Before a tourist sees the rusty red dunes of Sossusvlei, tastes their first bite of Namibian beef or hear the call of a fish eagle over the Chobe River, they meet a face, often in uniform.
That first encounter, at a border post, airport counter or customs desk, can shape a visitor's entire impression of Namibia. It can turn a weary traveller into a lifelong ambassador, or a curious guest into a one time visitor who never returns.
On Tuesday, 29 September, 20 Customer Care Champions who successfully completed the Welcome Host customer care training were recognised at an event hosted by the Ministry of Home Affairs, Immigration, Safety and Security (MHAISS).
in Windhoek, Namibia.
The champions included immigration officers, police officers, Namibian Revenue Agency (NamRA) officials and other personnel working at points of entry.
Launched in May 2026, the initiative brings the public and private sectors together around a simple but powerful principle: the way Namibia welcomes people matters.
The Welcome Host Programme is a joint initiative between Gondwana Collection Namibia, the Namibia Tourism Board (NTB), NamRA, Namibia University of Science and Technology (NUST), the Tour and Safari Association of Namibia (TASA) and MHAISS, with support from the Ministry of Environment, Forestry and Tourism (MEFT). The aim is to improve the visitor experience at Namibia's ports of entry.
For Gondwana Collection, supporting the initiative reflects a belief that hospitality extends far beyond the walls of a hotel or lodge.
Gondwana Collection representative Tapiwa Lushetile speaks about customer care as a collective national responsibility at the Welcome Host Customer Care Champions event.
During the ceremony, the champions received accommodation vouchers to Gondwana Collection's premier properties. The company has pledged a total of 80 complimentary accommodation vouchers to the initiative.
These vouchers are a private sector contribution to a broader national effort to strengthen Namibia’s culture of hospitality.
In his address at the Windhoek event, NTB Chief Executive Officer, Sebulon Chicalu, noted that a visitor's first encounter with Namibia often takes place at a port of entry.
"None of your duties requires an unfriendly tone. You can be thorough and still be welcoming,” he said.
Customer care does not mean compromising the rules or responsibilities of officials working at ports of entry. Documents must still be checked, questions must still be asked and procedures must still be followed.
But professionalism and warmth can exist alongside those responsibilities.
NTB Chief Executive Officer Sebulon Chicalu at the Welcome Host
Customer Care Champions recognition ceremony
The initiative also speaks to the wider economic importance of tourism in Namibia.
The NTB has observed through its arrival and exit services that word of mouth remains the primary channel through which visitors influence others to travel to Namibia. Every interaction is therefore an opportunity to strengthen, or undermine, the impression the country leaves with its guests.
Chicalu referred to the 2022 Tourism Satellite Account, noting that tourism directly contributes to 12 other sectors of Namibia's economy. Boosting tourism can therefore have a ripple effect across transport, retail, agriculture and other industries.
But this economic impact only holds if visitors leave with a positive experience.
MHAISS Executive Director, Nghidinua Daniel, was unequivocal about the purpose of the vouchers the champions. The vouchers give the champions an opportunity to experience Namibia's tourism products, hospitality standards, destinations and experiences first hand, enabling them to speak from lived experience.
Customer Care Champions recognition ceremony
"Those who welcome our visitors should themselves understand and experience what Namibia has to offer... their knowledge, attitude and ability to provide appropriate guidance can significantly influence visitors' impression of our country," he said. "Experience the service, observe the facilities, interact with the staff, understand the visitor experience,” he advised.
That is the essence of the Welcome Host Programme. When a visitor asks an immigration officer for help, they should receive an answer delivered with confidence, knowledge and an understanding of the visitor experience.