ZTB identifies Zambia’s tourism bottlenecks

Zambia Tourism Board (ZTB) Managing Director Mr. Felix Chaila
Zambia Tourism Board (ZTB) Managing Director Mr. Felix Chaila
The Zambia Tourism Board (ZTB) has observed that the country’s tourism sector has challenges both internal and external which affects the marketing efforts of the country’s tourism product and destination.

Speaking during the opening of a two day ZTB Advanced Electronic and Social Media Marketing workshop in Lusaka today, ZTB Managing Director, Felix Chaila says as long as these challenges are not addressed, the tourism industry in the country will not be as effective as expected.

Mr. Chaila says in the quest of addressing some of the challenges, the tourism board has been lobbying for the rationalization of Visas, pointing out that the Immigration Department is already working on an online visa system which will help revolutionalise the tourism industry in Zambia.

He adds that there is also need to make sure that the country’s tourism sector becomes visible to its target market unlike the current case where tourism entities and their messages are not so visible compared to other countries.

Mr. Chaila notes that the perception that Zambia as a tourism destination is expensive has also contributed to the country losing out on tourism, stressing that there is need to change the perception so that the country can have a fair share of tourists coming in.

He further states that he is hopeful that the measures that the board and other stakeholders are putting in place will help face the challenges that the industry is facing so that the industry is effective and contributes to the economic growth of the nation.

( Monday 11th August 2014 )

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