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The National Heritage Conservation Commission (NHCC) says it will intensify efforts to package heritage sites into compelling tourism products through improved site management, interpretation, documentation and storytelling.
NHCC Executive Director, Kagosi Mwamulowe, said the initiative will involve strengthening partnerships with the Ministry of Tourism, tourism agencies, local authorities, traditional leaders and the private sector.
Mwamulowe said this in a statement issued in Lusaka on Sunday, welcoming the announcement of the 2026 tourism theme by Ministry of Tourism Permanent Secretary, Evans Muhanga.
He said the theme, “Unblinking Focus on Delivery,” under the slogan “Commit. Execute. Deliver,” was timely, forward-looking and closely aligned with Zambia’s broader national development and tourism aspirations.
“The 2026 tourism theme speaks directly to the soul of our nation’s heritage. It challenges us, as custodians of Zambia’s tangible and intangible heritage, to reposition heritage sites not merely as preserved relics of the past, but as living assets that contribute meaningfully to tourism growth, community empowerment and national pride,” he said.
Mwamulowe noted that Zambia’s diverse heritage portfolio—ranging from national monuments, historical buildings and archaeological sites to cultural landscapes and traditional practices—remained an underutilised pillar in the tourism value chain.
He added that the 2026 theme presented an opportunity to deliberately integrate heritage conservation into mainstream tourism promotion.
“For the NHCC, this theme reinforces our mandate to ensure that heritage conservation goes hand in hand with tourism development. Preserving our heritage is not an end in itself; it is a means to tell Zambia’s story to the world, attract tourists beyond the traditional attractions, and spread the benefits of tourism to local communities,” Mwamulowe said.
He further reaffirmed the Commission’s commitment to embracing innovation and digital platforms to raise awareness of Zambia’s heritage assets, particularly among youth and international audiences, in line with evolving tourism trends.
“We intend to place heritage at the centre of destination marketing by enhancing visitor experiences at our sites, promoting heritage circuits, and encouraging domestic tourism so that Zambians themselves appreciate and value the wealth of history that defines who we are as a people,” he added.
Mwamulowe also emphasised the importance of community involvement, noting that communities surrounding heritage sites are key partners in conservation and tourism promotion.
“The 2026 theme reminds us that sustainable tourism must be people-centred. Communities are the first custodians of heritage, and when empowered, they become ambassadors of tourism, safeguarding sites while benefiting economically from increased visitation,” he said.
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