Zambia "End of Year Report" highlights UK successes, ahead of Year 3 launch

​Kamageo has published a detailed report reflecting the work completed during 2018/19 on behalf of ZMG (Zambia Marketing Group, a joint private and public sector initiative launched in 2017) to market Zambia as a tourism destination from the UK. Highlights include :

  • Desireability ratings - Spontaneous : up from 2% in 2017, to 17% in 2019.

  • Desireability ratings - Prompted : up from 17% in 2017, to 21% in 2019.

  • Editorial coverage - up by 13% to £2,884,000.

  • ITV's Good Morning Britain broadcast live from Victoria Falls.

  • Presence at leading consumer shows -Destinations, Adventure Travel Show, Wildlife & Safari Show and Holiday World

  • Successful Safari Roadshow with 37 appointments across 4 UK venues.

  • Print ad campaign in Travel Africa, National Geographic Traveller and the Guardian Travel Guide

  • More than 30 pages of editorial in Safari magazine.

  • Sponsorship of Bradt Guides' Big Cat Festival.

  • Positive Tour operator feedback with 70% stating their sales for Zambia are up on 2018.

A year 3 marketing plan is set to be published, and it is hoped that this will lure the last remaining major tourism players in Zambia that are not currently in the ZMG to take up membership, to help ensure its continued success.

As Kamageo's Country Manager for Zambia, Rich Whiston is responsible for the implementation of the campaign. "We've delivered on all our Year 2 promises and for Year 3 we've developed a plan that will go even further to raise the profile of Zambia as the ideal safari destination."