The Zambia Tourism Agency (ZTA)targets two million international tourist arrivals by the end of next year.
ZTA Chief Executive Officer Matongo Matamwandi said the agency was also investing in digital marketing and was optimistic of achieving the goals set for next year.
Speaking during the inaugural Tourism Excellence Awards (TEA), Mr. Matamwandi said ZTA was targeting to grow domestic tourism by 20 per cent. He said the agency would extensively consult the private sector and key industry players to help achieve the set goals.
Mr. Matamwandi added that apart from Zambia’s key source markets such as Europe, the United Kingdom (UK) and the United States (US), ZTA wants to adequately prepare to attract tourists from emerging markets such as India, China, Japan, Brazil, and the Gulf region.
He said Meeting, Incentives, Conference and Exhibitions (MICE) would play a key role in achieving the target.
Mr. Matamwandi reviewed that one of the key activities for next year, included the United Nation World Tourism Organization (UNWTO) Brand African Summit to be held in April, next year in Livingstone.
And Tourism Minister Rodney Sikumba said the tourism industry has continued to record tremendous progress, especially in the last two years.
Mr. Sikumba said Zambia had received 987,000 international tourists by the end of October, with the industry set to hit the 1.5million international tourists arrivals targets by the end of December.
