Namibia: Street markets spark creative industry boom in Windhoek

Street markets in Windhoek, Namibia's capital, are fueling a significant boom in the creative industry amid limited commercialization opportunities for local artists. In Windhoek's central business district, Christina Omole has transformed a public space into an open-air gallery, showcasing jewelry, handicrafts, and textiles at her makeshift stall. This is where the creative arts pulse with life, creating entrepreneurial opportunities for local artists, said the veteran artist in her seventies. Omole has been trading in this space since 1990, which remains her primary means of generating income from her artwork. For 35 years, this space has been my way out. If I were to leave, I wouldn't know where to sell because there are limited platforms for trading artworks in Namibia. So I stay, she told Xinhua. When Omole started, she mainly sold handmade crafts. But the supply value chain evolved as time went by. At first, I only offered jewelry, but customers also wanted wood carvings. I developed a network of local carvers, she said. The Namibian elder is not alone in making a living from creativity. At another bustling street market along Independence Avenue, Windhoek's longest street, Denzel Oshondili carries on a family tradition of selling art. My grandmother started selling art products in town 35 years ago. Now that she's older and focusing on production, I oversee the sales, said Oshondili, who is in his thirties. Like Omole's, some of the products at Oshondili's stall are home-made, while others are sourced from abroad. The artists have forged partnerships with creators from countries, such as Botswana, South Africa, Tanzania, Kenya, and Zimbabwe, to offer in-demand items that they cannot yet craft themselves. The items sold are usually small for convenience in carrying and use. Most of our clients are tourists looking for souvenirs. We consider size and items that people can easily buy, Oshondili said. Income generated from these sales can vary widely. Some days' earnings exceed 3,000 Namibian dollars (about 164 US dollars), while other days' earnings are less. But whatever the amount, it still sustains our livelihood, Oshondili added. While street art markets have long been a lifeline for established artists, newcomers like Selma David, who began trading at the art market in 2022, have also reaped benefits. Before coming here to sell, I struggled to build a clientele for my creations. But now it's better. My situation is stable, she said. Beyond financial gains, the artists have diversified their offerings and employed various marketing strategies to attract clients. For Oshondili, orders for those who want customized items has made a difference for his thriving business. The vendors also show clients and tourists how products like jewelry are made. This gives visitors a firsthand experience of the production process and deepens their appreciation for Namibian art, Omole said. The Tourist Statistical Report 2023, published by the Namibian Ministry of Environment, Forestry and Tourism, indicates a recovery in tourism after the COVID-19 pandemic. International tourist arrivals increased from 461,027 in 2022 to 863,872 in 2023. Isobel Manuel, a senior lecturer in hospitality and tourism at the Namibia University of Science and Technology, highlighted a shift from passive tourism, which has led to a thriving art and creative business sector. Tourists are increasingly eager to engage with locals and delve deeper into the cultural fabric of their destinations, prompting Namibians to explore the potential of art to revitalize the tourism industry and stimulate economic growth, Manuel said. Despite these achievements, local artists still face challenges. Income can be inconsistent, and the art field is often undervalued in our country. But I guess I will do this for a lifetime. I must re-strategize to align with clients' preferences, Omole said. The artists expressed hope of exporting their artworks, planning to leverage social media marketing to expand their reach and increase sales.

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Namibia: Street markets spark creative industry boom in Windhoek