Zambia's presence at largest tourism and travel fair in the world, the International Tourism Borse or ITB is testimony that the country takes tourism seriously as an income generation sector said Ambassador Anthony Mukwita.
The Zambian envoy was speaking when he visited the Zambian hall at the Messe Berlin where the event occurs annually at the beginning of spring.
"It is important to note that we are here among about 150 countries and organisations globally trying to get our fair share of the world tourists to visit Zambia," Ambassador Mukwita said.
The Zambian envoy says the country's participation led by the Zambia Tourism Agency under the Ministry of Tourism and Arts is in direct conformity with President Edgar Lungus desire to diversify the economy instead of merely depending on mineral exports.
This year sees 12 exhibitors from Zambia.
First Secretary Tourism Susan Katema who accompanied Ambassador Anthony Mukwita said the private sector participation in the most coveted tourism event remains robust.
"The private sector have continued to participate keenly which is a great thing for us as a tourism destination," said Katema.
ZTA CEO Felix Chaila and a team from his office is expected in Berlin for the weeklong event.
Ambassador Anthony Mukwita and the CEO of the ZTA are both billed to speak about Zambia as a 'premier tourism destination' at the prestigious Institute of Cultural Diplomacy on the sidelines of ITB on Thursday before a gathering of business and diplomatic representation.
Ambassador Mukwita also hastened to thank Finance Minister Hon Margaret Mwanakatwe for swiftly responding to ZTA call for resources to participate in the one stop tourism event that attracts more than 100,000 visitors on a daily basis in it's halls and is officially opened by Chancellor Angela Merkel.
Zambia shattered tourism records in 2018 when she became the *Culture Partner* for the first time since independence.
"Going forward it would be great if we had all ten provinces of Zambia, IDC and Zambia Airways including all hotels participate, " said Ambassador Mukwita.
President Edgar Lungu has raised a call to diversify in order to create new jobs and reduce poverty using avenues such as tourism and agriculture.
CAPTION Ambassador Anthony Mukwita and First Secretary Tourism Susan Katema at the Zambian stand ahead of ITB