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Zambia’s Ambassador to Germany, Winnie Natala Chibesakunda, has highlighted Germany as a major tourism market with the potential to significantly increase visitor traffic to Zambia.
Speaking in Berlin on Monday, Chibesakunda underscored the importance of Zambia’s participation in the ITB Berlin trade show billed for March, 2025.
She noted that targeted marketing at the event could account for 50 percent of Zambia’s annual tourism promotion in Germany.
The Zambian delegation at the trade show includes representatives from the Zambia Tourism Agency (ZTA), the Ministry of Tourism, and private sector players. ITB Berlin has reportedly drawn a record number of exhibitors from over 170 countries this year.
Meanwhile, ZTA Chief Executive Officer Matongo Matamwandi described ITB Berlin as a prime opportunity to showcase Zambia’s evolving tourism offerings.
Speaking on the sidelines of the event, he revealed that Zambia was championing sports tourism as part of a new strategy to attract visitors.
“We have engaged the Sports Council of Zambia to jointly promote sports tourism, which is now a priority on our agenda,” Matamwandi said.
With ITB Berlin recognized as one of the world’s largest travel trade fairs, Zambia is leveraging the platform to position itself as a top destination for global travelers.
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