‘Zambia the Real Africa’ portrayed Zambia negatively – PS Mwansa

The PF regime says it scrapped the famous slogan ‘Zambia the Real Africa’ because it attracted negative perceptions towards Zambia in the international Market.

Ministry of tourism Permanent Secretary Stephen Mwansa told the Africa Forum on ‘Destination Branding’ held at Messe Berlin, Gemrnay on Friday that research conducted on the slogan by Cornwell University of the USA, revealed that most respondents did not like the strap line. He explained that Africa was already associated with negativities such as war, disease, poverty and corruption and that ‘the Real Africa’ made it seem like Zambia was the epitome of all these vices
Mwansa said there was need for Zambia to enter into strategic partnerships with key international media organizations such as CNN and BBC in order to find cost effective ways of promoting Zambia as a tourism destination of choice in view of the country’s limited marketing budget. He said his Ministry was aware that countries like Namibia and South Africa had bigger budgets but that his Ministry will not ‘sit and cry about it’.. but instead find cheaper but innovative ways of achieving similar results.

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