By Enos Kamutukwata
Namibia has quietly but surely started becoming Africa’s latest hotspot for international conferences. From oil and gas summits to hospitality investment, insurance industry and aviation development events — the country is quickly positioning itself as a premier destination for business tourism and global investment.
Just this year alone, Namibia has hosted a series of high-profile gatherings, including the Namibia International Energy Conference, Namibian Local Content Conference (NLCC), the Africa Insurance Organisation Conference, the Africa Hospitality Investment Forum (AHIF), the Aviation Development Conference and the Namibia Oil and Gas Conference.
The Global African Hydrogen Summit (GAh2S), followed by the AU SME Forum that recently took place. There has been a conversation on Twitter (now known as X) about the influx of Oil and Gas International Conferences and various smaller events happening at venues like the Mercure Hotel and the Country Club, but what’s behind this sudden surge in conferences?
Strategic Push for MICE Tourism
Namibia’s recent surge in hosting international conferences, particularly in the extractives (minerals and metals), hospitality, and energy (hydrocarbons and renewable) sectors, is no coincidence. This trend reflects a deliberate strategy by the Namibian government and key stakeholders to position the country as a premier destination for business tourism and investment.
Through agencies such as the Namibia Investment Promotion and Development Board (NIPDB) and the Namibia Tourism Board (NTB), the Ministry of Environment, Forestry and Tourism is implementing its tourism revival strategy which includes pro-actively promoting Namibia as a prime location for conferences.
With a strong focus on revitalising its tourism sector to pre-pandemic levels, Namibia is establishing itself as a hub for Meetings, Incentives, Conferences, and Exhibitions (MICE), to be spearheaded by the Namibia Convention Bureau. MICE tourism leverages the country’s existing infrastructure, including world-class hotels, convention centres, and transportation networks, to host major events. This approach not only showcases Namibia’s unique attractions to international delegates but also promotes knowledge exchange and strengthens Namibia’s destination branding as a global business hub.
The NIPDB, the nation’s foremost investment promotion agency, emphasises that the MICE industry is interconnected with various other sectors. It both supports and depends on the leisure tourism and hospitality sector while also collaborating closely with the business, academic, and professional communities, which are significant consumers of its services.
Reviving the tourism sector
The tourism sector, particularly in the post-pandemic recovery phase, is crucial for Namibia’s economy. Conferences and business events provide a steady stream of visitors, helping to fill hotels, restaurants, and other tourism-related businesses. This influx of business travellers has significantly increased occupancy rates and revenue in the hospitality sector.
The Brief Newspaper and Simonis Storm Securities (SSS) notes that conferences, such as the International Energy Conference held in April, played a key role in filling hotel rooms in April 2024. The same report also noted a significant increase in business travellers, who made up 13.3% of all visitors to Namibia—more than double the percentage seen in March 2024 and April 2023 (6.5% each).
A recent report highlighted that the Africa Hospitality Investment Forum (AHIF) alone contributed N$7.9 million (US$441,000) to GDP, with the average value of business opportunities generated totaling N$46.2 million (US$2.6 million). AHIF also sustained or created 274 annualised employment opportunities in Namibia, with direct expenditure amounting to N$7.0 million (US$396,000). The government’s focus on MICE tourism leverages Namibia’s existing infrastructure to attract international delegates, thereby showcasing the country’s unique attractions and hospitality.
Beyond Leisure Tourism
Many investors initially experience a country as tourists, which can shape their perceptions and decisions. Unfortunately, misconceptions about Namibia can still linger. Addressing misconceptions about Namibia requires more than just promotional materials; it involves inviting investors to engage with the country directly.
By hosting events that tie into their interests, we can offer firsthand experiences that showcase Namibia’s potential, easing concerns and making the country more appealing for investment. Such summits not only highlight Namibia’s unique business opportunities but also create a more inviting atmosphere for potential investors. Ultimately, combining tourism with targeted business events can transform perceptions and attract valuable investments.
More coming
Namibia’s continued success in hosting major conferences underscores its readiness to engage with the global community and attract international business. As the country capitalises on this momentum, it is set to lead in sectors like energy and hospitality, positioning itself as a key player on the world stage.
*Enos Kamutukwata is an economist, and these views are his own. He can be reached on Twitter/X: @EnosMcManni. Part 2 to follow.
