Zambia has embarked on a process of rebranding its tourism product with a view of giving its growing tourism sector a fresh and revitalizing touch so that it could become one of the most sought-after tourist destination in the world.
While acknowledging the various strides taken by the government in improving the country’s tourism sector, minister of tourism, environment and natural resources Catherine Namugala said the country’s slogan of marketing its tourism had not been changed for a long time.
“The logo, ‘Zambia the Real Africa’, has been there for 31 years and it’s time to refresh, review the logo or replace it with a more appropriate one,” the Zambian minister said during the launch of the rebranding drive.
Zambia’s tourism is projected to increase by 2015, with earnings expected to reach 550 million U.S. dollars from the current 200 million dollars while tourist arrivals are projected to be over 4 million. The sector is also expected to create 45, 000 jobs and contribute 8 percent to the country’s Gross Domestic Product (GDP).
The sector currently contributes about 3 percent of GDP and provides formal sector employment to about 25,000 people.
According to Namugala, there is need to reposition the country as a tourist destination of choice through rebranding in order to reach the projected growth.
The World Bank and Britain’s Department for International Development (DFID) will be working with the Zambian government in the rebranding of the tourism sector.
World Bank manager for Zambia Kapil Kapoor said during the same occasion that Zambia must promote itself aggressively if the southern African nation is to emerge as a dynamic tourist destination.
“The global tourism industry is extremely competitive and countries across the world compete actively for tourists. This competition has become stiffer after the international financial crisis and tourists all over the world want value for money,” he said.