7 March 2024
Zambia‘s Minister of Tourism, Rodney Sikumba has stated that European powerhouse, Germany remains a significant tourism source market for the Southern African country. This information was contained in a press released issued by Lubinda Kashewe, the First Secretary (Press) at the Zambian Embassy in Berlin.
Acknowledging the increasing visitor arrivals in recent years from the western European nation, Hon. Sikumba said some of the objectives will be to highlight Zambia’s unique attractions and tourism initiatives tailored to the Germany market.
The minister led a team of 20 private sector tourism exhibitors, representatives from the Ministry of Tourism and the Zambia Tourism Agency (ZTA) at this year’s ITB Berlin trade show which commenced on 5th March to 7th March 2024 in Germany. He stressed that key stakeholders will be engaged among them tour operators and travel agents to foster partnerships and business opportunities.
Hon. Sikumba further noted that the support from the Germany Government and organizations like KAZA, GIZ and boundless Africa has contributed to wildlife conservation efforts in Zambia.
ITB is the world’s largest tourism trade fair and attracts thousands of tourism industry players and key decision makers from over 180 countries. The trade fair offers an opportunity for Zambia to engage with key decision makers and tour operators from several countries.
Zambia is aiming to consolidate its existing markets and tap into new markets by showcasing the country’s vast tourism attractions and opportunities in the tourism sector. This year’s ITB is being held under the theme ‘Define the world of travel. Together.’
Day 1 of ITB in Germany kicked off with the Minister of Tourism, Hon. Sikumba taking the lead in business interactions with the travel trade. Zambia is exhibiting with 22 Private Sector Companies. The Minister also explored investment opportunities with Private Palace Hotel representatives, highlighting Zambia’s commitment to fostering partnerships and attracting investments for sustainable tourism growth.
Also on Day 1, Hon. Sikumba and the Permanent Secretary of the Ministry of Tourism, Mr. Evans Muhanga, dedicated time to engage with the 22 Private Sector Companies exhibiting on the Zambian Stand at the event.
On Day 2, Hon. Minister Rodney Sikumba met with Seychelles‘ Minister Sylvester Radegonde, who extended an invitation for benchmarking on the Tourism Satellite Account (TSA).
