Minister of Tourism Rodney Sikumba says government in conjunction with the United Nations Tourism (UNT) is set to host the 67th meeting of the United Nations Tourism of the Regional Commission for Africa and the 2nd United Nations Tourism Regional Conference on Brand Africa.
ZANIS reports that speaking during a media briefing today, Mr Sikumba said the two conferences are expected to attract over 500 delegates.
Mr Sikumba explained that the two conferences will be held in Livingstone, from 22 to 24July 2024 under the theme: “Promoting Africa to unlock tourism investments and the sector’s growth potential.“
He said the expression of interest by the government in hosting both conferences is a clear testament of the Ministry’s immense desire to position the country as a Meetings, Incentives, Conferences and Exhibitions (MICE) destination of choice.
Mr Sikumba said this will drive the much-needed demand for hospitality services, transportation and local attractions.
He also said that the ministry will take this opportunity to launch the UN Tourism Doing Business Guidebook for Zambia.
“The launch of the Investment guidebook will drive the impetus for the Ministry to promote the attraction of credible Foreign Direct Investment aimed to foster exponential growth of the sector. The guidebook will further provide guidance to increase FDI flows in niche sub sectors such as accommodation, conferencing, wildlife and Safari tours, Adventure, Sport, Gastronomy and Cultural tourism,” he said.
“The event will attract UN Tourism Member States, UN Tourism Affiliate Members, and invited delegations, tourism professionals and technical experts, representatives of funding institutions and financial services, stakeholders from public and private sectors who drive the management and the transformation of the tourism sector in Africa,” he added.
He pointed out that the government is working towards positioning Zambia as a notable destination of choice for business tourism.
Mr Sikumba said the decision is due to the vast and diverse tourism products and the steady increase of venue facilities for meetings and conferences, presenting a potential to host events of both regional and international magnitude.
The Minister explained that with these developments the Ministry has prioritised the growth of the MICE segment to enhance its contribution to the country’s GDP.
Mr Sikumba further explained that currently the tourism sector’s growth rate contribution to national Gross Domestic Product in 2023 was 4.3 percent and is projected to grow by 4.7 percent by the end of this year.
“The increased hosting of events is expected to enhance destination visibility of its tourism offerings for increased tourism arrivals and GDP contribution,” he added.
