Zambia Tourism Agency, Airtel partner to boost tourism using anonymised telecom data

The Zambia Tourism Agency (ZTA) has reportedly signed a Memorandum of Understanding (MoU) with Airtel Networks Zambia to enhance tourism planning and development using anonymized telecommunications data.

The agreement, signed on Monday at the Mulungushi International Conference Centre in Lusaka, is expected to provide valuable insights into visitor movement patterns, enabling data-driven decisions to promote Zambia’s tourism sector.

Speaking at the signing ceremony in Lusaka on Monday, ZTA Chief Executive Officer, Matongo Matamwandi, stated the significance of accurate and timely data for effective tourism planning.

“With this partnership, ZTA will be able to better track attendance at various events, including traditional ceremonies, sports games, festivals, and Meetings, Incentives, Conferences, and Exhibitions (MICE) events,” Matamwandi stated.

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He noted that the partnership would help address data gaps by accessing domestic tourism information through mobile phone analytics, complementing data from heritage sites, museums, and national parks.

Airtel Zambia Managing Director, Hussam Baday, highlighted the company’s commitment to supporting domestic tourism while maintaining strict data privacy standards.

“This partnership represents a significant step forward in harnessing data for tourism development. By leveraging the power of data analytics, we can collectively boost domestic tourism, enhance visitor experiences, and contribute to economic growth,” Baday said.

He added that the collaboration aimed to help ZTA make informed decisions to attract more travelers, optimize tourism infrastructure, and promote local businesses across the country.

The partnership marked a significant step toward modernising Zambia’s tourism sector through technology-driven insights while ensuring compliance with data protection regulations.

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