Namibia, Zambia, and Zimbabwe have embarked on a transformative initiative to bolster their tourism industries through a groundbreaking partnership with global real estate services firm Jones Lang LaSalle (JLL) and the World Travel & Tourism Council (WTTC). This collaboration aims to unlock new opportunities for growth and position the three Southern African nations as top global tourism destinations.
The joint venture, spearheaded by Africa’s Eden—an influential tourism association dedicated to promoting sustainable travel in Southern Africa—will see the launch of the Tourism Readiness Index. This ambitious project will assess the tourism readiness of Namibia, Zambia, Zimbabwe, and Botswana by evaluating more than 70 critical factors across various aspects of the tourism industry, including infrastructure, environmental impact, safety, security, and government policies.
The goal of the Tourism Readiness Index is to provide a clear picture of each country’s tourism potential, identifying key areas for investment and development that will ensure the long-term sustainability and resilience of the region’s tourism economy. This initiative is not just an evaluation tool but also a strategic plan designed to foster collaboration between both public and private sectors. With the Index having been successfully implemented in over 200 destinations worldwide, it has proven its value in helping destinations refine their tourism offerings and strengthen their global competitiveness.
Jillian Blackbeard, the CEO of Africa’s Eden, emphasized the collaborative nature of the project, noting that it brings together key stakeholders from both the government and private sectors. “This is a unified effort, as it’s crucial for both the public and private sectors to work together to ensure we achieve lasting success in growing tourism within the region,” she explained.
The comprehensive data and insights provided by the Tourism Readiness Index will allow governments to make informed decisions on policy development, infrastructure investment, and creating a more tourism-friendly environment. The index will also help tourism businesses and associations identify key opportunities for growth and innovation, ultimately driving new investments and enhancing the region’s appeal to international visitors.
Furthermore, the results of the Tourism Readiness Index will be shared in a series of workshops and stakeholder meetings, providing an open forum for dialogue and fostering a cooperative relationship between governments and private enterprises. This collaborative approach will help ensure that both sectors align their strategies and work together to achieve a more prosperous and sustainable tourism industry for Namibia, Zambia, and Zimbabwe.
By leveraging the full potential of the Tourism Readiness Index, the three countries hope to elevate their global tourism standing while promoting long-term economic growth through sustainable practices and strategic investments in the tourism sector.