—–Ministry of Tourism Permanent Secretary, Stephen Mwansa, says there is need to change the approach of marketing tourism in the country.
Speaking in an interview with journalists in Ndola, Mr Mwansa said new methods of tourism marketing should also target domestic tourists.
He said on its part, the Ministry of Tourism has initiated a programme dubbed "Love your Zambia" that is meant to encourage Zambians to take keen interest in local tourism.
The Permanent Secretary said lodge owners have been engaged so that they can make their facilities more affordable to locals.
He said although tourism has for a long time been regarded as a social sector, the industry has the potential to generate a lot of revenue for the country.
Mr Mwansa also revealed that the tourism sector is expected to create 300, 000 jobs in the next few years.
He said the country should shift from focusing on the Victoria Falls as there are other tourist attractions dotted around the country.
Mr Mwansa said each Province in Zambia has tourism potential that needs to be marketed and developed.