Tourism agency announces plans to attract 2 million international tourists in 2024


The Zambia Tourism Agency (ZTA) has announced that it targets to attract two million international tourist arrivals by end of 2024.

In addition, the agency plans to increase its investments in digital marketing and remained optimistic of achieving its set targets for 2024.

Chief Executive Officer, Matongo Matamwandi, said this during the inaugural Tourism Excellence Awards on Monday.

Matamwandi highlighted the agency’s desire to grow the domestic tourism by 20 percent.

He added that the agency would extensively consult the private sector and key industry players to help achieve the set goals.

“Apart from Zambia’s key source markets such as Europe, the United Kingdom and the United States, ZTA wants to adequately prepare to attract tourists from emerging markets such as India, China, Japan, Brazil, and the Gulf region,” Matamwandi stated.

He said the Meeting, Incentives, Conference and Exhibitions (MICE) would play a key role in achieving the target.

Read More: Zambia Tourism Agency signs destination marketing deal with marketing agency

Matamwandi added that one of the key activities for next year, included the United Nation World Tourism Organization (UNWTO) Brand African Summit to be held in April, next year in Livingstone.

Tourism Minister, Rodney Sikumba, said the tourism industry had continued to record tremendous progress, especially in the last two years.

“Zambia had received 987,000 international tourists by the end of October, with the industry set to hit the 1.5million international tourists arrivals targets by the end of December,” Sikumba stated.

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