Case Study

Tourism Market Research and Positioning for Namibia



Namibia was determined to enhance the quality of life for its citizens by finding a market for the nation’s tourism experiences in North America.


Virtually unknown in North America, DCI’s comprehensive research positioned Namibia in the market as – Rugged and Natural. Soulful and Liberating. Where you find adventure and may just find yourself, while you aid a nation – among consumers and the travel trade.

DCI’s research positioned Namibia’s tourism product in the North American market; the agency then leveraged their connections with the press to generate positive editorial coverage for Namibia, which increases consumer awareness and generates travel bookings. Leila Calnan, Former Director, North American Destination Marketing (NADM) Campaign


  • DCI’s capacity building campaign trained more than 150 Namibians how to meet the needs of North American travelers.
  • Awareness of Namibia as Africa’s conservation destination grew 45% among media in two years.
  • Editorial placements – including ABC Born To Explore, National Geographic Traveler, NBC Today, Sports Illustrated Swimsuit 2013 issue – reached 115 million consumers in two years, valued at $13 million.
  • North American visitor spend increased 4%, with a 30% increase in first time arrivals over ten years.
150 Namibians Trained
45% Increase in Awareness
30% Increase in First Time Arrivals

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