2009-08-20 : REGIONAL LEADERS BRAND BOUNDLESS ROUTE

ORANJEMUND - President Hifikepunye Pohamba says transfrontier conservation areas are a good mechanism for spreading the tourism benefits of hosting the 2010 FIFA Soccer World Cup in Africa, through branding and marketing the SADC region as a favourable tourism and investment destination.

There are 51 packaged investment opportunities in the seven transfrontier conservation areas, which range from small and medium lodge type developments to multi-million-dollar development projects.

Speaking at the branding of the Boundless Southern Africa route that connects nine southern African countries here on Presidents Day yesterday, President Pohamba congratulated world-renowned explorer Kingsley Holgate and the members of his Boundless Southern Africa Expedition team for marketing infrastructural development and promoting the route. Holgate earlier in the morning had emptied his calabash with water that he collected along the route from various pans, rivers and springs, symbolising the end of his 102-day journey.

“The time has come for Southern Africa to take and maintain its rightful place on the global map as a competitive tourism destination. Our region has distinguished itself as a region of excellence not only in environmental conservation, but also in the sustainable utilisation of our natural resources, which is our common heritage,” he said.

With South Africa hosting the 2010 FIFA World Cup, and the country's northern neighbour, Angola, hosting the African Nations soccer tournament, Pohamba said the events represent historic opportunities for the region and for Africa to shine.

“These events will demonstrate the capacity of African countries in general and the SADC region in particular to host major international and regional competitions successfully.”

One particular mechanism the president said is the Boundless Southern Africa brand, which has enormous potential to unite the entire SADC region as a single destination offering a wide array of breathtaking and memorable tourism products. The three components of the Boundless Southern African route, namely nature, culture and community, Pohamba said, are inseparable and make the perfect mix that will enable the region to offer world class experiences to tourists and all those who will visit the region for business and leisure.

“Our transfrontier conservation areas are home to many of Africa's unique attractions of fauna and flora, beautiful landscapes, culture and history. For this reason no effort should be spared to ensure that coordination and collaboration mechanisms are maximised and harnessed to take full advantage of the sporting events next year.”

The Boundless African route links two oceans, nine countries, seven transfrontier conservation areas and 30 game and nature reserves.

President Pohamba was joined by President Robert Mugabe of Zimbabwe, President Seretse Khama Ian Khama of Botswana, Prime Minister Dr Barnabas Dlamini of Swaziland while Prime Minister Pakalitha Mosisili of Lesotho also jetted in to witness the event. Angola, Mozambique and Zambia were each represented by their respective ministers of environment and tourism. South African High Commissioner to Namibia Eunice Komani was standing in for President Jacob Zuma who is currently on a state visit in Angola.

Pohamba said it is pleasing that the region has adopted a proactive approach to seize and maximise opportunities generated by the regional events. He believes that multi-benefits will flow from these soccer tournaments. The Presidents' event should be seen as a tool for the region to increase awareness about the transfrontier areas as preferred destinations and raise their profiles as lucrative areas for investment. The President said the region needed to work tirelessly to make the transfrontier conservation areas ready for the 2010 FIFA Soccer World Cup by promoting all the identified investment opportunities.

“With less than a year to go, we need to work harder to ensure our readiness.”

He urged Boundless Southern Africa to organise another international investor conference and introduce marketing campaigns to keep the momentum and to sell these pre-packaged investments.

“I am proud to say that our countries are making notable strides to be among the top 10 fastest growing tourist destinations in the world in terms of price competitiveness and our investment into the sector,” he said, praising his counterparts.