ZAMBIA is working towards hitting the one million tourism arrivals this year as it launches the ‘Let’s Explore’ brand on the international market in London next week.
Zambia Tourism Board (ZTB) marketing director Evans Muhanga has said he was confident that the target would be met because of various packages prepared for exposition locally and abroad.
Mr Muhanga said the launch would take place at the World Tourism Market Fare in London from November 7 to 10, 2011. In an interview in Lusaka yesterday, Mr Muhanga said the launch would be important for marketing Zambia as a preferred tourist destination.
“We are going to avail the brand on the international market. We already did the launch locally but now we are going to the foreign market,”Mr Muhanga said.
Mr Muhanga said the development would boost the tourism arrivals from 850,000 to one million by the end of the year.
“We also need to be ready to improve our infrastructure in readiness for co-hosting the United Nations World Tourism Organisation with Zimbabwe in Livingstone and Victoria Falls town in 2013,”Mr Muhanga said.
He said the positive impact of the new brand in the international media helped in marketing Zambia in Japan and Netherlands.
Mr Muhanga said there was need for those in the hospitality industry to increase on the bed capacity to meet the demand for increased tourist arrivals.
He urged the local media to promote the tourism sector and create a positive impact on both the local and international market.