THE World Bank has said the launch of Zambia’s new tourism brand name and slogan ‘Let’s Explore’, will increase foreign currency earnings and make the country a preferred tourism destination.
World Bank senior private sector development specialist Marie Sheppard said Zambia’s new brand is a creative innovation that will attract more tourists from across the globe.
Ms Sheppard said the tourism sector will generate more jobs for the locals as more local and foreign tourists sample the unexplored tourism sites.
She described the re-branding initiative as a potential foreign exchange earner, saying many people will visit areas they have never seen before resulting into more viewing of wildlife and waterfalls among other tourist attractions.
The country had been marketed for over 30 years under the brand name and slogan ‘Zambia the Real Africa’, which has since been replaced with ‘Let’s Explore Zambia’ as of last week.
“The re-branding of ‘Zambia the Real Africa’ into ‘Let’s Explore Zambia’ is timely because even before the brand was launched, over 10,000 people across the world participated in the initiative during the pre-launch period,” she said.
She said the World Bank was one of the partners the Zambia Tourism Board (ZTB) engaged in coming up with a new brand for the sector.
She said the sector will flourish under a new brand name but urged Government to ease the cost of doing business, which is still high for most tourism operators.
Ms Sheppard said doing business in the country is still high considering the poor state of the road network and lack of air transport to tourism attraction areas.
She said frequent changing of policies such as taxes, visas and levies in the sector are making it difficult for the tourism operators to price their products favourably.
“The poor state of Zambia’s roads in most tourist attraction areas is negatively affecting tourism operators who are currently struggling to price their products so that they can attract more local and foreign tourists,” she said.
[Zambia Daily Mail]