Namibia - Tourism Marketing

To evaluate the Marketing Activity, Abt Associates conducted a mixed-methods, ex-post performance evaluation drawing on primary and secondary data sources and using multiple methods to address each of the evaluation questions. The evaluation team gathered and analyzed qualitative data from key informant interviews (KIIs) and focus group discussions (FGDs) to understand the effectiveness of the marketing efforts.

Abt also conducted online surveys of Namibian businesses and members of the Namibian and North American travel trade (i.e. tour operators and travel agents) to collect data on perceptions of the Activity and its effects. These primary sources of data were supplemented with with secondary data on Namibian tourist arrivals, Etosha National Park revenue and arrivals. Although there were limitations in the secondary data, to the extent possible the evaluation team analyzed and compared specific trends pre-Tourism Project with trends during and after the Tourism Project.

Evaluation questions include: 1. Was the Tourism Marketing Activity implemented according to plan? 2. To what extent, if any, did the individual tourism marketing efforts, and the activity as a whole, change the way tour operators do business regarding Namibia or play a role in increasing tourist arrivals in Namibia generally, from North America specifically, and to conservancy sites in particular as indicated by operator self-reporting and conservancy tourist revenues? 3. How effective are the online marketing efforts in promoting ENP, particularly compared with traditional tourism marketing? 4. To what extent, if any, do stakeholders perceive the development and marketing of the new tourist routes lead to sustained functioning of those routes, tour operator promotion and use of the routes, and benefits to enterprises along the routes? 5. To what extent, if any, have North American tourism destination marketing efforts contributed to changes in perception among tour operators or potential tourists? 6. How sustainable are Compact investments in tourism marketing?

Data e Risorse

Campo Valore
accessLevel public
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catalog_describedBy https://project-open-data.cio.gov/v1.1/schema/catalog.json
identifier DDI-MCC-NAM-TOUR-2019-v01
landingPage https://data.mcc.gov/evaluations/index.php/catalog/243
license https://data.mcc.gov/terms-and-conditions.php
modified 2020-03-11
programCode {184:000}
publisher Millennium Challenge Corporation
resource-type Dataset
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Gruppi
  • AmeriGEOSS
  • National Provider
  • North America
Tag
  • amerigeo
  • amerigeoss
  • ckan
  • enp
  • geo
  • geoss
  • infrastructure
  • marketing
  • namibia
  • national
  • north-america
  • tourism
  • united-states
isopen False
license_id other-license-specified
license_title other-license-specified
maintainer Monitoring & Evaluation Division of the Millennium Challenge Corporation
maintainer_email impact-eval@mcc.gov
metadata_created 2025-11-20T10:34:19.763473
metadata_modified 2025-11-20T10:34:19.763477
notes To evaluate the Marketing Activity, Abt Associates conducted a mixed-methods, ex-post performance evaluation drawing on primary and secondary data sources and using multiple methods to address each of the evaluation questions. The evaluation team gathered and analyzed qualitative data from key informant interviews (KIIs) and focus group discussions (FGDs) to understand the effectiveness of the marketing efforts. Abt also conducted online surveys of Namibian businesses and members of the Namibian and North American travel trade (i.e. tour operators and travel agents) to collect data on perceptions of the Activity and its effects. These primary sources of data were supplemented with with secondary data on Namibian tourist arrivals, Etosha National Park revenue and arrivals. Although there were limitations in the secondary data, to the extent possible the evaluation team analyzed and compared specific trends pre-Tourism Project with trends during and after the Tourism Project. Evaluation questions include: 1. Was the Tourism Marketing Activity implemented according to plan? 2. To what extent, if any, did the individual tourism marketing efforts, and the activity as a whole, change the way tour operators do business regarding Namibia or play a role in increasing tourist arrivals in Namibia generally, from North America specifically, and to conservancy sites in particular as indicated by operator self-reporting and conservancy tourist revenues? 3. How effective are the online marketing efforts in promoting ENP, particularly compared with traditional tourism marketing? 4. To what extent, if any, do stakeholders perceive the development and marketing of the new tourist routes lead to sustained functioning of those routes, tour operator promotion and use of the routes, and benefits to enterprises along the routes? 5. To what extent, if any, have North American tourism destination marketing efforts contributed to changes in perception among tour operators or potential tourists? 6. How sustainable are Compact investments in tourism marketing?
num_resources 6
num_tags 13
title Namibia - Tourism Marketing