AI IN TOURISM PROMOTION

ZAMBIA has embraced the new kid on the block called Artificial Intelligence. Minister of Science and Technology Mr. FELIX MUTATI assured that, “Artificial intelligence is here to stay. AI will bring a lot of economic benefits to the country. AI will create alternative jobs in the economy and also fast track mineral exploration," as NDUBI MVULA writes.

IT is noted from a school of thought that embracing Artificial Intelligence (AI) to promote tourism through heritage sites in Zambia holds significant potential for enhancing visitor experiences, preserving cultural heritage, and boosting economic growth.

Minister of Technology and Science Mr. FELIX MUTATI. 

It is therefore, the reason why this write up tends to explore the rationale behind integrating AI in Zambian tourism, discusses potential applications, addresses challenges, and proposes strategies for successful implementation.

By all present arguments, tourism is a vital sector for Zambia's economy as it greatly contributes to employment and foreign exchange earnings. The sector is a very significant contributor to foreign exchange earnings, although it is not as large as the mining sector.

It is noted that Zambia, in recent years, has earned approximately US$1 billion annually from revenues from international tourists visiting national parks, Victoria Falls, and other attractions, as well as related services such as hotels, restaurants and tour operators.

On the other hand, the country is endowed with rich cultural heritage and natural beauty, making it an attractive destination for tourists. However, to compete effectively in the global tourism market, leveraging modern technologies such as AI becomes crucial.

AI can revolutionize how tourists interact with heritage sites, providing immersive experiences, preserving historical artifacts digitally, and improving operational efficiency.

It goes without saying that AI encompasses various technologies such as machine learning, natural language processing, and computer vision, which can be applied across different aspects of the tourism industry. In the context of heritage sites, AI can offer personalised recommendations to visitors based on their preferences and provide real-time information about historical significance, cultural practices, and conservation efforts. For instance, AI-powered virtual guides can enhance the visitor experience by offering interactive tours and storytelling sessions tailored to individual interests.

Moreover, AI-driven analytics can help tourism authorities understand visitor behavior patterns, improve marketing strategies, and optimise resource allocation. By analysing data from visitor interactions and feedback, AI can enable predictive modeling for demand forecasting and infrastructure planning, ensuring sustainable tourism development.

When it comes to the benefits of AI in the promotion of Zambia’s Heritage sites, the country boasts of a wealth of heritage sites such as the Victoria Falls, Kasama Rock Paintings, Chirundu Fossil Forest, and diverse cultural festivals dotted around the country.

Therefore, integrating AI into the promotion of these sites offers several advantages: such as the enhancement of visitor experience where AI-powered virtual reality (VR) and augmented reality (AR) applications can transport visitors to historical epochs, allowing them to explore ancient civilisations and experience cultural rituals firsthand. This immersive experience fosters a deeper appreciation for Zambia's heritage.

When it comes to the preservation and conservation, AI can aid in the preservation of artifacts and historical documents through digital archiving and restoration techniques. By creating virtual replicas and digital libraries, AI helps conserve fragile artifacts while making them accessible to a global audience.

As for the improved accessibility, AI-driven translation services can break down language barriers, enabling tourists from diverse linguistic backgrounds to engage with local heritage sites. Real-time language processing can facilitate interactive tours and cultural exchanges by way of enriching the visitor experience.

In appreciating sustainable tourism practices, AI analytics can monitor visitor flows, environmental impacts, and resource utilisation at heritage sites. And by promoting sustainable tourism practices, AI contributes to preserving Zambia's natural ecosystems and cultural integrity for future generations.

In a nutshell, in the quest to attain economic growth, this can be achieved by attracting more tourists and prolonging their stay through engaging AI-enhanced experiences, Zambia can stimulate economic growth in local communities dependent on tourism revenue. AI-driven marketing campaigns can target niche markets effectively thereby expanding Zambia's tourism appeal globally.

Since it is noted that not all innovations are full proof of challenges and considerations, while the integration of AI in promoting tourism offers substantial benefits, several challenges must be addressed.

These are infrastructure and connectivity, remote heritage sites in Zambia may lack adequate infrastructure and reliable internet connectivity, posing barriers to implementing AI technologies effectively.

