25 Jul 2018

Botswana is known as a wilderness and safari-tourism destination, which attracts high-end overseas visitors.

Since the 1990s, the country’s tourism policy has been based on a so-called ‘High Value-Low Volume’ (HVLV) strategy, referring to the aim of attracting limited numbers of tourists with high expenditure patterns.

However, while such has contributed to the Gross Domestic Product (GDP) of the country and offered investment opportunities for international companies, the position of Botswana as a HVLV destination is increasingly criticised.

It is seen as offering too narrow prospects for the growth of the industry and for local participation and benefits sharing in tourism in the future.

Hence, there is a need for the diversification of the product, with wider and deeper involvement of local people in the industry.

Therefore, communities and Botswana’s cultural and heritage attractions are increasingly seen as one of the imminent foundations of tourism development.

Research shows that while the role of culture is still under utilised in tourism, cultural tourism has the potential to contribute to a more equitable distribution of tourism-based developments and the related benefits for local communities.

To play his part on this, the current Botswana Music Union (BOMU) award winning jazz sensation, Genius Senyatso (37), who is known as ‘Genny’ in music spheres, has ventured into selling and advertising the country’s tourism through music.

Born and bred in Kalamare, the agile song bird and son of the late legendary Duncan Senyatso, explained that he found it worthwhile to sell the nation’s pride; tourism, through song via his more poetic Organic Afro Jazz.

BOPA met up with him at Dladleng Entertainment Centre in Moshupa, where he delights music lovers with his life performances every Sunday.

The founder of Senyatso Jazz Giants said the humorous cultural aspect, which is not yet fully exploited, is a germ that can be broadened and developed to sustain Botswana tourism.

He said his band’s vision was to contribute to the expansion of the country’s GDP through cultural artefacts and services.

The buoyant singer said his 10-track album titled, Tlhako ya Morago, which relates to inheriting the forefathers’ deeds, encapsulates his vision as it sells and advertises the country’s tourism while preserving it.

“We are a country that is globally recognised for humility, peace, unity and stability among others, therefore most of my songs teach and disseminate tourism information to the world,” he explained.

Questioned why he chose jazz for his mission, Senyatso said, “an apple never falls far from the tree,” hence that is me getting into my late father’s boots, which I did from my primary school level as he was the jazz icon.”

However, he was quick to point out the challenges that entail failure by the nation to understand the concept of live music and its expenses, hence people feeling it is too costly to engage them for entertainment during ceremonies.

He also decried deficiency in financial muscle on his part, hence then failing to reach greater altitudes and music piracy among others

With such obstacles, the sanguine artiste outlined passion, love and creativity in his artefacts as his thriller to stand tall in the music industry.

Nevertheless, he applauded BOMU for crowning him the jazz champion, which made him to fill the big boots of the battle.

Senyatso pleaded with communities, especially the youth, to embrace and be proud of their culture, rather than embracing foreign languages and cultures.

He also called for unity among artistes to grow and nourish their artifacts to build a splendid Botswana where upcoming generations can live well, adding that with nurtured talents and skills, the youth would  bring solutions to Botswana’s economic melancholies.

He said although cultural tourism remained a vital way of diversifying Botswana’s economy, there was still a lot of ground to cover and therefore called for the active involvement of the private sector, the public, the media and individuals to realise the dream. ENDS