Zambia eyes boost to tourism from Berlin trade show

13 Mar 2024

Zambia taking part in the 2024 ITB Berlin trade show will bring a considerable boost to the country's plans to hike tourism inflows from Germany.

Speaking at the trade show, which took place last week, Zambia's Ambassador to Germany, H.E Winnie Natala Chibesakunda said she was optimistic that efforts to boost German tourism inflows to Zambia will produce good results.

The Ambassador stated that interactions with different stakeholders within the tourism industry have enabled private exhibitors from Zambia to present their offerings and understand the German market better. 

This enables them to customise their packages to suit the preferences of prospective travellers from Germany, Lusaka Times reports.

In addition, Ambassador Chibesakunda said that the numerous interactions and networking opportunities that occurred throughout the three-day trade show will contribute to fostering improved collaboration between countries in promoting distinctive tourism attractions and interconnected products.

"Some attractions are closely linked between countries and you have animals that migrate between countries at certain periods of the year but with better collaboration between countries, these products can be marketed the whole year and not only at selected periods of the year," she said.

The annual ITB Berlin trade show is the world's largest tourism trade show and draws in thousands of key players from the tourism industry representing over 180 countries.

Present on behalf of Zambia at the show was the Ministry of Tourism headed up by Tourism Minister, Hon Rodney Sikumba, the Zambia Tourism Agency (ZTA) and various members of the private sector.