The Zambia Tourism Agency (ZTA) is aiming to attract 1,500,000 ( 1.5 million) international arrivals into Zambia in 2023.
ZTA Director- Marketing Chavunga Lungu said this on the margins of the just ended 2023 ITB Berlin Trade Show in Germany.
He said Germany was among the key source markets where the international arrivals are expected to come from.
Mr. Lungu further said it was important to participate at the 2023 ITB in Berlin adding that other private sector players from Zambia also participated and had the opportunity to promote their businesses.
He expressed optimism that the event will help Zambia to reach its ambitious targets going forward.
“We believe that this is going to get us to where we want to be as far as promoting the destination is concerned and we are happy that we had this opportunity,” Mr. Lungu said.
Zambia attracted 800,000 tourist arrivals last year but is now aiming to beat its pre-covid period figure of 1,300,000 arrivals.
Mr. Lungu noted that while the Zambia Tourism Agency (ZTA) is responsible for generally marketing the whole country, the private sector players that participated had the actual products.
Exhibitors from the private sector included Voyager Zambia, Chikunto Safaris, Mbizi West Safaris, Mukambi Safaris and Wild Dog Nature Safaris. Other exhibitors were Konkamoya Lodge, Winning Travel and Tours, Aventura Safaris Zambia, Livingstone Adventure, Mozhi Bush Camp and Radisson Blu Mosi-Oa-Tunya Livingstone Resort.