Final Survey Design Report - MCA Namibia

1 Namibia tourist Exit Survey 2012-2013 MCA/COM/RFP/5A01008 Final Survey Design Report 9 June 2012 commissioned by the Millennium Challenge Account Namibia with funding from the Millennium Challenge Corporation Final 2 ACRONYMS AAG Annual Average Growth (Rate) HAN Hospitality Association of Namibia HKIA Hosea Kutako International Airport MCA-N MCA Namibia MET Ministry of Environment and Tourism MHAI Ministry of Home Affairs and Immigration NAC Namibia Airports Company NTB Namibia tourist Board TSA Tourism Satellite Account UNWTO United Nations World Tourism Organization VFR Visiting Friends and Family WTTC World Travel and Tourism Council 3 TABLE OF CONTENTS Survey Design SUMMARY 4 1. INTRODUCTION 6 Overview 6 Scope of the Survey 6 Visitor Survey 2002 7 Tourism in Namibia 8 2.

2 QUESTIONNAIRE Design 15 The Questionnaire 15 Key Questions Explained 15 3. SAMPLING METHODOLOGY 18 Methodology 18 Screening Questions 19 Sampling Periods 19 Sample Size 22 Special Cases 22 4. PILOT Survey 24 Overview of the Pilot Survey 24 Training of Enumerators, Supervisors and Field Managers 25 Pilot Survey Preparation 26 Pilot Survey Implementation 26 Pilot Survey Outcomes and Lessons Learned 29 Pilot Survey Conclusions 31 APPENDIXES APPENDIX A: Survey WORK PLAN 32 APPENDIX B: Final Report STRUCTURE 35 APPENDIX C: Final VERSION OF THE QUESTIONNAIRE 37 APPENDIX D: FLASH CARDS 49 APPENDIX E: BACKGROUND RESEARCH 57 APPENDIX F: LIST OF DATA COLLECTION TEAM MEMBERS 62 APPENDIX G: CLEARANCE LETTERS FOR INTERVIEWERS 63 APPENDIX H: BANNERS AND T-SHIRT DESIGNS 67 APPENDIX I: MONITORING FORMS (RESPONDENT SCREENING AND REFUSALS) 68 APPENDIX J: INTERVIEWER TRAINING PROGRAMME AND ASSESSMENT 70 4 Survey Design SUMMARY 1.

3 The tourist Survey will collect trips and visitor characteristics from tourists visiting Namibia during 2012-2013. A tourist is defined according to the United Nations World Tourism Organization (UNWTO) definition, which includes non-residents of Namibia travelling to the country for at least one night, for any purpose, including leisure, visiting friends/relatives, business, and transit. 2. The total sample size of the Survey is 6,500 completed interviewer-administered interviews. These will be undertaken during the Survey period at seven border posts as shown below. Border Post Total Hosea Kutako International Airport (International) 3,000 Walvis Bay Airport (International) 500 Buitepos (Botswana) 500 Wanela (Zambia) 500 Oshikango (Angola) 500 Ariamsvlei (South Africa) 500 Noordoewer (South Africa) 1,000 Total 6,500 3. The interviews will be undertaken over three periods during 2012 and early in 2013 as shown below.

4 Fieldwork Start Finish Training and Pilot Survey 07/05/12 16/05/12 Fieldwork 1 (2,300 interviews) 04/06/12 22/06/12 Fieldwork 2 (2,075 interviews) 24/09/12 12/10/12 Fieldwork 3 (2,125 interviews) 17/12/12 07/01/13 4. The sample size of for the first stage of the Survey (Fieldwork 1) is 2,075 interviews. The number of completed interviews per border post is shown below. Border Post Completed Interviews HK International Airport 900 Walvis Bay Airport 250 Buitepos 200 Wanela 200 Oshikango 200 Ariamsvlei 250 Noordoewer 250 Total 2,300 5 5. The reporting schedule for the Survey is shown below. Report Draft Report Date MCA-N Comments Final Report Date Draft Survey Design Report 30/03/12 13/04/12 20/04/12 Pilot Survey Implementation Report 18/05/12 23/05/12 - Final Survey Design Report 25/05/12 28/05/12 01/06/12 Field Survey Report 1 06/07/12 13/07/12 20/07/12 Field Survey Report 2 26/10/12 02/11/12 09/11/12 Field Survey Report 3 18/01/13 25/01/13 01/02/13 Final Field Survey Report 25/01/13 01/02/13 08/02/13 Draft and Final Survey Reports 22/02/13 08/03/13 22/03/13 6 1.

