2nd UNWTO Regional Conference on Brand Africa,  Livingstone, Zambia

2nd UNWTO Regional Conference on Brand Africa, Livingstone, Zambia

Zambia's tourism sector boasts of a plethora of attractions, from the awe-inspiring Mosi-oa-tunya /Victoria Falls World Heritage Site to thrilling adventure activities like the devil’s pool and wildlife safaris. As a Meetings, Incentives, Conferences, and Exhibitions (MICE) destination of choice, Zambia takes pride in its ultra-modern infrastructure, rich cultural heritage and the warmth of its hospitable people.


However, common challenges such as inadequate tourism education, limited credible investments, poor air connectivity and a weak destination brand, hinder sustainable growth in African tourism.

Recognizing the importance of collective solutions, Zambia is set to host the Second Regional UNWTO Conference on Brand Africa, Tourism Education and Hospitality Summit, along with a Tourism Investment Summit. Scheduled for April 2024, these events aim to address the challenges impeding the sector's growth. With technical support from UNWTO in developing Zambia's Tourism investment guidelines, the country aims to attract accelerated and value-driven investments, paving the way for the desired growth in the tourism sector. Let's unite in developing our African destination! 


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