Economist Kelvin Chisanga says Zambia must intensify efforts to market its national identity and locally produced goods to strengthen the country’s presence in the Southern African region and beyond.
Mr Chisanga said Zambia possesses abundant natural resources that can drive its economic aspirations if supported by a coordinated, multi-sectoral approach involving manufacturers, tourism operators, government agencies and other key players.
He noted that aligning these sectors with strategies such as the recently approved Brand Zambia Initiative would help position the country more competitively.
Speaking in an interview with the media, Mr Chisanga said the initiative, approved by Cabinet last month, creates an opportunity for all Zambians to participate in shaping a unified national brand that promotes economic growth, attracts investment and builds national pride.
Mr Chisanga emphasized the need for Zambian products to carry a strong national identity when exported to neighbouring countries such as Malawi, Zimbabwe and the Democratic Republic of Congo, stressing that this would help stimulate interest in Zambia’s tourism and other services.
Mr Chisanga urged the Zambia Tourism Agency and the Proudly Zambian Campaign to intensify promotion of local products and strengthen content integration to support industrial growth.
Meanwhile, Economics Association of Zambia President Oswald Mungule highlighted the importance of maintaining peace as a foundation for economic progress.
Dr Mungule added that Zambian products must consistently meet international standards if they are to compete effectively in global markets.
