Zambia’s Tourism Potential not fully marketed

A World Bank Consultant Scott Wayne says Zambia has not done enough to market its tourism potential on the global market.
Mr. Wayne noted that while tourism was considered to be among the pillars of the economy, the country’s tourism potential was not fully unlocked.

“Tourism development is about unlocking the story that Zambia has to tell and I feel that story has not been told well to the outside world despite tourism being a key sector of the economy,” he said.

Mr. Wayne said this in Livingstone today during a tourism policy consultative forum at Protea Hotel.

He however, expressed confidence that once completed, the country’s tourism policy will serve as a guide for government and the tourism industry.

“The policy is meant to provide a framework to government and industry for the purpose of developing the country,” he said.

Mr. Wayne also stated that issues such as inadequate infrastructure, lack of policy and investment, marketing and inadequate skilled personnel had to be addressed before tourism could fully develop.

He further said limited and costly air capacity and access, short length of stay, low community participation, absence of land planning, visas and yellow fever requirements were acting as barriers to effective tourism development.

Meanwhile, stakeholders at the meeting called for a reduction in airport taxes, increase in competition in the aviation industry and stimulation of domestic tourism.

They also called on government to invest more in tourism training institutions to enable them train people that would meet the standards set in the tourism industry.

The World Bank Consultant and his team are on a countrywide mission to get input from stakeholders in the tourism industry on what should be contained in the National Tourism Policy.