Botswana set for marketing push

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NEW YORK -- Botswana is mounting an aggressive advertising campaign for the U.S. market, according to Tlhabologo Ndzinge, director of Botswana's Department of Tourism, who visited here as part of a U.S. tour to lay the groundwork for the campaign.

"We have not done much in this market, but we have identified it as an important market," Ndzinge said.

The campaign will include advertising in upscale travel and lifestyle magazines, in newspapers and on TV, she said.

Botswana has been sold almost exclusively as a destination for wilderness safaris in the past, focusing mostly on well-known regions, such as Chobe National Park and the Okavango Delta.

But Ndzinge said she wants to promote awareness of the country's other attractions, such as the Central Kalahari Game Reserve, Makgadikgadi Pan National Park and the Nxai Pan National Park.

She also said the department wants to expand beyond wildlife safaris and promote cultural tourism and ecotourism, with more interaction between tourists and the people of Botswana.

Individual investors are getting on the tourism bandwagon, said Ndzinge, "because they are realizing tourism can make money. It can benefit everyone."

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