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.
- 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