The Zambia Tourism Agency ZTA has partnered with ASR Bundesverband, a Germany based tourism organisation to promote Zambia as a destination of choice.
The partnership was sealed on the sidelines of the just ended ITB Berlin tourism trade show in Germany and was graced by Tourism Permanent Secretary Evans Muhanga who promoted Zambia at the event and showcased what the country was offering to the European market
Mr Muhanga explained that ASR was an alliance of all travel traders in Germany that do outbound tourism by sending tourists to many other African countries.
He said that Zambia has to tap into a network of traders to ensure that the country is marketed and starts having the familiarisation education tours.
Mr Muhanga outlined Zambia’s authentic tourism products that the country offers and that it was important to interact with the traders because they recommend the destinations to the potential tourists and stressed that all the over 20 private sector players from Zambia attending the ITB Berlin trade show had an opportunity to interact and network with the ASR Alliance travel traders.
Mr Muhanga pointed out that potential tourists find it easy, reassuring , convincing and more believable to select a destination recommended by Trade partners, Destination Marketing Companies and their Booking Agents especially when they receive positive feedback from those that have been there before.
“That is why it is important that our Marketing Strategy for the Destination strengthens the Farmiliariasation and product appreciation tours.“ Mr Muhanga said.