Introduction

Developing countries of Latin America, Asia and Africa are the fastest growing destinations of international tourist. About 30 per cent of all international tourist arrivals are in developing countries; this proportion has nearly tripled over the past 20 years. Marketing of tourism destinations in developing countries is largely done by multinational tour operators, travel agencies, and other intermediaries with origins in developed countries. Promotional materials used by these agencies create particular images about destinations in developing countries. As Morgan & Pritchard state, the ‘…images of tourism destinations in developing countries … tend to reflect a western, white, male, colonial perspective’, whereby ‘… a dynamic First World contrasts itself with a static, timeless and unchanging Third World.’ The representation of developing countries in tourism promotional materials has resulted in myths and stereotypes being formed by international tourists about destinations in developing countries. The images and representation of tourism destinations of developing countries are part of the tourist bubble, which, as Cohen argues allows tourists ‘to experience the novelty of the macro environment of a strange place from the security of a familiar environment’.

In the last 10-15 years, the Okavango Delta has become one of the major tourism destinations for international tourists in Botswana. Tourism attractions in the Okavango Delta include the rich wildlife diversity and scenic beauty of the area. Cultural tourism, though at infant stage, is beginning to take shape and is based on local culture especially that of the San (Basarwa) communities.