Staff Writer
The Botswana Tourism Organisation (BTO) has unveiled plans to transform Francistown into a premier urban tourism destination as part of a broader strategy to diversify the country’s tourism offerings beyond wildlife and nature-based attractions.
BTO Chief Executive Officer Keitumetse Setlang said the initiative is aimed at repositioning Botswana’s second city into a vibrant tourism and economic hub, leveraging its cultural heritage, historical significance and strategic location within the Southern African region.
Speaking in a tv interview, Setlang noted that urban tourism has the potential to drive significant economic growth by creating jobs across hospitality, retail and service sectors, being industries that often provide opportunities for youth and women.
“City tourism drives inclusive economic development. It creates employment and stimulates small businesses while boosting revenue through visitor spending,” she said.
Setlang explained that positioning Francistown as an urban tourism centre would not only enhance the city’s appeal to visitors but also support infrastructure development and improve the quality of life for residents.
Beyond economic benefits, the initiative is expected to preserve the city’s cultural identity while fostering international understanding through heritage-based tourism experiences.
The plan will spotlight Francistown’s rich history and cultural assets, including landmarks such as the iconic Nyangabwe Hill and the well-known “Blue Jacket” story both seen as key attractions with strong storytelling potential.
“We are looking at heritage-based tourism. One of our priorities is diversifying the product offering by moving away from traditional tourism to urban tourism. Nyangabwe Hills stand out as a great place for tourism, and the Blue Jacket story is exciting and worth being told,” Setlang said.
She added that planning for the project is already at an advanced stage and aligns with the BTO strategy to develop visible, accessible tourism sites that attract both domestic and international visitors.
Meetings, incentives, conferences and exhibitions (MICE) tourism has also been identified as a major growth area for Francistown. She said the city’s central location makes it ideal for hosting regional events and business gatherings.
If successful, the strategy could mark a significant shift in Botswana’s tourism landscape, traditionally anchored on safari and wilderness experiences, by introducing a complementary urban tourism model that broadens the country’s appeal.
The move signals the government’s wider ambition to position Botswana’s cities as competitive destinations capable of attracting diverse visitor markets while stimulating local economies.
