MAZOMBWE BANDA
Lusaka
TO DRIVE tourism growth aimed at supporting the Grow Zambia Agenda, the Ministry of Tourism has called for stronger policy implementation, enforcement and legislation in the sector to further contribute to national development.
Speaking during a two-day media training that started yesterday, Ministry of Tourism director for planning Sydney Tembo said effective implementation of the policy and legislative framework is critical to strengthening tourism promotion, product development, wildlife conservation and cultural heritage preservation.
Mr Tembo underscored the need to sustain the sector’s growth by strengthening local, regional and international tourism markets.
He said stronger enforcement should be accompanied by increased community participation in conservation and tourism development, particularly in areas surrounding protected resources.
Mr Tembo further called for strengthened collaboration among Government, tourism operators and the media to increase the visibility of Zambia as a visitor destination.
“Much of our arrivals are coming from the region. We have a target of achieving five million arrivals in the country by 2031, so this media engagement is an important aspect of that journey,” he said.
ZTA head of tourism promotions Beatrice Munthali urged the media to enhance collaboration with the agency to positively market Zambia as a tourism destination on the continent and beyond.
“Come, visit us, we are available. You have the power to market our country. You can post good stories about our country even on your social media platforms,” she said.
ZTA acting chief executive officer Abigail Shansonga said through news reports, features, documentaries, interviews and digital platforms, the media can shape perceptions, influence travel decisions and inspire both Zambians and international travellers to explore the country.
The training is being held as part of activities commemorating September as Tourism Month under the theme “Digital agenda and artificial intelligence to redesign tourism”.
