…it’s official, says Ambassador Mukwita
Zambia’s Ambassador to Germany, His Excellency, Mr. Anthony Mukwita says Zambia is participating in the 2020 Berlin global travel show known as the ITB or Internationale Tourismus-Borse Berlin.
Ambassador Mukwita says the Zambia Tourism Agency, ZTA, Chief Executive Officer, Mr. Felix Chaila has told him in writing that several tour operators have already signed up in readiness for the March 4 to 8 travel and tourism show.
“I can confirm that once again Zambia is participating in the 2020 ITB hence our eagerness as an Embassy in stepping up preparations”, the senior diplomat says.
The tourism office at the Embassy in Berlin in conjunction with ZTA officials are finalizing the designs of the stand and other administrative details associated with the event.
For over 3 decades now, Zambia has been a regular feature at the ITB which culminated in 2017 in being the Convention and Culture partner, a position that provided Zambia with more visibility in and around the Messe Berlin facility which hosts the event.
The event attracts more than 180 countries, hundreds of journalists from around the world, over 10,000 exhibitors and daily visitors numbering around 100,000.
During the event, tour operators and those interested in the tourism and travel business interact to strike business deals while prominent speakers in the tourism business address a variety of forums that take place in the many halls that are located in different parts of the venue.
The forums provide audiences with current trends and major themes in the tourism business which potential investors may use in their decision-making processes.
Ambassador Mukwita said ITB has gained more importance under the government of President Edgar Lungu as the Zambian leader has elevated the Tourism Ministry to an economic Ministry as its potential to contribute to the country’s employment creation and poverty reduction programs are immense.
“This is why the Honorable Minister of Tourism, Mr. Ronald Chitotela will be attending to signify the importance the sector has assumed”, the Ambassador said adding, “we also expect the Economic Association of Zambia, EAZ, to be in attendance”.