Zambia Tourism Agency (ZTA) Chief Executive Officer Mr Matongo Matamwandi has described the ITB Berlin trade show that is taking place in Berlin as a huge opportunity to position the new tourism products that Zambia is offering.
Speaking on the margins of the ITB Berlin trade show which will run from 4th to 6th March 2025 in Berlin, Germany, Mr Matongo said Zambia was championing a new strategy on sports tourism.
He said ZTA has engaged the Sports Council of Zambia to jointly promote sports tourism which has been placed high on their agenda.
Mr Matongo stressed that the ITB Berlin trade show is one of the biggest travel shows in the world adding that destination Zambia will be exhibited.
And Zambia’s Ambassador to the Federal Republic of Germany, Mrs Winnie Natala Chibesakunda has noted that Germany was a very big tourism market with potential to significantly increase traffic to Zambia.
The Ambassador emphasized the importance of ITB in Germany and that targeted participation would result into 50% of the year’s marketing of Zambia in Germany.
Ambassador Chibesakunda, who is the delegation leader for Zambia at the ITB Berlin trade show was speaking when part of the Zambian delegation paid a courtesy call on her.
The Zambian delegation includes officers from the Zambia Tourism Agency, the Ministry of Tourism and several private sector players.
A record number of international exhibitors from over 170 countries are taking part in the ITB Berlin trade show.