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Tourism Industry
development of the Lake Tanganyika, its Kasaba
Bay area, and the local Sumbu National Park. In this
area a road linking Mbala and Kasaba bay, is be-
ing built, the airport runway is being extended from
1.7 kilometres to 2.1 kilometres, while the supply of
power has been increasingly connected to the area.
As tourism in Zambia is still in its infancy, emphasis
is being placed on research and development of the
diverse subsectors of the sector and strategic tour-
ism planning through tourism development zones.
Zambia is strongly encouraging strategic Partner-
ship between indigenous Zambians and foreign in-
vestors, local communities and foreign investors (pri-
vate-partnerships), public-private partnership and
public-private-community partnerships spiced with
Build Operate and Transfer (BOT) initiatives which
is now permitted under Zambian law this alternative
offers investors in tourism a wide array of investment
options to chose from.
PROMOTION AND MARKETING
The marketing agency for Zambia, the Zambia Tour-
ism Board (ZTB) is creating awareness and sensi-
tizing domestic, regional, and international tourism
markets through aggressive marketing campaigns
such as the visit Zambia Campaign. The campaign
for the period 2005-2010, which aimed at rebrand-
ing Zambia as the home of the Victoria Falls, it has
River cruising down the Zambezi with Busktracks in Livingstone
achieved much success and increased the number
of tourist arrivals in the country.
The Zambia Tourism Board (ZTB) has participated in
the World’s tourism events, conferences, sales exhibi-
tions and fairs as well as road shows and hosting of
trade media. It strives to market Zambia as a pre-
ferred tourist destination of choice. The ZTB intends
this year to participate vigorously in international fairs,
exhibitions, conferences and events with a focus on
traditional markets while also promoting new markets
such as the growing number of Asian tourists. Events
include the Indaba in South Africa, FUTUR in Spain,
the World Travel Market in London, ITB in Berlin, the
Japan Expo, China Out Bound Travel Market, and
the Africa Travel Association (ATA) in various parts
of the World. Zambia’s own local tourism exhibition
the Zambia International Travel Show takes place in
March – April of each year.
The radio and tourism programmes and exhibitions
conducted during local fairs and conferences have
all served to promote tourism in the domestic market
so as to stimulate domestic tourism. It is hoped that
with the creation of awareness and interest in tourism
by the general public, local consumption of tourism
products by Zambians will increase especially in ur-
ban areas, as well as interest in tourist attractions and
ancillary activities such as the sale of tourist arts and
crafts. The ZTB website www.zambiatourism.com has