In her quest to increase and penetrate the French outbound travel and tourism market, the Zambian Mission in Paris working hand in hand with Zambia Tourism Board has started rolling out marketing collateral in French targeted at the French tourists.
The first collateral will be made available during the United Nations Educational, Scientific, and Cultural Organization (UNESCO) Africa week to be held at UNESCO Headquarters in Paris France from 26th – 29th May 2014. The first collaterals includes banners, Backdrops and pop ups.
The Embassy with the help of Zambia Tourism Board are also working on translating Zambia’s generic marketing booklet entitled Zambia “Let’s Explore”. The mission chancery is also been branded with tourism material using funds provided by the Zambia Tourism Board. The Embassy is also encouraging Zambian tourism business to have some of their marketing collateral translated into French and the Embassy stands ready to find French companies that would translate their collateral.
France is one of the most interesting countries in Europe in terms of outbound tourism the country with a population over 65 million inhabitants (63 Million in metropolitan France, 2 Million in overseas department). In addition France has a high annual leave of 5 weeks and the average is 7.5 weeks each year. Three quarter of the whole population travel at least once a year. If considered only the population of metropolitan France, it represents more than 47 Millions of potential visitor from which Zambian stands to benefit. Though domestic tourism is more popular among the French taking about 70% of the French tours, Africa receives the largest share of the outbound French tourists accounting for 10% share. Zambia has a greater opportunity to attract more tourists and Zambia stands a chance to gets its lions share from the French outbound tourists.
Source: Zambia Embassy Paris
From : Eturbonews.
16 May 2014