This paper provides a theoretical as well as an empirical analysis of the prevalence of Non-Tariff Barriers (NTBs) on trade in an emerging economy. Data were obtained from 94 export-import executives in Botswana. The study makes four main contributions to the understanding of NTBs. First, NTBs are initially conceptualized as consisting of three groups - Technical, Trade Policy and Administrative – that are a sub-set of the broader Social, Economic and Administrative regulations in a nation. Second, this study introduces Infrastructure Deficiency as a new category relevant in a developing environment. Third, NTBs are considered in the main to be external to a firm and macro in scope. Fourth, the findings suggest that the most prevalent barriers to Botswana’s intra-SADC trade are of Administrative and Infrastructure in type, while Technical barriers are the least. Finally, managers of small or less-experienced firms have a tendency to perceive higher levels of NTB. These findings suggest the following implications for policy: (1) Efforts aimed at increasing regional trade may prove more fruitful if focused on reducing administrative NTBs and improving infrastructure rather than tackling technical NTBs; (2) Since NTBs are macro in scope, overcoming them may be expensive and require collective action by firms; and finally (3) Public trade promotion efforts should focus on managers of small or less experienced firms because they have a tendency to perceive higher NTB levels than what actually exists.