Published on
January 8, 2026

In a bid to market Namibia as one of the best tourist destinations for African travelers, Ohlthaver & List (O&L) Leisure has partnered with South African Airways (SAA). The partnership was cemented during a webinar organized at a high-level meeting in December 2025. The platform was geared at marketing Namibia’s exclusive tourist features to the major tourist agents across the African continent. This move is geared at bolstering the tourism sector in Namibia, particularly from the African continent.

Strengthening Namibia’s Position as a Leading African Destination
O&L Leisure’s initiative to partner with SAA was driven by a goal to increase tourism from the African continent, which represents the fastest-growing market for Namibia. With more than 100 key travel agents from Zambia, Zimbabwe, Ghana, Nigeria, Côte d’Ivoire, Mauritius, South Africa, the Democratic Republic of Congo, and Botswana attending the webinar, the partnership aims to leverage Namibia’s potential as a key destination for intra-African travel.

According to O&L Leisure, the 2024 tourist arrivals to Namibia reached an impressive 1,257,093, marking a 45.5% increase from the previous year and demonstrating nearly 79% recovery to pre-COVID levels. South Africa is the leading contributor to these numbers, accounting for 38.5% of total arrivals. Neighboring countries such as Angola, Botswana, Zambia, and Zimbabwe also have a strong representation, further solidifying the importance of targeting African travelers.

Targeting Africa’s Growing Tourism Market
Marketing General Manager at O&L Leisure, Maryke van Lill, emphasized that the African continent represents an enormous opportunity for Namibia’s tourism sector. While Namibia has traditionally drawn heavy numbers from European markets, the African market is considered more accessible and shows faster growth. This initiative aligns with the African Union’s goal of achieving 50% intra-African tourism by 2030.

Van Lill noted that Namibia offers something distinct from the mass tourism destinations commonly found in Europe and other parts of the world. The country’s wide-open spaces and intimate wildlife experiences set it apart, offering travelers unique encounters with wildlife in expansive, uncrowded landscapes. From elephant sightings during Chobe river cruises to desert-adapted elephants and lions in the Namib Desert, Namibia’s offerings are highly sought after by travelers looking for a less commercialized, more authentic African experience.

The combination of Namibia’s excellent road infrastructure, outstanding safety record, world-class accommodation, and improved air connectivity through partnerships with airlines like SAA makes the country an attractive, accessible, and safe destination for African tourists. Furthermore, Namibia’s commitment to affordability, with dedicated African rates and SADC-friendly pricing from many local suppliers, adds to the destination’s appeal.

‘BLEISURE’ Opportunities: Combining Business with Leisure
O&L Leisure is also working to introduce what they call ‘BLEISURE’ opportunities, combining business with leisure travel. Many of Namibia’s properties are equipped for conferences and incentive travel, making the country an excellent choice for corporate gatherings and events. Van Lill pointed out the advantage of hosting business events in iconic Namibian locations such as Etosha National Park instead of more traditional venues in cities like Johannesburg. This provides the opportunity to mix work with leisure, offering a more unique and memorable experience for delegates.

Building Lasting Partnerships for Sustainable Growth
As part of their strategy, O&L Leisure is focused on building long-term relationships with African travel agents and partners. They are positioning themselves as the preferred destination marketing partners for Namibia, investing in sustainable growth for the tourism sector. Van Lill stressed the importance of nurturing these relationships, saying, “While returns will likely materialize over six to twelve months, we are laying the groundwork for long-term success.”

O&L Leisure’s approach emphasizes the importance of collaboration with international travel agencies to drive consistent growth in Namibia’s tourism industry. Through partnerships and strategic marketing efforts, Namibia is poised to attract a growing number of African travelers looking for unique, affordable, and accessible vacation options.

FAM Trip: Bringing Travel Agents to Namibia for First-Hand Experience
In early 2026, O&L Leisure and SAA will host a comprehensive familiarization (FAM) trip for selected travel agents to experience Namibia’s tourism offerings firsthand. This initiative will help agents become better acquainted with the country’s attractions and create more informed, personalized travel packages for future clients.

The FAM trip will cover several of Namibia’s most iconic destinations, including Etosha National Park, Sossusvlei, Swakopmund, and Windhoek, with accommodation provided across top-tier properties such as O&L Leisure, Gondwana Collection, and Namibia Wildlife Resorts. By providing agents with a firsthand experience of Namibia’s tourism offerings, O&L Leisure and SAA aim to build stronger connections with travel professionals and equip them with the knowledge they need to sell Namibia effectively to their clients.

Ongoing Support for Travel Agents: A Comprehensive Framework
O&L Leisure is also implementing a comprehensive support framework for participating travel agents to ensure that they are well-equipped to sell Namibia as a destination. This support includes preferential rates, tailored travel packages, ongoing training, and joint marketing campaigns. The goal is to make it easier for agents to promote Namibia and secure bookings from African travelers. By providing these agents with the necessary resources, O&L Leisure is strengthening Namibia’s position in the African tourism market.

The Future of African Tourism in Namibia
As Namibia continues to position itself as a leading tourism destination for African travelers, the partnership between O&L Leisure and SAA represents a pivotal moment for the country’s tourism industry. With increasing numbers of African tourists seeking new and unique travel experiences, Namibia’s tourism sector is poised for significant growth. The combination of stunning natural landscapes, a commitment to affordability, and growing air connectivity makes Namibia an increasingly attractive destination for travelers from across the continent.

As intra-African tourism continues to grow, Namibia is perfectly positioned to capture this opportunity, offering visitors a chance to experience intimate wildlife encounters, world-class accommodations, and unmatched natural beauty. The ongoing collaboration between O&L Leisure and SAA is a key step toward making Namibia one of Africa’s premier travel destinations.

A Bright Future for Namibia’s Tourism Sector

The coming together of O&L Leisure and SAA is not just about increasing the number of tourists that visit Namibia. This partnership is about helping Namibia achieve positive and sustainable growth and developing long-lasting relationships that will help Namibia’s tourism industry for many years to come. Based on its efforts to make Namibia affordable, its uniqueness, and its specific targeting, Namibia is poised to be one of the top destinations for African visitors in the years to come. With its continued partnership with African travel agents and organizations, Namibia is poised to help meet its tourism ambitions and support African Union’s vision of increasing African tourism.