ETW Staff– Mumbai
Zambia Tourism Board (ZTB) is all set to tap the growing Indian market actively in 2014. Implementing a stronger marketing campaign in India will be the main focus for ZTB this year which will involve conducting road shows, organising workshops and familiarisation trips for the Indian travel trade and media.
Mato Shimabale, director marketing, Zambia Tourism Board, said, “India is a very important market with great potential as it is among the top ten in terms of arrivals. We have seen Indian arrivals of around 20,000 in the last two years and are looking at doubling the numbers in the next few years. We will work closely with our India representative Blue Square Consultants to improve the leisure arrivals with increased destination awareness in the Indian market. We feel Indians are looking at exploring new and exciting destinations and Zambia in Africa is a product they will love. The country has tourist attractions like parks, lakes, rich heritage and culture but the main USP of Zambia remains the World Heritage Site of Victoria Falls, the only natural wonder of the World in Africa and the largest curtain of falling water in the World. Another interesting feature of the falls is the Devil’s pool. It is right at the lip of the Victoria Falls providing a vantage and unforgettable view of the falls. Zambia also houses a huge Indian community thus making it easier to tap the Indian market.”
Zambia Tourism debuted in the Indian market in 2013 when they participated at Outbound Travel Mart (OTM), Mumbai and also won the award of ‘Best New Destination’ at the mart. Zambia connects with India through Kenya Airways, South African Airways, Ethiopian Airlines and Emirates.