ZAMBIA is spending US$2.5 million (K11.8 billion) for promotion and marketing tourism with the hope of earning between US$300 to US$350 million from tourist arrivals this year.
And the Zambia Tourist Board (ZTB) is likely to launch the new rebranding of Zambia next month at the Durban Indaba in South Africa.
ZTB chairperson Timothy Mushibwe said the board will receive about US$2.5 million (K11.8 billion) in 2011 from Government for the promotion and marketing of Zambia as a tourist destination and is targeting to attract one million tourist arrivals.
“We are hoping to attract one million visitors this year because on average, the arrivals are 825,000 with each tourist spending about US$200 and spending between two to three days. So it is likely that after we carry out all the programme activities, it is estimated that US$300-US$350 million will be earned in the sector and we hope to convince them to stay more that three days.” he said.
Mr Mushibwe said this in an interview in Mfuwe on april 13 after the reopening of Chichele Presidential Lodge.
He said Government has done incredibly well in supporting and funding tourism marketing and this has revived the board’s aggressiveness compared to the past when the money was insufficient.
“For the first time in the history of ZTB, Government has committed close to US$2.5 million from January to December for marketing purposes alone,” he said.
He said Government is committed to supporting and making tourism a vibrant economic sector and this is why it is being pushed to become the second economic sector to help develop the country.
Mr Mushibwe said currently, the board is running a road show in South Africa and Namibia to showcase Zambia’s unique products.
He said the board has also invited the private sector to join it to market their products and services.
Mr Mushibwe said ZTB, until recently, had been lagging behind in terms of marketing effectiveness due to lack of resources.
“We need to reach a position in Zambia that once we promote and market the country, there is a correspondence of quality of services that can complement and support that marketing effort,” he said.
He said ZTB considers SA an important source of tourism, hence the road show happening in SA to attract more tourists.
On rebranding of Zambia, Mr Mushibwe said the board made recommendations on the new brand to Government and is waiting for Government’s response.
“We are hoping that the minister gives us blessings and launch the rebrand at the tourism regional indaba in May while in Zambia it can be done at any of the fairs as soon as possible,” he said.
He said the rebranding process had gone very well with 5,900 entries received from various entities that participated in designing the logo.
[Zambia Daily Mail]
Fantastic news. This will surely help in the diversification efforts.
As much as we appreciate every effort please Mr. Mushibwe give us the results not only projections how long are we going to have tourism projections. Mr. Mushibwe has been ZTB chairman for 3 year what has he done so far can. Him and Dr. Kaunda are failures they had their time Mr. Mushibwe just seats on Boards for a living how can a Board Chairman travel on Marketing shows and leave the ZTB professional staff. All the Boards he chairs have failed and we dont expect anything from ZTB as long as he remains chairman.
This is a good venture to embark on. Unfortunately the figures above seem inflated. As the article states, on average tourists spend $200 therefore arrival of 1 million visitors will only earn us $200 million and not the $350 million stated above. I am also not sure that Zambia is currently earning $175 million in tourism – if this is true then this good news but where is this money going to?
#3 I agree with you 100% in Zambia we like talking big and without action and results. There is need to revamp tourism in Zambia since we all agree that it has the potential to turn the country’s crawling economy.
# 3 the money is externalized by investors. I was shocked to learn that in Zim employees in the tourism sector are well looked after than those in Zed and that in zim there is more recapitalization than here.
#4, Zambia’s economy is not crawling. The economy grew at 7.6% in 2010 and was one of the ten fastest growing economies in Africa.
#5, Zimbabwe has been in a financial crisis for five years and has had to dollarise because its currency became useless. From your ignorant talk above, it appears you want Zambia to go the same direction.
Our research students believe that more tourists go to Zim because their towns are generally much cleaner than ours. Accommodation is also cheaper than ours. Good plans ZTB but the councils should also maintain cleanness and fine those who throw rubbish anyhow.
Aiming to earn only $350 per tourist? What a low target
Business opportunity for people in the diaspora…open up marketing, travel agencies and such in your countries of residence so you can do the marketing for the tourism board and earn the $2.5m. GRZ pays its legitimate business partners quite handsomely. One of the top selling tourist package on South African travel agencies worldwide are trips to Zambia….particularly to incursions in the upper Zambezi. Why let South African agencies out smart us like this? We need to emulate the South African business model, and I believe us the people should be the ones to drive this.
Why is that no Zambian staying in Zambia ever says anything good about the country on this blog even if its good news or something positive? Is it a question of mental capacity…?? I should think that if someone could afford internet to write/comment on a blog, then they should be of a certain level of thinking/education.. Can someone enlighten me i was last in Zambia 20 yrs ago.