Zambia Tourism Agency (ZTA) Chief Executive Officer Matongo Matamwandi has described the ITB Berlin trade show that is taking place in Berlin as a huge opportunity to position the new tourism products that Zambia is offering.
Speaking on the margins of the trade show which will run from 4th to 6th March 2025 in Germany, Mr. Matamwandi said Zambia is championing a new strategy on sports tourism.
He said ZTA has engaged the Sports Council of Zambia to jointly promote sports tourism which has been placed high on their agenda.
Mr. Matamwandi stressed that the ITB Berlin trade show is one of the biggest travel shows in the world adding that destination Zambia will be exhibited.
And Zambia’s Ambassador to Germany, Winnie Chibesakunda, has noted that Germany is a big tourism market with potential to significantly increase traffic to Zambia.
The Ambassador has emphasized the importance of ITB in Germany and that targeted participation will result into 50% of the year’s marketing of Zambia in Germany.
Ms. Chibesakunda, who is the delegation leader for Zambia at the ITB Berlin trade show was speaking when part of the Zambian delegation paid a courtesy call on her.
The Zambian delegation includes officers from the Zambia Tourism Agency, the Ministry of Tourism and several private sector players.
This is contained in a statement issued to RCV News by First Secretary for Press at the Zambian High Commission in Germany, Lubinda Kashewe.
By Margaret Mwanza
