-wide consultative approach Up-scaling of tried and tested development initiatives Implementing Partner Agreements with NTB and MET In tourism strong participation of private sector and NGOs Namibia s Proposal to MCC, Sept 2006 Oversight by NPC & MCA-N Board with public & private sector representatives
ValueChainApproach Product Development Tourism Route Development Marketing Namibia of encourage tourists to go off the beaten track and explore Namibia reducing poverty through economic growth
North American Destination Marketing(NADM)
NADM Results: Namibia Tourism in the Media Campaign Assisted 44 visiting media representatives to visit Namibia before, during and after ATWS Organized 11 assisted visits for North American writers 300+ articles published in reputable travel and tourism magazines and newspapers since start of NADM activity.
NADM Results: capacitated Namibians More than 700 Namibians in tourism trade trained in online marketing and on how to engage with North American Market (end of Compact target 800 persons). 19 Sales tools developed and taken into use
NADM:RoadShows 14 Namibian Tour Operators participated in 2012 Road Show and 12 in the 2013 Road Show, organized by MCA-N and NTB, to major cities in USA and Canada. 2014 North American Road Show will run February 25 March 4, 2014 and include New York, Boston, Toronto, San Diego, Orange County, & Los Angeles B2B networking event, special events & media events are held during roadshows
NADM Early Results: Reach of Online Campaigns 4 themed online campaigns implemented, using new NTB website reach of over 15 million people. Namibian companies actively involved, providing prizes to campaign winners.
NADM Results: online presence& conversion Total online community size 40,000+ across 8 social networks Global online impressions 100,000+ Total high value sales generated 5,000+
But ArewesellingNamibia? At present 123 North American operators are selling Namibian tours and/or packages (against Compact target of 131). According to available latest figures, 14,883 holiday tourist arrivals from North America (against Compact target of 15,715). Other tourist travelers: 22,791 (Compact target 23,483)
Anecdotal evidence TheNorthAmericanmarkethasexplodedforusandwe have landed some seriously good clients, amongst them companies like Zeghram, Nat Geo, Mountain Travel, to name just a few. I checked the other day and we now have dealings with over 60 different companies in the US and Canada, and this was largely built up over the last 24 months. Ultimate Safaris
The Challenge maintain upward trend Institutional: Nurture the PPP with key partners: NTB, MET, HAN, NACSO, FENATA, ATTA, APTA Realize Namibian presence in North American market Marketing: Update & refresh marketing tools & campaigns, keeping NTB website alive Keep operators and media engaged Plan/budget for & organize 2015 Road Show (and beyond) Resource mobilization Collect data on the NA market performance to underpin budget requests Product development Tourist facilities and value added tourism products
Namibia brought ATWS 2013 to Namibia hosting 623 registered delegates of whom 232 came from North America. The North American market is opening up for Namibia and keeping momentum is critical. Public and private sector, including NGOs, need to hold each other tight and take what the MCA-N Tourism Project and all its various activities set in motion and run with it! MCA-N will support sustainability measures until end of Compact, 16 September 2013.