TOURISM BOARD OF ZAMBIA TO LAUNCH THE NEW BRAND OF THE COUNTRY'S TOURISM SECTOR BEFORE THE END OF THE 2ND QUARTER OF 2011

THE TOURISM BOARD OF ZAMBIA HAS PROJECTED THAT IT WILL LAUNCH THE NEW BRAND OF THE COUNTRY’S TOURISM SECTOR BEFORE THE END OF THE SECOND QUARTER OF 2011.

TOURISM BOARD OF ZAMBIA CHAIRMAN MR. TIMOTHY MUSHIMBWE HAS TOLD RADIO PHOENIX IN LUSAKA THAT THE RE-BRANDING PROJECT WHICH IS ONGOING IS A MAMMOTH TASK AND REQUIRES TIME AND APPROPRIATE RESOURCES IF AN EXCELLENT AND ULTIMATE GOAL IS TO BE ATTAINED.

AND MR. MUSHIMBWE SAYS THE BOARD TARGETS TO ACHIEVE THE 3 MILLION ARRIVALS BY THE END OF 2017 AND SUBSEQUENTLY INCREASE OVER 1.5 BILLION DOLLARS OF NEW INVESTMENT IN HOTELS, LODGES, TRANSPORT, FOOD SUPPLIES AND ANCILLARY SERVICES.

HE EXPLAINS THAT THE BROAD PLANS TO ALSO INCREASE BOTH TOURIST ARRIVALS AND THE VISITOR VALUE BY INCREASING THE LENGTH OF OVERNIGHT STAYS, EXTENDING THE TOURIST SEASON AND TARGET HIGH YIELDING MARKETS.

SPEAKING AT THE OFFICIAL LAUNCH OF LIVINGSTONE INTERNATIONAL UNIVERSITY OF TOURISM EXCELLENCE AND BUSINESS MANAGEMENT (LIUTEBM) IN LUSAKA TODAY, MR. MUSHIMBWE SAID CURRENTLY TOURISM INDUSTRY CONTRIBUTES ABOUT 2.8% OF THE G.D.P AND PLANS TO RAISE IT TO 5.4% BY 2012.

AND THE TOURISM COUNCIL OF ZAMBIA (TCZ) CHAIRMAN MARK O’DONNELL HAS POINTED OUT THAT THE COUNCIL WILL CONTINUE TO LOBBY GOVERNMENT AND ADVOCATE FOR FAVOURABLE POLICY CHANGE AND CONDUCIVE BUSINESS ENVIRONMENT TO REALIZE THE COMPETITIVENESS OF THE TOURISM SECTOR BOTH AT REGIONAL AND GLOBAL MARKET.

MR. O’DONNELL SAYS THE TOURISM SECTOR AT THE MOMENT FACES A NUMBER OF CHALLENGES SUCH AS LACK OF ACCESS TO AFFORDABLE CREDIT WHICH WILL HAVE TO BE ADDRESSED IF THE LOCAL TOURISM IS TO THRIVE IN THE FUTURE.

HE COMMENDED LIUTEBM FOR THE INITIATIVE STATING THAT THIS WILL HELP IN ADDRESSING THE HUMAN DEVELOPMENT CONSTRAINTS THAT THE TOURISM INDUSTRY IS CURRENTLY FACING.

AND SPEAKING AT THE SAME FUNCTION LIUTEBM VICE CHANCELLOR DR PATRICK KALIFUNGWA SAID THE PRIMARY GOAL OF THE UNIVERSITY IS TO MAKE SURE THAT THE GRADUATES BEING CHURNED OUT OF IT ACQUIRE THE NECESSARY CONFIDENCE, KNOWLEDGE, SKILLS AND PROFESSIONAL ACUMEN BEFITTING THE MARKET DEMAND.

AND LIUTEBM BOARD MEMBER CHARITY LUMPA THE LAUNCH OF THE UNIVERSITY WILL HELP EMPOWER THE INDUSTRY PERSONNEL WITH ALL KINDS OF MANAGERIAL SKILLS WHICH HAVE BEEN LACKING.

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