Also, on privacy and data security, AI relies on vast amounts of data, including visitor information and behavioral patterns. Ensuring robust data protection measures and obtaining visitor consent for data usage are critical to maintaining trust and compliance with privacy regulations.

Another challenge has to do with skills and training, therefore, developing AI applications requires specialised skills in data science, software engineering, and digital content creation. Investing in training programs and capacity building for local communities can foster technological literacy and empower stakeholders to leverage AI effectively.

Game viewing

Cultural Sensitivity is one such significant area where AI applications must respect cultural sensitivities and protocols governing heritage sites. Collaborating with local communities and cultural custodians ensures that AI initiatives align with cultural values and traditions.

Then comes the issue of implementation strategie and to successfully integrate AI in promoting Zambia's heritage sites, the following strategies are recommended;

1. Public-Private Partnerships: Foster collaborations between government agencies, private enterprises, academia, and local communities to co-create AI solutions tailored to Zambia's cultural context and tourism needs.

2. Pilot Projects and Evaluation: Initiate pilot AI projects at select heritage sites to assess feasibility, user acceptance, and impact on visitor experiences. Evaluate pilot outcomes to refine AI applications and scalability.

3. Investment in Infrastructure: Improve digital infrastructure and internet connectivity at heritage sites to support AI-enabled technologies, ensuring seamless visitor engagement and data transmission.

4. Community Engagement: Involve local communities in AI project planning and implementation to promote ownership, cultural authenticity, and equitable distribution of economic benefits derived from tourism.

5. Regulatory Framework: Establish clear guidelines and regulatory frameworks for AI deployment in tourism, emphasizing ethical standards, data privacy, and sustainability practices. 

Therefore, in the quest embracing AI to promote tourism through heritage sites in Zambia holds immense potential for enhancing visitor experiences, preserving cultural heritage, and fostering sustainable economic growth.

By leveraging AI technologies such as VR, AR, and data analytics, Zambia can showcase its rich historical legacy to a global audience while safeguarding natural ecosystems and respecting cultural sensitivities.

However, successful implementation requires addressing infrastructure challenges, ensuring data security, and promoting local capacity building.

Through strategic partnerships and stakeholder engagement, Zambia can position itself as a leading destination for cultural tourism, powered by innovative AI solutions that celebrate its diverse heritage.

Ends.

THE FIRST CIVIL SERVANTS IN ZAMBIA - 1903

These are probably the first civil servants in Zambia, then as North-Western Rhodesia. This is a rare photo taken in Kalomo, 1903 from a private photographer and possibly the only such surviving. The BSA Company was in control.

Back row:  Messrs. Parsons, Mayne, Swanson, W.H. Rangeley (Magistrate) and Nell

Middle Row:  O’Keeffe, R.T. Coryndon (Administrator) and Worthington

Front Row:  Hughes, Norton, Dr. Middleton and D. Hawksley

(From an original kindly donated by a pioneer descendant who wishes to remain anonymous.)

Kalomo was the seat of government for North-Western Rhodesia until the capital was moved to Livingstone in 1907. North-Western and North-Eastern Rhodesia were combined in 1911 to form Northern Rhodesia later known as Zambia.

Courtesy of: .Rhodesia.me

Namushanawa Nyambe

Zambia Airways gets back into the skies after three decades on the ground.

Zambia Airways has taken delivery of its first aircraft ahead of the commencement of commercial operations on December 1.

The 70-seater Bombardier Dash 8 Q-400, the first of six planes the airline is expected to operate, touched down at Kenneth Kaunda International Airport at 13:30 Hours and was honoured with a traditional water gun salute.

Transport and Logistics Minister Frank Tayali was on hand to receive the aircraft after it was handed over to the Zambia Airways crew by Ethiopian Airlines, which co-owns the airline with the Industrial Development Corporation (IDC).

“My ministry welcomes the relaunch of Zambia Airways… Contrary to anxieties and fears, Zambia Airways should not be looked at as coming to kill the private sector. Instead, it will promote competition and the beneficiaries will be the people of Zambia,” Mr Tayali said.

He said the airline would be critical to the growth of the tourism sector and related industries such as hotels and restaurants.

