LUSAKA: Zambia has appointed a new Tourism Agency Board as the country looks to strengthen its tourism industry through innovation, sustainability and digital initiatives.
Tourism Minister Rodney Sikumba said the new board would play an important role in helping Zambia remain competitive in the regional tourism market while supporting long-term economic growth.
Speaking during the inauguration ceremony in Lusaka, Sikumba said the tourism sector had shown strong recovery in recent years, with international arrivals continuing to rise steadily.
He urged board members to focus on improving destination marketing, expanding tourism products and embracing digital transformation to attract more visitors.
The minister also highlighted the need for sustainable tourism development, saying local communities should benefit more directly from tourism activities across the country.
Among the areas identified for growth are eco-tourism, cultural tourism and community-based travel experiences, alongside Zambia’s traditional wildlife attractions.
The newly appointed board is expected to support the government’s broader strategy to position tourism as a key contributor to jobs, investment and foreign exchange earnings.
Zambia remains one of southern Africa’s emerging tourism destinations, with attractions such as Victoria Falls continuing to draw international visitors.
