The evolution of the tourism sector has been subjected to massive changes in demand and technology, as well as increasing competition amongst destinations to such a degree that product diversification is now core to development strategies in order to maintain competitiveness and remain abreast of contemporary trends. The study sought to determine the demand for ecotourism products in view of developing a diversification strategy. Self-administered questionnaires were used to collect demand-side data at Maun and Kasane airports; these data were then analysed quantitatively. Findings revealed a strong preference for wildlife/wilderness and nature products, whereas events and hunting were least liked. The country attracts mature tourists who prefer soft adventure and activities that prioritize conservation, interpretation, and environmental education. Factors related to entertainment, the construction of entertainment facilities, a post office, and golf courses were strongly resented. It was established that related diversification, focused on expanding services and enhancing existing products, is the most appropriate strategy. Practically, the research offers a specific diversification strategy based on ecotourism, detailing how and what to diversify. The study makes a valuable contribution to demand-side diversification literature as well as empirical research, which is lacking in Botswana.
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