Despite numerous strides to grow Zambia’s tourism through vigorous marketing strategies, the numbers of new arrivals remain low.
Zambia Association of Indigenous Tour Operators Secretary General, Kelvin Mutale, is of the view that adopting community-based marketing is key to unlock the sector’s potential.
Meanwhile, Livingstone Tourism Association chairperson Hilary Kashempa says so far, the sector has seen an improvement as compared to last year, though more needs to be done to attract more numbers.
By Memory Nyambe