BEIJING – The Namibia Tourism Board (NTB) has officially launched its landmark four-city national roadshow across China, kicking off with a successful opening stop in Beijing on 30 October 2026.
Hosted at the prestigious OGA Art Museum Hotel in Beijing, the debut event was graced by Ms. Bertha Amakali, Minister Counsellor of the Embassy of Namibia in China, together with the NTB delegation lead by Ms Charmaine Matheus, NTB Head of Marketing with selected Namibian inbound tour operators forming part of the delegation. NTB’s partner Ethiopian Airlines also participated in the event along with leading Chinese outbound travel agencies,
custom travel operators, MICE buyers, industry associations and media representatives. Under the theme Meet Namibia, the roadshow will travel to Nanjing (2 November), Hangzhou (3 November) and Shanghai (4 November 2026) for B2B meetings and destination presentations, showcasing Namibia’s premium tourism offerings and advancing high-end long-haul tourism cooperation between Namibia and China.
Ms. Bertha AmakaliMinister , Counsellor of the Embassy of Namibia in China
In her address, Ms. Bertha Amakali noted the long-standing comprehensive strategic partnership and friendly ties between Namibia and China. Tourism serves as a vital channel for people-to-people exchanges, cultural connectivity and economic engagement. She voiced full support for NTB’s China marketing campaign and confirmed that the Embassy will keep facilitating travel arrangements, improving air connectivity and creating a favourable business environment for Chinese operators and Namibian service providers. Ms. Charmaine Matheus, Head of Marketing at the Namibia Tourism Board, in a address emphasised the significant importance of the Chinese market for Namibia. Describing China as a strategic source market for Namibia with immense potential to help elevate the tourism industry in Namibia and it’s contribution to the country’s GDP. She further introduced iconic attractions including the ancient red dunes of Sossusvlei, wildlife-rich Etosha National Park, the dramatic desert-ocean landscape of the Skeleton Coast and Sandwich Harbour, ancient rock engravings in Damaraland and world-famous dark-sky reserves. She highlighted Namibia’s safety, pristine wilderness, and exclusive luxury experiences, which fit the growing demand of affluent Chinese travellers for in-depth exploration, photography trips, honeymoons and tailor-made safaris. This four-city roadshow creates a face-to-face platform for efficient dialogue, to jointly develop market-ready travel products and lift destination service standards.
Ms. Charmaine Matheus, Head of Marketing at the Namibia Tourism Board
A major highlight of the Beijing stop was the one-on-one B2B matching sessions between Namibian local tour operators and Chinese outbound trade partners. Namibian ground handlers presented China-friendly itineraries, luxury lodge inventory, dedicated photography routes and custom packages for families and honeymooners. Chinese wholesalers shared market feedback, requesting Chinese-language support, seasonal product upgrades and premium safari services. Both sides discussed operational capacity and product adjustments on the spot, opening direct channels for future FIT custom tours, seasonal group departures and high-end MICE projects. The sessions bridge local ground operators and China’s distribution network, laying a solid foundation for sustainable bilateral tourism business. Industry attendees spoke highly of Namibia ’ s distinctive tourism assets and saw strong potential for bespoke luxury travel, wildlife safaris and photography-focused tours. Multiple Chinese travel companies confirmed plans to launch exclusive Namibia programmes and build long-term partnerships.
Supported by Ethiopian Airlines and local industry institutions, the four-city roadshow marks NTB’s flagship marketing initiative for the Chinese market this year. Moving forward, Namibia Tourism Board will continuously deepen strategic cooperation with the China Tourism Association and travel partners, refine tourism products tailored to Chinese visitors, grow arrivals from China and establish a benchmark for high-quality tourism collaboration between China and Namibia.