Botswana Tourism Organisation Annual Report For the Year Ended 31 March 2012 2 Botswana Tourism Annual Report 2011/12 Botswana Contents > CHAIRMAN’S STATEMENT 04 > BUSINESS DEVELOPMENTS 24 Tourism > CEO’S STATEMENT 06 > MARKET RESEARCH 26 > BOARD MEMBERS 08 > QUALITY ASSURANCE 27 > MANAGEMENT 10 > HUMAN RESOURSES & > CORPORATE REVIEW 12 STAFF DEVELOPMENT 30 Organisation > DOMESTIC & REGIONAL TOURISM 14 > LOCAL TOURISM EVENTS 16 Annual Financial > AFRICA & REGIONAL TRAVEL EXHIBITIONS 19 Statements 32 Annual Report > INTERNATIONAL MARKETS/REPRESENTATION 20 Botswana Tourism Annual Report 2011/12 3 CHAIRMAN'S STATEMENT This year marks the end of Botswana organisation has completed draft Mobile the implementation process agreed with Tourism Organisation’s five year Strategic Safari and Camping Ground Standards. land authorities. While the pace has been Plan. My Board has set out processes to Another significant development has slow, we remain resolute in our endeavor review the organisation’s achievement in been the implementation of ecotourism to facilitate land acquisition for potential the last five years and this will provide a standards and certification which are the investors. We continue to work hard at critical foundation for the development of final components of the National Ecotourism streamlining and smoothing processes so as our next five year strategic plan. Strategy developed in 2004. While eco- to develop an increasingly investor friendly certification is not compulsory, it has been tourism environment. Despite the global economic downturn, enthusiastically embraced by the tourism the organisation’s strategic themes of industry which recognises the long-term As we complete another successful growing investment into the industry benefits of maintaining environmentally year, the Board remains unwavering in and increasing tourist arrivals have fared and socially responsible business practices our commitment to providing strategic well. We achieved our targets increased have increasingly and rightfully become guidance, support and oversight to number of citizens, foreign and joint a fundamental component of the visitor Management of BTO in growing Botswana’s venture partnerships. While the growth experience. tourism sustainably in line with the Botswana rate in tourist arrivals has been lower than Tourism Policy. in the past due to the recession, we did My Board recognizes the importance of not experience a decline in tourist numbers our human capital. We have reviewed as was the case in most other countries. our job structure and remuneration policy In fact, estimates indicate that growth has to ‘clean pay’. Ongoing monitoring of picked up in 2010. our performance management system continues to ensure staff retention and build Victor Senye The grading of tourism accommodation the necessary capacity to drive the mandate Chairman facilities has continued to yield satisfactory of the organization. results with a growing number of ‘ungraded’ facilities graduating to a Challenges have been experienced in minimum of a ‘one star’ rating. In line securing land for tourism primarily with with the new Act to develop standards for other tourism facilities and activities, the 4 Botswana Tourism Annual Report 2011/12 Botswana Tourism Annual Report 2011/12 5 CHIEF EXECUTIVE OFFICER’S Statement Key drivers of the organisation’s five year research and analysis. We researched the recording 1.2 million domestic overnight strategy have been geographic and emerging BRICS markets (Brazil, Russia, trips taken in Botswana in 2010. product diversification. Botswana’s tourism India, China and South Africa) (South Africa is renowned for its wildlife and wilderness, has still to be completed), and shared We recognize the importance not only with these attractions and activities primarily our findings with the industry through of effective marketing and increasing centered around the north (Chobe) and countrywide workshops. While some investment into the industry, but also the north-west (Okavango). While this of these markets present challenges in to meet the standard and quality remains the country’s tourism comparative terms of meeting customer demands and expectations of our visitors while remaining advantage, there are huge opportunities expectations, all are viable and we have internationally competitive. Targeted for the rest of the country and development the full support of the industry to pursue workshops aimed at attaining minimum of other tourism products beyond our these markets further. While funding could standards will continue to be held with traditional wildlife and wilderness focus. constrain our marketing activities in these industry operators so as to continue driving countries, we have translated all our