Media advised to play key role in promoting tourism in Zambia

Permanent Secretary in the Ministry of Tourism, Evans Muhanga, has called on the media and content creators to play a central role in promoting Zambia’s tourism potential and helping the country achieve its target of attracting five million tourist arrivals. Mr Muhanga says…

Permanent Secretary in the Ministry of Tourism, Evans Muhanga, has called on the media and content creators to play a central role in promoting Zambia’s tourism potential and helping the country achieve its target of attracting five million tourist arrivals.

Mr Muhanga says achieving the target requires concerted efforts from government, the private sector, journalists, social media influencers and ordinary Zambians to positively and accurately showcase the country’s tourism products to the global market.

Speaking when he officially opened a two day tourism media training workshop in Lusaka, Mr Muhanga said the government cannot achieve the five million tourist target alone, stressing the need for greater private-sector participation.

He emphasised that the media should use its platforms to showcase Zambia’s tourism attractions, investment opportunities and unique experiences, while providing factual and credible information.

He has since urged journalists to take advantage of the recently launched unified Zambia Tourism brand and the “Zambia Moves You” campaign, to promote the country beyond tourism.

Mr Muhanga has further encouraged journalists and social media content creators to use platforms such as TikTok, Facebook, Instagram and X to promote Zambia’s tourism attractions.

He pointed out that content creation has the potential to reach international audiences at a lower cost than traditional advertising, adding that it can also help convert interest in Zambia into actual bookings, excursions, safaris and cultural tours.

He has additionally called for greater public awareness on the value of wildlife and the need for communities to coexist with wildlife, particularly in areas affected by human-wildlife conflict.

Mr Muhanga added that the quality of the visitor experience must also be improved from the point of entry into the country.

He explained that immigration, customs, airport personnel and other frontline service providers have an important role in shaping tourists’ perceptions of Zambia.

“The tourist experience begins the moment a visitor enters the country,” he said.

He said Zambia must also ensure that accommodation facilities, including smaller establishments and short-term rentals, maintain acceptable standards of cleanliness, safety and service.

Mr Muhanga also said Zambia must prepare for the future by investing in tourism infrastructure and positioning the country competitively in the global tourism industry.