Chamwe Kaira
The newly elected steering committee of the SADC Tourism Alliance will focus on developing skills in Namibia’s tourism industry during its term.
Tourism is Namibia’s fastest-growing economic sector, employing more than 100,000 people.
Tourist arrivals rose from 169 565 during the pandemic to 863 872 in 2023, according to the ministry of environment and tourism. The ministry was allocated N$797 million for the 2025/26 fiscal year.
Regional tourism leaders have created a new governance structure to address barriers slowing the sector’s growth.
Intra-regional tourism accounts for less than 25% of arrivals, and air connectivity remains limited. The steering committee will work to unlock Southern Africa’s tourism potential.
The SADC Tourism Alliance was established in 2022 as the private sector voice for tourism in all 16 SADC member states.
It brings together national tourism associations and businesses to strengthen cross-border cooperation.
Operating independently while engaging the SADC Secretariat, the alliance coordinates efforts to position Southern Africa as a connected tourism destination.
The steering committee members are Tshifhiwa Tshivhengwa (Chair), CEO of the Tourism Business Council of South Africa, Tojo Lytah Razafimahefa (Deputy Chair), president of CTM Madagascar, Memory Momba Kamthunzi, executive director of the Malawi Tourism Council, Ally Karaerua, chair of the Federation of Namibian Tourism Associations, Paul Matamisa, CEO of the Tourism Business Council of Zimbabwe and Nasser Zauria Usta from the Confederation of Economic Associations of Mozambique.
“Each of us faces national challenges, whether it’s airlift in Malawi, skills development in Namibia, or infrastructure in Madagascar. But we’ve learnt that a tourist doesn’t see borders the way we do,” said Tshivhengwa.
“When we work together, we can unlock investment, create jobs, and protect our natural heritage at a scale that none of us can achieve alone. That’s not just good business; it’s essential for the communities who depend on tourism across our region.”
The alliance aims to support the SADC Tourism Programme 2020-2030, which seeks to make Southern Africa a competitive, sustainable, and unified tourism destination.
At a strategic session, three priorities were identified: improving regional access, building a strong regional reputation, and ensuring institutional sustainability.
In May, minister of environment and tourism Indileni Daniel said N$33 million will be spent on upgrading 214 km of tourist roads in Etosha and Namib-Naukluft parks.
Other allocations include N$4.48 million for park boundary fence maintenance and water facilities, N$42 million for renovations at ministry headquarters and regional offices, restoring water supply to Galton Gate, drilling a borehole in Mahango Park, and N$5.29 million for infrastructure at Etotha Carnival to improve hygiene and safety.
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The newly elected SADC Tourism Alliance steering committee members will spearhead initiatives to unleash the region’s tourism potential.
- Photo: SADC Tourism Alliance
