• Zambia attracted 800,000 tourist arrivals last year.
• The country is now targeting to beat its pre Covid period figure of 1.3 million arrivals.
• Germany is among the key source markets where the international arrivals are expected to come from.

Zambia Tourism Agency (ZTA) says it is aiming to attract over 1.5 million international tourist arrivals into Zambia this year.
Speaking on the margins of the just ended 2023 ITB Berlin Trade Show in Germany, Agency Director Chavunga Lungu stated that Zambia attracted 800,000 tourist arrivals last year but is now targeting to beat its pre Covid period figure of 1.3 million arrivals.
Mr. Lungu added that Germany is among the key source markets where the international arrivals are expected to come from.
He further said it was important for the country to participate at the 2023 ITB in Berlin, as other private sector players from Zambia also participated and had the opportunity to promote their businesses.
Mr. Lungu expressed optimism that the event will help Zambia to reach its ambitious targets going forward.
“In 2023 we have an ambitious plan which is to attract more than 1.5 million international arrivals into Zambia and in that plan we are very categorical about the key source market that we are targeting and Germany is one of them.”
“Not only did we come here to Europe to attract travellers but also from other places because the ITB was an opportunity to meet others from the tourism trade to interact and se opportunities for the country,” Mr. Lungu stated.
He noted that while the Agency ZTA is responsible for generally marketing the whole country, the private sector players that participated had the actual products.
““We believe that this is going to get us to where we want to be as far as promoting the destination is concerned and we are happy that we had this opportunity,” he added.
This is contained in a statement issued by First Secretary-Press at the Zambian Embassy in Germany Berlin, Lubinda Kashewe.