19 April 2017
A major UK tourism initiative is being launched by the Zambia Marketing Group (ZMG) – a newly created entity whose membership includes many of the country’s leading tourism businesses.
ZMG will run an extensive consumer PR campaign starting in summer 2017, to help educate and enthuse travellers regarding the country’s many attractions. More than 20 major players in Zambia’s tourism industry are involved - including Zambian Ground Handlers, Bushcamp Company, Sausage Tree, Chiawa, Kafunta, Norman Carr Safaris, Wilderness Safaris, Waterberry, Remote Africa and Proflight. ZMG's creators - Kamageo - already run a similar programme in Malawi, as well as representing the tourism boards of both Uganda and Swaziland in the UK.
Kamageo’s MD, Tim Henshall explained “Zambia doesn’t grab enough of the headlines that its authentic safari credentials so richly deserve. We want to see more Zambia in the media”. Nick Aslin, MD of Zambian Ground Handlers added, “We want to increase visitors to our country, so we’ve set aside our individual interests for the benefit of Zambian tourism as a whole”.
The country's official tourist organisation - the Zambia Tourism Agency (ZTA), has welcomed the initiative and is currently considering ways in which it might support the project. Kamageo's campaign plans are currently being finalised and will be revealed later this month.