Zambia is gearing up to host the second UN Tourism Brand Africa Conference in the tourism hotspot of Livingstone from July 22 to 24, 2024. As preparations are nearly complete, Kojo Bentum Williams interviewed Matongo Matamwandi, CEO of the Zambia Tourism Agency (ZTA), on the VA Tourism Podcast to discuss the upcoming event.
“We’re thrilled to host this conference for the first time. Learning from the previous hosts, we’re about 70-80% ready, with venues secured and logistics like flights, speakers, security, and immigration all sorted,” Matamwandi said.
The conference will feature two key sessions: the CEO’s Think Tank and the Investment sessions, which will include the UN Tourism’s Doing Business and Investing in Zambia Guidelines.
Matamwandi explained, “The CEO’s Think Tank is an invitation-only session. Over 20 CEOs have confirmed attendance, and registrations are open until July 18. The goal is to view Africa as a unified tourism destination, leveraging our diverse offerings—from North Africa’s landscapes to Southern Africa’s wildlife and traditional ceremonies. The session will encourage open debate and collaboration to present a unified marketing strategy for Africa.”
A significant focus will also be on investment, with the launch of the Tourism Investment Guideline. “Tourism promotion and investment go hand in hand. To attract tourists, we must invest in safety and amenities. Thanks to UN Tourism, we have a comprehensive investment guideline highlighting opportunities in Zambia’s tourism sector,” Matamwandi noted.
The investment session will feature Zambia’s Ministers of Tourism and Commerce and Industry, along with a panel discussing investment opportunities in Africa. Delegates will also get a chance to experience Zambia’s attractions, including the iconic Victoria Falls.
This conference aims to foster collaboration and investment in Africa’s tourism sector, driving growth and unity across the continent.