Zambia Airways Board Chairman Mr Bonaventure Mutale said the relaunch of Zambia Airways after an almost 30-year absence was a major milestone in the Zambian aviation history.

“The arrival of the aircraft is a firm statement by the Board and Management that Zambia Airways is commencing operations on December 1. The re-emergence of a national carrier comes with pride to the Zambian people,” Mr Mutale said.

The airline will commence domestic flights from its hub in Lusaka to Ndola and Livingstone five and six times a week, respectively.

The airline will introduce additional domestic routes to Mfuwe and Solwezi and regional destinations to Johannesburg and Harare in the first quarter of 2022.

 

Northern Rhodesia Regiment World War 2 Veteran found in Petauke, Zambia. Private Amos Mwale 16155 served with the 1st Battalion Northern Rhodesia Regiment- 1st NRR from 20/5/1942 to 31/1/1946. Private Amos Mwale was enlisted in Lusaka, Zambia.

He is from the Nsenga tribe. He served in Burma with the 11th (East African) Division- 21st Infantry Brigade. The 11th (East African) Division was made up of Africans from Northern Rhodesia, Nyasaland, Tanganyika, Zanzibar, Uganda, Kenya and Belgian Congo, commanded by European officers and NCO.
The 11th (East African) Division first prepared in Ceylon with emphasis on jungle warfare before been sent to fight the Japanese Imperial Army in Burma. Arriving at India/ Burma in June 1944.
General Slim commander of the 14th Army later personally congratulated these brave African soldiers.
In his own words he said that the 11th (East African) Division, a later comer in the field, has lost no time in making its mark and showing itself to be of the highest fighting quality, great things are expected of you and the 14th Army is proud to have you amongst them.
To the officers and African soldiers of the 11th (East African) Division I send my

congratulations.

Private Amos Mwale served in the Burma campaign and passed through India to Kohima, Imphal, Palel, Tamu in the Kabaw Valley, Mawlaik and Kalewa. Its is interesting to note that many Zambian Army barracks around the country today are named after these places during the Burma Campaign, in honour of the Zambian soldiers and the 14th Army who served there. From time to time some older people in Myanmer today can still remember the brave Zambian soldiers like Private Amos Mwale who would have passed through their villages in Burma.

They were remembered especially by the Burmese people for their friendly smiling faces and the kindness they showed to the local village people. Lest We Forget.

Courtesy of Peter Jones.

Below is the copy of his identity document;

Tourism contributed ZMK19.4BN (USD1, 846.9 MN) to the Zambian Economy in 2018

By NDUBI MVULA

THE tourism sector contributed a total of ZMK19.4 Billion (USD1, 846.9MN) and 318.9 thousand jobs to the Zambian economy in 2018 and posting a +6.3% Gross Domestic Product (GDP) making it the fastest and bullish economic sector in the country.

International visitors alone spent ZMK8.4 Billion representing 8.3 percent of the total Zambian exports and in terms if spending characteristics the leisure sectors account for a total of 38 percent while business was at 62 percent. Domestic spending on tourism and travel stood at 47 percent while international spending was 53 percent.

                                             

The industry is estimated to create a total of 464.6 thousand jobs in 2019 with an estimated 1.1 million expected international visitors in 2019.This is according to the World Travel and Tourism Council’s (WTTC) annual review of the economic impact and social importance of the sector released this month.

The WTTC is an international none governmental organisation which represents the Travel and Tourism private sector globally with over 170 membership that includes CEOs, Chairmen and Presidents of the world’s leading Travel and Tourism businesses from all across the globe covering all industries.

The organisation works to raise awareness of Travel and Tourism as one of the world’s largest economic sectors, supporting one in 10 jobs (319 Million World Wide and generating 10.4 percent of the world GDPin 2018.

The Council is the global authority on the economic and social contribution of Travel and Tourism. The organisation promotes sustainable growth for the Travel and Tourism sector, working with governments and international institutions to create jobs, to drive exports and to generate prosperity.

Together with Oxford Economics an international consulting firm headquartered in Oxford United Kingdom and prides itself as a global leader in forecasting and quantitative analysis produces annual research that shows Travel and Tourism to be one of the world’s largest sectors.

