Minister of Sport and Arts Jacob Kelebeng has urged the private sector and industry leaders to invest in Botswana’s creative industry, including athletes and artists, highlighting their role in promoting national pride and driving tourism growth. Speaking at the official opening of the Tourism Pitso in Francistown on Thursday, Kelebeng emphasized that collaboration between government and industry is key to unlocking new economic opportunities.
The event, held under the theme “Tourism as a Catalyst for Economic Transformation and Sustainable Growth through Partnerships,” brought together cabinet ministers, senior government officials, business leaders, councillors, and members of the media. Delegates explored strategies to position tourism as a central driver of economic development while supporting job creation and community engagement.
Minister Kelebeng stressed that sport and the arts are critical to diversifying Botswana’s tourism offering beyond wildlife and heritage. He pointed to the upcoming World Athletics Relays, scheduled for May 2026 at the National Stadium in Gaborone, as a major opportunity to showcase Botswana to a global audience. He encouraged viewing the event not just as a sporting competition but as a tourism driver capable of attracting visitors, investment, and business opportunities.
The minister called on businesses to participate as partners, sponsors, and investors, noting that government alone cannot achieve the full potential of such events. He highlighted the value of engaging local athletes and artists as brand ambassadors, stating that they represent excellence, influence, and national pride while supporting the growth of the creative and sporting sectors.
Kelebeng further emphasized that building a resilient and inclusive tourism sector requires close cooperation among government, industry, communities, and international partners. By working together, Botswana can expand its tourism products, enhance global visibility, and create sustainable economic growth.
The Tourism Pitso reinforced the importance of strategic partnerships in transforming Botswana’s tourism landscape. With targeted investment in sports, arts, and creative industries, the country can attract international attention, drive tourism revenue, and provide meaningful opportunities for local talent.
