{"id":58660,"date":"2024-02-24T23:05:47","date_gmt":"2024-02-24T23:05:47","guid":{"rendered":"https:\/\/www.africa-press.net\/zambia\/all-news\/time-for-zambias-tourism-to-forego-lazy-targets-and-go-big"},"modified":"2024-02-24T23:33:34","modified_gmt":"2024-02-24T23:33:34","slug":"time-for-zambias-tourism-to-forego-lazy-targets-and-go-big","status":"publish","type":"post","link":"https:\/\/www.africa-press.net\/zambia\/all-news\/time-for-zambias-tourism-to-forego-lazy-targets-and-go-big","title":{"rendered":"Time for Zambia\u2019s tourism to forego lazy targets and go big"},"content":{"rendered":"

Africa-Press – Zambia. <\/strong><\/span>Zambia\u2019s tourism sector is set for a bumper year following a few cool moves since late-2022. The sector has hitherto swayed from lousy performance for years. Two of the notable moves were an agreement of the China-Zambia bilateral year and LAM\u2019s resumption of the Maputo-Lusaka line<\/a>. Now let the fun begin and let government\u2019s top brass forego lazy targets and go big.<\/p>\n

The Maputo-Lusaka line will not only bolster the region\u2019s economic and tourism activity and lift productivity, but will also unlock sources of forex and add to Africa\u2019s efforts to foster shared economic development.<\/p>\n

<\/a>This is important as the economy continues to sway from crisis to crisis \u2013 exemplified by a depreciating kwacha and rising inflation<\/a> (after breaching 13% in December). What is the net effect? The number of hunger-stricken people has shot up \u2013 beckoning a fall in life expectancy and a rise in social ills (alcohol abuse, school dropouts, teen pregnancies, etc.). For his part, Chimwemwe Mwanza retraced part of the economic malady to the old guard\u2019s borrowing of \u201cbillions for consumption [only to sprinkle] some change on infrastructure projects\u201d<\/a>. The rearview mirror yanks us to the enduring havoc wreaked by the structural adjustment programme (SAP). Founder president Kenneth Kaunda moaned SAP for reducing Zambia\u2019s existence merely \u201cto pay the IMF\u201d, wrote Julius E Nyang\u2019oro in Beyond Structural Adjustment in Africa: The Political Economy of Sustainable and Democratic Development<\/a>.<\/p>\n

So, no matter how tough it is, President Hakainde Hichilema should refrain from yanking a begging bowl or resorting to SAP-type deal. It doesn\u2019t matter who the lender is: Beijing or New York. Hichilema\u2019s focus should be to simultaneously reverse the effects of Team Dununa\u2019s mess and ramp up production to create income opportunities for millions \u2013 equitably, across provinces. Quick fixes are anything but.<\/p>\n

To switch lanes: government has curiously treated tourism lightly despite its potential to showcase its beauty, grow soft power, and earn billions. Ministers Brenda Tambatamba and Douglas Syakalima will readily cite skills transfer, job creation and other aspects. Finance Minister Situmbeko Musokotwane, who must be closely watching the unfolding maelstrom in Malawi<\/a>, isn\u2019t only a well-rounded economist but has experienced the effects of forex shortages. Thankfully, he appreciates the underplayed role of tourism in shared economic growth. But, before you shift all blame to the Patriotic Front, look at the incumbents\u2019 record. Their missing of low targets is sadly juxtaposed with a surge in global demand.<\/p>\n

You thus wonder to what extent tourism ministers and their top brass are results-orientated or just, as a routine, just trot the globe for meetings: Beijing, Berlin, Dar, Davos, Sandton, Singapore and so on.<\/p>\n

At last count, Zambia hosted 1.4-million travellers a year. That is a lowly 2% market share of the 70-million people who visit Africa. In this regard, the 1.5-million target, cited by Tourism Minister Rodney Sikumba<\/a>, is puny. This year\u2019s target of 2-million is as lazy. While on that, where would the nation\u2019s tally be if it weren\u2019t for Mosi-oa-Tunya Victoria Falls? By the way, that\u2019s the sole Unesco-declared world heritage site in these climes. Indeed, the other half of the falls is in Zimbabwe. Globally, tourism accounts for 10% of employment and contribution to the GDP, versus Zambia\u2019s poor 7.5% on both counts. In contrast, Botswana\u2019s tourism sector accounts for a tenth of jobs.<\/p>\n

<\/a>Independent of tourism, LAM\u2019s re-entry, slashes travel times between Lusaka and Maputo to about three hours from up to 20 hours previously (if you factor in the Ethiopian Airlines\u2019 Addis Ababa connection). By all means, LAM\u2019s move is serious<\/a>. So is the question of how to sustain demand. SA Airways\u2019 soapie, called suspension-resumption-suspension of flights to Malawi, is instructive.<\/p>\n