The WTTC has been producing comprehensive reports quantify, compare and forecast the economic impact of Travel and Tourism on 185 economies around the world for nearly 30 years.

In addition to individual country fact sheets, and fuller country reports, WTTC produces a world report highlighting global trends and 25 further reports that focus on regions, sub-regions and economic and geographic groups.

And when contacted for a comment on this exceptional data on Zambia’s travel and tourism sector Zambia’s renowned tourism expert Dr. Percy Mabvuto Ngwira said the data is food for thought and that it needed to be validated with national data produced by Central Statistical Office (CSO), the Ministry of Tourism and Arts and other relevant institutions. 

                                             

                                                   Dr. Percy Ngwira             

Dr. Ngwira, was quick to point out the fact that tourism is an important sector that is playing a significant role in the economic emancipation of Zambia, towards the achievement of the national Vision 2030 – which aims to transform Zambia into a prosperous middle income nation by the year 2030 and to create a new Zambia which is a strong and dynamic middle-income industrial nation that provides opportunities for improving the well-being of all, embodying values of socio economic justice.

He said Zambia’s tourism sector has been growing arguably so in the past two decades and has the potential to make meaningful contribution to the country’s economic emancipation, particularly the sector’s potential in terms of creating jobs and wealth.

Dr. Ngwira said this would eventually be contributing towards sustainable development and aiding infrastructure development across the country.

“The importance of tourism industry lies in its ability to cut across many sectors of the economy well referred to as ‘multiplier effect’. The conceptual multiplier effect of tourism does not only end at creating opportunities in the tertiary sector; it, however, endorses economic development in other primary and secondary sectors of the economy in a destination,” he said.

He notes that the supposition of tourism’s multiplier effect in its simplest form is how many times the money spent by a tourist circulates through a destination’s economy or how many economic opportunities the sector creates in the destination’s economic developmental pathway.

As noted by the United Nations specialised Agency for tourism ‘The World Tourism Organisation (UNWTO) which is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism, “the tourism industry has experienced sustained growth and deepening ‎diversification over the decades, to become one of the most accelerated economic sectors in growth in the world.”

He said contemporary tourism is squarely connected to development and involves the growing number ‎of new destinations across the globe adding that the current global development dynamics have turned tourism into a key driver for socio-economic progress.‎

Dr. Ngwira further explains that today’s tourism business volume equals or even surpasses that of oil, ‎food products or automobiles businesses. Tourism has become one of the critical rookie players in ‎international economic and trade affairs and represents at the same time one of the primary income ‎sources for many developing countries.

“Intriguingly, modern tourism growth goes hand in hand with an ‎increasing diversification and competition among destinations.‎ This global advancement of the tourism business in industrialised and developed countries has produced ‎varied economic benefits in many related sectors - from construction to ‎agriculture to telecommunications.

‎Nevertheless, the contribution of tourism to the economic well-being of any destination depends on the quality and the ‎revenues generated directly and indirectly.

As one of the world’s largest economic sectors, travel and tourism creates jobs, drives exports, and generates prosperity across the world.

Given the above positive credentials presented by the tourism sector, it is high time Zambia fully realised, recognised and placed tourism as number one priority in the the country’s quest for economic emancipation in this ever-changing and more complex international business arena.

Inclusive growth and ensuring Zambia’s developmental agenda is based on offering opportunities to many vulnerable communities with sustained quality jobs should be Zambia’s tourism economic development focus.

The tourism sector which already supports one in every ten jobs on the planet is a compelling engine for Zambia’s massive unemployment challenges.

Despite all the positive effects of tourism, it is also important for Zambia to minimise tourism’s negative impacts on the environment and host communities while maximising the benefits it brings regarding jobs, wealth and support for local culture and industry, and protection of the built and natural environment.

Ends.

Geotourism, new area to explore

                                    Mighty Victoria Falls

By NDUBI MVULA, Lusaka

THE United Nations World Tourism Organisation (UNWTO) defines tourism as comprising the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes.

There are also other versions too many to itemise but two can do for now.

And according to Parks and Recreation management, Tourism is defined as a collection of activities, services and industries that delivers a travel experience, including transportation, accommodations, eating and drinking establishments, retail shops, entertainment businesses, activity facilities and other hospitality services provided for individuals or groups travelling away from home.

