The Namibia Tourism Board (NTB) has launched a four-city national roadshow in China, opening in Beijing on 30 October 2026, as part of its efforts to strengthen tourism cooperation and position Namibia as a premium long-haul destination for Chinese travellers.
Hosted at the OGA Art Museum Hotel in Beijing, the opening event brought together Ms Bertha Amakali, Minister Counsellor at the Embassy of Namibia in China, and an NTB delegation led by Ms Charmaine Matheus, Head of Marketing. Selected Namibian inbound tour operators and NTB’s airline partner, Ethiopian Airlines, joined Chinese outbound travel agencies, bespoke travel specialists, MICE buyers, industry associations and media representatives.
Under the theme Meet Namibia, the roadshow continues to Nanjing (2 November), Hangzhou (3 November) and Shanghai (4 November), featuring destination presentations and B2B meetings designed to develop high-end tourism partnerships.
In her address, Ms Amakali highlighted the longstanding comprehensive strategic partnership between Namibia and China, emphasising tourism’s role in strengthening cultural exchange, people-to-people connections and economic relations. She reaffirmed the Embassy’s support for NTB’s marketing initiative, including facilitating travel arrangements, improving air connectivity and fostering a favourable business environment.
Ms Matheus underscored China’s importance as a strategic source market with significant potential to contribute to Namibia’s tourism growth and national economy. She showcased the country’s iconic attractions, from the red dunes of Sossusvlei and wildlife-rich Etosha National Park to the Skeleton Coast, Sandwich Harbour, Damaraland’s ancient rock engravings and renowned dark-sky reserves.
She also highlighted Namibia’s safety, pristine wilderness and exclusive luxury experiences, appealing to affluent Chinese travellers seeking tailor-made safaris, photography expeditions, honeymoons and immersive journeys.
A key feature of the Beijing event was the one-to-one B2B meetings connecting Namibian tour operators with Chinese travel trade partners. Discussions covered China-friendly itineraries, luxury lodges, photography routes and bespoke family and honeymoon packages. Chinese buyers also highlighted demand for Chinese-language services, seasonal product enhancements and premium safari experiences.
The exchanges opened opportunities for future independent travel programmes, group departures and high-end MICE business. Several Chinese companies expressed interest in developing exclusive Namibia travel programmes and establishing long-term partnerships.
Supported by Ethiopian Airlines and local industry institutions, the roadshow represents NTB’s flagship China marketing initiative for 2026, reinforcing Namibia’s ambition to grow Chinese visitor arrivals and build sustainable, high-value tourism cooperation between the two countries.
