Zambia Tourism Agency addresses key issues affecting tourism sector

Zambia Tourism Agency (ZTA) has engaged with the tourism operators in South Luangwa National Park to discuss tourism marketing and promotion initiatives to enhance awareness of the destination.

The agency highlighted the two mandates of ZTA that included marketing and regulation of the tourism sector.

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Reportedly, the stakeholders’ engagement discussions are pivotal in fostering collaboration and address key issues that are affecting the tourism sector in the renowned wildlife destination.

The aim of the consultation is to align the efforts of various stakeholders to enhance tourism offerings, improve infrastructure and promote sustainable practices that benefit both the local community and the environment.

Zambia Tourism Agency while addressing key issues affecting tourism sector
Zambia Tourism Agency while addressing key issues affecting tourism sector

The Zambian Agency was facilitated by the Specialist from the GREAT TDP World Bank Tourism Project through the Ministry of Tourism that presented the areas of engagements under the project for South Luangwa.

As per the sources, the tourism agency took time to receive the feedback on the 2024 destination marketing plan and has also received inputs into the 2025 marketing plan.

Furthermore, the ZTA has given a report on the marketing initiatives and activities were being implemented by the International Destination Marketing Agency PC that are engaged to promote Zambia in the UK, Europe and the USA.

The engagement meetings held by the stakeholders are crucial for tailoring strategies that meet the specific needs of the area, ultimately boosting tourism growth and positioning South Luangwa as a premier safari destination for both local and international tourists.

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Photograph of the people who attended the meeting
Photograph of the people who attended the meeting

Till now, ZTA has held successful meetings for the tour operators of the cities Lusaka, Livingstone and Kitwe to bring them closer and get a clearer understanding of the role of ZTA in the broader tourism sector of Africa.

Zambia Tourism Agency was established through the Tourism and Hospitality Act no.13 of 2015. ZTA is headed by the Chief Executive Officer – Matongo Matamwandi, who is a part of Board of Directors.

ZTA is a statutory body that comes under the Ministry of Tourism. It is mainly responsible for regulating the tourism industry through licensing and grading of accommodation establishments.