By Daisy Mulenga
Government has called on the media and content creators to intensify the promotion of Zambia’s diverse tourism attractions through accurate and informative storytelling.
Ministry of Tourism Permanent Secretary EVANS MUHANGA says this is critical if Zambia is to achieve its target of five million tourist arrivals by 2031 under the Grow Zambia Agenda.
Mr. MUHANGA says the target cannot be achieved by Government alone, as the media, private sector, content creators and citizens all have a role to play in promoting Zambia as a preferred tourism destination.
He was speaking at the close of a two-day media training workshop for 27 journalists organised by the Zambia Tourism Agency.
Mr. MUHANGA said journalists have an important role in shaping perceptions about Zambia by providing practical information that can turn interest in tourism destinations into actual visits.
He has also urged the media to broaden tourism coverage beyond Livingstone and Victoria Falls by showcasing attractions across the country.
Mr. MUHANGA said national parks, wildlife, rivers, lakes and cultural heritage sites in various provinces deserve greater visibility.
He has challenged journalists and social media influencers to go beyond attractive images by providing information on the location of destinations, activities available, accessibility, costs and facilities.
Mr. MUHANGA has also called for responsible and factual tourism content that protects Zambia’s image while giving visitors an authentic picture of the country.
He said every interaction with a tourist can influence whether the visitor returns to Zambia or recommends the country to others.
Meanwhile, journalist CHIKONDI PHIRI has thanked Government for continuing to invest in capacity building for Zambian journalists.
