Namibia's remarkable diversity of species, ecosystems and landscapes is one of the country's greatest assets. Overall Namibia already understands the value of these natural resources for its economy and sustainable development, and many progressive conservation and management approaches are in place. However, true valuation of such resources is still largely absent and limited returns and investments from the national budget find their way into the protection of the resources. When short-term industrial and mining business tempts, the long-term benefits from biodiversity related tourism returns are often ignored. Is this a very smart decision?