Zambia and Tanzania forge strategic alliance to elevate destination promotion at ITB Berlin

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In a strategic move aimed at bolstering tourism in Zambia and Tanzania, Matongo Matamwandi, CEO of Zambia Tourism Agency (ZTA), convened a pivotal meeting with Damasi Mfugale, Director General of Tanzania Tourist Board, during this year’s ITB Berlin trade show.

This collaborative effort played a central role in the ITB Berlin agenda, spotlighting the distinctive offerings of both destinations while fostering cooperation to attract a broader audience of travelers.

Minister of Tourism Rodney Sikumba led a delegation of 20 private sector tourism exhibitors, along with representatives from the Ministry of Tourism and the Zambia Tourism Agency (ZTA), at the ITB Berlin trade show in Germany.

Zambia’s Minister of Tourism Rodney Sikumba spoke at the Rethinking Africa session at ITB Berlin

Highlighting Zambia’s unique attractions, Hon. Sikumba emphasized the significance of the German market as a major source market. Interactions with the travel trade at the show underscored the country’s appeal to the German market and beyond.

Zambia’s delegation to the global travel showcase included Minister Sikumba’s meetings with other industry leaders, including tourism ministers from Zimbabwe, Seychelles, Namibia, among others.

In a productive exchange with Seychelles’ Minister Sylvester Radegonde, Sikumba received a gracious invitation for collaboration in benchmarking on the Tourism Satellite Account (TSA).

This critical tool, jointly developed by esteemed organizations, including UN Tourism, OECD, Eurostat, and the UN Statistics Division, serves as a cornerstone for assessing the economic impact of tourism activities.

Simultaneously, Sikumba explored opportunities for strategic cooperation in investments while engaging with representatives of the Private Palace Hotel.

These discussions exemplified Zambia’s proactive approach to cultivating mutually beneficial partnerships and securing funding essential for sustainable tourism expansion.

Under the enduring theme of ITB Berlin, “Define the world of travel,” Tanzania and Zambia emerge as trailblazers in collaborative synergy within the travel and tourism industry.

The united front presented by Tanzania and Zambia stands as a testament to the transformative potential of regional alliances poised to reshape the global tourism landscape.

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