The role of traffic officials in road management is very important not only to ensure a smooth flow of traffic, but also to prevent negligent and reckless driving, which could result in road accidents. In light of this, the current study embarked on a research journey to investigate the challenges facing traffic officials in Windhoek (Namibia) to reduce road accidents. To achieve the goal of this study, the researcher embarked on a qualitative research approach to obtain in-depth information from traffic officials regarding their experiences in reducing road accidents in Windhoek. Following a purposive sampling method to identify the research participants, the researcher also used semi-structured interviews to guide his interviews with the research participants. The problem in this study concerns the high number of road accidents within the Windhoek area. Between 2012 and 2016, the Namibian Police Force Report (2015/2016) recorded 3 052 accidents on Namibian roads, in which 5 289 people were injured and 524 killed. Motorists’ negative attitudes towards traffic laws and regulations, unroadworthy vehicles and poor road conditions were identified as the leading causes of road accidents and presented the biggest challenges to traffic officials. Some of the challenges that traffic officials encounter are in respect of law enforcement for motorists driving under the influence of alcohol, enforcement of speed restrictions, the limited number of traffic officials to do patrols, an insufficient number of cameras monitoring traffic lights, uncooperative witnesses during car accidents as well as corruption on the side of fellow traffic officials. In order to reduce the high rate of road accidents in Windhoek, this study recommends an increase in traffic officials’ visibility on the roads, clear standards and guidelines for vehicle inspection pertaining to roadworthiness, toll free lines for reporting corrupt traffic officials, cooperation among stakeholders as well as multilingual road safety educational programmes.