5 INTRODUCTION Overview This is the third Report of the Namibia tourist Exit Survey 2012-13. It updates the Draft Survey Design Report , and provides information about the planning phase of the Survey and the results of the Pilot Survey . In addition it includes a work plan for the entire project (see Appendix A), which covers a period of up to 16 months, and the Final Report Structure (see Appendix B). Scope of the Survey The tourist Exist Survey will adhere closely to the concepts, classification and definitions of tourism set out by the United Nations World Tourism Organization (UNWTO) to ensure that it not only complies with internationally accepted norms, but also produces findings that are comparable with other countries. The key definition for this Survey is the classification of a tourist , as it is the activities of a tourist that the Survey is measuring. All the activities of a tourist take place on a tourism trip.

6 A tourism trip is one that takes a traveller to a main destination outside his/her usual environment, for less than a year, for any main purpose (business, leisure or other personal) other than to be employed by a resident entity in the place visited. A traveller who takes a tourism trip is called a visitor. This definition requires additional clarifications. These are: Usual environment: this has both a time and a spatial dimension, but is broadly considered to be all those places that a visitor travels to regularly or are near to their place of residence. The UNWTO allows each country to define its own usual environment for visitors , which in part depends on the mobility of travellers. However, the most common one used internationally is a place in which the visitor travels to at least once a week . Consequently, any person who crosses a border post once a week or more is said to be moving within their usual environment, is therefore not a visitor, and is excluded from the Survey .

7 Resident Entity: visitors who are employed by Namibian companies (resident entities) are excluded from tourism statistics, as they do not impact the local economy as other types of visitors . These visitors are therefore also excluded from the Survey . 7 Tourists and visitors : the Survey is a tourist Survey , which implies it measures tourists. The definition of a tourism trip states that a traveller who takes a tourism trip is called a visitor. A tourist is defined as a visitor who spends at least one night in a country. Consequently day visitors are excluded from the Survey . Country of Residence: this Survey is measuring international inbound tourism to Namibia , and therefore it must only include persons to live outside of Namibia , irrespective of their nationality. A Namibian national living in South Africa, for example, is an international inbound tourist to Namibia .

8 When measuring tourism, it is the country of residence, not nationality that matters. So all persons who reside in Namibia are excluded from the Survey . In summary, to comply with the definitions described above, all persons interviewed for the tourist Survey will be asked four key questions: Are you currently living in Namibia ? Did you visit Namibia just for today? Do you usually visit Namibia once a week or more often? Were you employed by a Namibian company or individual during your stay? If the respondent answers yes to any one of these questions, they are classified as a non- tourist , and the interview will be terminated. Visitor Survey - 2002 General The most recent Survey of departing tourists in Namibia was undertaken in 2002. The Visitor Exit Survey undertaken in that year was a Survey of tourists (despite the title). Despite some differences between the 2002 and 2012-2013 questionnaires and methodologies, broad comparisons of the findings will be possible.

9 It is common for tourist Survey questionnaire and methodologies to change over time in many countries, and these sample surveys are remarkably robust to change. 8 Technical Details The sample size of the 2002 Survey was 3,874 (of which 2,447 were face-to-face interviews and 1,427 were self-completed questionnaires). Departing tourists were surveyed at the following border posts: Hosea Kutako International Airport Walvis Bay International Airport Buitepos (Botswana Trans-Kalahari Highway) Ariamsvlei (South Africa) Noordoewer (South Africa) Ngoma (Botswana Caprivi Strip) It was noted that any future tourist surveys should include at least one border crossing with Angola, and to eliminate (as far as possible) self-completed questionnaires due to the low response rate of expenditure questions. Both these recommendations have been complied with in the 2012-13 Survey . Key Findings The key findings from the 2002 Survey were as follows: The majority of travellers were aged 30-49 years.

10 Three quarters of all tourists travelled to Namibia only (no other countries). Two thirds of all tourists stayed at least one night in a hotel or lodge. Almost all tourists visited Windhoek and half visited the coast. One-third of all tourists visited Etosha. Over one-half (57%) of all tourists had organised the trip themselves. Average spend per day in Namibia was N$600. Over 88% of all tourists had made some type of pre-trip expenditure. tourist satisfaction with their visit was very high. Availability/quality of public transport received the highest level of criticism. Tourism in Namibia Overview According to the most recent statistics available in the tourist Statistical Report 2010, produced by the Ministry of Environment and Tourism, there were 984,100 international tourist arrivals in Namibia in 2010. 9 0 50,000 100,000 150,000 200,000 250,000 300,000 Kutako Int. Airport Other Airports Northern Borders NE Borders Southern Borders Trans-Kalahari tourist Arrivals by Border Arriving in Namibia The busiest border posts for inbound tourists in 2010 were the Northern Borders with Angola (principally Ruacana, Omahenene and Oshikango).