With all these accepted definitions of the sector, there is yet another brand of tourism that somewhat may seem too far a distance when it exists within the vicinity but not explored for all to appreciate it.

Zambia’s Liaison Officer to the World Tourism Organisation (UNWTO) Percy Ngwira this week takes on an exploration and brings to fold what this brand of tourism is all about.

Dr Ngwira who is also First Secretary for Tourism at the Zambian Embassy in Paris, France introduces this brand as Geotourism.

In his write-up of February 26^th 2018, entitled “Geotourism and Geoparks: Is Africa missing out on this new prospect for sustainable tourism development? Dr Ngwira explains what this sector is all about and how it is harnessed.

He says despite great progress that has been made in Africa in many spheres, debatebly there seem to be always 'the followers' and not 'the leaders' in many things.

Dr Ngwira says geotourism and its product geoparks seems to be 'the new kid on the block'.

However, as usual, Africa including Zambia does not seem to be paying attention to this new wave of tourism phenomenon spreading around the world like world fire.

So far, more than 125 Geoparks have been established around the world with China in the lead having more than 30 Geoparks

“Yet, the whole of Africa we only have one M'Goun UNESCO Global Geopark, in Morocco, quite unbelievable,” he says.

However, Dr Ngwira explains geotourism and geoparks are a relatively new phenomenon and subdivisions of geology and tourism.

Though still in the infancy stage and emerging as tourism niche markets awaiting further development and commercialisation, Dr Ngwira says geotourism and geoparks have been credited as tools for sustainable tourism with credentials to contribute to sustainable tourism development, rural development, local community participation and poverty alleviation.

He notes that the African continent seems to be remaining behind in grabbing the opportunity of prospects presented by this new niche tourism market.

And arguably, if there is a continent under the sun that is blessed with geomorphological features and tourism potential, “it is African”.

“From the spectacular natural beauty of the Drakensberg mountains of South Africa to the ancients pyramids of Egypt, from the cradle of mankind of the Ethiopian rift valley to the rushing sand dunes of the Namib desert, from the world’s best white sandy beaches of the Seychelles to the Historical Gold Coast of West Africa, from the smoke thundering of water spray of the Mighty Victoria Falls to the rich Serengeti plains overflowing with wild animals still roaming the wilderness as it was at the beginning, these are some of the unspoilt wonders that Africa still offers humanity beyond comparison to any other continent,” said Dr Ngwira.

Therefore, Dr Ngwira says the geomorphological and tourism riches of the great continent are unimaginable.

He says in the 21^st century, global tourism development must be ecologically sustainable, and shifting the emphasis from other forms of sustainable tourism like ecotourism to geotourism represents a positive step towards more sustainable global tourism.

“National Geographical Centre for Sustainable Destinations documents that Geotourism is sustainable tourism energised. It sustains, but it can also enhance by means of restorative and constructive forms of tourism that fit the nature of the destination,” he says.

Dr Ngwira further explains that tourist revenue can help to restore historic districts, for instance, and support local craftspeople.

And that it can help to preserve and develop local cuisines, based on distinctively local ingredients supplied by local farmers as well as help to retain traditional cultural celebrations and performing arts that would otherwise disappear.

“It can help to beautify ugly places and enrich poor places. It does those things best when focused on the distinctiveness of a place, avoiding the destructive pitfalls of undifferentiated global mass tourism,” he says.

Dr Ngwira says geotourism development at the local and regional levels must be developed within the context of sustainable local, national and international tourism development.

He says at the local, regional and national levels, development policies, plans and programs, laws and regulations, and marketing, all influence sustainable tourism development.

Dr Ngwira advises that the three main principles of sustainable development which can also be applied to regional geotourism development planning are its concentration on ecological, social and economic issues.

“Therefore, geotourism will only be sustainable where there are benefits for the host community, and these may be social and or cultural, and environmental and will not necessarily be confined to economic benefits,” he says.

As the motto for Zambia Tourism Agency “Zambia, Let’s Explore”, it goes without saying that in this journey of marketing the country to the whole-wide-world, exploring all means sustainable at hand is the key.