Zambia has clinched a deal with the British Broadcasting Corporation (BBC) and the Cable News Network (CNN) in which the two international news networks will begin marketing Zambia’s tourism ahead of the UN World Tourism Organisation general assembly slated for August this year.
This came to light in Berlin, Germany today when regional heads of the BBC and CNN met Tourism and Arts Minister Silvia Masebo at the Zambian stand at the ongoing World travel trade show.
BBC Director for Africa, Katie Waxman and CNN Director for Europe, Middle East and Arfica, Imran Ahmad discussed with Ms Masebo a number of strategies that will be employed to market Zambia’s tourism.
The two international news networks demonstrated to the minister how Zambia’s tourism will be show cased to the international community and how the country stands to benefit from this marketing strategy.
Zambia and Zimbabwe will be co-hosting the 20th session of the186 member UNWTO general assembly in Livingstone and Victoria Falls Town.
And speaking in an interview with Zambian journalists in Berlin, Zambia Tourist Board (ZTB) Managing Director Felix Chaila said the contract with BBC and CNN has already been signed.
Mr Chaila said Zambia has initiated advertising programmes on both BBC and CNN in which the country will be showcased as the preferred tourism destination.
“This is a ground breaking development because Zambia as a preferred destination will be viewed internationally as BBC and CNN are high profile international media organisations,” he said.
Mr Chaila said Zambia has employed marketing strategies in which advertising will be done using a combination of media platforms.
“We are going to also place adverts on BBC online as you know that most tourists rely on internet search engines to get information,” said Mr Chaila.
Mr Chaila said Zambia wants to create a long term relationship with CNN and BBC as it seeks to increase visibility through the international media audience.
“We want tourists to choose Zambia as the best destination,” he said.