From :

Posted by Web Editor

29 April 2012

ZAMBIA is a country endowed with numerous tourist attractions – the Victoria Falls and Lake Kariba in the south, Chishimba Falls, lakes Bangweulu, Tanganyika and Mweru in the northern parts to name but a few.
To echo the Zambia National Tourist Board slogan ‘Zambia: Let’s Explore’, it is a land worth exploring with friendly people and unspoilt game parks teeming with game for any tourist’s pleasure.
But despite all this, the world knows little about this nation. The famous explorer David Livingstone one of the most popular national heroes of the late 19th century Victorian Britain who traversed this land is well known but few know the country he died in. His heart is buried under a Mvula tree in Chief Chitambo’s area.
The Victoria Falls which we share with Zimbabwe and which he named is also well known, in fact, it is one of the seven natural wonders of the world in the class of the Grand Canyon, Great Barrier Reef, Harbor of Rio de Janeiro, Mount Everest, Aurora and the Parícutin volcano.
The Victoria Falls alone, should be able to bring in millions of tourists every year but this is not so. According to ZNTB figures only 906,417 tourists visited the country last year. Why?
We believe this is because we have not marketed our country to the fullest. Perhaps we believed that our friendliness and beauty could market itself.
Perhaps we forgot the many other countries with attractions like ours trying to get on the world tourism map. We need to show our presence on this map. To do this we need aggressive marketing. And here we are happy with efforts being made so far by our Ministry of Foreign Affairs and Tourism as reported in our sister publication the Zambia Daily Mail.
According to Deputy Minister of Finance and National Planning, Miles Sampa, Government is considering allocating funds in next year’s budget for marketing the country’s tourism potential and products.
This is great news. We need aggressive marketing to be on the world map. This, however, is expensive.
Foreign Affairs and Tourism Minister Given Lubinda said recently that it costs between US$30,000 to US$50,000 per minute to place a 60-second advert on most international news networks per day for about six weeks. As we diversify from depending on mining to sectors such as agriculture and tourism to grow our economy, it will be money well spent.
That is why we are glad that in the short to medium term Government is looking for resources to advertise this beautiful country.