Francistown Tourism Stakeholders Align Ahead of City Tourism Launch

Francistown Tourism Stakeholders Align Ahead of City Tourism Launch. Tourism operators in Francistown and surrounding areas gathered this morning for the Francistown City Tourism Training, convened by the Botswana Tourism Organisation (BTO), as preparations continue for the official Francistown City Tourism Launch scheduled for 24 January 2026.

The engagement brought together operators across key segments of the tourism value chain, including accommodation providers, tour operators, packaging specialists, and transport and transfer services. The session focused on strengthening collaboration among stakeholders, enhancing destination offerings, and improving the overall visitor experience in the greater Francistown area.

Addressing participants, BTO Chief Executive Officer Ms Keitumetse Setlang highlighted the fundamental role of tourism as a people-centred sector driven by meaningful human interaction. She noted that tourism exists not only to create memorable experiences for visitors, but also to support livelihoods, grow local businesses and contribute to broader national development objectives.

Ms Setlang encouraged operators to recognise and unlock the value of resources within their own communities, stressing the importance of innovation and product diversification. She called on tourism businesses to continuously refine their offerings, leverage local assets and work collectively to build a competitive and appealing city tourism product.

The training was positioned as a practical platform to energise stakeholders ahead of the upcoming launch, promoting shared understanding, readiness and alignment around Francistown’s city tourism vision. Discussions emphasised the need for coordinated efforts that enhance quality, consistency and collaboration across the sector.

Ms Setlang also addressed operational concerns raised by stakeholders, assuring participants that issues affecting the industry, including pedium-related matters, remain under consideration at the highest levels of government. She reiterated BTO’s commitment to maintaining open communication with operators as these processes continue.

As momentum builds toward the Francistown City Tourism Launch, the training session marked an important step in fostering partnership and collective ownership of the city’s tourism development. Stakeholders were encouraged to approach the launch as a shared opportunity to showcase Francistown’s potential, strengthen its tourism profile and contribute to a more diversified and vibrant tourism economy