Zambia is set to host the second UN Tourism Brand Africa Conference in the renowned tourism hub of Livingstone from 22 to 24 July 2024. In anticipation of this pivotal event, Kojo Bentum Williams hosted Matongo Matamwandi, CEO of the Zambia Tourism Agency (ZTA), on the VA Tourism Podcast. Matamwandi revealed that preparations are well underway for a successful conference.
“First of all, we are very excited to host. It’s the second edition and that means there was little benchmarking with the previous host. We are doing it for the first time but we picked a few lessons from them. In terms of preparedness, I can say we are 70-80% ready. The venues are secured in Livingstone,” he stated. He further disclosed that other logistics such as flights, speakers, security, and immigration are all sorted out, with programming approved by the UN Tourism.
The highlight of the two-day event will be two key sessions: the CEO’s Think Tank and the Investment sessions, which will also feature the UN Tourism Doing Business and Investing in Zambia Guidelines.
Regarding the CEO’s Think Tank, Matamwandi explained, “The thinking around the CEOs Think Tank, first of all, is a closed session; so, it’s by invitation. So far, the numbers are looking great, we are in excess of 20 CEOs that have been confirmed and they keep on adding to the numbers. We are open to registration up to 18th July. The thinking is for us to start looking at Africa as a destination. We are so blessed, if I may use that. We have different tourism products across Africa. What you see in North Africa will be different from what you find in Southern Africa.”
He continued, “Some countries have wildlife, some countries have waterfalls, some are strong on traditional ceremonies. So, the whole idea is to start looking at Africa as a destination, have linkages and do joint marketing programmes. So we are hoping this conversation will be open among CEOs, that’s why we made it a closed session where we can debate, argue and diplomatically fight. But at the end of the session, we should be able to say, this is the Africa we want to market and all of us can benefit. The catch phrase for this is that we are not going to compete anymore, we want to collaborate and bring the numbers.” At the end of the session, a resolution is expected to be presented the next day to the about 26 Ministers of Tourism in Africa that have been confirmed to attend the conference.
Matamwandi also highlighted the significance of the investment session and the launch of the investment guideline. “You can’t speak about tourism promotion without talking about investment promotion. Ultimately, you need to invest in your tourism product in order to attract tourists and make them access your products; the amenities. The tourists want safety and all these things come with investments.”
He added, “So, on the second day, we will have an investment session and again, big thanks to UN Tourism for being gracious to produce the Tourism Investment Guideline at no cost to us. I have looked at it and it’s a masterpiece. It will showcase all the investment opportunities that we have in Zambia in the tourism sector. Special thanks to the Secretary General who has been very supportive of the team and we are very excited. So, we have invited a number of investors to that session. But also it’s an opportunity for our colleagues from other countries to see how we can work together and how we can incorporate the investment side.”
The session, according to Matamwandi, will be attended by Zambia’s Ministers of Tourism and Commerce and Industry and will also feature a panel discussion on the opportunities and ease of investing in Africa.
Beyond the serious discourses that are expected to characterise the two-day conference, the ZTA CEO, said, delaegates will have the chance to sample some of the country’s famous attractions, including the world wonder, Victoria Falls.
