Zambia’s Ambassador to the Federal Republic of Germany, H.E Winnie Natala Chibesakunda says the Zambian government is dedicated to transformational growth in the tourism sector.
Speaking during the ‘destination Zambia Presentation meeting which was held on the side-lines of the International Tourism Bourse (ITB) in Berlin, Ambassador Chibesakunda said tourism is a vital pillar of Zambia’s development strategy adding that the sector has potential to create jobs, empower communities and contribute to sustainable development.
She stressed that Zambia was focused on not only attracting international tourists but also elevating the experience of domestic travellers and further expressed happiness that for the year 2024, Zambia reached a milestone of 2.2 million tourist arrivals representing 35. 3 percent increase from 2023, with visits to national parks, museums and heritage sites growing to 530,000, reflecting a 9 percent increase.
Ambassador Chibesakunda said looking ahead, Zambia, through the Ministry of Tourism aims to increase tourism international arrivals to 2.4 million and to boost domestic tourism by 30 percent and enhance air access and visa policies adding that Zambia was now offering visa free entry to 167 countries.
She pointed out that the progress made in meeting targets in 2024 reflects the Tourism Ministry’s commitment to promoting Zambia as a premier travel destination and stressed that with the unwavering support of President Hakainde Hichilema and increased budgetary allocations, sustainable growth in the sector was assured.
Ambassador Chibesakunda pointed out that the government cannot achieve the tourism growth vision alone but through partnerships with travel agencies, airlines, hoteliers, tour operators and other stakeholders, a thriving tourism ecosystem can be created.
She further said Zambia was strategically poised as a destination for meetings, incentives, conventions, and exhibitions (MICE) and events, with several modern facilities and services to cater to business travellers and that the government was in the process of developing a national MICE strategy to guide the development sector.
Ambassador Chibesakunda said looking forward, the country’s vision is clear, aiming to position Zambia as a top-of-mind travel destination on the global map.