Namibia Tourism Board Strengthens European Presence at FITUR and Matka Travel Fair
The Namibia Tourism Board (NTB) has continued its strategic marketing efforts in Europe by participating in the Feria Internacional de Turismo (FITUR) in Madrid, Spain, and the Matka Travel Fair in Finland. These engagements underscore Namibia's commitment to expanding its reach in the European tourism market and attracting more visitors to experience its unique offerings. For travel agents, this provides a great opportunity to capitalize on Namibia's growing appeal as a top African destination.
As one of the largest and most influential global tourism events, FITUR attracts industry professionals and key players from international markets, including Latin America. Marking its second consecutive participation, the NTB, alongside six private sector partners, engaged in high-level discussions with the travel trade and showcased Namibia’s unique tourism offerings during the consumer-focused weekend. This means that a large audience was made aware of all the country has to offer.
The Namibia Tourism Board delegation featured representatives from Gondwana Lodges, Namibia Wildlife Resorts (NWR), Nature Friend Safaris, The RestDest, Oipuka Kalahari Tailor-Made Tours, and Matiti Tours. This collaboration showcases the unified front of the country's tourism sector and its commitment to presenting a diverse range of experiences. The diverse group of partners present allows travel agencies to promote the country with confidence, due to the support from many types of tourism businesses.
Over 120 buyers and visitors stopped by the Namibia stand to interact with exhibitors and explore potential travel opportunities. Reflecting on the event’s impact, Charmaine Matheus, Acting CEO of the Namibia Tourism Board, expressed satisfaction with the continued strong interest in Namibia from both the Spanish travel trade and consumer markets. This reflects positive engagement and high interest, suggesting that Namibia is gaining traction as a desirable destination.
As part of NTB’s mission in Spain, Ms. Matheus, alongside Efraim Nkoshi, a board member, and Sebulon Chicalu, Director of Tourism & Gaming at Namibia’s Ministry of Forestry, Wildlife, and Tourism, participated in the UN Tourism CEOs Brand Africa brainstorming session held at the organization’s headquarters.
The 45th edition of FITUR, organized by IFEMA MADRID, concluded with remarkable participation and attendance figures, exceeding expectations with an estimated 255,000 visitors. The first three days alone welcomed 155,000 professionals, marking significant growth for the global event. This means a larger number of trade professionals were exposed to the country's tourism offerings.
Earlier this year, NTB also took part in the Matka Travel Fair in Finland, reinforcing Namibia’s commitment to positioning itself as the top African destination for Northern Europe. Matka Travel Fair, the largest tourism event in Northern Europe, attracts both travel industry professionals and consumers, offering the latest insights on travel trends and destination highlights. This consistent effort demonstrates their intent to promote the country across multiple international markets.
Through these strategic global engagements, Namibia Tourism Board continues to strengthen its international presence, fostering partnerships that drive sustainable growth in the country’s tourism sector. These partnerships, in turn, should open up more opportunities for travel agencies to promote the country's attractions.
According to Charmaine Matheus, Acting CEO of the Namibia Tourism Board (NTB), participating in FITUR is a strategic move aimed at establishing valuable connections with key travel agents from Europe and Latin America, offering them an opportunity to explore Namibia’s diverse tourism experiences. This long-term vision ensures sustained growth in the tourism sector for years to come, providing further stability to the sector.
