According to tourism minister RODNEY SIKUMBA, the industry has the potential to be worth $1 billion.
Since then, Mr. SIKUMBA has urged additional regional and global partners to join forces.
He was addressing at the introduction of the website and communication plan for the Ministry of Tourism from 2023 to 2026.
In addition, the 2023–2026 communication strategy and website will make it simpler for both domestic and foreign travelers to obtain tourism services.
The unveiling of the communication strategy and website, according to CHANDA MWALE, a board member of the Tourism Council of Zambia, would help address the myriad difficulties facing the tourism industry.