Although praised as a growing travel and tourism economy in a report by the World Travel and Tourism Council (WTTC), Namibia has been urged implement several other steps if the forecasted growth is to be sustained.
Among the steps to be taken is the empowerment of previously disadvantaged through broad black economic empowerment interventions, as well as long term planning with “a clear tourism strategy based on the reality of demand and broad policy objective as well as regional master plan”.

A vibrant tourism sector depends on a successful nexus between government and the private sector. The government facilitates an enabling environment while the private sector delivers the investments. Here Willie du Toit, chairman of Taleni Africa congratulates his staff after the opening of the upgraded Sossusvlei Lodge in 2004. This desert lodge now constitutes an investment of over N$60 million. The lodge is managed by Ute de Jager.

The WTTC report noted that in 2006 broader tourism contributed 16% to the country's total GDP and accounted for nearly 72000 jobs to represent 17.9% of the total employment in the country.
The report also noted that over the next ten years tourism in Namibia would achieve an annualised real growth of 7.9% in terms of GDP compared with only 4.4% growth in the sub-Saharan Africa region.
“This contribution is significant but the industry's potential for growth should not be taken for granted. Significant challenges need to be overcome if the [sector] 's full economic and social potential is to be realised in Namibia,” said the report.
The challenges raised include raising internal awareness to establish an understanding that tourism is an activity that involves the public as well as the private sector.
“The World Travel and Tourism Council calls on the government of Namibia to recognise this importance and to highlight and communicate it across all ministries and the population at large,” the report said.
Others include jerking up of the country's image to be at par with that of Kenya, South Africa and Zambia.
“International awareness of Namibia and its tourism product is relatively low. A strong brand 'Namibia' with regional identities will be a vital force in raising the country's profile so that it can compete in the international market. By defining Namibia as an 'experience' -rugged, natural, soulful, and liberating- the foundation has been set for a coordinated marketing effort by the Travel and Tourism industry,” said the report.
The WTTC also called on the ministries of Finance and Environment and Tourism to allocate adequate funding to the NTB for the elaboration and implementation of its coordinated marketing and promotion strategy.”
The WTTC also said the budget for the NTB is too low.