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Tourism Ministry to launch digital campaign targeting 1billion tourists


The Zambia Tourism Agency (ZTA) is targeting to reach out to one billion potential tourists across the world through an ambitious digital campaign to be launched in June this year.

ZTA Chief Executive Officer Matongo Matamwandi revealed this when the Ministry of Tourism and ZTA delegation that was in Germany to attend the 2023 ITB Travel Trade Show paid a courtesy visit at the Zambian Embassy in Berlin.

He said that Public Relations Marketing Agencies will be engaged to beef up the campaign in all key source markets and that by January 2024 the country will have significantly increased visibility on social media platforms.

“The Zambian government has promised ZTA unprecedented budget support and that most of this funding will trickle down to Zambia’s Foreign Missions to enhance tourism marketing in the source markets where tourists come from,” Matamwandi said.

Ministry of Tourism Permanent Secretary Evans Muhanga has challenged the Mission to ensure that more German tourists are attracted to Zambia.

He said that the Zambian government has placed tourism among sectors to drive economic growth and job creation adding that to achieve this vision there must be collaboration between Zambia’s Missions abroad and the private sector.

“The German government has been supporting the Department of National Parks and Wildlife through funding,” Muhanga said.

He said the 2018 to 2038 tourism master plan has received good funding from the European Union (EU) to unlock tourism as an economic sector.

This is contained in a statement issued to Zambia Monitor by First Secretary for Press at the Zambian Embassy in Germany Lubinda Kashewe.

Contributed by Augustine Sichula

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