NTB steps up tourism drive…boosts skills, compliance and global partnerships
The Namibia Tourism Board (NTB) has intensified its efforts to strengthen Namibia’s tourism sector through a combination of frontline customer-care training, industry compliance initiatives, visitor-safety measures and international destination marketing. The activities, carried out during September, form part of the tourism board’s broader efforts to improve the visitor experience while strengthening cooperation with government agencies,... The post NTB steps up tourism drive…boosts skills, compliance and global partnerships appeared first on New Era.
Black News 
The Namibia Tourism Board (NTB) has intensified its efforts to strengthen Namibia’s tourism sector through a combination of frontline customer-care training, industry compliance initiatives, visitor-safety measures and international destination marketing.
The activities, carried out during September, form part of the tourism board’s broader efforts to improve the visitor experience while strengthening cooperation with government agencies, tourism businesses and Namibia’s diplomatic missions abroad.
One of the key initiatives has been the expansion of the Welcome Host Customer Care Training programme, which aims to equip frontline officials at Namibia’s ports of entry with the skills needed to provide travellers with a professional and welcoming experience.
The NTB, in collaboration with the Ministry of Home Affairs, Immigration, Safety and Security, held its second Welcome Host training session at the Noordoewer Border Post from 15 to 16 September.
The two-day programme brought together 36 frontline officers from Nampol, Immigration, NamRA and Veterinary Services.
The training focused on customer care, professional communication and cooperation between agencies operating at the border.
According to the NTB, frontline officers are often among the first and last people travellers encounter when entering or leaving Namibia, making their interaction with visitors an important part of the overall tourism experience.
“The Noordoewer training followed an earlier session held in Windhoek in June, which trained 50 officials from Hosea Kutako International Airport.
“Both initiatives form part of the partnership established through the NTB-MHAISS Memorandum of Understanding signed in May 2026,” NTB said.
Creating customer-care champions
The programme is also designed to extend beyond the officials who attend the formal training.
Twenty participants from each training session are selected as Customer Care Champions, tasked with sharing the skills and knowledge gained with their colleagues.
The approach is intended to broaden the reach of the programme across Namibia’s ports of entry and encourage consistent service standards among frontline personnel.
The champions are expected to promote a professional and warm Namibian welcome in their day-to-day interactions with travellers.
Compliance and tourist safety under spotlight
The NTB has simultaneously stepped up its engagement with tourism operators through its KNOW NTB campaign, conducted in partnership with the Namibian Police Force.
On 16 and 17 September, NTB and Nampol teams carried out activities in Windhoek and surrounding areas, visiting tourism hotspots and conducting roadblocks near Hosea Kutako International Airport and along the Okahandja route.
The teams engaged tourism operators, checked registration and other compliance requirements, and raised awareness about tourist safety.
The teams also paid particular attention to concerns about illegal operators and ride-hailing services operating around the airport.
The campaign combines education, inspections and enforcement, with the two institutions indicating that engagements with tourism operators will continue in other areas to address non-compliance and support a responsible tourism industry.
Car rental sector engaged
The compliance drive also extended to the car rental industry, with the NTB hosting a stakeholder engagement on 21 September at the Cricket Namibia Events and Conference Centre.
The meeting brought together car rental operators and other stakeholders to discuss registration requirements, the NTB Act, industry concerns and tourist safety.
NTB Chief Executive Officer Sebulon Chicalu welcomed participants, while NTB officials addressed legal and compliance requirements.
“Car rental operators are an essential part of Namibia’s tourism value chain, particularly because many visitors explore our country by road. In carrying out our mandate under the Namibia Tourism Board Act, NTB is committed to working with the industry to ensure that regulatory requirements are clearly understood, consistently applied and contribute to tourist safety, service excellence and fair competition.
“Through open engagement and cooperation, we can build a compliant and competitive sector in which responsible businesses can thrive,” said Chicalu.
Chief Inspector Christina van Dúnem Da Fonsech of Nampol’s Tourist Protection Unit also contributed to discussions on visitor safety. The engagement provided operators with an opportunity to raise concerns and discuss practical solutions with the NTB and its partners.
Taking Namibia to international markets
Beyond domestic tourism-sector development, the NTB has continued to strengthen Namibia’s visibility in key international tourism markets. At IFTM Paris, the board joined Namibian tourism partners in promoting the country to the French travel trade.
The Namibia stands hosted engagements with French tour operators and media representatives, as well as international airline groups and carriers including Lufthansa Group, Air France and Condor Airlines.
The NTB exhibited alongside The Otjiwa Collection, Sense of Africa Namibia/African Eagle, Akilanga DMC and the Municipality of Swakopmund, with other Namibian tourism businesses also represented.
Namibia’s diplomatic presence in France supported the engagement, with Ambassador Sabine Böhlke-Möller visiting the stand.
The NTB and the Embassy also co-hosted a Namibia Sundowner reception ahead of the exhibition, creating another platform for tourism stakeholders to connect. The board is expected to continue its engagement with the French travel trade through the Meet Namibia Roadshow in Paris in November.
Strengthening diplomatic tourism networks
The board has also been engaging Namibia’s diplomatic missions as part of its international tourism-marketing strategy.
In Brussels, the NTB met with Namibia’s Ambassador to Belgium, Dr Alfredo Hengari, to discuss opportunities to strengthen the country’s presence in international tourism markets. The meeting focused on market insights, strategic perspectives and opportunities for cooperation between the tourism board and diplomatic missions.
The NTB said such relationships help build connections with travel-trade partners and promote Namibia as a tourism destination abroad.
A similar engagement took place with Namibia’s Ambassador to Switzerland and Permanent Representative to the United Nations in Geneva, Elvis Toolouta Shiweda.
The discussions explored possible collaboration between the NTB and the diplomatic mission to promote Namibia internationally and develop initiatives that could support the country’s tourism sector and its inclusive and sustainable growth.
Promoting Namibia’s cultural heritage
The NTB has also welcomed international efforts to showcase Namibian cultural and botanical heritage.
The board highlighted cosmetics company Rituals’ celebration of Owambo cultural heritage and traditional knowledge, including using ingredients associated with Namibia’s botanical heritage in its products.
The NTB said the initiative provides an opportunity to introduce international audiences to another dimension of Namibia’s story.
It further indicated that it looks forward to engaging with Rituals on joint communication activities that celebrate Namibia’s people, culture and natural heritage, while recognising the communities and knowledge associated with these resources.
Connectivity adds to destination appeal
Meanwhile, Namibia’s international tourism offering is also set to benefit from developments in air connectivity.
Edelweiss has opened bookings for flights featuring its new Airbus A350 cabin, scheduled to debut in June 2027, with Windhoek among the first destinations expected to be served exclusively by the airline’s aircraft with the new premium cabin.
The development is expected to add another premium travel option between Switzerland and Namibia and reflects continued attention to the Windhoek route.
Taken together, the NTB’s September activities highlight a multi-pronged approach to tourism development — improving how visitors are received at the country’s borders, strengthening compliance and safety within the tourism industry, supporting operators and expanding Namibia’s presence in international markets. The board’s engagements also place greater emphasis on partnerships, bringing together government agencies, tourism businesses, airlines, diplomatic missions, and international companies to promote Namibia as a destination.
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