South African Airways and O&L Leisure Partner to Boost Intra-African Tourism to Namibia

40

In a decisive move to redefine regional travel patterns, Ohlthaver & List (O&L) Leisure has entered into a strategic partnership with South African Airways (SAA) to market Namibia as the ultimate destination for African travellers. This landmark collaboration was formalised on January 8, during a high-level webinar in December 2025 that served as a central digital forum for over 100 influential travel agents from across the continent. 

Representing nations such as Zambia, Zimbabwe, Ghana, Nigeria, Côte d’Ivoire, Mauritius, the Democratic Republic of Congo, and Botswana, industry leaders gathered to explore Namibia’s exclusive offerings, signalling a shift toward a more integrated African tourism economy.

The initiative is deeply rooted in recent data showing a spectacular resurgence in the Namibian travel sector. In 2024, the country recorded an impressive 1,257,093 arrivals, representing a 45.5% year-on-year increase and marking a nearly 79% recovery toward pre-pandemic benchmarks. While South Africa remains the primary driver behind these figures, accounting for 38.5% of total arrivals, the growing representation of neighbouring SADC countries has reinforced the belief that the African continent is Namibia’s most vital growth frontier.

RELATED NEWS 

• Namibia Triumphs as Africa’s Ultimate Adventure Destination at the 2025 Balearica Awards

• Namibia’s Tourism Soars: R1.3 Billion Hotel Investment Ignites Growth
• South Africa Secures Top 4 Spot in Global Luxury Travel

Maryke van Lill, the Marketing General Manager at O&L Leisure, highlighted that while Namibia has historically relied on European markets, the African market offers faster growth and greater accessibility. This strategic pivot aligns perfectly with the African Union’s ambitious goal of achieving 50% intra-African tourism by 2030. By focusing on the “homegrown” traveller, O&L Leisure and SAA are not just selling a holiday; they are fostering a continental identity centred around exploration and shared heritage.

What sets Namibia apart from the mass tourism hubs of the northern hemisphere is its sense of space and authenticity. Van Lill notes that Namibia provides intimate wildlife experiences in expansive, uncrowded landscapes that are increasingly rare in a commercialised world. From the serene elephant sightings on Chobe River cruises to the awe-inspiring landscapes of the country, known for its desert-adapted lions in the Namib Desert, the government offers a rugged yet refined beauty. Combined with Namibia’s world-class road infrastructure, an impeccable safety record, and an ever-improving network of flights through partners like SAA, the country is now more accessible than ever.

To further reduce the barriers to entry, the partnership emphasises affordability through dedicated African rates and SADC-friendly pricing. This commitment ensures that the luxury and wonder of the Namibian landscape remain accessible to regional tourists who have often felt priced out by markets catering primarily to foreign currency earners.

A unique pillar of this new strategy is the promotion of bleisure, the seamless integration of business and leisure travel. O&L Leisure is actively encouraging corporate entities to move away from traditional boardroom settings in cities like Johannesburg and instead host their conferences in iconic Namibian locales. The prospect of conducting business in the morning and embarking on a safari in Etosha National Park by the afternoon offers a value proposition that is hard to match. This approach provides delegates with a memorable experience that enhances productivity and company culture through unique shared adventures.

In the future, the partnership aims to establish a sustainable ecosystem that fosters growth. In early 2026, O&L Leisure and SAA will host a comprehensive familiarisation trip (FAM) for top-tier travel agents. This hands-on experience will take agents through Sossusvlei, Swakopmund, and Windhoek, allowing them to witness the world-class accommodation provided by O&L Leisure, the Gondwana Collection, and Namibia Wildlife Resorts. By immersing agents in the local culture and landscape, the initiative ensures that they are equipped with the authentic knowledge required to design personalised, high-value packages for their clients.

Ultimately, this collaboration represents more than just a marketing campaign; it is a long-term investment in the sustainable development of Namibia’s tourism industry. While the financial returns are expected to materialise over the next six to twelve months, the groundwork being laid today ensures that Namibia will remain a premier destination for African travellers for decades to come.

Embark on a thrilling journey through Africa’s rich tourism, timeless traditions, and breathtaking landscapes. Our stories at Rex Clarke Adventures ignite wanderlust and celebrate Africa’s cultural heartbeat. Dive into our blog for unforgettable tales of discovery!

Join us in preserving Nigeria’s cultural legacy and showcasing its tourism treasures for future generations.

Frequently Asked Questions (FAQs)

1. What is the primary goal of the O&L Leisure and SAA partnership? 

The partnership aims to position Namibia as a top destination for African travellers, increase intra-African tourism, and support the African Union’s 2030 goals through strategic marketing and improved air connectivity.

2. What does “Bleisure” mean for Namibian tourism? 

“Bleisure” is the combination of business and leisure travel. O&L Leisure promotes Namibia as a venue for corporate conferences and incentive trips, allowing business travellers to enjoy iconic wildlife and landscapes while fulfilling their work commitments.

3. How is Namibia making travel more affordable for other African citizens? 

Local suppliers and O&L Leisure have introduced dedicated “African rates” and SADC-friendly pricing structures to ensure that high-quality accommodations and experiences are priced competitively for regional travellers.

4. What is a FAM trip, and why is it important? 

A FAM (familiarisation) trip involves hosting travel agents to experience a destination firsthand. This allows them to create better, more informed travel packages and sell the destination more effectively to their clients.

5. Which regions are showing the most growth in travel to Namibia? 

South Africa remains the leader, but there is significant growth and marketing focus on Zambia, Zimbabwe, Ghana, Nigeria, Botswana, and the Democratic Republic of Congo.