Zambia targets 1.5 million tourists in newly launched Marketing campaign
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, on Tuesday 29th November 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 of sustained growth driven by increased budgetary support from Government for marketing activities, and VISA waiver for specific source markets and increased consumer confidence in the 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.