…as Zambia returns to Europe’s biggest tourism event with nine reps
Its official, Zambia is participating in the most coveted annual tourism event in Europe, the International Tourism Bourse known by its acronym ITB set for Berlin in twenty days.
Zambia’s Ambassador to Germany H.E Anthony Mukwita said some nine tourism business entities “from home have already signed up for the premier event” while the government side will be led by Ministry of Tourism Permanent Secretary Rev. Howard Sikwela.
H.E Anthony Mukwita
Leading the pack of private sector participants is Wild Dogs Natures Safari’s, Kankomaya Lodge, Shenton Safari’s, Kafunta Safaris, African View Tours, The Waterberry Zambezi Lodge and the River Farm House, Luambe Conservation Ltd, The Royal Livingstone Hotel Victoria Falls Zambia by Anantara and the Bush Company.
Ambassador Mukwita said unlike last year when Zambia was a Cultural and Event Partner, this year it has reverted to being an ordinary but formidable participant having already made its mark for the first time since independence in 2018.
Mr Felix Chaila, the Zambia Tourism Agency or ZTA Chief Executive will be in the entourage of Permanent Secretary Sikwela at ITB along with supporting staff both from the Ministry of Tourism and ITB.
President Edgar Lungu in his quest to diversify the economy recently elevated the Tourism Ministry to a financial earning ministry as the country attempts to treble the number of tourists entering Zambia.
Ambassador Mukwita has tasked First Secretary for Tourism Susan Katema to ensure that Rev Sekwila and his delegation get the best representation, especially Mr Chaila, a non-stranger to the event.
ITB attracts participants from some 180 countries annually while more than 100,000 walk through the Messe during prime time from March 5 for one week.
“Zambia more than any other country stands to gain more from ITB given our undisrupted record of peace and stability,” said Ambassador Mukwita,” everything else is a bonus as we drive a diversification route.”
Zambia’s mantra at the event is Zambia Let’s Explore and the more the country maintains a presence at such prestigious international events, the more it catches the eye of people looking for none traditional tourism destinations according to Ambassador Mukwita.
ISSUED BY KELLYS KAUNDA FIRST SECRETARY PRESS EMBASSY OF ZAMBIA IN BERLIN.