major the reduction in the number of ‘ungraded’ Our product diversification portfoliopublications into the seven languages most facilities. To date a sizeable number of includes development of tourism around appropriate for these new markets. facilities have participated in the ecotourism heritage sites; culture’ events such as sports, system with 15 applying to be certified. This entertainment and recreation; diamond Further research was undertaken into the is a very welcome development as ‘green’ circuits; as well as international meetings, viability of agro-tourism, health and mining management is not only a current global incentives and conventions. Developments tourism in Botswana. Of these, both agro- trend but key to sustainable tourism. are at varying stages with heritage, culture tourism and mining tourism stood out as and sports taking the lead. During the viable options. As we close the year, every member of our year under review, work continued on the organization – management and staff - seven (7) tourism projects undertaken with Our marketing efforts included attendance stands ready to take the Botswana tourism Community Based Organisations in line with with industry operators at renowned travel industry forward. the Community Based Natural Resource and tourism fairs and exhibitions; inbound Management Policy. These are all at varying familiarization tours by international travel stages in terms of funding, mobilizing and journalists and tour operators; international development. These are: Goo-Moremi special events; as well as increased use of the Gorge; Lepokole Hills Tsabong Camel Park; Internet using websites and on-line travel Nata Bird Sanctuary; Seboba Cultural Village trade training programmes. The success of Myra T. Sekgororoane and Recreational Park; Qcwihaba Caves; these efforts can be gauged against metrics Chief Executive Officer and Tsodilo Hills. such as tourist arrivals numbers where there are indications of an upward move from the At the same time, our research and stagnant 2009 figures. Campaigns targeted development unit undertook some at the domestic market have been very important marketing and development successful with the Department of Tourism 6 Botswana Tourism Annual Report 2011/12 CHIEF EXECUTIVE OFFICER’S Statement Botswana Tourism Annual Report 2011/12 7 BOARD MEMBERS The Board is a governing body appointed by the Honourable Minister for Environment, Wildlife and Tourism responsible for providing guidance at policy and strategic level for management1 to discharge their duties as stipulated in the Botswana Tourism Organisation Act. 8 Botswana Tourism Annual Report 2011/12 1 Mr. Victor Senye 4 Mr. Edmont B. Moabi 7 Ms. Tiny Kgatlwane 10 Mr. Gaylard Kombani Chairman Board Member Vice Chairman Board Member 2. Mr. Godfrey M. Kupe 5 Ms. Myra Sekgororoane 8 Mr. Laurence Khupe Board Member Chief Executive Officer Board Member 3 Mr. Thabo Thamane 6 Mrs. Sakhile Reiling 9 Dr. Susan Keitumetse Board Member Board Member Board Member 2 3 4 5 6 7 8 9 10 Botswana Tourism Annual Report 2011/12 9 Management MANAGEMENT Botswana Tourism Organisation is tasked with Marketing of Botswana as premiere tourist destination, to promote investment into the tourism sector as well to grade tourist facilities. 1 10 Botswana Tourism Annual Report 2011/12 Management Botswana Insurance Holdings Limited Insurance Botswana 2 3 4 5 6 7 8 9 1 Ms. Myra Sekgororoane 4 Ms. Malebogo Morakaladi 7 Mr. Stephen Ramalepa Chief Executive Officer Business Development Manager Quality Assurance Manager (Resigned 30th September 2012) 2 Mrs. Masego Makgoro 5 Mr. Thabo B. Dithebe Human Resources & Projects Administration Manager 8 Mr. Dobie Rankala Administration Manager Internal Auditor 6 Mrs. Obenne Mbaakanyi 3 Mr. Mernard Mothetho Marketing Manager 9 Mr. Zibanani Hubona Finance Manager Corporate Legal Counsel Botswana Tourism Annual Report 2011/12 11 CORPORATE REVIEW OrganisatiOn tHE BOarD OF DirECtOrs The Finance and Audit Botswana Tourism Organization, formerly The Board is a governing body appointed Committee known as Botswana Tourism Board, was by the Honourable Minister for Environment The committee’s responsibility is to provide established as a body corporate to: Wildlife and Tourism, responsible for guidance in financial, accounting and audit providing guidance/direction and support issues to ensure that effective standard control 1. Plan, develop and implement tourism at policy and strategic levels as necessary policies and measures are in place. marketing and promotion strategies for management to discharge its duties as for Botswana; stipulated in the Botswana Tourism Board Human Capital Sub Act. Committee formerly: The 2. Determine and advice Government on Remuneration Committee policies as well as implement