The paper employed a media framing analysis to examine stakeholder perceptions of the proposed tourism development at the Chobe National Park Riverfront (CNPRF), Botswana. Drawing on thematic content analysis of online news outlets searched via the Google search engine, the study identified sixteen stakeholders with divergent and conflicting viewpoints in relation to economic interests and environmental concerns. Some of the major themes identified included negative environmental impact, stakeholder opposition and insufficient consultation, and inconsistencies and controversies in government decisions, which dominated media coverage. These concerns were not presented in a neutral tone but framed in ways that emphasised environmental risk, exclusion and procedural injustice, and governance deficit or lack of transparency. This framing may have significantly shaped how the public perceived the CNPRF development’s legitimacy and long-term sustainability. It may also have intensified stakeholder frustration and possibly influenced government response to the issues. The findings underscored the role of the media in shaping the sustainability discourse. While the paper concluded that a balanced, cautious approach to sustainable tourism development is an imperative for preserving the Chobe National Park's ecological integrity, it recommended a robust stakeholder engagement. Incorporating the limits of acceptable change (LAC) framework into tourism planning at the CNPRF is a necessity that would ensure that development aligns with sustainability thresholds and protects ecological integrity.

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