Government calls for diversification of tourism sector

The Ministry of Tourism has called for stronger policy implementation, enforcement and diversification of Zambia’s tourism sector in order to increase investment, visitor numbers, jobs and revenue. Ministry of Tourism Director for Planning, Sydney Tembo, noted that effective…

The Ministry of Tourism has called for stronger policy implementation, enforcement and diversification of Zambia’s tourism sector in order to increase investment, visitor numbers, jobs and revenue.

Ministry of Tourism Director for Planning, Sydney Tembo, noted that effective implementation of the policy and legislative framework is critical to strengthening tourism promotion, product development, wildlife conservation and cultural heritage preservation.

Mr Tembo was speaking today during a tourism media training workshop organised by the Zambia Tourism Agency (ZTA).

He explained that stronger enforcement should be accompanied by increased community participation in conservation and tourism development, particularly in areas surrounding protected resources.

“Zambia’s tourism sector has traditionally been nature-based, but the government is now working to diversify the industry through products such as cultural, adventure, heritage and meetings, incentives, conferences and exhibitions (MICE) tourism,” he added.

Mr Tembo said diversification is intended to increase the range of experiences available to tourists and reduce pressure on traditional wildlife-based tourism.

He identified inadequate tourism infrastructure and limited accommodation capacity as some of the challenges that need to be addressed to match the growing demand.

He emphasised that tourism remains a key component of national development plans because of its potential to generate revenue, create employment and contribute to economic growth.

The Ministry of Tourism Director for Planning has since called for stronger collaboration between government, tourism operators and the media in increasing the visibility of destination Zambia.

“The ultimate goal is to position tourism as a stronger contributor to national development, while ensuring that Zambia’s natural, cultural and heritage resources are sustainably managed,” Mr Tembo said.

Speaking at the same event, ZTA Head of Tourism Promotions, Beatrice Munthali, called on the media to play a more active role in promoting the country’s tourism products and encouraged Zambians to explore local destinations.

Ms Munthali said the media has the power to shape perceptions, influence public decisions and create greater awareness of Zambia’s tourism potential through news reports, features, documentaries and digital content.

She pointed out that Zambia has a wide range of tourism products spanning across culture, adventure, wildlife, heritage and MICE.

“The country’s tourism offering is anchored on its warm hospitality, political stability, rich cultural diversity, wildlife and nature-based experiences,” she said.

She further encouraged the media to acquire deeper knowledge of tourism products and engage the institution for information and promotional materials whenever covering tourism-related activities.

Ms Munthali said collaboration between the tourism sector and the media is critical to giving Zambia a competitive edge in the regional and international tourism market.

She also revealed that Zambia has much more to offer beyond traditional leisure tourism, further calling for sustained promotion of the country as a safe, peaceful and diverse tourism destination.

And a Marketing Consultant Chavunga Lungu, said Zambia must take greater ownership of its destination narrative and deliberately tell stories that shape how the country is perceived by both domestic and international tourists.

Mr Lungu noted that the media has a critical role to play in determining how Zambia is perceived, adding that understanding the target audience is critical because tourists from different markets have different interests and expectations.

He has since challenged the media to critically examine the narratives being created about Zambia and avoid allowing external perceptions to define the country’s identity.

Meanwhile, International Relations and Development Expert, Nimon Muleya, urged journalists to deliberately identify stories that highlight Zambia’s tourism potential, investment opportunities, culture and the experiences of both local and international visitors.

Mr Muleya emphasised the need for the media to change the narrative around tourism by focusing not only on challenges, but also on the opportunities such challenges present for investment.

He encouraged journalists to investigate and report on lesser-known tourism destinations, communities, cultural practices, food, music, wildlife and other experiences that can attract visitors to the country.

Mr Muleya further challenged journalists to use digital platforms such as YouTube, Google and social media to reach wider audiences, noting that online content can influence decisions on whether people visit a destination.