Media major player in tourism marketing

Tourism Media Master Class in session at Raddison Blu.

By NDUBI MBULA, Lusaka.
ZAMBIA Tourism Agency (ZTA) Chief Executive Officer Felix Chaila says for Zambia to market the tourism to the whole world, the media has to come on board as it holds a pivotal role in the sector.

Mr Chaila said this when he launched the Media Tourism Master Class which he believes will help the Agency develop a cadre of Journalists that would specialise in reporting on the sector.

"Media must always play its significant role in the marketing of tourism to the outside world as well as at local level. Our desire is to expect that this Media Master Class touches you all, " he said.

Mr Chaila also added that his Agency decided to come up with this Class so as to create long lasting relatonship with the media.

He said the idea for a Media Tourism Master Class is to effectivelly market the sector and articulate issues ably well.

Mr Chaila was speaking yesterday when he officially opened the two-day Media Tourism Master Class workshop at Radisson Blu.

Mr Chaila added that tourism on the world map has been elevated to second position from the chemical industry in similar manner that the Zambian Govrnment has re-classified the sector as second from agriculture.

He said this was plus to the organisation and commended President Edgar Lungu for upgrading the sector.

Mr Chaila also noted that it was for this reason that the Agency decuded to have the media on board.

"The Zambia Tourism Agency has taken a deliberate effort to engage and form strong bonds with the media for purposes of enhancing our relationships. Media are playing an important role in the growth and development and promotion by creating a better awareness and understanding to cater for the needs and requirements of domestic and international tourist," he said.

He said every traveller is a potential tourist be it local or foreign and it depends upon the campaign of professionals who are the media of the industry to top the potential and convert the potential into actual clients.

Mr Chaila stated that the role of the Agency is not to develop tourism centres but instead to market the tourism sites dotted around the country.

He has encouraged journalists to develop interest in various sectors of tourism such as bird watching, safari walks and drives which stand out as the best in the world.

Mr Chaila also noted that there is a new policy shift by governmemt in the sector from the previous stand of Government led private sector driven to the current government participation.

He also added that above all, a country's people and traditional ceremonies also make up the full package.

Mr Chaila however, noted that the Agency faces challenges such as in staffing which is supposed to be 55 but there is only 22 to cover the entire country.

Also noted was the fact that the Agency does not have adequate official representation in the overseas market and locally based regional offices as well as lowest tourism budget in the region.

He said border crossing challenges and airline connectivity is very cardinal.

Mr Chaila added that the nature of police road blocks dotted in many parts of the country also deter tourists from frequenting the country.