Government has called for increased private sector investment in Northern Province.

Ministry of Tourism Permanent Secretary, Evans Muhanga says this will help unlock the region’s tourism potential and spread economic benefits of the industry to communities across Zambia.

Speaking during the 2026 World Tourism Day commemoration in Kasama, Mr Muhanga observed that the Northern Province possesses a rich combination of natural, cultural, and historical attractions that can make significant contributions to Zambia’s economy.

“Investors should look beyond Zambia’s traditional tourism destinations and explore emerging areas such as Northern Province, where opportunities exist in accommodation, transport, cultural experiences, adventure tourism, conference facilities, culinary tourism and other innovative tourism products,” he said.

He added that as Zambia seeks to increase international tourist arrivals and achieve its long-term target of five million international tourists by 2031, the northern circuit is key.

Mr Muhanga also urged investors to consider opportunities presented by the province’s cultural heritage, traditional ceremonies, historical sites, wildlife and unique tourism experiences to invest in tourism.

He encouraged the use of digital technology and artificial intelligence stating that the two innovations could complement these investments by improving destination marketing, visitor information, market intelligence and the way tourism products are presented to potential visitors.

He however, stressed the need for tourism development and that natural resources must remain environmentally responsible and culturally respectful and protected for future generations.

And Northern Province Acting Permanent Secretary, Beauty Undi-Phiri has called for increased use of technology and innovation in promoting tourism.

Ms Undi-Phiri who was being represented by Northern Province Assistant Secretary, Jordan Mwenya said the 2026 World Tourism Day theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” is particularly relevant to Northern Province as it gives  a rich tourism potential.

“The province is endowed with a variety of attractions, including waterfalls, Lake Tanganyika, rich cultural heritage, rock art, wildlife, and other tourism sites, there is need therefore to use new technologies in publishing what the Province has in the tourism sector,” she said.

She added that embracing digital technology and innovation will help showcase the province’s tourism assets.

“Embracing digital technology and innovation will help to connect the province’s tourism assets to global markets, create opportunities for local communities, and promote sustainable tourism,” she added.

She has further reaffirmed the Northern Provincial Administration’s commitment to working with the Ministry of Tourism and other stakeholders to unlock the full potential of the tourism sector.

And Ministry of Tourism, Director Tourism who is also the Chairperson for World Tourism day Organising Committee, Andrew Bwalya observed that there is a need for the tourism sector to embrace and utilise artificial intelligence to improve efficiency.

Dr Bwalya said adopting AI can help the sector enhance tourist experiences, promote destinations more effectively and remain competitive in the rapidly changing global tourism industry.

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