
By J.Sakala
The tourism board or ministry should deliberately attach some of its employees on learning mission to Nations which have succeeded in making tourism their main stem of the economy.Countries like Cuba,Thailand,Brazil,Gambia etc
Zambia’s biggest tourist attraction is the Sun.
All our seasons have conducive weather and this is our biggest asset as people in lands that are devoid of good weather will do anything to get to the Sun.We need to market the sun.
We have the rivers,the lakes,natural caves,national game parks,Victoria falls,traditional ceremonies etc.We need to invest in water sports,looking at every activity the tourist would enjoy with our Rivers.We need to attract tangible partnerships including government partnerships with multi national companies to galvanise tourism.
The Zambian People
Our people are another treasured asset to tourism in Zambia.We are some of the most friendliest people on earth.Being amongst Zambians is an experience one treasures for life.A visit to a typical Zambian village for a European is a tourist attraction in itself and they would pay for it.
Why haven’t we developed the tourism sector to the level that it becomes one of the major employers in the country?
Zambia an Expensive Destination
Some of the reasons are that today Zambia still ranks as one of the most expensive places to travel to and visit compared to other parts of the world.We have disjointed arrangements for tourists.Even with new airlines coming on board:Emirates,KLM etc it is still expensive and you must be very rich to consider Zambia as your holiday destination from Europe.
The more people visit the country the better,we must maximise on the numbers visiting.For example for the average cost of £700 for a return ticket to Zambia from Europe one would go on a 7-10 days all inclusive holiday to the Caribbean ,Thailand,America or other European countries.
Why we aren’t Winning
We need to look at what makes the Zambian tourism so expensive even though it could be the destination of a life time.The flight to the Caribbean will take you the same hours as to Zambia,so why the difference?
Tourism all over the world is package advertised.Road show advertising and by word of mouth is good but does not always reach a wider scale of people.Hence there is need for our Government to engage travel agents in Europe,America,Australia etc and package tourism.

For example if one buys a ticket for K10,000,000 it should enable them to get a flight to Zambia,airport transfer,stay at a hotel or lodge for a specific period of time.Could be Bed and Breakfast,half board or all inclusive depending on pricing.
The tourist should have activities lined up for the period of stay on a day today basis which they could pay from their pocket allowing in foreign exchange.Packaging involves talking to all people involved eg airlines,hotels or lodges,transporters,farmers etc
Unless we package tourism it will not enhance job creation.It will not blossom.We need to co-ordinate tourism.Its a money spinning industry that can surpass any industry in Zambia and can be an answer to the current un employment problem.
Many a Tourist dislike hidden costs-surprise costs.A tourist would like to pay for a package and budget for an amount that they can spend without many surprises.
A well packaged tourism will grow the other sectors of our economy as well,farming will grow as they will be great demand for farm produce in hotels and guest houses.The transport sector will grow,crafts demand etc Tourism can definitely galvanise the economy all round.
A lesson from Cuba
Cuba after the fall of communism in Russia which was their major source of income through trade made a bold decision to boost tourism.Fidel Castro went into partnership with the Canadian companies to boost tourism.They built hotels,lodges and brought in Transtour buses in abundance.They went flat out to market their tourism all over the world.Today Cuba can boast of the Tourist industry employing 45 % of its people.Being a communist country it has opened up other industries as well, like agriculture as more produce has got to be produced to feed the industry.Teachers and other Professionals are being engaged as tour guides for tourists.If we are serious about tourism we need to learn the lessons from Cuba.
What we need to do
- We need to have our own airline.There have been pronouncements of bringing back a national airline.If we are following through our pronouncement then we are on the right path.A national airline is an asset in packaging tourism.
- We need to sort out our road network to be efficient and safe.Tourists like safe and efficient roads.If we did sort out our rail line to a high standard that travel is quick,we would enhance our capacity.
- These are some of the things we need to table with our chinese partners,sort out our ancient railways.
I must say there is so much to see in Zambia than in Cuba and most of these other countries.If we did the right things the tourism sector would employ half the population of Zambia. - Ever imagine the disused mines and even the active copper mines being a tourism magnet?The state house tunnels that were exposed in Chiluba era?The beaches in Samfya,Kasaba Bay?Our traditional ceremonies,National Parks etc Zambia is a Tourist gem.
- We need to invest so much in that which gives us the identity as Zambians and we need to be proud of being Zambian.Tourists enjoy visiting a country whose people are so proud.
- We need to promote our culture.Small things that we think do not matter are the things that the tourist would like to see.Our crafts,our food etc Hey need I not say we need a Chipolopolo museum at Patrick Levy Mwanawasa stadium in Ndola and a FAZ shop?its a tourist attraction as well.
- We must make it a point that we promote what is Zambian when tourists come.A Zambian cuisine,a Zambian Beer,Maheu etc
- Orderliness is very very important if we have to promote tourism.We also need to conform to the culture of the people we invite.Honest,punctuality,politeness etc these are the ingredients of tourism.Tourism is self Marketing,the people that come will tell others.
We need to learn the lessons and as we look around for what can build our economy I put my finger on tourism.
KALEBALIKA!!!!