The Tourism Policy is a nationwide sectoral document, originally developed in 1997. In 1998, the Minister for Tourism commissioned a review of the policy proposals with the aim of refining them and producing a final document that would be clear, accessible, and widely available to all stakeholders. This Policy outlines the Government’s vision, objectives, and strategic direction for tourism development. It clearly articulates the Government’s intentions for the sector, providing a shared reference point for all stakeholders, including private sector operators, public institutions, investors, local communities, and the general public. The document addresses both the demand for tourism products and the supply of supporting infrastructure and services, ensuring a balanced approach to sector growth. It also defines the roles and responsibilities of key stakeholders, promoting coordinated efforts in the development and sustainability of the tourism industry. The Mission for the tourism sector is to contribute sustainably to the economic well-being and enhanced quality of life for Zambians through Government-led, private sector-driven, quality product developments that are consistent with the protection of the unique natural and cultural heritage". Within the overall mission, the priority aims of the Government are to (i) bring about growth in the tourism industry through the encouragement of the private sector; (ii) redistribute both the opportunities to participate in tourism growth, and access to the benefits from it,towards Zambians; (iii) ensure that such equitable growth is environmentally sustainable and will be accessible to future generations; (iv) diversify the tourism product from being mainly wildlife based; (v) carry out necessary legislative and organizational changes to facilitate development in the sector; (vi) raise public awareness of the national significance of investment in and promotion of tourism; (vii) promote domestic tourism, leisure and recreation; (viii) promote initiatives for regional tourism cooperation; (ix) promote proper investment incentives in Zambian wildlife, cultural tourism, and in the tourism product; (x) improve tourist infrastructure roads, railways, airports, telecommunications, and other supporting facilities; (xi) seek to help the industry to create more local jobs, to generate more local incomes, to earn more foreign exchange, and to contribute more to Government revenues as a result of the improved business climate and the improved viability; (xii) facilitate the availability of local supplies to the tourism industry; (xiii) improve the national tourism administration so that it helps the tourism industry to be competitive and viable; (xiv) encourage and assist Zambians to own and manage hotels, lodges and other tourist facilities. Tourism development in Zambia is guided by an integrated approach that combines investment, sustainability, marketing, and product development. Investment is directed toward priority areas with clear competitive advantages, identified in collaboration with the private sector, while ensuring that national parks, heritage sites, and game management areas are developed with full participation of local communities and provide tangible benefits through employment, income generation, and investment opportunities. At the same time, tourism development must adhere to strong environmental principles, promoting responsible land use, waste management, recycling, and the conservation of water and energy in line with national environmental plans. Development must not restrict local communities’ access to natural resources essential for their livelihoods and should be fully integrated into broader land-use planning. To ensure coordinated implementation, an Inter-Ministerial Committee will be established in priority tourism areas to guide infrastructure development and land-use decisions. In terms of market development, the Government prioritizes the promotion of Zambia in key international tourism markets and the strengthening of the national tourism marketing body to enhance effectiveness and increase tourism arrivals and revenue. Marketing efforts will focus on expanding market share in established markets while entering new ones, with emphasis on attracting high-spending tourists through coordinated advertising, public relations, and promotional campaigns led by the Zambia National Tourist Board. Finally, tourism success is anchored in the quality and competitiveness of tourism products. The Ministry of Tourism will therefore promote innovation and product development through relevant institutions to enhance Zambia’s competitive advantage. This will be supported by research, strategic planning, funding coordination, training, and awareness programmes coordinated by the Tourism Planning, Management and Coordination Directorate.
Zambia · 1999-01-01