Marc Claydon: Namibia to strengthen its presence in the Spanish market at FITUR 2027
“Our country is a well-positioned destination for those seeking authentic, sustainable and unforgettable travel experiences,” says Marc Claydon, Head of Marketing at the Namibia Tourism Board (NTB).
Looking ahead to FITUR 2027, this expert is optimistic about the opportunities presented by improved air links between Spain and Southern Africa. At the trade fair, “we hope to capitalise on this momentum, strengthen our presence in the Spanish market and forge new partnerships that support sustainable tourism growth and encourage more travellers to discover Namibia’s landscapes, wildlife and unique cultural experiences”.
Which international source markets are most important for tourism in Namibia, and where do Europe and, specifically, Spain rank?
Europe remains one of the most important source markets for Namibia, with strong demand from visitors from Germany, the United Kingdom, France, the Netherlands, Switzerland and other key European markets. Spain is an important market for Namibia and continues to show interest in the country’s unique tourism offering. European travellers are particularly drawn to Namibia’s exceptional wildlife, its vast open landscapes, opportunities for adventure, conservation success stories and renowned self-drive experiences.
Namibia continues to attract positive interest from international travellers and remains a well-positioned destination for those seeking authentic, sustainable and unforgettable travel experiences. The country attracts a wide variety of visitors who appreciate nature, culture, conservation and outdoor adventure, reinforcing Namibia’s reputation as one of Africa’s most distinctive destinations.
What initiatives is your country launching this year to further promote tourism?
Namibia continues to focus on sustainable tourism development, destination marketing and strengthening commercial partnerships in key international markets. The Namibia Tourism Board works closely with the tourism industry, airlines, the media and industry partners to raise awareness of Namibia as one of Africa’s leading destinations for nature, culture, luxury and adventure.
Our marketing activities include taking part in major travel fairs, roadshows, digital campaigns, destination training programmes and collaborative marketing partnerships.
Namibia continues to promote its unique combination of wildlife, spectacular landscapes and conservation successes, stories, community-based tourism and self-drive travel experiences.
How high a priority is sustainability in the industry?
Namibia is internationally recognised for its commitment to conservation and sustainable tourism. The country’s protected areas, its rich biodiversity and community-led conservation programmes play a vital role in preserving natural resources whilst creating economic opportunities for local communities.
Visitors can enjoy a wide variety of experiences, from wildlife viewing in Etosha National Park and the iconic dunes of Sossusvlei to cultural encounters, adventure activities and some of the world’s most spectacular night skies. As global demand for responsible travel continues to grow, Namibia remains well positioned as a destination that combines authenticity, sustainability and unforgettable experiences.
What does Namibia’s participation in FITUR mean for the country, and what are its expectations for the next edition of the trade fair, which is set to take place in January?
FITUR remains an important platform for Namibia to strengthen its relationships with tour operators, travel agencies, airlines, media representatives and industry stakeholders from Spain and across Europe.
Our involvement helps to raise awareness of the destination, create new business opportunities and strengthen existing partnerships. FITUR also enables us to showcase new products and tourism experiences, whilst gaining valuable insights into travellers’ changing interests and industry trends.
Looking ahead to FITUR 2027, we are optimistic about the opportunities presented by improved air links between Spain and Southern Africa. The recent launch of Air Europa’s direct Madrid–Johannesburg service, combined with onward connections via regional partner airlines such as Airlink, makes travelling to Southern Africa more convenient and accessible for Spanish travellers. These developments have the potential to raise awareness of the region and further boost interest in Namibia as a destination.
We hope to build on this momentum, strengthen Namibia’s presence in the Spanish market and develop new partnerships that support sustainable growth in tourism and encourage more travellers to discover Namibia’s landscapes, wildlife and unique cultural experiences.