CHENGDU – The Zambia Tourism Agency (ZTA) says it is imperative that Zambia scales up tourism promotion for the country to increase tourist arrivals from China, which has 100 million nationals visiting various destinations across the world annually.
ZANIS reports that ZTA executive director Felix Chaila said Zambia needs to vigorously sell her culture if it is to tap into the Chinese tourism niche to position herself to benefit from the high influx of Chinese nationals visiting various tourism sites around the world.
Mr Chaila said the Zambia Week exposition is an ideal platform for the country to market its tourism potential and entice Chinese nationals to sample Zambia’s tourism.
He said the agency will use the Zambia Week exposition to promote the various facets of local tourism through cultural exhibitions, fashion shows and cultural dances for Chinese nationals to appreciate Zambia’s culture.
“The Zambia Week is significant in the promotion of tourist arrivals from China because it still tops the world in terms of outbound tourists. Over 100 million Chinese are travelling every year,” Mr Chaila said.
He said cultural tourism is cardinal in promoting and sustaining tourism development as it is the first contact point for people visiting any land.
He said it is important that Zambians value their culture as it is a useful development tool as demonstrated by China, which has used it effectively to spur her development.
Mr Chaila said the agency has since embarked on initiatives of promoting and holding cultural festivals across the country to consolidate national identity and avail international tourists an opportunity to sample the country’s culture.
He said there is also need for Zambia to improve its tourism infrastructure as limited bed space continues to disadvantage the country against competing neighbours such as Zimbabwe and South Africa. ZANIS