The Namibia Tourism Board (NTB) Europe, in partnership with Edelweiss Air and Discover Airlines, hosted a series of trade and media familiarisation (Fam) trips following the launch of Edelweiss’ inaugural direct flight to Namibia. The programme featured two separate media groups alongside trade delegations, welcoming 25 high-value tour operators, product managers, and journalists from the United Kingdom, the Netherlands, Belgium, Austria, Switzerland, and Germany. Participants travelled across the Zambezi, Kavango, Etosha, Kunene, Coastal, and Namib Desert regions, experiencing Namibia’s diverse tourism products and engaging directly with local tourism operators and communities.
The initiative provided participants with first-hand destination knowledge, enabling them to confidently promote and package Namibia within their respective markets while generating valuable international media exposure. The Fam trips created new opportunities for product development, strengthened relationships with the travel trade, and reinforced the value of strategic airline partnerships in expanding Namibia’s international reach. The success of the programme reaffirmed the importance of familiarisation visits as a key destination marketing tool, with NTB committed to continuing similar initiatives in collaboration with airline partners and the private sector to drive sustainable tourism growth.