On the downside, despite its openness and geographic proximity, the landlocked destination is off the radar for holidaymakers, asserted the Mail & Guardian<\/a>. Zambia has a meditative landscape, plentiful wildlife, thriving art scene, and more. This is a filmmaker\u2019s paradise, but that means little if Sikumba\u2019s team isn\u2019t flying the flag. Furthermore, the country, along Tanzania, is the region\u2019s cradle of freedom<\/a>. Where else would you find a Cabinet Minister assigned to decolonisation like Simon Kapwepwe was?<\/p>\n

Many freedom fighters, including those from the DRC \u2013 when Brussels ran the puppet show \u2013 found succour in Kenneth Kaunda-led nation. Lusaka housed the offices, guerillas and members of Swapo, Zanu and, later, Malawi Freedom Movement, when Kamuzu Banda unleashed terror. Lusaka is home to Oliver Tambo House and Freedom Camp heritage sites. The Copperbelt has a piece of Cold War history in the Dag Hammarskjo\u0308ld crash site.<\/a> The region abounds with historical places and museums, and home to one of the world\u2019s biggest chimpanzee sanctuaries, and great nightlife.<\/p>\n

Pity, many khaki-clad tourists barely see that side. Nor do they see other waterfalls, taste African dish, hit dancefloors, sample some Towela Kaira, Rikki Ililonga, and Alick Nkhata, or visit museums and galleries. That is because lazily-designed itineraries send tourists from wildlife sightings to Zambezi and Livingstone and souvenir outlets (sculptures and paintings to mugs, keyrings and T-shirts bearing African maps or images of wildlife). From that predictable box-ticking exercise, many tourists dash to airports without tasting Zed\u2019s way of life or interacting with the everyday, non-postcard, Zambia.<\/p>\n

Hichilema acknowledges the missing link in promoting Destination Zambia for leisure and business. If focused, Zed can muster 5-million annual arrivals by 2025 \u2013 outdoing government\u2019s lazy targets. This is independent of China-Zambia, a link that could see the partners enhance their cooperation in tourism, culture, youth and other fields.<\/p>\n

<\/a>Prior to LAM\u2019s return, most Maputo-Lusaka travellers, flew via Joburg, a prolonged journey that defies measures to save our planet. Carbon emissions are notable amid natural disasters that rock the globe.<\/p>\n

Meanwhile, Zambia has removed visa requirement for tourists from Australia, Canada, and elsewhere, not least China. The new policy does little for the continental market as it excludes neighbouring Congo and African nations north of the equator. It\u2019s an anomaly. For overseas visitors, the policy will enable some nationalities, for the first time sans visa, to crisscross the subcontinent by road to Lake Malawi, Ndola and Kalambo \u2013 the cradle of artisanship. Sikumba ought to press for Unesco\u2019s world heritage status for Kalambo, a throwback to the world\u2019s oldest wooden object<\/a>. Some governments \u2013 like Zambia\u2019s \u2013 have reportedly not sent nomination proposals for Unesco\u2019s approval. Also missing is Kalambo\u2019s paperwork, an indictment if you consider the relics from hundreds of millennia ago.<\/p>\n

Back to the flavour of the year: China. This is the world\u2019s largest source market with annual departures pegged at a sizzling 150 million. For Zed to win just a percent of that would set it up big time. Much as the China-Zambia bilateral Year of Culture and Tourism<\/a> is a boon, market acquisition requires \u201ca lot more than visa openness and a flag carrier\u201d. The author argued in Abuja-based Premium Times for a comparable and graded tourism industry \u201creplete with human capital, backed by infrastructure.\u201d<\/a> To become more competitive, this country, a destination described by many as warm and charming (yet unknown to legions of leisure travellers), would do well to arm its hospitality personnel with some French and Portuguese, spoken in neighbouring countries. Don\u2019t forget Mandarin and others.<\/p>\n

With so many positive factors in place, what\u2019s stopping Zambia from staging a major turnaround this year? Over to you, Minister Sikumba. Let the sector shoot the lights out. It can. The nation has high hopes.<\/p>\n

Shoks Mnisi Mzolo is a roving storyteller with a background in arts & culture and financial journalism. He also works as an independent researcher and is an avid traveller.<\/p>\n

For More News And Analysis About Zambia<\/a> Follow Africa-Press<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Africa-Press – Zambia. Zambia\u2019s tourism sector is set for a bumper year following a few cool moves since late-2022. The sector has hitherto swayed from lousy performance for years. Two of the notable moves were an agreement of the China-Zambia bilateral year and LAM\u2019s resumption of the Maputo-Lusaka line. Now let the fun begin and […]<\/p>\n","protected":false},"author":84,"featured_media":58659,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,25,6],"tags":[234,235,233],"class_list":["post-58660","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-news","category-featured","category-files","tag-africa-press","tag-africa-press-zambia","tag-zambia"],"yoast_head":"\nTime for Zambia\u2019s tourism to forego lazy targets and go big - Zambia<\/title>\n<meta name=\"description\" content=\"Zambia\u2019s tourism sector is set for a bumper year following a few cool moves since late-2022. 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