ZTB Eyes EU Tourists

The Zambia Tourism Board (ZTB) has prioritised penetration of the European Union (EU) market to enhance tourism attraction in 2015. The board was targeting a 10 per cent growth rate for 2015 and the move would simulate tourism marketing in the eastern Asian regions of China and India.

The ZTB also targeted the United States of America (USA) markets as well as increasing its presence in Kenya, Namibia and other countries in the sub Saharan region.

With increased involvement of the private sector, tourism markets would continue to expand for Zambia. Angola was another earmarked destination where private sector participation could boost travels considering that the neighbouring country was an attractive shopping destination.

By the end of this year, the ZTB would appoint ground agents in the key markets such as China, India, United Kingdom (UK), USA and South Africa.

"We will have five ground agents by the time we enter 2015 and will be smarter in the way we penetrate these markets because we will have people working for us even when we are not there"

The ZTB had been meeting with the Tourism Council of Zambia (TCZ) to see how they could address the handling of tourists at international airports for marketing purposes.

The current budget pegging of US$2million was still minimal compared to other countries in the region such as Zimbabwe, a major tourism competitor, whose budget was around US$10 million.