The SOE Games Effect: How Events Can Transform Rundu's Economy

Rundu buzzed with activity during the recent week-long State-Owned Enterprises (SOE) games, an electrifying event that drew 'over 4,500 participants from 47 public enterprises.' (New Era) This spectacle showcased Rundu's ability to attract a sizable influx of visitors, with accommodation fully booked—and some guests traveling as far as Nkurenkuru.

 In just a few days, hundreds of thousands or probably millions of dollars flowed into the region. There was a surge in local spending across food, beverages, transport, accommodation and various services. Both formal and informal businesses thrived, proving that Rundu can sustain an event-driven tourism economy—where visitors come for a compelling occasion and then spend across multiple sectors.

But sports are just the beginning. Trade fairs, expos, cultural festivals, music events, school and youth tournaments, agricultural shows, and regional gatherings can all serve as powerful magnets. The key is ensuring each event provides a clear, well-promoted reason for outsiders to visit—announced early enough for local businesses to gear up.

Rundu is already a recognized stopover on international tourist routes, with travellers passing through, staying overnight, then moving on. According to the recent State of the Region Address by Kavango East Governor Hon Hambyuka Hamunyera, tourism performance was impressive: Bwabwata National Park saw 50,178 visitors, generating N$4.8 million, while Khaudum National Park welcomed 2,609 tourists, bringing in N$503,000. These tourists pass through Rundu—a huge, untapped market. So the big question is: how can Rundu encourage visitors to linger longer and spend more, transforming fleeting stopovers into memorable stays?

Rundu's rich and vibrant cultures make it a captivating destination, where culture and art transform a simple stopover or a match ticket into a memorable experience. By strategically curating evening performances, craft markets, pop-up exhibitions near venues, and youth creative activations synchronized with travel rhythms, we can significantly extend visitors' stays and boost local businesses. 

The same approach holds untapped potential for Nkurenkuru. Unlocking it requires event-ready venues, thoughtful scheduling, enhanced food and transport options, and attractions beyond sports. 

HOTA is perfectly positioned at this intersection. Through our Art, Tourism, and Creative Economy programme, in partnership with the University of St Andrews across Kavango region, we host concerts, art fairs, teacher training, and support for artists' enterprises. We stand ready to complement business-led hosting strategies with vibrant, creative initiatives. Inspired by the success of the SOE games, we see Rundu’s potential to become a thriving travel destination.

 Achieving this calls for collaboration, strategic planning of regional events, infrastructure development, and effective communication with all stakeholders — all aimed at making Rundu a must-visit spot for locals and international travelers alike. 

@HOTA Team.