Zambia Tourism Agency is increasing its trade marketing budgets, with Chief Executive Matongo Matamwandi confirming that the Agency will focus predominantly on key source markets including the UK, Europe, and the US, which will receive 70% of the total funding.
The strategy includes plans to sponsor both Premier League and Spanish LaLiga clubs, alongside increased trade engagement and the appointment of tourism ambassadors in key markets, following research that revealed gaps in consumer awareness about Zambia’s attractions, including its connection to Victoria Falls and its status as home to the world’s largest hippo population (45,000) and the spectacular Kasanka Bat Migration.
The country’s tourism expansion is further supported by new luxury accommodation developments, including the Anantara Kafue River Tented Camp, Kutandala Camp, and the reopening of the historic Chichele Presidential Lodge.
Matamwandi emphasised that Zambia’s unique selling points, including its natural wildlife habitats, peaceful political climate and inherent hospitality, position the country as a premium safari destination.
