The Zambia Tourism Agency (ZTA) is targeting over 1.5 million international tourists as part of its 2023 marketing plan to accelerate recovery in the southern African nation.
The Agency, last week launched the 2023 Marketing Plan for Destination Zambia, which is an initiative to create integrated and holistic strategies to promote and boost demand for the country’s Tourism through increased arrivals. It sets out the general outlook and perspectives for the overall marketing programme for Tourism in Zambia, and strategies and priorities to achieve a successful and sustainable tourism destination.
ZTA is optimistic about sustained growth driven by increased budgetary support from Government for marketing activities, VISA waiver for specific source markets, and increased consumer confidence in tourism products.
Speaking at the launch of the marketing plan, Zambia’s Minister of Tourism and Arts Rodney Sikumba said the launch of the country’s marketing plan focuses on repositioning the tourism sector for sustainable growth.
”I am happy to be here with you today and launch the country’s marketing plan that focuses on repositioning the tourism sector for sustainable growth. The need to place tourism as a key instrument in Zambia’s transformational and developmental agenda remains important for the government and we have demonstrated our resolve to make tourism a catalyst for economic growth through various pronouncements that support the requisite conditions to make tourism flourish in our country.” Rodney Sikumba said.
”The new dawn government has provided an enabling environment for more private sector participation and this has been demonstrated through the creation of the private sector dialogue forum, a platform that serves as a critical link between the government and the private sector.
This great initiative by the government should give us the impetus to explore new market opportunities to enhance and stimulate growth in the economy.” the minister noted.