As the world continues with preparations for commemoration of World Tourism Day which falls on 27 September 2026, Zambia has doubled down on its promotion of local tourism and invites everyone to take a tour to discover and rediscover Zambia.
This year’s theme is ‘Digital Agenda and Artificial Intelligence to Redesign Tourism’. The Zambia Tourism Ministry has through social platforms called on the public to embrace digital technologies and artificial intelligence innovations to build a competitive tourism sector with faster services and smart operations.
Ahead of the celebration, the Zambia Tourism Agency (ZTA), in partnership with the Ministry of Tourism, conducted a two-day media training on 10 and 11 September, in tourism writing and reporting for 27 journalists with the aim of creating a rapport between the media and the tourism sector.
The training provided journalists with the knowledge to curate authentic, creative, and impactful tourism stories that will contribute to the growth and visibility of the sector, showcase diverse tourism attractions and heartfelt experiences that will secure Zambia a position on the tourism global market.
The Ministry urged storytellers to use innovation to preserve our heritage and promote our identity while redesigning the tourism experience.
During the training, the Ministry of Tourism Permanent Secretary Evans Muhanga called on journalists to use creative storytelling that tells in-depth the beauty and distinct attractions, the warmth of destinations and hospitality that will leave lasting impressions on visitors’ experience.
He emphasized that the media should be well-researched and informed about Zambia’s tourism products from the locations of attractions, activities, and services, as well as their unique features and to draw a clear line on visitors’ expectations on the destinations.
Permanent Secretary Muhanga noted that Zambia’s aspiration to attract five million international tourists can be met with strategic partnerships with the government, media, private sector, content creators, and all-round storytellers.
Meanwhile, on 11 September 2026, Zambia won Best International Exhibitor at the Sanganai/Hlanganani World Tourism Expo in Masvingo, Zimbabwe. The award recognizes Zambia as a leading tourism destination on the international stage.
By Immaculate Regina Sikanyika